Public Relations 101

Build Trust From The Start

Do you care what people think about you? 

You probably don’t care—unless those people matter to you or your business.

In a world where perception shapes reality, your reputation defines the roads you’re able to explore.

Whether you’re considering starting a business or are trying to grow an existing venture, public relations (PR) is the relationship between you and the public—or you and your target stakeholders. 

Unlike marketing, which primarily focuses on promoting products or services to drive sales, or advertising, which involves paid promotion through various media channels, PR aims to build and maintain a favorable image for the organization.

Your PR efforts must focus on building trust and credibility.

In an era of information overload and skepticism, consumers are increasingly discerning about the companies they choose to engage with.

PR professionals work diligently to establish and nurture authentic connections with stakeholders through transparent communication, ethical practices, and meaningful engagement. 

Whether it's responding to a crisis, announcing a new product launch, or showcasing corporate social responsibility initiatives, PR practitioners serve as advocates for their organizations, ensuring that messaging aligns with values and resonates with the intended audience.

Measuring Impact

Earned media is any type of mention of you or your brand that did not come from paid ads or your company yelling about itself.

You get earned media when a customer sings golden hymns about your business to their loved ones.

You get a tremendous amount of earned media when a reporter from a publication writes a story about an executive at your company.

Keep in mind that not all earned media is good. 

Crisis Communications

But what if an influencer on social media gave a negative review about your product?

What would you do?

Would you reach out and ask them to take back what they said?

Would you try to mend the relationship?

These questions sit at the center of Crisis Communications.

Today, a myriad of tools can help you track positive and negative media mentions—and they can also help you keep track of your competition, too.

For example, let’s say you are promoting a software that can help customers build their own website. A great way to evolve your product is by monitoring your competitor’s earned media. Identify where their shortcomings are and turn those into your strengths. 

The Media—members of the press generate and disseminate news and stories that are in the interest of the public. The media does not exist as your personal spokesperson. You and your company deliver a spokesperson to meet with the media. Your spokesperson will coordinate with the media to determine if there is news or a story to be shared. Some of the best PR pros have stories ready to go. The promotion of a story is referred to as a pitch. I’ll post a comprehensive guide that shows you how to pitch the media.

PR encompasses a wide range of specialized functions and disciplines, including media relations, corporate communications, investor relations, government affairs, and internal communications.

Each area requires unique skills, expertise, and strategic thinking to effectively communicate with diverse audiences and achieve organizational objectives.

By building trust, credibility, and authenticity, you can create a reputation that helps consumers choose your company with confidence.

All positive earned media can open new doors for your company. 

Advice

Decide—what do you want people to think about your brand? How do you want them to feel?

1) Write down a few positive words that you want to associate with your company.

2) Use these words when developing your company’s tone-of-voice and story.

3) Ask Unique for support because he’ll make your life so much easier.

Say Hello

Unique has created and led many PR campaigns. 

Talk to him by emailing UniqueMarkMichael@gmail.com