St Patrick’s Day is right around the corner, which means thousands of people will join together next week to wear green and celebrate Irish culture and heritage.

After all, everyone is Irish on March 17.

Brands also join together to take advantage of the marketing opportunities the holiday provides.

According to prsa.org, “St. Patrick’s Day is becoming a widely celebrated holiday across the United States, and is proving to be a valuable sales, marketing and public relations opportunity. The holiday has seen more than a 10 percent increase in the number of Americans celebrating from 2010 to 2013. In addition to the ‘39.6 million Americans who claim Irish heritage,’ those without roots in Ireland partake in the large-scale celebratory activities as well.”

Public relations and St. Patrick’s Day have a lot in common – especially when it comes to PR in the garden industry.

Continue reading for more information on what Public Relations and St. Patrick’s Day have in common.

Searching for the Pot of Gold

PR pros are constantly searching for the pot of gold at the end of the rainbow, except treasure in this industry takes the form of deliverables when it comes to client needs and expectations.

• Did a pitch directly result in a big hit?
• Did the firm establish an important relationship with a key influencer?
• Did a brand see an increase in sales as a direct result of a campaign or other PR efforts?  

All of these successes could be seen golden opportunities depending on the client’s wants.

PR firms spend time evaluating their own personal brand and developing all campaign strategies before taking on a new client. This ensures that both the firm and the client are satisfied when a campaign ends.

The goal, as always, is to exceed expectations across the board.

Luck of the Irish 

Saint Patrick’s Day, is synonymous with luck. But brands shouldn’t rely just on four leaf clovers and crossed fingers to get the job done.

While a certain degree of luck can play a factor in any brand’s success, results rely largely on its marketing strategy and the skills, connections visions of the team behind it.

Leadership also plays a huge role.

Developing a campaign takes time, and attention to detail can make or break a strategy.

PR professionals will see more success with tailored, newsworthy pitches that target the right media outlets and reporters. Brands that conduct research and identify their target audience will find it easier to create core messaging and expand their message to new groups.

Planning ahead is key to achieving most PR goals.

Read our branding case study for learn more about what makes a successful campaign.