Public relations is an unpaid form of publicity. The key task of a good PR strategy is to create a positive perception of the brand in the minds of the diverse public that together forms the target audience – be it the general public, the customers, institution, internal customers or other segments defined by the company.
Public relations strategy has a very special place in an Integrated Brand Strategy. Judiciously used, it can work wonders for a brand because it always keeps the channels of communication open for the different sections of people who make up the target audience.
Not long ago, the Public Relations professional was looked at askance. His honesty and integrity were constantly questioned. His very existence and his utility was challenged. Today, I am happy to say that the PR professional is well on his way to being accepted as an important component of the Integrated Communication Strategy that is a part of every marketer’s Integrated Brand Marketing Plan.
The deception he was accused of practicing, is now viewed as a positive perception. Indeed, when viewed as a perception management strategist, the PR professional is seen in a very different light.
He is as essential in good times as in bad ones. When the going is good, the PR professional concentrates on building equity for the brand. In adverse times, he is the disaster management controller who is looked up to for truth both by the company and the public.
{{/usCountry}}He is as essential in good times as in bad ones. When the going is good, the PR professional concentrates on building equity for the brand. In adverse times, he is the disaster management controller who is looked up to for truth both by the company and the public.
{{/usCountry}}A few pointers while formulating your public relations strategy:
1 Always ensure credibility. Any PR effort that relies on hyperbole is doomed to failure.
2 Make sure that the message is relevant. Any thing less than the actual truth can ruin a brand’s reputation because deception rarely works in the long run.
3 The timing of a PR missive is of utmost importance.
4 Finally, all planning can go to waste if the execution of the PR strategy is not carried out with precision.
Public relations must reflect the essence and benefit of the brand in the eyes of the consumer. All other constituents like suppliers, customers, employees, authorities and the public-at-large, should be communicated to, reflecting the true spirit of the brand.
Courtesy: 27 Brand Practices by Jagdeep Kapoor, Published by MacMillan India