Role of Public Relations in creating and cultivating a strong brand

There has been a dramatic shift in the way PR is viewed since the pandemic struck the country in 2020. The demand and need for PR have grown and brands are beginning to look at innovative ways to leverage their brands and strengthen their equity through PR. Parallelly, the media landscape has also evolved and the consumption pattern of news and content has rapidly taken a shift. Having a focused and well thought out PR strategy is pivotal for brands to look at, with the changing behaviour and new trends that one notices in content consumption.

We at Adgully have launched a new column, titled PR OPINON, under which we will carry and encourage views from Industry leaders from the PR and communication world. In the first of this series, we have Biju Somnath, VP - Marketing & Corporate Communications, Fincare Small Finance Bank, stresses on the need for Brand Building and Public Relations to work in tandem to drive more business as well as more customer loyalty for the brand.

Public relations is a key component of any operations in this day of instant communication and rightly inquisitive citizens – Alvin Adams

It is quite relevant to state that Brand Building and Public Relations work hand in hand. Proper marketing combined with good PR can lead to more business as well as more customer loyalty for the brand.

Today, most organisations perceive the value of having a corporate communications unit, which involves both PR and branding, working collectively towards the goal of promoting the brand with the twin objectives of brand salience and business contribution.

A good PR campaign is all about top of the mind brand awareness.

Public relations is a subtle craft of telling your brand story and endearing it to people. Since, it is a non-paid media practice, it brings with it an added element of credibility, authenticity, and reliability.

Let’s dig further to understandhow PR helps in building the brand image:

Making of thought leaders!

Public relations is all about communicating credibly, effectively and successfully with your audience, whose opinions and behaviours can affect your business in the long run. This target audience isn’t restricted to consumers alone; it includes media, influencers and policymakers.

Whatever be the industry, cultivating an image of a thought leader in the respective field and connecting with your audience is vital to enhance the credibility of your brand and PR makes it happen!

Marking regular presence in news stories and features on the industry, creating and circulating novel ideas, writing articles, appearing in TV debates, and speaking on policy matters are fundamental means through which the image of a thought leader is developed. Over a period of time, the audience starts recognising the leader as a prominent voice in their field – a voice that is innovative andforward-thinking with relevant and sometimes path-breaking ideas.

Building a story!

Public Relations assists in sharing the story of your brand, its genesis and journey with the audience. By doing so, PR takes advantage of highlighting the unique elements of the brandstory and helpsit reach a wider audience, creating a memorable image of the brand. In essence, PR helps to nurture an inspiring and motivational narrative to boost the brand image.

Distinguish the right channels of correspondence

At the point when you need to communicate with multiple target audience, it becomes fundamental to distinguish the right channels to do so. This is another crucial aspect that PR handles for you. It initially identifies the target audience, breaks down their attributes and then identifiesthe right channels through which communication with them can be coordinated and amplified.

Conveying in Crisis!

Crisis communication has emerged as a vital piece of PR, especially when any negative news spreads like wildfire. Any deferral or mistake in addressing a negative piece of information can damage the brand image. When used appropriately, PR not just helps to manage perception at the times of crisis, it helps limit the harm caused to the brand image in the short term. Demonstrate that you care for your stakeholders!

Parting Words!

Public Relations has evolved over the years and in today’s corporate framework, its aspects are manifold. We should not fail to remember that PR needs to be relevant, timely and trustworthy. Speed matters, more so when it comes to brand image and that means that the shift to digital-PR needs to be accelerated. PR indeed plays a significant role in brand building, and an increasing number of organisations have understood the impetus that effective PR can provide to boost their ecosystem-affinity. Not to forget that in any crisis situation, PR fills in as the best and the most effective tool of the trade!

Remember, it is all about credibility and careful messaging!