Public Relations is increasingly getting popular in the world of business. It is a significant element that upholds the power and brand value of an organization to all stakeholders.
All the elements of corporate brand -- from tone and personality, messaging and content, functional and emotional benefits, leverage with internal and external audiences to its reputation -- help to boost the corporate credibility.
Enhancing the awareness, understanding and commitment to a brand through public relations is usually an essential part of overall strategy of a sustainable brand.
Marketing gurus Al and Laura Ries said, "Public relations should not be secondary to advertising when it comes to building brands."
Advertisement creates awareness and public relations build the brands.
In terms of authenticity, public relations is the most effective and credible way to communicate. It is more relevant now than ever.
Unlike advertisements, public relations can give depth, reliability, dependability, consistency and personality to a brand.
Richard Branson once said, "A good public relations story is infinitely more effective than a front-page advertisement."
Public relations help the brands to tell their stories, where brand is story and public relation is storytelling. It helps brands to bring their stories to life in an authentic and genuine way.
Now the social media in digital platform has opened a new horizon of online based public relations. It establishes thought leadership. In that case, content is king because it demonstrates thought leadership in the market.
Public relations build authentic relationship. By communicating genuine story can build trustworthy and authentic relationships with community, stakeholders, and mass media.
That is why a smart public relations goal -- those are specific, measurable, achievable, realistic, and timed -- need to be strategised.
In the saturated market, creativity still goes a long way. Then craft an interesting story and communicate them to stay in the market.
There are two areas that are key to the success of any business. One is brand and another one is communication. Public relation and good branding are the images of any business presented to potential customers.
Public relations is also about image management, both by spreading the right information and managing any potential issues that could affect your business's reputation. In this regard, South African media strategist Happy Masina said, "Reputation matters because your behind is always behind you."
To get the most from public relations efforts, branding must be a part of public relations strategy. People's perception is perhaps the most significant factor in which they do business with any company or not. People start a relationship with a business due to shared values, which is possible through right strategic public relation.
"If I was down to the last dollar of my marketing budget I'd spend it on public relations!" – Bill Gates
A good first impression is crucial to building brand-customer relationship. There is a view that proper branding mixed with good public relations can result in both higher sales and customer loyalty for a product or service.
That is why branding and public relations go hand in hand.