Why Public Relations is more than a press release Part 2
In last week’s column, I emphasized why Public Relations (PR), is not a press release and highlighted how you can make Reputation Management and Planning PR work for your brand/business. This week, I continue to demonstrate how you can use other types of PR to the benefit of your brand. Remember, if you are tasked with the responsibility of being the P.R.O. or the Communication Officer/Manager of an organization, your role is more then sending out a press release.
Event Public Relations:
People remember experiences more than they remember a product on its own, therefore, it’s beneficial for businesses and brands to use events to showcase their brand and key messages in a creative way. Through event PR, you can help reporters and consumers connect with the brand through an experience; e.g., a tasting event if you’re a food brand or a pop-up shop if you are in retail.
The objective is to get people talking about the business because they were impressed by what they saw or experienced. A great event would turn attendees into fans who will speak positively about the brand.
How can you succeed at it?
Being very organized and being a creative trouble shooter are key requirements. Having an event concept is one thing but being able to come up with innovative ways to drive the messaging home is another. Once you have created the PR plan for the event (yes, your event no matter how small, needs a PR plan!), you should among other things, be able to manage budgets and deal with obstacles and keep everything running smoothly. Knowing how to write a press release for the event so that you can use media exposure to create a buzz and drive attendance is also vital.
If your business/brand/organization has a reputational issue, you need to have someone versed in crisis communication so you can respond quickly and protect the brand against further damage; that includes handling media enquiries, helping to craft a strategic response and working to repair the organization’s reputation as quickly as possible.
Why do you need it?
Some businesses may be more at a risk than others e.g., healthcare, finance. Be that as it may, this doesn’t mean other types of businesses are not at risk. In this social media world, you will need to influence any escalating social media narrative and liaise with affected stakeholders. The former is one reason why your business must always keep an eye on what’s being said in the digital space.
What do you need to succeed?
Keep calm! Keep calm! When a crisis strikes, you must be able to keep a clam head, think clearly and deal with multiple media enquiries at once. When it comes to a crisis, you don’t have hours – a response is needed in minutes. However, don’t let the rush to deliver compromise the message. Your crisis response must stay on message and work alongside the legal team of the organisation to ensure damage limitation. Being proactive in rebuilding trust and mitigating against future incidents is a significant part of the role
Candice Sealey is the Founder & Principal Consultant at Ignite! a Full-service Marketing & PR Consultancy that helps businesses/brands to stand out and communicate the right message to the right people at the right time through Strategy, Marketing, Media services and Design solutions. She is also a freelance content writer, advertising copywriter, voiceover talent, media personality. Follow us on FB & IG 784-432-2223. Email: igniteresults