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PR, communications and marketing go hand-in-hand – as Marni Salup puts it, PR is a form of communication, which is a form of marketing. On this episode of The Postworthy Podcast, Tim and Kelli are joined by triathlete, podcast host and long-time PR professional, Marni Salup. Marni is the founder of The Salup Group, a PR agency that specializes in creative storytelling and brand amplification. She is also the host of Marni On The Move, a podcast that explores the intersection between wellness, athletics and entrepreneurship.
Tim, Kelli and Marni dive into the role PR agencies play in the new digital age and when brands should engage them. With the rise of digital media and the Internet, a whole new realm of PR has been created. As traditional PR and social media collide, PR serves as the intermediary between what the public reads or watches in the media versus what the brand is trying to communicate, ultimately finding the message between the two.
Marni explains what her go-to PR strategy is when working with a brand, which usually involves helping the brand identify their brand voice and effectively communicating it to the public. Marni emphasizes that every brand has a story to tell, but PR has the unique ability to craft the story and funnel it properly to the target audience. Often the question for brands is not if they should engage PR but when they should engage a PR agency, such as The Salup Group. Marni outlines that the launch is the most critical time for brands to work with PR. The launch can be the start of the business or the launch of something new within an existing business – a new product, new flavor, or new service.
PR not only helps brands to create and communicate their story, it serves as a great evaluation tool. Tim, Kelli and Marni discuss how PR may not show ROI in terms of quantifiable direct sales but it does allow brands to understand where they are getting the most conversions in feedback from consumers, allowing brands to understand where they should be investing and advertising. And in the digital age, it is key to understand who your audience is and what platforms they are on.