PR is used to build brand recognition and visibility. It boosts an organisation’s credibility and achieves defined business goals. Simply sending out a few press releases or hiring a PR agency won’t guarantee those important things. Businesses need to ensure that their communications are consistent, targeted and impactful.
As consumers, we all have high expectations of the products and services we use and pay for, and rightly so. Previously, when those standards weren’t met, we would likely phone a helpline or write a letter of complaint. But those days are gone. Today we head straight for social media.
I was in a Vodafone store, about to purchase my first proper smart phone a few years ago. Android or iPhone? It was a big call as I was likely to stay with whatever platform I chose for many years. I called a few tech journalist pals in-the-know and the gurus offered a resounding answer: it’s got to be Android. Armed with this clear instruction, I call over the sales assistant, “Hi,” I say, “I would like to purchase an… an… iPhone please.” I had unwittingly become a victim of Apple’s incredible brand that seemingly overwrites all logic.
We recently discussed our top books for nailing all aspects of PR. However, digital media is moving at such a rapid pace that books can’t always keep up. If you really want to stay on top of everything that’s happening in the PR world, then it’s a good idea to bookmark (no pun intended) some helpful blogs in your browser. PR and digital media blogs are an ideal accompaniment to books for staying up-to-date with industry news, learning more about the latest social media tools and trends and fathoming the latest PR disaster and success stories.
There are fundamentals of PR that don’t change. However, the rapid pace of social media has altered how individuals and companies communicate, manage their reputations and build their brand both on and offline.