PR Campaign from Scratch: A Guide by AGRO Marketing Agency

"Your brand is what people say about you when you leave the room," — Jeff Bezos, CEO and Founder of Amazon.

 For companies, especially in agribusiness, establishing communication channels with both audiences and partners is essential. This includes not only direct contact through hotlines or messaging platforms but also maintaining visibility in the public eye.

Public Relations (PR) is a tool that, along with traditional marketing, helps brands actively expand their audience, manage their reputation, and more. And the business world is starting to recognize this importance.

According to projections by The Business Research Company, the PR market is expected to reach $144.28 billion by 2028. While this may be smaller than the traditional marketing industry, it’s a significant indicator of PR’s value.

The experts at AGRO Marketing Agency have prepared a guide on why AgroPR is essential for agribusiness and the foundational elements of effective PR campaigns.

Traditional Marketing vs. PR: Key Differences

If you've heard that PR is a subset of marketing, know that this isn’t entirely accurate. Primarily, they differ in their core concepts.

While marketing focuses on PROMOTING a product, service, or the company itself, PR works to build the brand’s REPUTATION.

This means that with a well-planned PR strategy, fewer resources may be needed for marketing since the company will already be active in the information space, making it easier to attract clients and partners.

However, it’s important to note that PR campaigns are resource-intensive, both financially and in terms of effort. Nonetheless, their effectiveness is high, and the results are well worth it — especially if you hire experienced PR professionals, like the team at AGRO Marketing Agency.

Building an Effective PR Campaign: Core Components

Since PR focuses on drawing clients in organically, rather than pushing them to engage, the campaign approach should align with this principle.

For example, if your company maintains a presence in the audience’s information sphere, shares updates, publishes interviews in the media, runs a blog, engages in volunteer activities, organizes press tours, participates in business breakfasts, speaks at conferences, and holds or participates in press conferences, your business will naturally generate leads.

PR is an essential part of a successful business strategy. It helps build trust, attract new clients, and maintain a positive company image. PR has a cumulative effect, growing stronger over time, so if public relations efforts are systematic, they can lead to the highest level of loyalty from the target audience toward the company or brand. A loyal client is committed to the brand and recommends it to others. In cases of negative events, this audience may even act as advocates for the company, supporting its reputation,” said Svyatoslav Tkachenko, Head of AGRO Marketing Agency.

This is the power of PR. Let’s go over the key components that make PR an effective tool for agribusiness.

Media

It’s clear, but not always straightforward. Don’t confuse PR with native advertising, which smaller companies often rely on. A marketing article will always include SEO elements (keywords + LSI + anchors), while a PR piece might simply share news about events or key brand figures.

Just take a look at an example of a PR article in Forbes. Try to find even a hint of advertising in it. In brief, it’s a news story discussing a new project by Boris Shestopalov, co-owner of HD-group and GFSGROUP.

The article contains no promises, calls-to-action (CTAs), or even hints of product or service sales. However, it informs the reader about the existence of this business and its unique features. In terms of reputation, the article builds a positive image exclusively.

Conferences

Organizing and attending conferences is both a chance to build partnerships and a PR tool for shaping brand reputation. It’s less about the expenses and more about the value that a business brings by being present.

Take Boris Shestopalov again as an example, along with the NEW FOOD SUMMIT conference. This entrepreneur is one of the event’s organizers and the general partner. Boris also participates as a speaker (last year he spoke at more than 20 conferences). He previously attended the Bread Industry Forum, organized by AGRO Marketing Agency. His key message in speeches and interviews focuses on the importance of developing food tech in Ukraine and the construction of Volia Agri-Food Park Vinnytsia.

What can PR like this achieve? At the very least, new contacts; at best, it attracts investors, partners, and further solidifies the personal and brand reputation in the Ukrainian and international information space.

Exhibitions

Unlike conferences, exhibitions are more about showcasing a brand’s achievements, advancements in technological processes, and more. Typically, these events attract a large number of market representatives, though they can also be held as standalone events like an “Open House Day.”

For the agricultural sector, this is an ideal opportunity not only to gain PR exposure but also to naturally promote one’s raw materials, equipment, fertilizers, products, and work processes. In addition to building reputation, this approach can boost sales, attract talented employees, and establish connections with potential partners.

Volunteering

In the past two years, this type of PR has become one of the most essential. An agricultural company can allocate part of its revenue (even 1%, which could amount to millions) to help those affected or to purchase supplies such as equipment, generators, and to support mobilized employees and their families.

At times, such actions may come across as overly dramatic, which isn’t always well received by the audience. However, if you adhere to typical rules of native PR, the campaign results can be impressive.

Charity

Don’t confuse charity with volunteering, which can involve not only direct financial aid but also providing resources, such as for disaster relief efforts. Charity in a PR context involves creating or participating in special funds that direct funds toward socially significant needs, such as supporting orphans, children with disabilities, veterans’ prosthetics, and more.

The only drawback is that excessive media or social media coverage of this activity can lead to negative reactions. It’s best to do more and say less.

Branding

Logo, values, mission, and defined Tone of Voice (ToV) are elements that influence brand reputation. Consistent policies and a strong focus on a specific branding direction also contribute to the company’s image as mature and reliable.

For instance, consider the OLIS brand (a partner of AGRO Marketing Agency), which consistently and transparently shapes its image using various tools. This includes regular expert publications, PR in the media, participation in conferences, exhibitions, and a clear display of its growth direction.

A Touch of Transparency

You’re not required to reveal your technological processes, trade secrets, or business plans, but maintaining public interest in your company is crucial. PR can help with this through a range of tools that reveal more about the brand without divulging critical business details.

The first approach is through exhibitions, open house days, and press tours at the facility. This allows you to engage with clients, media, and potential partners and showcase your friendliness.

The second approach is through corporate news shared on company resources, in the media, or on social networks. For example, here and here. By the way, regarding the Volia Agri-Food Park, the goal of covering the construction plans is to attract investors and park residents, as well as to publish fresh and relevant topics that capture attention.

Social media

Your audience uses social media, so you should be active on platforms like Facebook, Instagram, LinkedIn, X (Twitter), and possibly TikTok. Simple periodic posts about company news or events, announcements, calls for discussion, and reports are enough.

Professional Interviews

As an entrepreneur, manager, or specialist, you should demonstrate your expertise and competence to the public. For example, well-known figures like Boris Shestopalov, or Evgeniy Dudka, owner of the TM "Viliya," or Valeriya Kalashnik, CEO of KMZ Industries, regularly do this.

Another example is Alena Tsaryova, who until recently was known only in narrow professional circles, but launched her own blog on a top agro-media site and emerged as an expert in sunflower and oilseed products.

Final Word

In conclusion, PR is a costly but effective tool for brand promotion. It's like with students — years of work on your reputation eventually start working for you.

This is why it's important to take a balanced approach to creating a PR campaign, starting with audience analysis and brand goal definition. Then, you apply effective practices to shape the company's reputation.

Not sure where to start? Trust your PR project to the professionals at AGRO Marketing Agency! We’ll create an effective PR strategy and prepare everything needed for its launch and support.

Remember, PR is a long game!