Why Public Relations Is so Important for Branding
If you’re on a board of directors, are a top-level exec, or a brand manager, listen closely — if you don’t have someone on your team who knows the ins and outs of public relations (PR), you’re literally playing Russian roulette with the reputation of your brand.
Since the advent of the internet, brands have developed a variety of effective methods to get the word out about their brand, such as:
- Connecting directly with consumers via social media
- Giving fans the necessary inspiration to become an amateur brand ambassador
- Addressing consumer concerns directly and in public spaces, which builds a better reputation
The internet has taken the middle-man out of the equation for PR — companies now talk directly with their demographics and, in turn, inspire greater loyalty.
In essence, PR today is about so much more than yesterday’s media relations. Today’s PR is helping companies realize that it’s the deployment of said public relations that leads to successful customer experiences. The best PR creates, manages, and refreshes brands, keeping them ever-present in the public eye. But how can PR achieve so much?
How Does PR Relate to Branding?
Using media relations as a branding strategy has several benefits, not the least of which is creating that real connection between your brand and its fans. But this connection is made possible through the stories you tell.
That’s what PR is all about — storytelling. The best PR lets you authentically bring your story to life. Media relations help you narrow your focus and create a story that’s relevant to your target audience. Which brings us to PR’s next benefit.
Once you’ve discerned your story, it automatically reveals your target audience, and after all, your audience is the key. Who you engage with is just as important as what you’re saying. For instance, if your product is a new type of music playing device, your target audience isn’t those who carry an AARP card. The younger, millennial set is the audience who’ll connect with your story. PR allows you to prioritize target markets and helps identify the most resonating messages for that market.
And wherever that target audience is, that’s where you want to meet them, right? Using PR in your branding strategy helps you choose the best communication channels for your message. If you appear in a magazine they’re reading, Tweet about things that are relevant to your audience, or have key aspects in common with those already influencing your audience, you can communicate your message more clearly. Booking one of our Breakthrough Sessions can help you identify this and much more about your brand, its processes, and its goals.
Those key influencers mentioned above have mastered one thing (at least) when it comes to your audience — thought leadership. This is why content is king and will inevitably remain so for the foreseeable future. The right PR strategy helps your brand become a thought leader. If you create engaging content that encourages your readers, you’ll establish your brand as an expert in the industry. Got some new ideas? Using PR to establish yourself sets you up to reveal forward-thinking ideas in a way that could catch like wildfire among your fans.
And speaking of your fans…
Public relations may have undergone substantial changes since its first inception, but despite these changes, the heart of public relations — its very nature — is about still very much about relationships. When you create genuine stories, you’re building trust and an authentic relationship with members of the community, your stakeholders, and media members. All of these individuals are more than willing to stand behind you if your brand is reputable. And this is known as brand loyalty — the Holy Grail all businesses strive toward. In the end, it’s this loyalty that your brand will come to rely on.
PR and Branding Go Hand in Hand
Public relations really is as glamorous as it seems. If you do your PR strategy right, you can reach a much larger audience for a fraction of the cost of traditional marketing. For all of your PR strategies, LifeFlip Media can help you make the most of your brand. Look to us for advice on public relations, to schedule a Breakthrough Session, or if you have any other questions, feel free to contact us.