If a company doesn’t have a bad reputation or crisis situation on hand, why is public relations necessary?
I was recently asked this question. While yes public relations can be used for crisis mitigation as outlined in Teak’s tips for protecting your brand reputation, that is only one facet of the communications process. At its core, public relations is one of the key tools that companies and nonprofits alike can use to accomplish goals. An effective public relations strategy can increase awareness for your organization’s work and mission and build credibility among stakeholders that marketing and advertising can’t buy, which ultimately leads to increased funding, productivity, sales, and people served.
Here are five ways in which every organization can benefit from public relations:
- Build a positive reputation.
More often than not, organizations are sitting on a pot of gold when it comes to all of the positive stories they have to tell, but it can be hard to decipher what makes a good news story. From the programs and services offered, to the people working behind the scenes, to the impact made for those served, there are many ways in which public relations campaigns can help you to share these stories internally and externally with stakeholders. Doing so will help to build brand credibility among funders, consumers, and other experts in your field. And maintaining a consistent positive public image is one way to help mitigate potential damage caused by crisis situations in the future. - Create change through storytelling.
Beyond your own organization’s reputation, storytelling can also help to create meaningful community change. After all, when people read, hear, or see a company or individual involved in charitable work, they are much more likely to get involved with it or make a financial contribution to the cause. However, it’s not just about doing the good work. It’s important to communicate what you are doing, why it matters and why others should join in the mission. Authenticity matters. So do the words and actions and even objects that you use to portray your work. Be sure to choose social causes, messaging and images that are true to your brand identity. Teak’s Fearless Communications Guide can help. - Control the narrative through the media.
A public relations campaign can also help to insert your organization and its leaders into larger conversations around social issues, like climate change, food deserts and systemic racism, helping to position them as experts in their fields, which further drives credibility for the work and your organization at large. Developing spokespeople and learning how to pivot conversations the Bill Belichick way when included in a conversation in which you do not wish to engage, will help you manage your organization’s reputation. Public relations work enables you to control the narrative and create your own storyline and brand persona. - Expand your reach.
Leveraging both traditional and social media enables you to amplify your message to more individuals and likeminded organizations and reach new audiences. Placements are earned or user-generated and messages are delivered in real time. The key is to meet people where they already live, work, and play and to communicate tailored messages that are digestible to them through their preferred communication channels. For example, many Gen Z’ers turn to Tik Tok for news, inspiration, and guidance. Non-English speaking audiences may prefer news outlets printed in their own languages and could be better reached through multi-lingual social media campaigns. - Strengthen community relations.
Even in an era of do-it-yourself fundraising campaigns and events, a multi-tiered public relations campaign has the power to build a sense of community and urgency among constituents to help accomplish your goals. Just like in any relationship, honesty pays in brand messaging. So does building and maintaining relationships with funders, donors and those served by your organization through consistent two-way communication. You can do so by highlighting participant and partnership stories through internal communications, such as newsletters and annual reports, and externally through traditional and social media channels.
Want to learn more? Click here to read about all the hats that publicists wear to help clients succeed.
