We’ve seen that Nike uses PR to reach new audiences, build brand loyalty and stay relevant.
In this post
Why is public relations important to Nike?
They use public relations in a subtle way to make fans feel like they have a personal relationship with the brand. Another good example of this is how Nike treats so-called ‘sneakerheads’, those diehard shoe collectors who love nothing more than hunting down exclusive deals.
What is the main purpose of public relations?
The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders, and ultimately persuade them to maintain a positive or favorable view about the organization, its leadership, products, or political decisions.
How much does Nike spend on public relations?
approximately 3.11 billion U.S. dollars
In the 2022 financial year alone, Nike’s advertising and promotion costs amounted to approximately 3.11 billion U.S. dollars.
| Year | Advertising costs in billion U.S. dollars* |
|---|---|
| 2020 | 3.59 |
| 2019 | 3.75 |
| 2018 | 3.58 |
| 2017 | 3.34 |
Why is public relations important to a brand?
PUBLIC RELATIONS INCREASES BRAND CREDIBILITY
To bridge that trust-gap between a business and its would-be clients or customers, the business can hire someone in public relations. The expert works on increasing their credibility within their given industry and increasing their overall reputation.
Who is Nike’s PR agency?
In the U.S., longtime creative partner Wieden+Kennedy is Nike’s primary media agency. The domestic account is estimated to be worth $300 to $400 million, per sources.
How Nike promote their products?
Nike relies heavily on advertisements to promote their products, especially those featuring high-profile athletes and celebrities. Additionally, Nike makes use of sales promotion strategies like discount codes to entice potential customers to buy their products.
What are the three main purposes of public relations?
Goal of Public Relations: To create, maintain and protect the companies reputation, enhance its prestige, and present a favorable image.
What are the benefits of public relations?
5 Advantages of Public Relations
- Increase your brand’s credibility. Publicity through public relations gives credibility to your business as the content is more authentic and informative.
- Attract your target market.
- Provide added value.
- Short and long-term lead generation.
- Build your brand image.
What is the most important part of public relations?
Understanding the target audience is the most important part of any successful public relations strategy. Do your research and identify the demographics of the ideal customer. Then you can tailor the PR elements of your campaign around these characteristics.
Does Nike have good PR?
They invest heavily in PR: over a billion and a half dollars every year, according to database company Statista. In comparison, very little goes towards making its shoes. A $100 pair of trainers costs under $30 to manufacture.
What are examples of public relations?
Public relations tools and activities
- Media relations. Media strategies focus on circulating messages through media channels to manage how your business is portrayed by the media.
- Advertorials.
- Social media.
- Newsletters.
- Brochures and catalogues.
- Business events.
- Speaking engagements.
- Sponsorships or partnerships.
How did Nike handle negative publicity?
Initially, Nike was making mistakes in adopting a denial approach; Nike’s initial reaction to this negative publicity was to ignore them. They reasoned that that they did not own the factories and were therefore not responsible for labor and human rights violations.
Does Nike use a marketing agency?
‘Team Nike’, Nike’s triumvirate of advertising agencies, consisting of Wieden + Kennedy, AKQA and Mindshare, have been instrumental in maintaining the brand’s popularity with consumers over the years, and has seen them responsible for campaigns such as Nike Grid and more recently ‘Write the Future’.
How does Nike communicate with their stakeholders?
Nike communicates its progress to its stakeholders, through its website – nikeresponsibility.com – backgrounders, quarterly electronic newsletters, the 2001 Corporate Responsibility Report and Community Investment Report 2002-2003.
How Nike use personal selling?
Nike utilizes a personal selling technique in all of their retail stores. The sales associates in these stores has direct contact and interaction with the buyers of Nike merchandise. They are the individuals that communicate directly with the consumers who are interested in Nike products.
What kind of promotion does Nike use?
Nike Inc. uses direct marketing to promote new products to target markets. These new products are usually heavily advertised. However, to make a bigger impact, the company uses salespeople to approach certain organizations or individuals in target market segments.
Why is Nike advertising so successful?
Thanks to their highly-recognized brand, Nike serves as a voice for the voiceless and promotes ideas that serve the greater good. The infamous slogan “Just do it,” functions as a call-to-action for Nike audiences. Due to the slogan’s all-embracing message, it serves as a multi-purposed message.
Nike uses social media to create a lifestyle and a sense of community among fans. Its tweets are short, punchy, compelling, and nearly always include the hashtag #justdoit or other community-building hashtags like #nikewomen.
How do companies use public relations to communicate with their publics?
The public relations corporate campaign ultimate goal is to create a positive image of the company or product. The major tools that the companies can use as part of their public relations arsenal are new product publicity, product placement, consumer education, sponsorships, Internet websites, blogs, and social media.
What is the value of public relations?
PR increases brand awareness, credibility, and trust with earned and organic exposure. Whether you’ve been a valuable source on a topic the media is interested in, released an innovative product, or held a newsworthy event, PR efforts have earned exposure for your company.