When buying a product or service, if you are buying it because you need it, you may of course decide to buy it right away, but if you are unsure whether to buy it or not, how do you make the purchasing decision?
On the other hand, how can brands get themselves chosen? One of the important factors in determining whether or not a brand will choose you is to promote your process.
What is Process PR?
“Process PR” is a method of proactively communicating not only the results of a product or service, but also the development process and growth process. By disclosing the process with transparency and storytelling, companies can build trust with consumers and the market. In particular, information is commonly disseminated through social media, blogs, and video platforms.
What is the benefit of promoting a process?
Increased reliability
Being transparent about your process job function email list conveys honesty and transparency, strengthening trust in your brand.
Differentiation from the competition
By sharing the attention to detail we put into our development and manufacturing and the ingenuity we use to solve problems, we can clearly differentiate ourselves from other companies.
Gaining sympathy and fans
By making the process public, consumers will feel like they want to support the brand, which will increase their attachment to it.
Many successful crowdfunding projects have garnered support by making the process visible.
Popular audition programs also promote the process
“Timelesz Project -AUDITION-“, currently streaming on Netflix, is a reality series that follows the auditions for new members of the turning over these duties to an outsourced idol group Timelesz (formerly Sexy Zone). The show reveals the entire process to viewers, including the audition process, the efforts of the candidates, and the conflicts faced by the members.
This allowed viewers to share the group’s growth and changes in real time, creating deep empathy and interest. As a result, the program achieved high viewer ratings and contributed to expanding the group’s fan base. This case shows that process PR is an effective way to increase brand value and build strong relationships with fans.
Application to products and services
This idea of ”process PR” can be applied not only to idol groups and the entertainment industry, but also to the branding of products and services.
Revealing the behind-the-scenes of product development
Before announcing a new product, Apple shares its “design and innovation process” through teaser videos and interviews, building consumer anticipation and interest in the brand.
Patagonia also strengthens brand loyalty by clearly explaining the environmental impact of its product development process.
Emphasise craftsmanship and commitment to quality
IKEA is increasing its brand value by disclosing its “selection of environmentally friendly materials” and “sustainable manufacturing processes.”
Revealing the co-creation process with users
LEGO operates “LEGO Ideas,” a platform where they develop products based on ideas submitted by users, and actively communicates the process. This helps to bring fans closer to the brand and generate empathy.
Inviting readers and consumers to help plan magazine or product projects and create them together is exactly what content is, and it is a co-creation process in the sense that it incorporates the user’s perspective.
By showing the “conflicts of the creators” and “process of improvement” like in audition shows, consumers can easily “sympathize” with the product or service. Transparency also increases trust and leads to differentiation from competitors.
What to prepare for PR for your process
Make your process visible
The background, challenges, and progress of manufacturing and development are explained using photos, videos, infographics, etc.
Identify your target
Clearly define customer personas to identify the demographic you want to empathize with.
Decide on a platform for publishing
Select social media (Instagram, X, YouTube), blogs, newsletters, etc.
Plan the timing and frequency
We will decide the timing and frequency of posting to provide information on an ongoing basis.
Things to be aware of and pay attention to when promoting a process
Avoid exaggerations and misinformation
If you publish information south africa business directory that is not factual, you risk losing credibility.
Share the negative aspects in moderation
Honestly communicating your challenges and failures will deepen empathy and trust.
Protecting privacy and intellectual property rights
We will clarify the scope of disclosure and take care in managing customer data and technical information.
Build an interactive relationship
We actively respond to comments and questions and value dialogue with our users.