I’ve always believed that the best marketing doesn’t feel like marketing. It’s like a natural conversation. It’s when people genuinely love and talk about your brand naturally—sharing their experiences, making recommendations, and influencing others. That is technically word-of-mouth marketing strategy. I’ve seen it happen in businesses, where a single mention in the right publication or a smart PR move has sparked conversations, referrals, and new customers.
But let’s be honest: word of mouth marketing doesn’t just happen on its own. You need a plan, and one of the best ways to get people talking is through public relations (PR). My experiences with various businesses taught me that PR and word-of-mouth marketing strategy work together. If you want people to talk about your brand, you need to give them something worth sharing and PR is one of the best ways to do that.
Key Points
- PR helps create buzz around your brand, making it easier for customers, influencers, and media to talk about it. When done right, it amplifies organic conversations and builds trust.
- People share stories, not just facts. A compelling brand story combined with exceptional customer service gives people a reason to talk about and recommend your brand.
- Being featured in reputable publications or endorsed by influencers boosts your brand’s authority, leading to more organic word-of-mouth recommendations.
- Actively interacting with customers through social media, events, and partnerships fosters a strong connection, encouraging more people to talk about your brand.
- Unlike paid ads, PR relies on earned media, increasing credibility and online presence. Media mentions and backlinks also improve search engine rankings, making your brand easier to find.
What is Word-of-Mouth Marketing Strategy?
A word-of-mouth marketing strategy is a deliberate approach to encouraging customers, influencers, and the media to talk about your brand. This can be organic (where happy customers share their experiences naturally) or amplified (where you actively encourage and shape conversations through PR, influencer partnerships, and strategic storytelling).
Think about the last time you told a friend about a product you loved. Maybe it was because of a great experience, an interesting brand story, or a viral post. That’s word-of-mouth marketing. Now, imagine boosting that effect with PR, i.e., getting media, influencers, and journalists to talk about you. That’s how you take it to the next level.
People trust recommendations from those they respect, whether it’s from a friend, a family member, or a social media personality. That’s why it’s so important to have a strategy in place so you can guide the conversation and maximize its impact.
How to Be a Word-of-Mouth Marketing Brand
Becoming a brand that people talk about doesn’t happen overnight. Here are a few steps on how I achieved success with mine:
#1. Deliver an Unforgettable Customer Experience
People talk about brands that impress them. I once went out of my way to fix an issue for a frustrated customer. Not only did they leave a great review, but they also told their entire network about my business.
#2. Tell a Story That Sticks
People don’t share facts—they share stories. A compelling brand story that aligns with your audience’s values and needs will make them want to spread the word.
#3. Leverage PR to Gain Authority
When trusted sources mention your business, it builds trust and boosts your credibility. A feature in a respected publication or a shoutout from an industry expert can start a chain reaction of conversations.
#4. Encourage and Incentivize Sharing
Sometimes, people need a little push. Referral programs, contests, and user-generated content campaigns can motivate them to talk about your brand.
What is Public Relations?
Public Relations (PR) is the strategic communication process that helps businesses, organizations, and individuals build and maintain a positive public image. It focuses on shaping public perception, managing reputations, and fostering relationships with audiences, including customers, media, investors, and stakeholders.
Key Aspects of PR
- Media Relations: Working with journalists and media outlets to get press coverage.
- Crisis Management: Handling negative publicity and protecting brand reputation.
- Brand Storytelling: Crafting compelling narratives to shape public perception.
- Community Engagement: Building relationships with local communities and customers.
- Influencer & Thought Leadership: Positioning key figures as industry experts.
- Event Management: Hosting or participating in events to enhance visibility.
- Social Media & digital PR: Using online platforms to engage audiences and share brand messages.
Unlike advertising, PR relies on earned media rather than paid promotions, making it a powerful tool for credibility and trust-building.
How to Use PR to Supercharge Your Word-of-Mouth Marketing Strategy.
Public relations (PR) can help spread the word about your brand, making it more visible, trustworthy, and engaging for customers. Here’s how you can use PR to strengthen your word-of-mouth marketing:
#1. Know Your Audience
Start by understanding who your customers are and what they care about. Use surveys, customer feedback, and data to learn what interests them and what problems they need solving. The better you know them, the easier it is to create PR campaigns that grab their attention.
#2. Create Content People Want to Share
Make content that is useful, entertaining, or emotionally engaging. Whether it’s blog posts, videos, or social media updates, your content should solve problems, offer insights, or tell a compelling story. The more valuable it is, the more people will want to share it. Sometimes, the best word-of-mouth marketing comes from having a product that’s simply too good not to talk about. Whether it’s an innovative design, unexpected feature, or unbeatable quality, giving people something remarkable creates natural word-of-mouth.
#3. Get Customers to Share Their Experiences
Encourage your customers to talk about your brand by sharing their own content. This could be through social media hashtags, contests, or simply asking for their opinions. When people see real customers talking about your brand, it builds trust and encourages others to join the conversation.
#4. Stay Active in Your Community
Engage with your audience both online and offline. Reply to social media comments, participate in local events, and support causes that match your brand values. When people see you actively engaging, they’re more likely to talk about you and recommend your business.
#5. Partner with Influencers
Work with influencers who genuinely connect with your target audience. Their recommendations can introduce your brand to new people and build credibility. Choose influencers who align with your brand values so their endorsements feel natural and trustworthy. I once wrote a guest post for a high-traffic blog in my niche, and the exposure led to a big spike in conversations about my business.
#6. Pay Attention to Feedback
Use social listening tools to track what people are saying about your brand. Respond to comments—both good and bad—quickly and thoughtfully. When you show that you care about customer opinions, you can turn casual buyers into loyal fans.
#7. Ask for Reviews and Testimonials
Your customers and employees are your best marketers. Encourage them to leave reviews and share their experiences. Positive reviews act as proof that your product or service is worth trying. Feature these testimonials on your website, social media, and marketing materials to build credibility.
#8. Create Buzz with Unique Campaigns
Come up with creative PR campaigns that get people talking. This could be a new product launch, a special event, or a partnership with a good cause. If your campaign is interesting or newsworthy, it’s more likely to get media coverage and social shares.
#9. Track What Works and Improve
Keep an eye on how well your PR efforts are performing. Look at media coverage, social media engagement, website traffic, and sales conversions. Use this data to tweak your strategy and focus on what brings the best results.
To help you plan better, we have prepared a PR and Word-of-Mouth Marketing Strategy Template to use as a guide. Adjust according your plans.
Following these steps can help you use PR to amplify your word-of-mouth marketing, helping more people discover, trust, and talk about your brand.
Benefits of Incorporating PR in Word of Mouth Marketing
Bringing Public Relations (PR) into your word-of-mouth marketing can help more people discover, trust, and talk about your brand. Here’s how it works:
#1. Builds Trust and Credibility
When your brand gets positive media coverage or endorsements from trusted sources, people see it as more reliable. When customers trust you, they’re more likely to recommend your products or services to others.
#2. Gets Your Brand in Front of More People
PR helps your brand appear in news articles, blogs, and social media, making it more visible. The more people see and hear about your brand, the more likely they are to talk about it.
#3. Shapes How People See Your Brand
PR allows you to control the story people hear about your business. People trust what others say about your brand more than what you say yourself. Reviews, testimonials, and media mentions help establish credibility and make potential customers feel more confident in choosing you. When buyers see positive feedback from real people, they’re more likely to join the conversation, whether through posting their own reviews or recommending you to a friend.
#4. Strengthens Relationships
PR isn’t just about getting media attention—it also helps you build stronger connections with customers, investors, and your community. When people feel connected to your brand, they’re more likely to spread the word. I once included a small, thoughtful free gift in a customer’s order. They were so delighted that they posted about it on Instagram, tagging my brand. That single post led to more engagement, new followers, and even additional sales from people who saw the recommendation and wanted to try my products.
#5. Offers Free or Low-Cost Exposure
Unlike paid ads, PR relies on earned media—meaning news coverage, interviews, or social media mentions that don’t cost you anything. This kind of exposure is powerful because people tend to trust recommendations from media outlets more than traditional ads.
#6. Boosts Online Visibility and SEO
When reputable websites link back to your brand through news articles or features, it helps improve your search rankings. A stronger online presence makes it easier for people to find and talk about your brand.
#7. Helps in a Crisis
If something goes wrong, PR can help you respond quickly and protect your reputation. Being open and honest about challenges can actually earn you respect, turning a potential problem into an opportunity for positive word-of-mouth.
By combining PR with word-of-mouth marketing, you can grow your brand’s reputation, reach more people, and create a strong network of loyal advocates.
Conclusion
Word-of-mouth marketing is powerful, but it works best with a smart strategy. PR helps speed up the process by building trust, increasing visibility, and creating moments people want to share. When a brand gets mentioned in the media, recommended by influencers, or highlighted in compelling stories, people pay attention, and they’re more likely to talk about it. PR plays a key role in word-of-mouth marketing. Done right, it builds credibility, expands your audience, and turns customers into loyal supporters, making organic growth both steady and sustainable
Frequently Asked Questions
#1. How to be a word-of-mouth marketing brand?
Create exceptional products, deliver great customer experiences, and encourage happy customers to share their stories. Use PR, social media, and influencer partnerships to amplify your message.
#2. What are the 4Ps of word-of-mouth marketing?
- Product: Offer something worth talking about.
- People: Engage customers and influencers who can spread the word.
- Platform: Use social media, reviews, and PR to amplify messages.
- Promotion: Encourage sharing through referral programs, exclusives, or viral content.
#3. How do you trigger word-of-mouth marketing?
Surprise customers with outstanding service, create emotional connections, offer incentives for referrals, and build a community around your brand.
#4. What are examples of word-of-mouth marketing?
Customer reviews, social media shares, influencer recommendations, referral programs, and viral brand campaigns.
#5. How does PR help in word-of-mouth marketing?
PR builds credibility and puts your brand in front of influential audiences, making it easier for people to start talking about you.
#6. What are some effective PR strategies for small businesses?
Writing guest posts, pitching stories to niche media, collaborating with influencers, and leveraging customer success stories to gain press coverage. take off.
#7. Why do customers trust word-of-mouth recommendations more than ads?
Recommendations from friends, family, and real users feel more authentic and credible than traditional advertising.
Related Articles.
- Analyzing Competitor Marketing Strategies to Strengthen Your PR Approach
- Top 10 Easy PR Lists To Get On
- Public Relations Analytics: The Role of Public Relations Analytics in Driving Better Campaign Results
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