For CPG brands looking to scale without relying solely on paid ads, this episode provides a practical playbook for leveraging PR to achieve significant business outcomes. Matt Kovacs shares his framework for aligning PR efforts with specific goals like fundraising, acquisition, and retail expansion, emphasizing the importance of strategic messaging, product sampling, and founder storytelling to build a reputable brand that converts.
Key takeaways
Align PR strategies with clear business objectives (e.g., investment, acquisition, retail expansion) to ensure measurable impact beyond just brand awareness.
Develop a media-ready product by ensuring availability, attractive packaging, and accessibility for sampling to drive genuine media and influencer engagement.
Invest in media training for founders and key spokespeople to enhance their ability to deliver compelling narratives, build credibility, and secure positive media coverage.
Utilize influencer marketing to support retail launches by generating in-store content that builds buzz, validates retail partnerships, and bridges the gap between DTC and physical retail.
Quantify PR effectiveness beyond impressions by using an 'impact index' to rate coverage based on its relevance and contribution to specific business goals.
Matt Kovacs is the President and Lead Strategist at Blaze PR, a boutique PR agency that works with lifestyle brands. With over two decades of experience in PR and marketing, he has led campaigns for major brands like ESPN, Honest Tea, and Marriott Hotels. Matt specializes in helping brands leverage PR to attract investments, shape category dynamics, and build reputations that convert. In this episode… For consumer brands aiming to scale, public relations often feels like an uncertain investment. While performance marketing offers measurable ROI, PR can seem intangible, focusing more on image than impact. How can founders ensure their PR efforts support business outcomes like fundraising, acquisition, or retail expansion? Public relations strategist Matt Kovacs has developed a practical framework for aligning PR with business goals. He emphasizes the importance of clarifying a brand's objectives before launching any campaign, whether building thought leadership, category awareness, or retail traction. Matt recommends building cross-functional buy-in, investing in influencer product sampling, and leveraging media audits and strategic messaging to improve placement outcomes. To quantify results, he suggests using tools like an "impact index" to rate coverage based on business-relevant criteria. In today's episode of the Up Arrow Podcast, William Harris sits down with Matt Kovacs, President and Lead Strategist at Blaze PR, to discuss how to execute PR that drives measurable business growth. He talks about aligning PR with acquisition or retail goals and best practices for media training, leveraging influencer partnerships, and supporting founder-led storytelling.
Frequently asked about this episode
What does this episode say about brand & content?
Align PR strategies with clear business objectives (e.g., investment, acquisition, retail expansion) to ensure measurable impact beyond just brand awareness.
What does this episode say about dtc strategy?
Develop a media-ready product by ensuring availability, attractive packaging, and accessibility for sampling to drive genuine media and influencer engagement.
What does this episode say about finance & fundraising?
Invest in media training for founders and key spokespeople to enhance their ability to deliver compelling narratives, build credibility, and secure positive media coverage.
What does this episode say about retail & omnichannel?
Utilize influencer marketing to support retail launches by generating in-store content that builds buzz, validates retail partnerships, and bridges the gap between DTC and physical retail.
What does this episode say about brand & content?
Quantify PR effectiveness beyond impressions by using an 'impact index' to rate coverage based on its relevance and contribution to specific business goals.
