To build a company that evolves into an aesthetic, serious strategic planning is a necessity. Company owners often turn to public relations professionals to take their business to the next level. According to Rebecca Poynter, a professor of PR Communications, public relations consists of the positive and proactive actions by an organization that will build goodwill with audiences, support the brand and maintain a positive reputation. One company that I believe to have incredible brand success is Alani Nu Energy.
Content is key: Social Media
Alani Nu Energy is a fairly new fitness supplement company that creates eye-catching and flavorful products. Due to the ‘Instagramable’ packaging, Alani Nu customers promote the company in their social media posts. The energy company also uses its social media accounts, specifically Instagram, to create a more personalized buyer relationship. Through actively posting interactive content, like giveaways or contests, customers are more likely to come across its page and buy Alani Nu products more frequently. Alani Nu also excels in creating sharable content. When companies use Alani Nu’s Trippy Hippie
sharable content, visibility increases which drives social media traffic. Strategic PR is used to generate and plan out a company's content and is a key factor in maintaining customer relationships through social media.
Energy for the people: Social Involvement
Social media influencers have become their own profession within the past several years. Influencers tend to have thousands of social media followers as well as promote a certain lifestyle. Alani Nu uses PR tactics to create influencer endorsements to market to other publics. Using an influencer to promote a company gives the company access to that influencers’ audience. Partnerships are a great tactic when pitching press releases, as partnering with an influencer is considered newsworthy and will likely gain media attention. This past month Alani Nu has launched a new energy drink “Berry Pop” in partnership with Addison Rae, a TikTok influencer. Alani Nu has also used fitness influencer, Whitney Simmons previously in an attempt to become more involved with particular audiences. Strategic PR should always achieve positive social involvement as PR is used to support the company as well as build goodwill with audiences.
Addison Rae poses in a promo ad
How establishing an organizational voice builds relatability
Another tactic in strategic PR is finding and using an organizational voice in content. It’s important for customers to have familiarity and relatable qualities with the content a company posts. Target and State Farm are two companies that excel in using an organizational voice. In my opinion, Alani Nu does a decent job at maintaining an organizational voice throughout their content. The company’s website has very consistent modern and eye-catching content that draws in customers.
Alani Nu’s strategies mirror the definition of public relations, especially strategic tactical planning. In my opinion, this fitness supplement company surpasses its competitors in the areas of brand awareness, social media, social involvement and using an organizational voice. Through these tactics, Alani Nu builds goodwill with audiences, promotes the company and maintains a positive reputation.
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