Using Public Relations to build your brand

A tested and proven strategy to build a strong brand is the use of Public Relations or PR as it is more commonly known.  PR is a management process which manages the relationship and flow of information between an organization and its publics.  Simply put, the basic concept of public relations is that it is strategic in nature and emphasizes mutually beneficial relationships.

One of the major tenets on which good public relations is built is the practitioner’s ability to tell a story.  From comprehension exercises and composition writing in primary school, we have been conditioned to tell a story. 

Some of the world's biggest brands - Image courtesy of www.winesur.com

Story telling in PR means packaging information into meaningful and entertaining narratives that forge stronger emotional bonds between a business and its customers.  The story must talk about the company’s vision, how its products bring that vision to life and what the business is positioned to do that no other company can do.   Importantly, the story should be absolutely clear while building cohesive and structured conversations from one phase in the story to the next.

Secondly, publicity – a major component of PR, builds brands.   A good publicity campaign sets the strategic direction for your brand.   Massive amounts of publicity have helped to build many ‘name brand’ companies in Jamaica.  Companies like Grace Kennedy and Digicel have a strong PR component integrated into an overall marketing strategy.  These companies coin media messages but also receive external endorsements which in turn help to build their brands.   The more messages are released by the company, the more favorable the messages being received will be, especially when they are from third party sources.

Know that PR messages must evolve.  While the existing customer is important, emphasis should also be placed on attracting new customers.  Many times brands tend to focus on the audience they have already acquired, hence the brand story continues through the same circles, never reaching new targets and potential audiences.  Find out what is trending with your brand and focus your efforts and PR strategies on acquiring new audiences with similar interests as your core.   Listening is also a critical component of delivering precise messages.

A well designed PR campaign is a powerful tool to increase visibility and impact for your brand.  New as well as established brands should be acutely aware of the impact a product write-up, organic tweet or key personality can have on your brand.  PR campaigns play a vital role in creating new sales channels, creating cohesion among stakeholders and influencers and the spread of your brand butter on a national and global scale.

While PR is not free and works best in tandem with an overall marketing strategy, it should not be a second thought or considered as an expense.  It is a major profit centre for the business and used correctly, it can shape the perception of the target audience.