PUBLIC RELATIONS
WHY PR IS A POWERFUL TOOL
Manilka Ediriweera highlights the role of public relations in businesses
Upholding a stellar image and public trust isn’t easy. So how do big players in business and notable personalities manage this, come what may? Indeed, that is the magic of public relations (PR)!
Bill Gates once attested to its power when he said that “if I was down to my last dollar, I would spend it on public relations.”
Despite its paramount importance, there’s often a certain level of confusion surrounding what public relations really entails.
Firstly, it’s not about buying advertisements, coercing journalists to write favourable stories about clients, producing catchy jingles or handing out free samples at the mall. Public relations is not advertising; nor is it a copy-paste job; and it’s certainly not spin or propaganda!
Instead, it’s about effective communication and relationship building. PR professionals are behind-the-scenes artisans who sculpt the image of your company or yourself. However, public relations isn’t simply about presenting a polished facade to the world – it’s way more than that.
While it encompasses crafting a positive image, it’s also about nurturing trust, crafting narratives that strike a chord with the masses and upholding a reputation that people actually believe.
Essentially, PR is a strategic effort to foster mutually beneficial and strong connections between organisations or individuals and the public; it spans all stakeholders such as employees, customers, shareholders and many others.
Public relations is about capturing attention through narratives that provoke curiosity. And here’s the best part: if your story strikes the right chord, it can unlock publicity worth millions.
PR is crucial for both business success and growth. Public relations is a strategic communications tool that can enhance your company’s reputation in a quiet and noninvasive manner, which is far more effective and trustworthy than paid publicity.
With trust and credibility forming the bedrock on which successful brands are built, earned publicity through PR can position your brand as an authoritative voice among stakeholders and within a sector or industry.
In turn, this is achieved through means such as authentic storytelling, strategic media relations, thought leadership and reputation management.
Strategies such as media relations and content creation also work in favour of your company, given that they’re well thought out and executed to direct consumer attention to the brand at the right moment.
With brands from around the world competing for customer attention in today’s crowded marketplace, enhanced visibility and awareness can ultimately lead to increased loyalty, market share and business growth.
PR also helps build media relations and positive media coverage, both of which are essential for generating business growth. Public relations professionals achieve this by capturing the interest of journalists and providing them with valuable information. They showcase your achievements and innovations to influence consumer perceptions and help differentiate your brand from the rest.
The role of PR extends beyond media relations crisis management. While crises can strike out of the blue, public relations plays a vital role in managing and mitigating reputational damage that could come your way.
PR professionals have the skills to contain negative sentiment and mitigate reputational damage by swiftly formulating strategic responses and guiding leadership through turbulent times as a voice of reason.
This is especially important in today’s digital age where bad news can spread like wildfire.
Therefore, public relations does all of this in a noninvasive and subtle manner by creating a buzz around the brand without overt promotion. In today’s interconnected world, PR leaves an indelible mark on society by wielding its soft power through influence and attraction.
Whether it’s about acquiring customers, attracting investors or attracting and retaining talent, PR is essential. And it’s indispensable in shaping perceptions and generating excitement across industries from technology and healthcare, to fashion and entertainment.
So it’s safe to say that PR, from crisis management to reputation enhancement, is an essential thread in the intricate tapestry of modern society. It will help tell your enterprise’s story – who you exist for and why the right people must have the right perceptions of you.
And it will ensure that consumers are aware of all the values you champion and perceptions you challenge.
PR will establish the tone of your brand and keep the world informed about your latest news while maintaining your business’ desired favourable image.
Remember, the only bad PR is the PR you don’t control. So don’t overlook the pivotal role of public relations in your business’ success.
PR will establish the tone of your brand
