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For Public Relations to be effective, activities around it must be well conceived, with clearly defined objectives. Crucial to the Public Relations process is the understanding that every bit of it is planned and deliberate, not ad-hoc, in a way that builds solid relationships with external and internal publics. Because Public Relations is about communication, it is important to know the tools suitable for reaching the right audiences. In this wise, the ability to build strong relationships across media platforms is crucial.

Because PR is deliberate, it takes time. But when it works, it does like magic.

Brands and Public Relations

Every brand, whether individual or corporate, needs to be properly perceived for it enjoy the affection of the audience or consumer. Advertising has proven less than capable of establishing strong emotional connection between the consumer and the brand. This is a job PR does and very well, too.  

Consumers need to feel stronger connection with a brand to remain loyal to it. The reality is that almost any organization with a public image needs a solid Public Relations programme. Well-planned, effective communication is becoming even more necessary to companies in today’s changing world. PR is about building, maintaining and sustaining relationships and what better way of doing this than meaningful interaction with the public which invariable creates a positive perception of the brand which, in turn, increases sales. Always keep in mind, perception is reality.

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PR Tools and Techniques

Every organization depends on people – their attitudes, understanding, and motivation can be often make or break an organization, a program or an idea. Organisations need good reputation to survive. PR makes use of diverse tools to build and sustain positive perception. Press releases, speeches, personal interviews, seminars, web broadcasts, social media, corporate advertising, sponsorships and CSR are just some of the tools a public relations professional can use to reach the target audience. Through the mentioned tools, PR specialists give the target audience a better insight into their clients’ activities and products/services.

Basic Principles

Organisations need good reputation to survive. Public Relations molds company image, communicate with internal and external audiences and sustain a long-term positive reputation. To break it down further, whichever activity you are involved in to build beneficial relationships, you are involved in PR. Building cordial relationships must be deliberate and proactive. You don’t wait to react or respond as events cannot be guarantted to always be in your favour.

Developing a positive reputation for your company in the marketplace depends on understanding the following basic principles:

Honesty: The number one principle of PR is honesty. Your brand must mean what it says. Being truthful is a primary ingredient to building lasting relationships. Half-truth or deceit is an attribute of propaganda while honesty or truth is an attribute of PR.

Trust: PR builds trust. In the long run, trust is a valuable commodity in a brand. With an array of choices before customers, only brands that have proven to deliver on promises will continue to enjoy customers’ patronage. Customers rely on the attitudes and experiences of peers, third-party endorsement, and their own take on brand values to guide their decisions. A well-designed PR campaign can play a role here.

PR is Persuasive: PR is the business of persuasion.  As explained by Robert Wynne, you are trying to convince an audience, inside your building or town, and outside your usual sphere of influence, to promote your idea, purchase your product, support your position, or recognize your accomplishments.