Hello PR friend!

Several professions are governed by professional orders and require the following to obtain authorization to practice:

• training
• certification
• diploma
• permit, etc.

But think about it: you don't need any of that to become a marketing or public professional.

You don't need a special certification or permit to address journalists or influencers.

Isn’t that amazing?

I started my career as a marketing professional and discovered public relations somewhat out of necessity.

Before launching the NATA PR agency, I worked in various marketing positions for about a decade. Since I didn't always have the budget to hire a public relations professional for my team or retain the services of a public relations agency, I developed my own method.

I got my start in the cultural sector, specifically in opera.

The cultural sector heavily relies on the work of journalists and critics to talk about their creations, performances, exhibitions, etc., whether positively or negatively.

I understood the importance of articles in magazines, newspapers and interviews on TV and radio.

I dared. I took the plunge.

The worst that could happen was that they would say no, thank you, and were not interested,

My first public relations project was OPERA IN THE STREET.

It was the very first free event for the whole family, aimed at attracting a new audience to this art form, opera, which can seem difficult to access for many.

To my surprise, my project was interested in the city's newspapers, radio, and TV.

That's when I fell in love with public relations.

But it took me a few more years in marketing before I started my own business.

You see, no permit is needed. A good idea, a good project, and a good pitch…

I realized here that I had several good elements:

1. A first (the first time the opera offered a free event to the general public)
2. The media loves to talk about events that appeal to their readers/listeners
3. Accessibility
4. Free admission

Do you want to know what to do to learn how to talk about yourself and what the first steps are?

Check out our links and sign up on our lists to avoid missing anything.

If you need any more assistance, feel free to ask!

Nata

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Hello PR Friend!

We sometimes encounter clients who have significant budgets allocated for years to advertising their products and who claim without hesitation that what we offer in PR is very expensive.

Everything is relative, you might say.

And you would be absolutely right.

However, I immediately know that these executives or marketing professionals do not know the power of PR nor their cost-effectiveness in terms of dollars spent when compared to advertising.

I assure you that PR is much cheaper than advertising, and they especially do not have the same role:

1. Advertising makes sales.
2. PR makes a product known and increases consumer confidence.
3. You don't pay a journalist. He chooses to talk about you for free.

You probably think it is difficult to measure the results of a PR campaign.

Well, no, it's not complicated. We measure all PR campaigns at NATA PR agency.

For our North American campaigns, we even use the famous cost per thousand used to measure paid advertising campaigns.

The cost per thousand impressions, CPT, is mainly used in advertising. It refers to the total advertising expenditure for every 1,000 impressions of an advertisement.

And every time, we are between 10 and 100 times cheaper.

If an advertising campaign allows you to reach 10 million people and costs you $10 CPT, it could cost you less than $1 in PR.

Obviously, no two campaigns or products are identical.

And I am not telling you that PR is better than advertising.

Absolutely not!

But combining PR with an advertising campaign can be very beneficial:

1. Potential customers read articles about your products published in the media.
2. They see influencers talking about your products.
3. The advertising campaign acts as a powerful reminder.

You gain consumer trust on one side with articles and mentions and remind them through traditional or online advertising.

But what distinguishes PR from advertising, which is too often underestimated but certainly of equal importance, is that advertising is easily identified.

Readers and your potential clients know that these messages have been paid for and are intended to encourage them to buy.

Even if an article was inspired by a PR professional who sent a press release to journalists, you will never see the mention "this article was written following the receipt of a press release sent by the PR agency."

Advertising allows you to control your messages that can be repeated ad nauseam; we know that.

This is where PR is unique. It brings you CREDIBILITY.

Consumers may be wary of advertising and do not always believe the messages and benefits they are promised.

Your potential clients are much more likely to believe a journalist or influencer who has not been paid to speak well of your product.

So yes, you can get featured for free in the press and by influencers if you offer journalists and influencers topics or products that they regularly talk about.

That's why our best training to date at NATA PR SCHOOL is called Get Featured for Free.

You will find the link to this program, which will open its doors again in a few months.

Want to know more about PR and how you can integrate it into your marketing plan?

Check our links and sign up for our lists to get everything we propose.

If you need any more assistance, feel free to ask!

Nata

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⁠

Hello PR friend!

Of all the marketing activities that help promote a brand, a company, or a collection, partnerships with personalities, experts, or even complementary companies greatly facilitate public relations work.

I hear you, PR friends; indeed, this is not new. From Marilyn Monroe boasting about wearing only her Chanel No. 5 to bed to the Kardashians, who are now developing their own brands, I agree there's nothing new about the principle of partnerships.

But how effective this partnership tactic is.

I wanted to talk to you about these successful associations today because, at NATA PR agency, we are presenting to the media one of the latest collections from Roche Bobois, launched in Milan in spring 2024.

This is the first collaboration with the Chinese designer Jiang Qiong Er.

The furniture is magnificent, created in a contemporary spirit inspired by traditional Chinese colors and bamboo.

I invite you to take a look at the Roche Bobois website.

So, how does this collaboration make our PR tasks easier?

Well, immediately after sending the press release presenting this collection to our journalist friends in Canada, three major media outlets requested an interview with the designer.

You should know that spontaneous requests of this type are rare and exceptional.

But since the Asian community likely represents more than 20% of Canada (it accounted for 18% according to the latest statistics in 2016), you can understand the appeal of this partnership to our journalist friends.

So, imagine the demand for these products in Vancouver and elsewhere in the beautiful Canadian provinces.

Roche Bobois wisely chooses its partnerships and is not afraid to collaborate with creators who are not yet global celebrities but have all the potential to become one.

Recently, a partnership with the Portuguese artist Joanna Vasconcelos, who created the Bombom collection, also met with great success.

Indeed, an adaptation of the Bombom collection into beautiful garden furniture presented at the IDS in Toronto (International Design Show) in January 2024 was a hit.

I hear you; it's not so easy for smaller companies to develop such associations.

However, every day, I see young brands from the web finding influencers who share the same values and presenting the company's products.

Sometimes, the collaboration is so fruitful that the brand develops a product with the influencer, who can present it to their community.

These partnerships are now accessible to everyone thanks to the web and influencers.

It's up to you to find those with fan communities interested in your offer.

If you want to know more about PR, check our links and sign up for our lists so you do not miss anything.

Nata

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Hello PR friend!

Yes, public relations is here to increase your visibility on the web.

I can understand that traditional media comes to mind when you think of PR, but it's without considering that these all have digital versions, which often have even more success than their paper versions.

Yes, many traditional media have exploded on the web since the pandemic!

Here's how PR can help you increase your online visibility:

1. Increase the number of visitors to your website
2. Get more engagement on social media platforms.
3. More leads, more sales.
4. Improve your brand image
5. Complement your social media.
6. Contribute to content creation
7. Develop a strategy for creating clickable links

When people talk about you online, internet users will want to know more about your company and products.

The cumulative effect of publications and mentions by journalists and influencers will bring "traffic" to your platforms.

This does not happen by magic. You need to be found if someone is looking for you, even if it's not you specifically they are searching for.

PR can help you capture more emails and increase your potential customer base.

The effect of an article about you, your company, or your products will have a significant impact on readers.

A lasting effect.

Clients often tell us about an article that made them known, a local TV interview broadcast on the web, which benefited them.

Yes, you should share those famous interviews in traditional media on your social media to continue amplifying the effects.

We currently have an influence strategy for all NATA PR agency clients.

These campaigns are primarily organic (without monetary exchange).

Our job is to introduce brands and products to influencers so they talk about them to their community without compensation.

These are pure PR: a third party (journalist or influencer) chooses to talk about our clients without being paid.

But obviously, there are gray areas. It happens, especially after an organic campaign where we saw the enthusiastic reaction of the influencer's community, and we signed paid contracts with them.

Here, we change the model. We move from the "organic" mention, the influencer's goodwill, to asking them to broadcast key messages from the brand and present the products desired by the company often very precisely.

I regularly have conversations with young digital marketing professionals who want to get mentions like their online competitors.

I suddenly see the illumination When I mention that these mentions were obtained through a public relations campaign!

They finally understand what we do.

This is not a reproach, and public relations is not a covered subject in their training.

If you want to know more about PR, check our links and sign up for our lists so you do not miss anything.

Nata

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Hello PR friend!

For those who follow us, you know, I like to share with you what's happening at the agency.

A few weeks ago, the NATA PR agency was invited to present a PR proposal to a client that I will not name here but who is part of, often forgotten, a large number of companies.

Before revealing this fact to you, I imagine you are like me, and when something interests you, you go to Google to look it up.

Well, imagine my surprise: this company had no website, no social media presence, and only 2 positive Google reviews from over 3 years ago.

Yes, we forget, but even today, many companies have a very weak online presence.

I know, it's surprising!

In defense of this client, it must be said that they unknowingly fit into the trend making a big comeback called "Quiet Luxury." "Luxe discret" in French.

This means this company offers products to a wealthy clientele for whom discretion and anonymity are of great value.

This trend is especially present in the fashion world, where quiet luxury is often contrasted with ostentatious luxury. The former values the best quality, subtlety, and to add a trendy word: authenticity.

The absence of logos is also significant in this trend of quiet luxury. Major houses with recognized expertise appreciated by the very wealthy of this world know this. It is part of their practice to sign their creations inside the garments and not to display signatures to be used as billboards.

A friend, a great creator and accessory designer for opera and theater, used to say, every time he saw the initials of major brands prominently displayed on clothes, handbags, sunglasses, or accessories: "Why would I wear things with the initials of someone I don't even know!"

These are the ones who recognize "true" luxury! The "Happy Few" choose great luxury houses, often more than a century old, to complete their wardrobe and integrate this way of living into all spheres of their lives.

So, what does the NATA PR agency propose to this client to increase their online visibility?

Obvious things like creating a website and a Facebook page.

But here is a unique idea I share with you because to know this trick, you need to know a bit about public relations.

I propose to this client, while we develop their website and Facebook page, to first publish:

A press release on a newswire.

Yes, because for those who will search online tomorrow, the first thing they will find is this press release that tells exactly what this company wants to highlight.

How do you regain control of what is said or not about you?

Yes, the newswire is the perfect tool to make you visible online instantly.

If you want to know more about PR, check our links and sign up for our lists so you do not miss anything.

Nata

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