Voici comment vous pouvez transmettre l’importance des relations publiques à la haute direction d’une organisation.

I like to have regular discussions, at least once a week if possible, to go over our message and how we want to address what we see in our environment. If we can stay connected on our strategy, the pop-ups are easier to handle and we can always keep in mind the message we are trying to convey. In my career, I am often separated from the boss by to or three leaders. But I make sure to go directly to the boss when her or his message needs to be delivered in real time.

If you aren’t listening to what’s being said on all mediums about your brand daily, how can you strategically speak or publish on any platform?

The simplest way is to reach out to the person concerned and ask for a short conversation. In the midst of any crisis or disagreement "Stop Look and Listen"

Public Relations provides opportunities for engagement with the community. By being proactive with engagement, many potential negative issues can be mitigated or even avoided altogether. This is a good investment for any business or organization trying to deliver a service and drive brand equity in a community.

Most successful businesses understand the role of PR in managing the company’s image. If however, you’re saddled with the responsibility of convincing the leadership of your organization why PR should be an essential part of the company’s growth, start by explaining how PR actually works. Most people erroneously believe that PR is about portraying an organization in a positive light. On the contrary, PR should actually be part of an organization’s growth strategy, right from the beginning. Your PR strategy determines how much/well the public knows about your organization and its products at all times.

Recientemente un cliente tomó la difícil decisión de cerrar una de sus plantas. Con todo lo que eso podría significar a nivel noticioso, de mercado, colaboradores y por ende afectación en el "Equity" de la marca. Entonces, a través de un trabajo minucioso y estratégico, se construyeron mensajes centrales, "talking points", se prepararon voceros, etc. Es decir, se diseñó un plan estratégico de relaciones públicas, meses antes de la inevitable decisión y al final, se logró el objetivo de comunicar el mensaje a los públicos de interés, alineado a los valores de la marca, permitiendo sostener las ventas y posición en el mercado. En relaciones públicas "If you fail to plan", "You plan to Fail", porque las crisis son exitosas cuando se evitan.

PR is a skill and then a profession, and so it should be utilized accordingly targeting the business objectives. PR tactics and tools are dynamic enough to resolve almost every problem of business. Unfortunately, its strategic value is still not being considered in board meetings on priority. As a PR professional, first of all we shpuld believe in ourselves and then only business leaders can comprehend its strategic proposition.

- Shapes public perception and drives brand awareness - Builds trust with customers, partners, and stakeholders - Mitigates crises and manages reputational risk - Influences key stakeholders and public opinion - Enhances market position and competitive advantage - Aligns with strategic goals for long-term growth

The strategic value of public relations lies in its ability to help an organization achieve its long-term objectives and maintain a strong and positive reputation in the eyes of its stakeholders. By highlighting the role of PR professionals in crafting messages that resonate with the target audience and ultimately influencing perceptions and behaviors, it showcases the strategic value of PR in driving brand loyalty, customer engagement, and ultimately, contributing to the bottom line. It is crucial for senior leaders to recognize PR as a proactive tool in shaping the company's strategic narrative rather than treating it as an afterthought. Think about it.

PR is almost always a 'long-term' play. It must and should be a very integral part of any organisation's strategy. Sustained PR campaigns and initiatives help shape opinions about your brand/product/organisation, which is imperative in building the right perception, thereby playing a crucial role in achieving long-term business goals. How? Perception management directly or indirectly helps improve brand recall and engagement, brand loyalty and awareness. As a PR professional, I've always emphasised educating internal stakeholders (especially senior leaders) about what PR can (and cannot) do, followed by the overall value it delivers in shaping narratives and contributing to the bottom line.

PR professionals help develop and maintain a comprehensive crisis communication plan. This plan includes protocols, key contacts, and predefined messaging templates.

For me it’s very useful to remember that one of the most tangible aspects of PR is crisis management, which involves responding swiftly to negative events. Effective crisis management protects a brand’s reputation and minimizes damage. It requires clear communication, transparency, and a well-prepared plan. This proactive approach can turn a potential disaster into an opportunity to demonstrate resilience and responsibility.

One of the most tangible aspects of PR is crisis management. Explain to your leadership that in today's fast-paced media environment, a crisis can escalate quickly, and the right PR skills are critical in managing such situations. A well-crafted crisis communication plan can mitigate damage to reputation and maintain trust with stakeholders. PR experts are trained to handle these high-pressure situations with composure and strategic thinking, saving the organization from potential fallout. Solutions include regular crisis simulations, a designated crisis response team, clear communication channels, and immediate, transparent responses to control the narrative and reassure stakeholders.

In Crisis Management, you need a small assigned committee, including the spokesperson and a backup as crisis DOES NOT follow a schedule. Fact. Communication is critical in crisis communications. For planning for Crisis Management, please align your legal team, your leadership and your external insurance company. Everyone needs to be briefed should the worst happen. This way, there will be no need to build and backtrack. Your resources and team will be prepared. I have been part of a number of crisis management experiences. Whilst I am not allowed to share publicly, I can share that communications externally and internally makes a huge difference in addition to a strong fitness program.

Crisis situations can significantly impact an organization’s reputation and public perception. PR professionals play a vital role in managing crises by developing strategic communication plans, providing timely and transparent information, and mitigating reputational damage. Through careful messaging, crisis management techniques, and stakeholder engagement, PR experts help organizations navigate challenging situations while preserving trust and credibility.

KPIs are a generic term, in PR, I prefer to use the following metrics: Media Coverage: Volume of Coverage: Track the number of articles, mentions, and press releases picked up by media outlets. Quality of Coverage: Assess whether the coverage is positive, neutral, or negative. Positive sentiment indicates a successful narrative. Share of Voice: Compare your media coverage with competitors to see how much attention your brand is getting in the industry. Key Message Penetration: Check if the core messages you wanted to communicate are being picked up and echoed in the coverage. Tools such as these are essential and widely understood by clients: Meltwater/Cision: For media monitoring and sentiment analysis

KPIs help measure the reach of a campaign and determine the possible feedbacks. Since PR ultimate counts as a mode of communication, the KPIs will be important to deciding the kind of feedback that will come from the target audience. The stranger the KPI, the more popular the brand, the far reaching it is, the more trusted it is, whatnot.

Si no lo puedes medir, no lo puedes gestionar. Es importante definir KPIs claros, medibles, alcanzables, para poder tomar decisiones.

As I said in a previous article, it is essential to measure the scope, which is why KPIs help us evaluate and make decisions for the following strategies to apply to PR to be more efficient.

A well-funded PR strategy is a powerful engine for growth. It goes beyond simply managing reputation to actively building brand equity, differentiating you from competitors, and fostering deep customer loyalty. These factors directly impact your bottom line, driving sales, attracting investment, and boosting overall value. By viewing PR as an investment, you unlock its potential to: - Shape your narrative: Control the message and position your brand strategically. - Protect your reputation: Mitigate risks and navigate crises effectively. - Build trust and loyalty: Strengthen relationships with key stakeholders. - Drive business growth: Attract customers, investors, and top talent.

I believe, and have seen it prove out, that a small marketing budget can be put to good use with clever and strategic applications of PR. The right PR can amplify your message beyond what digital ads or social posts may do. They are also evergreen references to show to a board of directors, investors, or clients. Strong PR builds brand strength. Brand strength equals business strength.

Investing in PR enhances the company's public image and credibility, making it more attractive to potential investors. A strong PR strategy highlights the company's strengths and growth potential, fostering trust and interest from those looking to invest.

Más caro es dejar una marca desprotegida y sin ninguna estrategia de relaciones públicas que construya el futuro de la organización y blinde la marca de posibles crisis. La reputación de marca es siempre una inversión, nunca un gasto.

Without a doubt, spending on PR is an investment, the same goes for advertising, we have to see it as an investment. The opposite is shooting yourself in the foot, PR helps maintain our reputation as a company and as a brand. Fundamental today to maintain a business over time.

Powerful storytelling is personal storytelling. Whenever possible, center your PR pitches around real people and personalities.

Storytelling plays a crucial role in PR by helping brands to build relationships, foster trust, and create meaningful connections with their target audience. By harnessing the power of storytelling, PR professionals can drive brand affinity and engagement, ultimately leading to a more successful and impactful public relations strategy. This has been witnessed in African countries where media reach methods are low key. #pr

In PR, while storytelling is pivotal, journalists also need timely, relevant, and factual information. They require clear, concise press releases, accessible sources for quotes, and high-quality visuals. Effective PR combines compelling narratives with hard facts, ensuring that stories are not only engaging but also newsworthy. By providing journalists with a balanced mix of emotional resonance and verifiable data, PR professionals can facilitate accurate and impactful media coverage, enhancing the brand's credibility and reach. This blend of storytelling and factual reporting meets the dual needs of capturing audience interest and maintaining journalistic integrity.

Framing the story to make it as relatable as possible to your PR audience will not only make for valuable copy, but will increase audience engagement with the story, as well (i.e. shares, sourcing, etc.)

In a world overflowing with information, storytelling cuts through the noise. Skilled PR professionals are storytellers at heart, weaving narratives that resonate with audiences on an emotional level. These stories do more than inform – they inspire, engage, and persuade. PR creates lasting impressions and fosters a deeper connection with stakeholders by humanizing your brand and showcasing its impact through relatable stories. A well-crafted story evokes emotions and builds a stronger sense of brand affinity. In the competitive landscape, compelling storytelling can be the differentiating factor that sets your organization apart, creating a lasting legacy that resonates with your audience.

PR is needed for an organization to stay relevant. By actively seeking input from key stakeholders, customers, and the broader society, PR ensures that the organization's intentions and actions resonate with its public. This necessitates a transparent and truthful approach. A coordinated PR strategy facilitates effective communication, aligning the organization's goals with the needs and expectations of its environment. Ultimately, the success of PR should be measured by how well the organization and its stakeholders achieve mutual understanding, creating a symbiotic relationship that supports long-term success and resilience.

Public relations (PR) is crucial for shaping brand perception, creating visibility for products and services, and building the reputation of both the organization and its senior leadership. However, it's important to set realistic expectations. If your marketing goals are short-term or there are budget constraints, PR may not be the most suitable tool.

As stated by colleagues below, setting clear yet realistic expectations for your PR strategy is important. That said, PR firms and clients need to maintain consistent and clear comms between each other, to ensure alignment of these goals. Moreover, any dissatisfaction between either party should be addressed quickly.

PR und Marketing ist kein Selbstzweck. War es noch nie. Letzlich haben oft die PR-Profis den besten Einblick in die Branche und das eigene Unternehmen. PR kann nicht zaubern, aber bezaubern - durch gutes Storytelling. Das erzeugt Sichtbarkeit und Attraktivitätauch für scheinbar unattraktive Berufe, Branchen und Produkte. Wer gute Arbeit leistet, sollte dies auch öffentlich machen.

Public Relations is a dynamic and ever-evolving field that plays a vital role in shaping communication, reputation, and stakeholder relationships. From media relations to crisis management and digital PR, PR professionals employ diverse strategies to enhance an organization’s standing in today’s competitive landscape. By embracing diversity, equity, and inclusion, PR further contributes to positive societal change. As organizations continue to recognize the power of PR, investing in effective communication strategies and fostering ethical practices will be crucial for long-term success.