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Public Relations is all about conveying an opinion to the masses so that it benefits your brand, product or service. Done right it is a great tool to build a brand and the keyword is "honesty". As long as the message you are conveying is honest and not artificial or made up, it will benefit your brand.
With the media being hungry for news, any public relations message is worth its weight in gold. Public relations is also an exercise in reaching your target audience directly through a medium they respect and identify - 'press'. It also becomes an effective tool in times of distress wherein it can be used to quell rumours or wrong messages about your brand.
Public relation helps business grow and build a strong brand name with help of innovative and strategic PR solutions or programs. Public relations not only help to build a brand but also helps to maintain and improve the reputation and image of any business
“Brand public relations” – is it an oxymoron? Some say that PR builds reputation, while marketing actually boosts brands. But in reality, the two work in concert….kind of like brick and mortar. There are many ways to use classic PR strategies to add depth, color, and cohesion to the building blocks of brand identity. Here are some of the best.
Use data. Yes, “big data” is a buzzword that’s overused in our business, but what some companies don’t realize is that even small amounts of data can be useful for a PR outreach to media and influencers like analysts. An e-commerce client of ours recently noticed that millennials represent their largest and fastest-growing customer segment. That simple fact, backed by the right data and company history, qualifies them to build content and create speaking platforms around what they’ve learned about marketing to millennials. It’s one of several differentiators we can use to help them stand out.
Tell stories. Storytelling is another overused term, but at its core, it means packaging information into meaningful and entertaining narratives to forge stronger emotional bonds with customers. And the best stories aren’t just splashy entrepreneurial chronicles, like Steve Jobs’ life or Richard Branson’s latest exploits. The most persuasive might be closer to home; they can be customer testimonials, community happenings, or employee exploits.
Look inside. Employees, in fact, can be both a rich source of stories and a powerful channel through which to tell them. One of our clients is a company that has landed on a few “Best Places To Work” lists, but they wanted to gain more visibility for their commitment to workplace wellness. When we placed a local newspaper story about an employee who lost50 pounds and regained her health with the help of the fitness and wellness resources available to her at work, it added depth and credibility to the client’s reputation. Who wouldn’t want to work there?
Third-party endorsement. To be strong, a brand promise must be credible. The essence of good PR is having someone else talk about your brand rather than the company itself. The third-party endorsement – either implied or explicit – is often very effective, sometimes more so than paid media. It helps when the publicity results include “proof points” that reinforce a brand proposition or identity. A customer testimonial is an obvious example, but third-party endorsement can also come with content sharing and social media community-building.
Executive leadership. Staking out a position on a topical or important issue and offering insights or ideas can yield far-reaching brand benefits. When Starbucks’ Howard Schultz weighs in on marriage equality, or Sheryl Sandberg urges us to “lean in,” it’s more powerful than a corporate reputation campaign. It’s an example of thought leadership around a key issue relevant to many customers that has nothing to do with coffee or social networking. Yet, I’d argue that it has a strong impact on the brands attached.
Education. “Education” can mean campaigns that look to change behavior for reasons of public interest, like anti-smoking programs or the wireless industry’s #itcanwait campaign against texting and driving. One of our clients, McGraw Hill Federal Credit Union, has embraced a campaign around financial wellness. It sponsors a series of Financial Learning Seminars, underwrites research about the cost of financial stress in the workplace; and raises funds for financial wellness causes.
Download a tipsheet to learn about five effective PR strategies for brand storytelling.
Public relations with the Name suggests relating and engaging with the Masses of public directly. In Marketing especially public relations is a branch just like advertising and Brand are branches of Marketing. Oviously when brands get gathereed with th public directly. it facilitates the brand to build its awareness along with the proper feedback of the brand from the public.
PR is a tool by which we communicate our brand/ product opinion to the masses and can help in influencing consumers very positively provided it is done in an efficient manner.
PR is one of the building blocks of brand building. It helps tell a story about what a brand is all about. Its beliefs, character and mission. PR also gets the word out. It can convey information and data that may not be necessarily of interest to a target audience. It can also shape opinion and reputation.
Public relations contribution to the effective brand building is through the social media, e-commerce and thru' any event by educating the consumers with the product knowledge, usages etc without demeaning the competitor. Everyone has one USP (Unique selling point) so, we must respect that. So each one should concentrate on that point while educating. Definitely public relations through this media is a great advantage. End of the day users are the public.
It is a Chain which will definitely help the product towards future growth
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