Public Relations and Branding

Ashley Aram shares what you need to know about PR during a brand launch.


At 5 by 5 Design we believe it’s possible to change the world by posing the right questions, listening to the honest answers, and following the path that emerges from the dialogue. Today we’ve tapped into a local PR expert to discuss the role of PR during a brand launch.

Ashley Aram is an account executive at Goff Public, an independent communications agency located in downtown Saint Paul. She is an expert at crafting strong messages for multiple audiences and platforms, and helps clients break into the toughest news cycles. She also excels at helping clients navigate crisis situations with sound advice and thoughtful strategy. We’ve asked her five questions about PR and branding. Here’s what she had to say.

1. What’s the difference between public relations and media relations?

Media relations is just one component of a public relations strategy. For many organizations, the media can be a key audience, or an avenue for communicating with other key audiences. Public relations is about connecting with the people important to your organization, whether that be through a town hall meeting, a TV interview, or a tweet.

2. What should you consider about public relations before you launch a new or updated brand?

It’s important to understand your relationships with each of your audiences before launching a new brand. Not everyone will need (or want) the same level of communication regarding a brand change, and the best way to get buy-in and guarantee a smooth transition to the new brand is to tailor your communications accordingly.

3. How can public relations be used effectively during a brand launch?

The public relations component is crucial during a rebrand. To be successful, it’s imperative to understand who is paying attention to your brand and to make sure you’re communicating effectively with them throughout the rebrand process, from key stakeholders like employees, partner organizations, and board members to external audiences like customers, clients, and the general public.

4. What have you seen organizations do that has been effective related to public relations during a brand launch?

Organizations with successful brand launches always include their communications team from the very beginning of the rebrand process.

5. Why was it effective?

You might not think your public relations person needs to be part of your logo redesign—but they do. Including your audience expert at every step of the rebrand process will translate into a brand that resonates with your stakeholders, avoids any external crises, and is communicated effectively and successfully.

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