Public relations is about enhancing your brand image and loyalty from consumers. Investing time and effort into making sure this promotes what your business is about will determine its effectiveness. Keep reading to learn how public relations can help you to build a successful and long-lasting brand!
Public relations (PR) is not a short-term game. It requires a long-term strategy to help you build a successful and long-lasting brand. Unfortunately, many businesses make the mistake of thinking that public relations is only for creating brand awareness, generating quick-turn sales or repairing damage to their reputation.
While those are undoubtedly important aspects of PR, many other benefits can help your business grow. In this post, we’ll discuss how to approach PR as a long-term strategy so your brand can thrive in the long run.
Create a narrative around your brand.
One of the most critical aspects of public relations is creating a narrative around your brand. This involves telling your brand’s story in a way that resonates with your audience and drives positive associations.
A well-crafted brand narrative can do wonders for your business. It can help you attract new customers, establish trust and credibility, and differentiate yourself from the competition. And, perhaps most importantly, it can help create a long-lasting emotional connection with your audience.
Brand narratives should be grounded in the realities and expectations of the target-right audiences. Whether that is a B2C or B2B audience, we’re ultimately in the business of human communication. A brand’s storyline should meet at the intersection of insights uncovered from the brand, the culture and the target audience.
Authentic brand stories typically resonate best with audiences, but keep in mind that it’s important to clearly define the audience personas as well as identify any cultural tensions and timelines. I recommend starting with the brand mission, beliefs and promise as a means to architect the messaging framework.
Build trust and credibility.
Another significant aspect of public relations is to help build trust and credibility with your audience. In today’s world, consumers are hit with marketing messages from all sides. They’re constantly being sold to and told what to buy.
As a result, customers today are largely skeptical of marketing claims and advertising messages. But when they see positive coverage of your brand in the media, it can help build trust and credibility. This is because they view it as an unbiased third-party endorsement of your product or service. There are many different ways to accomplish this.
For instance, if you’re working with a consumer packaged goods company, you may institute an affiliate media ratings and review program to elicit trust-building third-party endorsements. Or if you’re working on B2B efforts, you may seek out a key opinion leader who would be willing to advocate and evangelize your company to elevate the profile.
Increase brand awareness and recognition.
Public relations can also help increase brand awareness and recognition. This is especially true if you generate media coverage in high-profile publications or outlets.
But even if you’re mostly generating coverage in smaller, niche publications, it can still positively impact your business. This is because every time your brand is mentioned in the media, it helps increase brand awareness and recognition.
Generate positive media coverage.
One of the most obvious benefits of public relations is that it can help generate positive media coverage. This is one of the main goals of PR, after all.
Positive media coverage can do wonders for your business. It can help increase brand awareness, build trust and credibility, and even drive sales. Not to mention, it can also be a great source of free marketing. When your audience sees the positive media coverage associated with your brand, you’re more likely to turn those followers into customers.
Depending on the life stage of the company or brand, there are a variety of different ways to earn media coverage, including brand mentions, product reviews and thought leadership quotes to long-form feature storytelling. Once you’ve earned coverage, it’s equally important to amplify it to your key audiences as well. Media coverage should be shared via the brand’s owned channels, including social, website, email and so on.
Get through that crisis.
No matter how well you plan, there’s always a chance that something could go wrong. If your business is ever faced with a crisis, public relations can be an invaluable tool.
PR can help you manage the situation, protect your reputation and even come out ahead in the end. In many cases, it’s the difference between weathering the storm and taking a significant hit. Most often crisis communications are reactive; however, it is important to scenario plan well in advance. This will help you and all team members navigate the process with greater ease.
It’s important to have your brand messaging architecture and beliefs clearly defined well in advance as this will be your foundational guidance in crisis approach and decision making.
If you’re looking to build a successful and long-lasting brand, then you need to consider public relations a part of your marketing strategy. It’s not a short-term game, but the long-term strategy can be well worth the time and investment.
Original article published on forbes.com