The strength of effective public relations (PR) resides in its capacity to control how the public and important stakeholders view certain people, businesses, or brands. In a world where politics, commerce, religion, and social activism, amongst others, are shaped by public opinion, an organised way of influencing and measuring public interactions and the consensus is quintessential. This public opinion is spooled from mass platforms, such as social media, television, radio, and newspaper, and materialise as government policies, fashion trends, and lifestyle choices. According to a consensus of public opinion scholars, there are two conditions a public opinion must fulfil: the presence of an issue of public significance and a consensus with direct or indirect influence.
As a marketing and public relations expert with over ten years of experience in utilising public opinion to increase the awareness and sales of brands’ products and services, such as Jumia, Sterling Bank, and Mixta Africa, there have been critical steps I adopt towards harnessing the power of public relations to the achievements of my personal and organisational goals. This is also highlighted in the Mexican statement, which defines public relations as “the art and science of monitoring and analysing trends, predicting their consequences, counselling organisational leaders, and implementing planned programs of action that can serve both the organisation and the public’s interest.”
Crafting a compelling brand story is a fundamental PR strategy just as fostering media relations, building a digital presence, and monitoring and measurement of public relations practices. A PR professional aiming to target a specific audience must be able to develop a unique and captivating narrative that communicates the brand’s values, mission, and offerings yet still resonate with the target audience. This would differentiate the brand from competitors and drive the expected action. Another way to increase brand awareness and build a strong reputation for the industry is media relations. This is a branch of public relations focused on forging strong connections with journalists, reporters, and influencers in the industry through valuable information, exclusive stories, and access to key company spokespeople. This kind of relationship informs media goodwill towards the organisation and its stakeholders.
However, with the evolution of modern technologies, the media no longer enjoys the monopoly of mass communication. Public relations professionals must embrace digital platforms, such as social media, blogs, and online press releases besides the mainstream media when engaging the audience with news and updates to amplify their PR efforts.
In monitoring and analysing trends across social spaces, there must be underlying objectives that vary based on the organisational level of growth. This includes brand awareness, sales, partnership, leadership, and expansion. Whether your aim is to increase brand awareness, launch a new product, or manage a crisis, having well-defined objectives will guide your Public Relations efforts. Beginning from understanding your target audience, and comprehending their demographics, interests, and preferences to identify their social channels for trends analysis and the customisation of your PR messages to effectively reach and engage them. This public relations power will significantly impact the success and reputation of individuals, organisations, and businesses in the long run, as it improves public perception, cultivates positive relationships, and enhances the brand’s standing. Thanks to public relations social monitoring tools, such as Google Alerts, Mention, Brandwatch, Hootsuite, and Sprout Social that makes it possible for PR professionals to track and analyse conversations about their brand, competitors, and industry trends in real-time. They offer sentiment analysis, influencer identification, and detailed analytics to understand brand perception.
As a professional, monitoring and managing your online reputation, be it mentions, reviews and feedback, is critical to maintaining a positive brand image. Regularly track online discussions and address any negative feedback or misconceptions transparently and proactively to show the organisation’s commitment to customer satisfaction.
Businesses that pride themselves as thought leaders in the industry through active sharing of valuable insights, expertise, and opinions enjoy credibility and enhanced brand reputation. Leveraging partnerships and collaborations can further amplify your reach and message. This would give public relations professionals leverage over others in cross-promotion, partnership, and brand visibility.
Last, is the importance of engaging with organisational stakeholders for the approval and support of public relations efforts. Build strong relationships with customers, employees, investors, and the local community by communicating with them regularly, addressing their concerns, and actively involving them in the brand’s activities and initiatives. This would improve their sense of belonging and the need to engage actively.
In summary, the power of effective public relations lies in its ability to shape public perception, build and protect reputation, manage crises, influence public opinion, and foster strong relationships. By utilising various communication strategies, PR professionals can make a significant impact on the success and image of individuals, organisations, and brands.
- By Onome Umukoro
Onome Umukoro is the Deputy Manager, Brand & Marketing, Mixta Real Estate PLC