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Brand Inc. is one of the leading boutique consumer lifestyle public relations (PR) agencies and consultancies in Singapore and Malaysia that specialises in public relations areas such as medical healthcare, hospitality, food & beverage (F&B) restaurants, consumer tech, event and fashion ...


3 Elements a Successful PR Campaign Targeting Parents and Parenting Media Need to Consider

PR practitioners will communicate with different age groups of varying life stages according to the campaign needs, and different target audiences will pose varying challenges.

When targeting parents and parenting media, PR practitioners do not need to be a parent to know how to target young parents with children in order to execute a successful PR campaign, but they do have to keep in mind these 3 important elements:


Firstly, consider family budgeting. Raising kids is no mean feat, especially financially. Parents will be thrilled to know they can cut costs and yet still have their children enjoy themselves through promotions like ‘Kids eat for free’ at food outlets or no additional charges for children below the ages of 5 at a theme park. By appealing to parents’ budgeting concerns with activities that are free or affordable, the PR campaign will be more relatable and attractive.

Secondly, ensure that the PR campaign has an educational aspect to it. Despite the fact that many parents would like their children to have fun, they will also see an educational objective as more value adding to their children and thus, a worthy investment of their time and energy. Having an educational campaign will thus give an impression to parents that PR practitioners understand the priorities of parents for their children.

Finally, the PR campaign has to involve environments that are kid-friendly. Not every business and place loves children nor caters to the needs of children. As a PR expert, paying attention to details of kid-friendly environments that will ensure better safety, hygiene and interactive time for both parents and kids will portray a good reputation of the brand to the target parents in terms of trust and quality of service.

As the founding director of Brand Inc. a regional boutique public relations agency with offices in Singapore and Malaysia, Elaine Seah is also a mother of a toddler and from her years of experience, these are tips that she finds essential when marketing to young parents.


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