Strategic Storytelling: Using Media Relations to Build Your Food Brand with Nikki Nardick

07/22/20 • 43 min

Food Business Marketing | Brand Strategy Tips to Build Real Food Brands

People need to be aware of your food brand if it’s going to get from the shelf into their shopping carts. But how do you get people talking about your brand?

Today on the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva sits down with Nikki Nardick, Founder of Knack PR, to discuss how to connect with media outlets to get press coverage for your food brand – and what to do with that attention once you get it.

In This Episode:

What media relations looks like for food companies.
Why you don’t always need to be churning out press releases.
How your food business goals should impact your PR efforts.
How to know when you’re ready to reach out to press through PR.
The difference between a press release and an email pitch.
What strategic storytelling looks like.
How to leverage the press coverage you’ve earned.
What to look for in a PR agency.
Why you should Google yourself and/or your brand name every morning.
The power of product samples in staying top of mind with your partners in the press.

Resources:

People need to be aware of your food brand if it’s going to get from the shelf into their shopping carts. But how do you get people talking about your brand?

In This Episode:

What media relations looks like for food companies.
Why you don’t always need to be churning out press releases.
How your food business goals should impact your PR efforts.
How to know when you’re ready to reach out to press through PR.
The difference between a press release and an email pitch.
What strategic storytelling looks like.
How to leverage the press coverage you’ve earned.
What to look for in a PR agency.
Why you should Google yourself and/or your brand name every morning.
The power of product samples in staying top of mind with your partners in the press.

Resources:

Previous Episode

Lessons from an Uphill Climb

In this episode of the Real Food Brands Podcast, host and Natural Food Brand Strategist Katie Mleziva shares a story that highlights why sometimes you need to just put in the work and watch out for shortcuts, what might happen when you change directions, and why you shouldn’t be afraid to ask for help.

In This Episode:

How races are won and lost on hills.
Why working hard now can pay off in the future.
The risk of taking shortcuts too soon.
How changing directions is important but needs to be done carefully.
Why we need to be able to ask for help.
8 Strategic Priorities to help you prioritize how to spend your time.

Resources:

Next Episode

Brand Checkup: Is Your Brand Strategy Working?

As Katie likes to say, “your Brand Strategy is how you’ll meet your consumer’s needs in a way your competitors can’t, or won’t, in order to set your brand apart.” When the front and back end of your business is integrated and aligned around your “North Star,” every resource you put behind your brand is so much more efficient and effective.

When it comes to brand strategy though, it’s so all-encompassing (yes, it’s so much more than your logo, colors, or marketing plan!) that it can be hard to get a handle on what you’re doing well and where there’s room for improvement.

Today on the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva goes through the free Brand Checkup Scorecard tool she’s created to help you make sure you’ve got the foundation pieces in place to define, align and activate your Brand Strategy for your food or beverage company. Having these pieces in place help you optimize your brand and align your team around your vision and goals.

In This Episode:

Four past episodes that can help you get started on your Brand strategy.
Why Brand Strategy is not just for big brands, and why you may actually have an advantage.
How to recognize solid brand strategy work when you see it.
How to download free Real Food Brands Brand Checkup Scorecard tool to see how your brand is doing.
Examples of questions from the Brand Checkup Scorecard.
The power of documenting your Brand Strategy to align your team.
How to go deeper with the Brand Strategy Fundamentals Workshop.

Resources: