Increasing Brand Awareness Through Social Media Communications
A Harrods case study

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Page 2: Public Relations

A business can promote itself using a number of marketing strategies including direct mail, Harrods 19 Image_2personal selling and sales promotions, as well as communicating through Public
Relations (PR). ‘Public relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.’ (The
Chartered Institute of Public Relations). A business will have many ‘publics’ that it communicates with - for example its employees, shareholders, the media, as well as maintaining goodwill and understanding with its customers. The aims of PR are to achieve positive publicity about the business, build image and enhance reputation in terms of products and services. In today's competitive market, reputation can be a company's biggest asset and can help to set it apart from the competition.

Social media offers huge benefits in terms of PR, as it enables a business to directly communicate to a worldwide audience in a number of ways. Harrods social media strategy is based on two way communication and the company sees its audience as important contributors in the social conversations that take place around the brand.

Social media also provides opportunities to create social content with a point of difference, which is of particular importance in a sector such as retail where companies are often selling the same or similar products. Harrods has 28 restaurants across its store; using social media innovatively it ran a campaign named ‘Twenty Ate Days’, which featured a different restaurant everyday throughout the month of February. The campaign received very positive press coverage and a great deal of consumer interest, which built awareness of the Harrods brand while promoting the range of delectable foods offered in its restaurants.

Harrods | Increasing Brand Awareness Through Social Media Communications