How PR Amplifies Outdoor Products’ Stories and Values

Public Relations Specialist PR Careers

Within the grandeur of the great outdoors, where mighty mountains breach the heavens and vigorous rivers etch their journey through age-old terrains, exists a community bound by a shared love of exploration and an intimate bond with nature. 

Brands catering to these enthusiasts cannot merely glorify their products’ technical features. They have to paint a vivid canvas of narratives woven from values, emotions, and experiences that go far beyond mere product specifications. And this is where the magic of public relations can genuinely shine.


In the sphere of the outdoor industry, Public Relations transcends conventional press releases and planned media exposures. It is about sculpting immersive stories that embody the very spirit of the great outdoors.

It encapsulates the transformative power of exploration, the bonds formed on challenging trails, and the tranquillity under a sky ablaze with stars, all made possible by the products these brands offer. Venturing beyond plain specifications, the allure of storytelling can’t be ignored.

The era of dry, technical details overwhelming potential customers has faded. PR in the outdoor industry thrives on narratives that transport the audience to the heart of the action. By partnering with outdoor athletes, seasoned explorers, or everyday adventurers, brands can infuse their products with real-life experiences.


This strategy fosters a sense of connection and authenticity that traditional advertising often falls short of. Prospective customers don’t see a tent. They imagine themselves nestled inside it, sheltered from a sudden downpour, and sharing stories under a starlit sky.

PR, through the art of storytelling, lets brands forge an emotional connection with the outdoor experience, leaving a memorable imprint that surpasses technical offerings. PR offers outdoor companies a platform to voice their core values and beliefs. 

Promoting sustainability, pushing athletic boundaries, fostering respect for nature – these are the values that resonate with outdoor lovers. A brand that staunchly supports environmental stewardship can use PR to highlight its commitment to sustainable manufacturing, perhaps by collaborating with conservation organizations or emphasizing the use of recycled materials in its products.

Strategic placement of stories and messages in tune with these values in relevant publications such as adventure magazines, online forums, and outdoor blogs allows the brand to carve a strong identity that deeply resonates with its target audience. Consumers today lean towards brands that reflect their own values. PR offers the tools to build a connection based on shared beliefs, fostering loyalty that surpasses the mere need for new gear.

Media coverage

Securing positive media coverage, especially from reputable outdoor publications or endorsements from trusted influencers, is vital for building trust and credibility. PR professionals foster relationships with journalists, editors, and outdoor enthusiasts with considerable influence within the community.

By supplying insightful content, sponsoring relevant events, and providing early access to innovative products, brands can secure placements in credible publications, thereby building trust with potential customers.

Brand awareness

Strategic PR efforts extend beyond securing placements in niche publications. By crafting compelling content, engaging on social media platforms, and participating in industry events, brands can significantly elevate their brand awareness. PR professionals can leverage media outreach to secure mentions in mainstream publications, thereby extending the brand message’s reach.

Ronn Torossian is founder of 5WPR, a leading PR firm.

Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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