3 Public Relations and Marketing Lessons Inspired by Nature

Nature can teach us, if we’ll listen and observe. Recently, I was inspired to discover the amazing connection between what nature knows and the work we do in public relations and marketing. Here are three of the lessons I’ve learned:

You must get noticed

A peacock fans its feathers producing a show-stopping display of color. Sunrises and sunsets are so captivating that television meteorologists include viewers’ photos of them on their broadcasts and social media pages. A spider weaves an intricate web that gives one pause to observe, if you’re lucky enough not to walk through it first! Examples are everywhere in nature.

Likewise, in public relations and marketing we use a variety of strategies to get clients noticed. We work with the media to tell their story. We use social media to connect and build engagement with target audiences and influencers. We create marketing collateral to explain products and services.

Relationships matter

Hummingbirds draw nectar as nourishment from flowers while serving as pollinators. Cows stir up insects that egrets gobble up. Ladybugs eat aphids on daylilies, thereby enabling the flowers to thrive.

In public relations and marketing, our very survival is based on mutually advantageous relationships such as those found in nature. That’s why the Public Relations Society of America defines PR in this way:

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

Sometimes we meet with stakeholders in one-on-one meetings. At other times, we gather a larger community together and ask for feedback. Regardless of the format, public relations professionals know that building relationships matters.

Change is good

Chameleons change colors. Crawfish molt. Deciduous trees drop their leaves. Butterflies burst from chrysalises. Just as nature changes, those of us in public relations and marketing must adapt and change with our profession.

In recent years, we’ve embraced new technologies and media channels. We’ve added permission-based marketing strategies to our toolboxes and become masters at content marketing. We more quickly and efficiently deliver news to information-hungry consumers who expect instant news. And as the influential voice of these stakeholders has grown, we’ve engaged them in meaningful dialogue to build valuable relationships.

I love this saying from Albert Einstein, as he obviously understood the power of nature: Look deep into nature, and then you will understand everything better.

So if you’ll excuse me, I’m going to step outside for some fresh air. Maybe I’ll be fortunate enough to see a bird or a butterfly and learn a new lesson from nature about public relations and marketing.

Harnessing the Luxury Market – Hotel Public Relations

When companies think of investing in marketing strategies for their products or businesses, they usually go straight to funding traditional advertising and marketing means such as print and radio media.

A highly effective marketing strategy that is often overlooked is public relations (PR).

If you’re looking for a wiser investment to gaining positive feedback for your luxury establishment, you should consider putting more focus on hotel public relations.

PR for your hotel can place more emphasis on gaining your establishment a positive impression, over simply gaining its target market’s attention.

PR activities may include:

  • appointing press relations personnel
  • planning special events
  • having targeted outreach for focused editorial coverage
  • organization of press familiarization trips (for travel writers to get to know your establishment)
  • newsletters
  • community relations
  • philanthropy

Most of these activities would not require sheer funding and might actually be things that you are already interested in doing for your company. Hotel public relations can help you establish how these activities can become powerful marketing tools as well, and help you create the most ideal image that you would prefer for your place.

Luxury hotels are prime candidates for shifting their marketing strategies to PR. These venues already have established brands and reputations, so there usually is no necessity for attention-step advertising or marketing. Their next step should be to establish loyalty in their dedicated target clients, which are high profile individuals and organizations. Hotel public relations can help achieve this through helping the hotel improve its service, facilities, and offered functions.

The steps necessary for establishing good PR seem relatively easy, but there is also danger in committing one single false step which can bring the whole reputation down. So hotel public relations strategies should be researched and calculated well. It should be executed with utmost preparation and expertise to achieve the most desired results.

Public Relations for Public Relations Companies

Public relations for public relations companies is one of the most important tools to expand their business. After all if a public-relations company is really good then other companies will see this and want to hire them. When a company hires a public-relations team they expect 100% best efforts.

As the public-relations company does a good job they also need to toot their own horn. How can the public-relations company to its own horn and without detracting from the company they are promoting?

There are many ways actually and often you will see their logo at the bottom of a web site, on a press release or advertising. Sometimes the public-relations companies will give a discount to the client in order to do this. Often when we see a very good marketing campaign, public interest story or community-based marketing program; we say to ourselves Wow! And we want to know who is behind it; often what we find is that it is a public-relations specialist team promoting a product or service for their client.

It makes sense that public-relations is a big part of how a public-relations company would market itself to potential clients, corporations and organizations, which might hire it. Public relations companies must promote community goodwill with government agencies, nonprofit groups and local corporations.

They are often involved in the Industry Associations and Chambers of Commerce. No public-relations company is without good public-relations and if they cannot market themselves then no one is going to hire them.