Public relations strategies work to present a clear, consistent, and unified voice for the client. Whether a public, private or non-profit organization, great care is taken to make sure all channels echo the same values and mission-critical beliefs and goals. This is true with digital formats such as websites and social media, as well as printed collateral both internal and external. No matter the format, ideally the messaging remains clear throughout all channels.
Sales, Marketing, Development, and Community Engagement are some of the names given to the teams tasked with moving those engaged with the organization to the next step. Closing a sale, delivering services to their target audiences, increasing community awareness and volunteer base, or locking in a great new donor are all successful ends for these important teams who build on the foundation PR strategies have erected.
Promotional products are a physical representation of the organization and its goals and principles and are used to increase awareness and engagement on many levels. From a simple pen to drinkware to name-brand apparel, promotional products are an important part of both the PR and Sales channels. It is important that both groups have input to ensure the most effective products are chosen.
A recent example was reported in the Oct. 16, 2024, edition of PR Newswire., courtesy of Kimberly-Clark Corp. To recognize October as Safe Sleep and Sudden Infant Death Syndrome (SIDS) awareness month, the Huggies® brand chose custom baby onesies as a promotional item for caregivers and hospitals. Emblazoned with “This Side Up” on the front, and “Turn Me Over” on the back, they spread awareness of safe sleeping practices and directly support the brand’s stated dedication to helping ensure all babies get the care they need to thrive.
Here are a few local examples of PR and Marketing/Sales channels working together to select impactful promotional items that align with the organizations’ goals and missions.
Knox Area Transit (KAT): KAT has a commitment to green energy, occupying the City’s first LEED certified building. In February 2023 they published their Decarbonization Plan in conjunction with the City of Knoxville’s Sustainability Office, detailing plans to convert to hybrid and electric buses over the coming years to reduce carbon emissions.
KAT takes steps to select promotional items using several criteria, including:
- Items that will be useful to riders while riding KAT buses (tote bags, USB chargers – yes newer KAT buses have charging ports, lunch bags etc.)
- Items made of recycled materials, or that are recyclable, showing environmental sustainability through all channels
- Elimination of single-use packaging
- If possible, items manufactured by small businesses in the USA
Multi-port USB chargers for KAT made of 30% biodegradable wheatgrass shipped in individual compostable bags made of plant-based materials.
Childhelp: Childhelp Tennessee is dedicated to eradicating child abuse and neglect, serving East Tennessee with advocacy, treatment, foster care, and investigative services. They experienced a significant drop in new foster families because of COVID and determined internally that women were the primary drivers of initial foster care conversations in the family. At the same time, they developed a Relative Caregiver program for children who were able to stay out of foster care by living with extended family - often their grandparents.
Childhelp developed a plan for increased community visibility post-pandemic and requested help in creating promotional items that target moms and grandparents with useful and retainable items and provided an inviting setting for public outreach.
Family Justice Center, Knoxville: The Knoxville Family Justice Center is the hub of domestic violence services and support in Knoxville and Knox County. This “one stop shop” center provides co-located services for victims and their children, including legal help and social services.
FJC Knoxville sometimes faces a challenge in getting vital information to victims of domestic abuse. Many cannot simply log on to a website or make a phone call because they are under such scrutiny by their abusers. And while anyone can be a victim of domestic violence or sexual assault, most victims are women. FJC requested a commonly used item for women that could link them to vital information on how to get help.
The promotional products industry generated over $23 billion in sales in 2024 and offers many different classifications of products to best fit organizational values and goals. Some of these include:
Recycled content or ability to be recycled after use
Made in the USA
Union-made
Manufacturer ownership such woman, veteran, or minority-owned
Sustainably harvested or grown raw materials, such as cotton for apparel
Facility certifications such as LEED, FDA or Organic (for personal care items)
Certified B Corporation
The promotional products industry has responded to buyers’ needs to know more about the promotional products that carry their logos – how these products are sourced, manufactured, and distributed. I encourage PR professionals to work together with marketing channels to select promotional products that are not only engaging and retainable but reflect the greater goals of the organization through thoughtful selection and sourcing.
About the Author: Suzanne McCarter is the Sales Manager for Burns Mailing & Printing Inc., a 44-year-old printing, mailing and promotional products supplier in Knoxville TN. Suzanne holds the MASI certification from the Advertising Specialty Institute (ASI) in recognition of industry expertise. She is a graduate of The University of Tennessee (Knoxville) College of Communications with a BA in Journalism with a PR concentration.