The Food and beverage industry has evolved over the years. The industry players now face intense competition from international players, changing consumer preferences and rising raw materials and packaging costs. To stay ahead of the pack, food and beverage companies need to be innovative and create a buzz around their products.

PR is crucial to any food and beverage company’s marketing strategy. The reason is that the media significantly influence consumer perceptions of products and companies and can therefore make or break a brand.

For instance, blogs like Food Babe, which has over 1 million Facebook followers and more than 250,000 Twitter followers, can drive significant traffic when they blog about products. PR helps brands control their reputation and public perception by placing them in charge of their narrative.

With public relations, food and beverage brands control what people hear about their brand by holding what they read in the news. If someone writes an article that doesn’t paint a brand in a good light, its representatives can quickly respond with facts and information that paint the real story.

PR also builds credibility for products. When someone reads a story about a food or drink product in the news, they usually believe what they read because it comes from the media, which is an authoritative source. This builds trust between existing and potential consumers and the brand.

Creating a Brand Identity

PR helps food and beverage companies create a brand identity for products and publicize them effectively within the market through news stories, events, articles and advertisements that aim to build positive perception among customers, employees and investors. Brand building is crucial in a saturated industry with homogenous products.

  • Brand building – PR builds brand awareness by creating an image that reflects positively on products. It creates a positive impression because it allows people not directly connected with a brand to form opinions about its product offerings based on information from sources such as newspaper advertisements or publications related to the food & beverages industry.
  • Product Launch: Food manufacturers also rely on public relations to introduce new products. If someone sees an ad for a new cereal on TV or reads about it in a newspaper article, that person becomes likely to try it out. This helps food brands to build brand loyalty with customers, and it also helps them win over new customers through social media campaigns and customer testimonials.
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PR is vital for these brands because it allows them to communicate directly with consumers through media coverage. This strategy builds brand awareness and also builds trust with customers.  It also helps companies develop relationships with customers and stakeholders by sharing information about their products, services, and company news.

Brand information can be delivered through traditional media channels such as newspapers, magazines, radio stations and television shows, as well as online channels like blogs and social media platforms like Instagram, Facebook and Twitter.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.