Is Public Relations (PR) Enough?

PR alone is not enough for a business to succeed. Now don’t get me wrong, for a serious business to thrive, PR MUST be part of the overall company strategy. However, if a business is not looking deeply into its gaps to mend where it falls short, the PR aspect will not hold for long.

What is Public relations?

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

Building mutually beneficial relationships in my understanding is a two-way communication process. The PR function ensures the brand image is favorably perceived by customers as the business continues to do what it best does in serving them. People say you cannot preach what you do not practice. If you do not treat your customers well, if your customer service is substandard, if your processes are not serving your internal customers well, then PR will just not help you.

ROLE OF PR FUNCTION

PR helps to fix your brand image in times of crisis. Of course, a crisis will bring disruptions to any business operations threatening its legitimacy. PR function can aid in fixing the reputational damage caused to at least prevent any further damage as the house is put in order. During a crisis, communication is key to update your stakeholders on what steps you have taken to protect their interests and the business at large. All these are part of the PR function and process.

PR compliments what you best do. Like what I always say, there’s no greater PR than great customer service. If you have consistent quality customer service or have the best practices in offering your solutions and your processes are considerate of your customers, then the outcome will be satisfied customers. In telling your success narrative, PR comes in to ratify your customers’ testaments as well as your corporate values. 

PR facilitates your marketing efforts. There is absolutely no best way to market your brand than to show proof to your audience/market/customers of how important it is for them to be associated with your brand. Showcase how you deliver, the values you uphold, and your clients’ testimonies. Word-of-mouth is a powerful communication tool in not only gaining advocates but also in business acquisition.

PR creates a presence for your brand. HOW you showcase your achievements and values is important to your audience. Human beings are naturally visual hence your ability to shape perceptions through creative communicative visuals will aid in shaping a prosperous image for your brand. Your brand identity and presence will inevitably be apparent and hard to ignore.

Remember, PR works best when your house is in order. If it's not, then use it to rebuild your image while fixing the gaps. By any means whatsoever, the narrative has to be a successful one.