Public relations are increasingly becoming important in the world of business. It is an important element in supporting the power and value of an organization’s brand for all stakeholders. All the elements of the corporate brand, from the tone and personality, messaging and content, functional and emotional benefits, to its reputation; if fully leveraged with internal and external audiences can help raise corporate credibility. Enhancing the awareness of understanding and commitment to a brand through public relations is usually an essential part of any overall strategy of any sustainable brand.

Marketing gurus Al and Laura Ries said that public relations should not be secondary to advertising when it comes to building brands, because advertising creates awareness and PR builds Brands. In terms of authenticity, PR is the most effective and credible way to communicate. Public relations is more relevant now than ever. Unlike advertising, PR can give brand depth and personality. PR helps brands to tell their stories, where the brand is the story and PR is the storytelling. PR helps brands bring their stories to life in an authentic and genuine way. 

Social media and the digital space opened a new horizon of online-based PR. PR establishes thought leadership. In that case, content is king because it demonstrates thought leadership in the market. PR builds authentic relationships. By communicating a genuine story, a brand can build trustworthy and authentic relationships with their community, stakeholders, and the mass media.

That is why SMART PR goals need to be strategized which are specific, measurable, achievable, realistic and timed. In a saturated market, creativity still goes a long way. Then craft an interesting story and communicate them to stay in the market.

There are two areas that are key to the success of any business. One is Brand and another one is Communication; PR is also about image management, both by spreading the right information and managing any potential issues that could affect your business’s reputation.

To get the most from PR efforts, branding must be a part of PR strategy. People’s perception is perhaps the most significant factor in whether they do business with any company or not. Branding should communicate the company’s values which help people to start a relationship with a business due to shared values, which is possible through the right strategic PR.

A good first impression is crucial to building the brand-customer relationship. There is a view that proper branding mixed with good PR can result in both higher sales and customer loyalty for a product or service. That is why branding and public relations go hand in hand. 

*The writer is a marketing professional. He can be reached at aftab.go.brand@gmail.com

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THE WRITER IS an internationally recognized brand marketing professional