Insights
PUBLIC RELATIONS UNFOLDED
For people who do not work in Public Relations (PR) there is major uncertainty and misperception about what PR is all about and what it is not. While a capable PR practitioner promotes good, clear and simple communication, there currently is confusion about concepts in PR.
There have been derogatory comments - from journalists to broadcasters, that PR people are spin-doctors, insincere and superficial social butterflies. The implied PR people's concern for sound-bites, photo opportunities, celebrities, lavish launches and long lunches - give an impression that PR is frivolous, shallow and unnecessary. A major misperception indeed.
Public Relations, in my opinion, is a fundamental component in the 21st century 'intelligent' organisation's corporate and business strategy. In fact, I subscribe to the concept that PR, or Communication if you will, is the Fifth Factor of Production - after Land, Labour, Capital & Entrepreneurship. How good is a 'great' product if no one knows or is aware of it?
There are important objectives driving any PR programme - to generate/increase awareness, to enhance reputation, to improve trust in the brand, to create a point of difference, to educate, to reassure, to manage issues, etc. When the going gets tough, in the event of a major issue or worse still a crisis, the PR function is central to the organisation's survival and recovery - and this extends even to governments.
Gone are the days when the CEO's P.A "looked after PR". We are in the Spring of the 21st century and the PR function now should be reporting to senior management or to marketing, or sometimes to both, particularly when products or services are involved.
It is heartening, for me at least, to see an experienced PR practitioner being part of the senior management team and Board decisions are informed and influenced by the advice that the PR practitioner gives. Similarly, PR consultancies should be given their dues and are used more effectively, to give objective advice and to provide additional resources.
One final note before I say Adieu: Evaluation of PR activites or programmes should be given its rightful place - at the onset of PR planning and is no longer an afterthought. We must always remember that 'what cannot be measured, cannot be managed'.
PR a pivotal component of Branding?
Many may not be aware of this but yes, PR is a pivotal component of any Branding exercise.
What is a Brand? A brand is a set of associations linked to a name, mark or logo associated with a product or service. The difference is a name does not have associations - it is just a name. A name becomes a brand when people link it to their experience or what they want out of it.
A brand is much like a reputation - can be positive or negative. It has a remarkable ability to impact the way people view products or services. Therefore, how consumers perceive the product or service is shaped by the brand. Certainly, perceptions matter most, because the question is not which product or service is best; the question is which product or service people think is best.
As such, in positioning a brand we have to manage the perception of the product or service by the target audience. This is where PR comes in - at the beginning, when we are introducing the brand.
PR will be instrumental in creating awareness, building relationship with the media so that the brand can be introduced in a cost-effective manner, publicity and launch of the product or service. Once the product or service has achieved some level of awareness and acceptance, then Advertising and CRM can be used to sustain the brand position.
Why PR? Because PR is about reputation - the result of what you do, what you say and what others say about you. PR practice is the discipline which looks after reputation - with the aim of earning understanding and support, and influencing opinion and behavior. 'It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics.' - The Institute of Public Relations(IPR)
Therefore, by virtue of its reputation-building and reputation management capabilities, PR should be the precursor to any branding exercise - corporate or product. Unfortunately, this does not usually happen in Malaysia and as a result companies and organizations end up paying a hefty price for their short-sightedness and lack of understanding on the essential strategies to build and sustain their brands
PR is the world's second oldest profession. It has been around since the Dawn of Civilisation. It originated from the Greek philosophers who saw the need to communicate with people. For the contemporary PR practitioner, the roots of modern PR illustrate that PR can be used to change perceptions, effect patterns of behavior and accomplish far more than moving products off their shelves.