Brands need to speak out. This is a crucial issue, and one that needs to be carefully considered. Knowing when and how to use public relations is key for businesses, especially because it has a direct impact on how a brand wants to be seen, how it is seen, and by whom, if anyone.
We live in a multi-informational world, constantly bombarded by a wide range of content from different channels and sources, and businesses must come to terms with this. The advent of the internet has changed many communicational structures, and that is not a bad thing. But it takes malleability to restructure communications in a way that makes sense today, considering the network of constant exchanges in which we find ourselves. That’s why it’s so important to know how to use public relations to strategically map out a message and direct it to exactly the right place, away from distracting and misleading white noise.
Public Relations shouldn’t be reduced to a simple relationship between professionals and journalists, but instead as a strategic construction of messages, understanding of different audiences, and use of communication to consolidate clients’ images in a dynamic world.
There are times when PR becomes indispensable: namely, during crises. What we are currently experiencing with the COVID-19 pandemic is a great example of how effective and important communications can become, with a real need to enhance Public Relation efforts.
Knowing when and how to use Public Relations is a power that will provide the outside world with an assertive perspective on your brand. During this and upcoming crises, this aspect will gain importance and could determine whether your brand stays afloat and recovers, or is forgotten along with so many others.
Check out 3 important points below that should be considered when aligning and directing communications during tough times, when knowing how to use Public Relations becomes even more essential:
As mentioned before, it is important to speak out. Most of the time, however, brands choose not to speak about a cause or situation for fear of rejection by customers, preferring to remain neutral.
It is important to remember that we live in an increasingly polarized world, where it is often necessary to take a stand. In the coronavirus crisis, a serious, global public health crisis, a brand’s positioning towards fighting the pandemic reflects a humanitarian concern with its clients and employees, and this influences people’s perceptions – here in Brazil, there are countless examples of brands that have adapted their communication in an attempt to raise awareness, leading to a positive response from the public.
According to Accenture Strategy’s “Global Consumer Pulse” report, 83% of Brazilians prefer to buy from companies who promote causes which align with their personal values, and overlook those which remain neutral. In other words, strategically working on a message and analyzing possible scenarios is not only beneficial for a company’s image, but also for the business’ profitability.
With the internet in overdrive it is necessary to stay aware of trends, and know how to leverage them judiciously. Once more, it is up to the PR professional to be alert to what is being discussed, what are the guidelines in place at the moment, and how to explore and work these issues into their clients’ communications.
It is essential to analyze the industry and the competition, and think of creative ways to use this in the messaging. The pitch should not only include the traditional press, but also deploy creativity to work with different channels such as social networks and influencers.
Crises can mean a smaller budget than expected, but communication remains an essential service that cannot be cut. As the crisis intensifies, Public Relations professionals become increasingly essential.
Faced with an adverse scenario the public’s responses also intensify, and the demand for a strong position, even more so. Staying silent is not an option, but it is important to proceed with caution. Access to a professional who understands the communication market, who recognises both the dangers and opportunities, and who can guide strategic work, is essential to boosting the image of a company in times of crisis. Professionals who know how to use Public Relations have the ability to communicate the right messages to the right people, at the right time.
It is worth pointing out that this strategic thinking includes ways to spread communication that won’t transmit the image of a company taking advantage of a difficult period. It sympathises with the cause and pledges its support to the population – this is what we have observed with many brands during the current COVID-19 pandemic.
This blog post is part of our quick PR guide. Check our blog or follow our social media channels (@sherlockcomms) to learn more and read the latest content written by our team.
