As someone who has specialised in PR since graduating in 2006, I have always defended the profession against the many misconceptions around its relationships to marketing. Yes, my opinions are subjective, but to me, it has always been quite clear that:
Marketing: Is how you sell/promote what you do
PR: is how your audience/publics feel about you and how you do it
Against this distinction, it’s easy to see why it can be frustrating when PR is referred to as a marketing tool, or is not given the same consideration within a communications strategy. Let’s take PR back to its roots to try and unpick why it can be so important for businesses – and why I still love it so, even after nearly twenty years!
Building and maintaining reputation
One of the key functions of PR is to build and maintain a strong reputation for an organisation – or individual, but that’s a slightly different ball game. While marketing focuses on promoting products or services, PR focuses on shaping public perception and establishing trust. Effective PR crafts compelling narratives, manages crises, and develops strategic communication plans that showcase the values, achievements, and positive impact of your business. As such, your PR team should help cultivate a robust reputation that can enhance brand loyalty, attract talent, and foster long-term commercial success.
Establishing your voice – and who you talk to
The PR function for your business should act as the bridge between you and your various stakeholders/audience groups. As well as being responsible for facilitating transparent and effective communication between you and the media, customers, employees, investors, government entities, and the public, they are also responsible for crafting your tone of voice. By creating and maintaining open lines of communication, PR practitioners ensure that accurate information is disseminated, concerns are addressed, and relationships are nurtured. This proactive approach to communication helps build trust, strengthens relationships, and positions the organization as a reliable source of information.
Managing crises and issues
When organisations face crises or negative publicity, your PR advisor or team play a critical role in managing these situations. Crisis communication involves employing strategic messaging, providing timely and accurate information, and mitigating reputational damage. Effective crisis management requires effective planning, quick thinking, calm under pressure, and the ability to convey empathy and transparency. At Fred, we provide different levels of retained support and training programmes to empower our clients when it comes to handling crises- or the reassurance that they can hand over the reins to us!
Influencing public opinion and policy
PR has the power to shape public opinion and influence policy decisions. By strategically engaging with the media, community organisations, and stakeholders, it is possible to sway public sentiment, raise awareness about important issues, and advocate for positive change. Through targeted messaging and media relations, any business can position themselves as a thought leader and drive conversations that shape industry standards and government policies. This influence goes beyond marketing campaigns and helps businesses navigate complex social, environmental, and political landscapes.
Building trust and credibility
Trust is at the foundation of any successful business, and PR plays a vital role in building and maintaining that trust with your various stakeholders. PR professionals utilise strategies such as media outreach, thought leadership, corporate social responsibility initiatives, and community engagement to position their organisations as trustworthy and reliable entities. By communicating transparently, resolving conflicts, and acting ethically, businesses establish credibility, leading to increased customer loyalty, investor confidence, and stakeholder support.
Enhancing brand perception
In addition to mitigating risk, building relationships with key stakeholders can help businesses to develop a more positive and desirable brand perception. By engaging with stakeholders in a variety of different ways, PR professionals can differentiate a business from competitors and identify unique selling points or brand attributes that appeal to stakeholders. Building positive relationships with media outlets can also lead to more favourable coverage, which can enhance brand perception and awareness.
Now, does any of that very important stuff sound like ‘just a part of marketing’ to you?
As a specialist in this area, it would be easy to say that PR is the most effective use of focus or spend, but that simply isn’t always true. In fact, I believe the most effective use of resource is taking the first step, and working with experienced professionals to identify the unique blend of skills and services that will best benefit your business.
As a team of strategic consultants, Fred brings together all aspects of the communications mix from PR and content creation to creative design and digital activation to marketing through stand-out campaigns to direct engagement.
That is when communications really is an investment, not a cost.
Dani Sewell, Communications Director
How can we help you?
Fred’s PR team is led by Dave Laister, PR and Media Director and Dani Sewell, Communications Director. You can read a little more about them below, but if we can assist you and your business, talk to us today by calling 01482 227227 or email dani@fredmarketing.co.uk.
Dani Sewell – Communications Director
Dani is a PR and communications professional who has worked both in-house
and in agencies for 20 years, delivering award-winning campaigns and strategies for
a range of organisations across a wide variety of sectors, dealing extensively with
the media. She also has specialist experience in stakeholder engagement, internal
communications and reputation management.
Dave Laister – PR and Media Director
Award-winning journalist Dave Laister brings more than a quarter of a century of knowledge from the regional news sector, and joined Fred as PR and Media Director earlier this year. He served as news editor of his hometown daily paper before switching to the business desk on the South Humber Bank in 2006, adding Hull and East Riding in early 2020.
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