The Better Understanding of a Good PR Strategy!

“A good PR story is infinitely more effective than a front-page ad.”- Richard Branson.

 

There is an old catchphrase, "advertising is what you pay for, and publicity is what you pray for." Brand image is an important element for the success of any business, where Public Relations (PR) effectively contributes to building awareness and trust among potential customers. PR is the long-term strategic communication process that addresses the same goal and maintains/cultivates a good public image in the market. A good PR strategy helps businesses to cultivate a positive reputation through various unpaid channels like the press, social media, and in-person engagements. It also defends the reputation during crises that threaten the business's credibility.

 

As communication plays a key role in business operations and brand reputation, a collaborative approach is required to develop an authentic PR strategy for communication and media attention. There are 8 steps to follow for creating an authentic PR strategy:

 

• Review of past PR activities
• Create PR goals
• Identify the target audience
• Analyse the crises that threaten the business's credibility
• Point out the key messages
• Select the right PR tool
• Plan the PR strategy
• Measure the results

 

Generally, PR and marketing perform similar actions, but their goals are different. The primary objective of marketing is to drive sales, whereas the primary goal of PR is to build a reputation for the business. PR doesn't have a direct influence on sales, but it indirectly promotes the business through various activities like press conferences.

 

There are two sides to any PR activity: one is the positive storytelling side, and the other is the damage control side.

 

• One of the key aspects of PR is storytelling. It tells positive stories about the business through various unpaid media and portrays a positive business reputation for the idea, position, and accomplishments.
• When the business has negative publicity, PR is used to respond or damage control the situation and helps the organization to share its side of the story.

 

Every organization, be it small or big, looks for publicity to reach a large audience and bring credibility to the business. But still, many companies are unsure about PR activities and their benefits. Here are six reasons why PR is important for business.

 

• As longer the reputation, the stronger the impact on the target audience. In order to constantly maintain business credibility, PR strategy is crafted and nurtured around a positive brand image for a prolonged period.
• As driven by genuine reviews and opinions, the PR process allows businesses to be seen as honest and reliable and increases business credibility.
• Once the target audience is identified, the PR process builds communities with similar values and establishes two-way communication channels with the communities. It strengthens community relations in the market and scales the business.
• Implementation of a PR campaign is a cost-effective option for all kinds of businesses. It uses free and smart media coverage to bring awareness and develop a broader reach for the business, even without a high marketing budget.
• As the marketing activities are aimed at sales and promotions, the PR activities provide additional information about the business to make it relevant. It also increases the online brand visibility and SEO performance through keywords and search engines.

 

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