Craft breweries and how they would benefit from PR services

All the craft breweries are already ahead of the game when it comes to beer. From stouts, ale, porters, and IPA each individually crafted brew has a taste of its own, far better than the cheap watered down beer you can get in a case. Some brews can take years to ferment, years to perfect, and years to establish the best brew around. With such a long time of perfecting, a good beer deserves a good name. 

That is where PR services can come into place. PR is a universal tool for companies and is used every day. From brainstorming ideas to collaborating them; from research to implementation; and from results to evaluation; PR is such a broad field and has so many steps to ensure the public takes recognition of a company’s hard work and dedication.

Breweries give a great deal of time to their craft inventories, that it almost makes sense that with new consistent brews there needs to be dependable new ideas. A famous acronym among the PR field that ensures strategic ideas for craft breweries is R.A.C.E.

• Research- defines the problem or goal in a situation (finding a good name for a good beer)
• Action- finding the best course of action and implementing it (naming the beer and putting it on the market)
• Communication- using all available media to promote positive vibes or attributes to brand and product (placing the new craft beer in local newspapers, stores etc.)
• Evaluation- analyzing the first three steps and the perception of the product or brand (did the name of the beer catch on, did it become a popular commodity?)

Because PR focuses on building the relationship between the public and the company there never is a right or wrong answer when brainstorming new ideas- especially for a craft brewery that has their own unique taste in beer. Plus, beer is supposed to be fun, zestful, exciting, wild, and electrifying! Most importantly, PR is embraces all of those. 

Rachel Beatty is a student at Grand Valley State University, majoring in public relations and advertising with a double minor in psychology and studio art. She wants to work in community relations and help at-risk-youth. She focuses on the importance of philanthropy in organizations and the effects it has on branding purposes. Rachel is very active on campus in Public Relations Student Society of America (PRSSA), GrandPR, Phi Sigma Sigma, and also serves on the JBoard of directors for the BISSELL Pet Foundation.