Since we launched our weekly blog series in 2024, we have focused exclusively on the corporate side of PR, to align with our specific value offering. However, consumer PR deserves both a mention and an acknowledgement of how it differs from our corporate operations. Let’s take a deeper look into how the two sides of the same PR coin differ from one another.

Differing Target Audiences

When executing a consumer PR campaign (often referred to as B2C PR), the hint is in the name: individual consumers are the end audience. The fundamental distinction from corporate PR is the way in which consumers make purchase decisions. Instead of relying largely on budgets, data and ROI measurements, consumers make purchasing decisions based on emotion. On a personal level, we can usually see this in our own personal experience: we tend to buy products that resonate with us on an emotional level. What this means is that when executing a consumer PR campaign, instead of aiming for repeat visibility and credibility markers, look for ways to connect with individuals on a personal level, based on feelings, experience and values.

On the opposite side of the same coin, we have corporate PR. Investors, shareholders, the leadership team, general stakeholders and government regulators, all represent end users. Despite the old adage that people buy from people, the financial performance, long term strategy and month-on-month ROI of a campaign usually speaks for itself. This in and of itself builds trust.

Impact Strategies

Consumer PR moves at breakneck pace. As such, social media is the best place to stay relevant and in front of consumer trends, often in tandem with influencers who have a presence with that target audience of consumers. And of course, even in consumer PR, earned coverage is the gold standard so appearing in relevant consumer and lifestyle publications is important.

Conversely, corporate PR is more strategic in nature, focused on long term ROI. Practitioners are analysing coverage sentiment and tracking financial performance against commercial KPIs rather than relying on short term impact.

Messaging Tone

In the world of consumer PR, messaging should be conversational, lighthearted and relatable. As we mentioned, the objective is to connect with your target consumer in a personal way and the tone of the messaging should reflect that. Corporate PR, on the other hand, works best when the messaging reflects facts, information and real business impact. The target audience here wants to have quick and easy access to information that indicates commercial stability and reassurance. Consider CEO statements and interviews with business publications, corporate performance reviews, purpose declarations and industry white papers. The messaging needs to be clear, authoritative, precise and built on a foundation of credibility and trust.

Success Metrics

In consumer PR, success is measured in short bursts: social media likes and engagement measurements, features in lifestyle magazines, product orders and campaign virility. The turnaround time is short and measured in real time. For this reason, success can be communicated using metrics like website traffic, Google Analytics and social media impact.

Corporate PR is much more of a slow burn. KPIs are measured differently and include things like shareholder confidence, coverage tone, sentiment and share price indicators. Think more strategically about how your media announcements are being received and how they are shaping your corporate reputation.

At the end of the day, understanding your target audience and aligning it with your messaging will go a long way in determining how effective your PR strategies will be. Whether it’s a consumer or a corporate campaign, carefully managing reputation will help to build long term commercial viability.

For more information about how to curate the best possible strategy to create impact with your target audience, contact us at christopher@pearscroftcommunications.com.au