* Shruthi V Shetty, Assistant Professor-Senior Scale, Manipal Institute of Communication, MAHE, Manipal
Is brand image important? Every CEO and business owner would answer in the affirmative. The companies hiring reputation managers are a testament to this fact. The elephant in the room however is the question, is public relations (PR) the way to build positive brand image? Well, maybe not the only way but it is most definitely one of the ways that has proven its worth and the one that fetches long-term dividends. So, if you are a brand that is here to stay then PR is worth exploring.
How does PR help?
PR rests on the trifecta of visibility, credibility, and relationship. Regarding organic reach & engagement, PR is 90% more effective than advertising (Neilson report). Media mentions, being spoken about by opinion makers, or even the brand being positioned as a thought leader give the brand a more robust identity. PR keeps the brand at the center, unlike paid media which is more sales-centric. When it comes to retaining customers and their loyalty, PR’s worth is unparalleled.
Newer PR pathways
Today brands have newer avenues to build their image and reputation. Social media and its various platforms ensure that the PR content reaches its audience without media gatekeeping. Influencers (from nano to macro) and influencer marketing are growing in potential as effective PR tools. Brands can use podcasting to connect their top management directly with their audience. PR is no longer restricted to being the earned media, it can leverage paid, owned as well as shared media in the form of user-generated content or testimonials to convey the brand’s story, value, and purpose.
PR in higher education
Higher education brands are not mere commodities, they are institutions that represent trust and higher-order values. Building relationships with the stakeholders- students, alumni, media, academia, industry, and community- is essential. These brands need more pull marketing than push marketing, PR provides this by giving brand communication much-needed authenticity and credibility.
The takeaway
How should the brand go about using PR to its optimum proficiency? A few points to consider. Do not use it only during crisis or reputation damage, PR is most effective when planned strategically and used continuously. It is essential to have patience as results take time; brands have to remember that although the effect of PR takes longer to reflect it also stays longer. This does not mean measurement should take a back seat. A few parameters to measure are media coverage value, story reach/impressions, website impact & share of voice apart from long-term revenue impact. 51% of PR professionals believe that social listening is one of the most effective ways to measure and assess reputation, according to a recent report by Meltwater. With realistic KPIs and timely evaluations, PR can play a crucial role in building a holistic identity and credible image for the brand.
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