Investing in public relations is valuable for brands of all shapes and sizes looking to amplify their key messages and share of voice in the media. Not only can a targeted PR strategy increase a brand’s presence in key publications and strengthen the credibility of its message and values, but can also generate more business leads too.
Challenger brands have distinct qualities that make them the perfect candidates for stellar PR coverage that will grab the attention of future customers, investors or other stakeholders.
Those that take advantage of the opportunity to showcase their strengths and stories will set themselves apart from the crowd, and embracing PR can play a crucial role in this.
So, what makes challenger brands so exciting when it comes to storytelling?
It’s all about the backstory
Everyone loves an inspiring business story, and challenger brands are often built by interesting people looking to solve a problem or fill a gap in the market, sometimes against the odds.
Whether it’s a rags to riches fairytale, a rollercoaster of ups and downs, or a story of overcoming adversity to build a successful business, founder stories will always be interesting to those who are invested in buying from or partnering with a business.
Profiling opportunities give those at the helm of challenger brands the chance to get across their values and capture the imaginations of readers, building a sense of trust and mutual respect.
This isn’t always as easy for CEOs or senior figures at large, multinational companies, for instance, and challenger brands should take advantage of these profiling opportunities.
Think local
Buying from and investing in local businesses is still high on the agenda for both consumers and other businesses alike, and challenger brands can tap into this through PR.
Whether it’s through giving back to local grassroots enterprises, partnering with other small businesses, investing in local talent, or resourcing local materials, challenger brands are often rooted in their communities and are keen to give back.
Locally minded businesses tend to gain positive media coverage and grab the attention of people who share these values, particularly regionally. In a world where so many large corporations dominate, it’s refreshing to hear different stories and perspectives from businesses doing good in their communities.
Strong values
Another common characteristic in challenger brands is that they are often grounded in strong ethical values.
This is a powerful selling point for media coverage and helps public relations professionals target key opportunities for opinion pieces.
Having a clear ethical stance is attractive to consumers and investors interested in the same issues. Many challenger brand spokespeople are not afraid to go against the grain and speak up for what they believe in, and getting this message out into the world is a great way to cut through the noise and support business growth.
A unique point of view
The PR and media landscape is busy, over-crowded, and competitive, and securing coverage can be difficult without a good hook.
Challenger brands are at an advantage here, as they can offer unique insights and experiencesthat other businesses may not have.
By definition, challenger brands disrupt the status quo and bring something different to their specified industry. This is a clear bonus when it comes to standing out in the media and building a strong brand narrative.
Getting involved in topical conversations and providing expert commentary with a unique angle is a fantastic way for challenger brands to stand out and get their voices heard.
If you would like to hear more about how we can help you elevate your brand and amplify your message, contact hello@makemorenoise.co.uk or call 0121 594 0712.
