Public relations began many years ago with the aim of influencing public opinion — and promoting corporate opinions.
What was once a very basic, one-dimensional business function has now become an intricate field.
It brings together media relations, reputation management, crisis management and digital communication to build and maintain brands' public image.
media update's Joreke Kleynhans explains why we believe PR makes the communications world go round.
PR as the Basis of Modern Marketing
Public relations walked so that modern marketing could run.
Seriously, PR was the first form of mass communication from a business, brand or entity aimed at members of the public to shape perceptions. Marketing does the same but to promote products or services.
See it this way: Trying to build an industry like marketing without PR next to it would be like trying to make "fetch" happen without Regina George ... it's just never going to happen.
PR's Impact on the Media Narrative
PR also helps the press
gather newsworthy information to share with the public. This is done through:
- press releases
- media relations, and
- PR events.
When it's done honestly and correctly, this practice helps build trust in a brand through the media, which in turn changes the narrative being told by the media.
PR to the Rescue During Crisis Management
Brand crises will inevitably arise and, at times, they can be much more serious than others.
For example, in 1982, Johnson & Johnson's PR team literally saved the lives of millions through a crisis communication campaign. Some medication bottles had been laced with deadly substances, and Johnson & Johnson was open and honest to the media and public about the fatal incidents. The company communicated swiftly and recalled millions of medication bottles, preventing more deaths.
During any crisis, a PR team can come to the rescue. Sometimes literally and sometimes figuratively.
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Public relations is like a communications superhero, and for that, every PR team needs to be extraordinary. Check out our infographic on Assembling a PR Dream Team to ensure you have everyone you need.
*Image courtesy of Canva