In the world of PR, maintaining consistent communication results can be a challenge for brands of all sizes, including those in the e-mobility sector. At Brand Ally Communications, we’ve observed that even major automakers with robust communications teams often experience peaks and valleys in their PR outcomes. While these fluctuations might not be the worst scenario for a few industry giants, they are far from ideal for most brands looking to build sustained momentum.

The Root of the Roller Coaster: Emphasis on Shiny Campaigns

So, what causes these peaks and valleys in communications results? The answer often lies in the focus on “shiny” campaigns—high-profile product launches, major partnerships, or other significant announcements. While these events are crucial for generating media coverage and excitement, they can inadvertently lead to gaps once the initial buzz fades.

Brands often pour their resources and attention into these major campaigns, leaving little room for ongoing PR efforts that keep the momentum going between big announcements. This approach results in a roller coaster of media coverage: a surge during the launch, followed by a steep decline until the next major event.

Maintaining Momentum Between Major Announcements

One of the most common questions prospective clients ask Brand Ally Communications is how to maintain brand momentum between product launches or other significant announcements. For busy marketers or customer-focused executives, finding the time to nurture media relationships, track news trends, or uncover interesting stories about their people or products can be a daunting task. Yet, these are precisely the activities that can bridge the gaps in communications and create a more sustained PR presence.

The good news is that these gaps are relatively easy to fill with a bit of creativity and collaboration. By focusing on evergreen story ideas—those that are not tied to a specific time or event—brands can even out their media results and enjoy more consistent coverage throughout the year.

Creative PR Ideas for Sustained Media Coverage

At Brand Ally Communications, we’ve identified several non-time-sensitive story ideas that have proven successful in helping brands maintain PR momentum. These ideas can be adapted to fit the unique needs of any e-mobility brand, providing a steady stream of content that keeps your brand in the spotlight:

• Give a Deep Dive on Your Hero Product or Service: Rather than waiting for the next big product launch, focus on highlighting a specific, unique feature of your existing offerings. Share behind-the-scenes exclusives or technical insights that showcase the innovation and expertise behind your products.
• Highlight a Special Aspect of Your Company Culture: Company culture is a powerful story that resonates with both employees and customers. Identify and share those exceptional qualities that make your organization a great place to work and a trusted partner for clients. Whether it’s a commitment to sustainability, a unique employee initiative, or a diversity and inclusion program, these stories humanize your brand and build loyalty.
• Showcase an Amazing Leader in Your Organization: Every company has leaders who make a significant impact, often behind the scenes. Whether it’s an executive with a unique leadership style or an assistant who volunteers in the community, these stories offer fresh perspectives and highlight the people who drive your brand’s success.
• Leverage the Data Your Team Collects: Data is a goldmine for PR stories, especially in the tech-driven world of e-mobility. Look for interesting insights and trends that your team has uncovered, which can be shared without revealing sensitive business strategies or product details. These data-driven stories can position your brand as a thought leader in the industry.
• Recap Notable Work with a Customer or Partner: Partnerships and customer successes are often announced with great fanfare, but the story doesn’t have to end there. Recapping the results of these collaborations—especially if they’ve produced significant outcomes—can reignite interest and demonstrate the ongoing value your brand brings to the table.

The Importance of a Balanced PR Strategy

The key to avoiding the peaks and valleys of PR results is to adopt a balanced strategy that combines the excitement of major campaigns with ongoing, evergreen content. By continuously engaging with the media and your audience, your brand can achieve sustained visibility and influence.

Contact Brand Ally Communications for Expert PR Support

If your brand is experiencing the highs and lows of a fluctuating PR strategy, it’s time to seek expert guidance. Contact Brand Ally Communications today or sign up for our PR newsletter to learn how we can help you develop a more balanced, creative, and effective PR strategy. With our support, your e-mobility brand can maintain consistent media coverage, build stronger relationships with the press, and achieve sustained growth in the marketplace.

Let Brand Ally Communications be your partner in navigating the complexities of PR, ensuring your brand remains top of mind, not just during product launches but throughout the year.