Revisiting the Power of PR
In a world where everyone is focused on social media visibility, AI and chatbot tools, video content, and digital advertising, public relations can sometimes feel like an afterthought.
Within the fresh produce industry, there are endless compelling stories that should be told and prioritized as a part of a marketing campaign. From innovative growing practices and sustainability initiatives to new product launches, seasonal updates, and company milestones, there is no shortage of newsworthy content. Yet many companies miss valuable opportunities to share these insights with the audiences that matter most. That’s exactly where public relations comes into play…
Builds Credibility
At its core, public relations is about building credibility and strengthening relationships. While marketing focuses on promoting products and driving sales, public relations helps shape how a company is perceived by customers, retailers, industry partners, and consumers. It creates opportunities to showcase expertise, highlight achievements, and establish your organization as a trusted voice within the industry.
Creates Trust During Challenging Times
No company is immune to challenges. Market disruptions, supply shortages, recalls, weather problems, labor concerns, and economic pressures can impact any business across the produce supply chain. And it’s during these challenges that companies with established credibility often have an advantage. Public relations is not just a tool for sharing good news. It is a long-term investment in reputation management. Those that consistently communicate with their audiences before something occurs are better positioned to maintain trust when difficult conversations become necessary.
Other Party Validation
One of the greatest advantages of public relations is the power of third-party validation (i.e. an objective or unaffiliated opinion). For example, when a respected trade publication (the third-party) features your product or company, covers a new initiative, or quotes a company spokesperson, it carries a level of credibility that advertising and/or social media content alone cannot achieve. These earned media opportunities further help build that trust and reinforce your brand’s reputation within the industry
Opportunistic Visibility
Public relations also helps companies stay visible in an increasingly competitive market. Consistent media outreach, thought leadership articles, and company news keep your brand top-of-mind with key stakeholders throughout the year. Over time, that visibility can lead to stronger business relationships, new opportunities, and increased industry recognition. This means that a retailer, a grower, a shipper, or someone else who makes important business decisions might just see your company in an article, which might just prompt them to reach out for a meeting… Just a little food for thought!
Remember, Magic is Not Built Over Night
The most effective public relations programs aren’t built around a single announcement, article mention or press release. They are built on a steady stream of meaningful stories and news that demonstrate leadership, innovation, and commitment to the industry. So it is imperative to not forget about public relations when planning your marketing strategies and activations.
Every produce company has a story worth telling. From the growers producing healthy food to the companies solving complex supply chain challenges, there is meaningful work happening everyday. The question is whether you’re sharing yours…
