August 25, 2014 - Blog
Creating food and beverage products with healthful ingredients won’t do much good if consumers are unaware of the benefits such products (ingredients) provide. Enter marketing. However, public relations is a fundamental cornerstone of the marketing mix and can greatly aid in successful product development and positioning.
According to an article in the August issue of The Boardroom Journal, “Public Relations: A Cornerstone in Ingredient Positioning," by Ian Newton, managing director, CERES Consulting, PR should be an integral part of the product launch plan, and should be included from the very beginning of any business development plan through to the launching of the new ingredient or product.
Even during the development of the science and regulatory strategy, PR should have its place at the table. PR persons can provide input and direction in planning and can find ways to maximize the full scientific benefits accruing to the product or those benefits expected to be gained during product development and regulatory timelines.
Newton points to some key questions that can help to develop successful PR strategies, including: where do audiences obtain information?; which messages are effective?; and what prompts behavior change?
Research shows nutrition information sources generally include friends and family, health care professionals, health concerns and government agencies. And the information consumers are looking for is about diet and nutrition, pharmaceuticals, online health newsletters and women’s health.
And so, what are the most effective messages? Effective messages are relevant, credible and actionable; and the most credible sources tend to be physicians, dietitians, pharmacists, nurses and health newsletters.
Based on this information, companies can start to make PR a strategic choice in media planning, which may not be simple as there are different strategies to consider that can provide different resonance with an audience. For example, advertising will allow companies a great deal of control, but may not be considered credible. Whereas PR won’t allow the same amount of control in messaging, but can be very credible.
Ultimately, PR provides depth, credibility and a balanced approach, usually with science-backed information that can set the stage for marketers to launch products or foods containing active ingredients that have health benefits that answer consumers’ needs.
For a closer look at PR and its role in ingredient positions—as well as the state of investment in the nutrition industry—download the latest issue of the Boardroom Journal, “Venture Capital: The Highway to Strategic Investment."
Creating food and beverage products with healthful ingredients won’t do much good if consumers are unaware of the benefits such products (ingredients) provide. Enter marketing. However, public relations is a fundamental cornerstone of the marketing mix and can greatly aid in successful product development and positioning.
According to an article in the August issue of The Boardroom Journal, “Public Relations: A Cornerstone in Ingredient Positioning," by Ian Newton, managing director, CERES Consulting, PR should be an integral part of the product launch plan, and should be included from the very beginning of any business development plan through to the launching of the new ingredient or product.
Even during the development of the science and regulatory strategy, PR should have its place at the table. PR persons can provide input and direction in planning and can find ways to maximize the full scientific benefits accruing to the product or those benefits expected to be gained during product development and regulatory timelines.
Newton points to some key questions that can help to develop successful PR strategies, including: where do audiences obtain information?; which messages are effective?; and what prompts behavior change?
Research shows nutrition information sources generally include friends and family, health care professionals, health concerns and government agencies. And the information consumers are looking for is about diet and nutrition, pharmaceuticals, online health newsletters and women’s health.
And so, what are the most effective messages? Effective messages are relevant, credible and actionable; and the most credible sources tend to be physicians, dietitians, pharmacists, nurses and health newsletters.
Based on this information, companies can start to make PR a strategic choice in media planning, which may not be simple as there are different strategies to consider that can provide different resonance with an audience. For example, advertising will allow companies a great deal of control, but may not be considered credible. Whereas PR won’t allow the same amount of control in messaging, but can be very credible.
Ultimately, PR provides depth, credibility and a balanced approach, usually with science-backed information that can set the stage for marketers to launch products or foods containing active ingredients that have health benefits that answer consumers’ needs.
For a closer look at PR and its role in ingredient positions—as well as the state of investment in the nutrition industry—download the latest issue of the Boardroom Journal, “Venture Capital: The Highway to Strategic Investment."
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