PR is not for all!

Despite the fact that good PR can make or break a business and can drive up the share price for publicly listed organisations, PR just isn’t for everyone

It can improve sales, help retain and attract the best talent and can also even create disproportionate value in your company’s brand. Whilst PR is undoubtedly a powerful tool for building a positive image and reputation for your company, it’s not for the faint-hearted and fundamentally not possible for all organisations. PR requires a commitment to the communications process and a willingness to invest time and effort in doing it justice. Nevertheless, we still encounter brands that are under the illusion that good PR can be funded by a bit of the leftover event budget and will deliver national coverage by a week on Tuesday. Wrong! Here are four home truths about the path to a successful PR strategy:-

1) PR is not a quick fix. It takes time and effort to build a positive reputation. Companies that want to see immediate results often overlook this fact and become disheartened when they don't see an immediate impact. To build a strong reputation, you need to create a strategy, develop messaging, identify target audiences, and execute a range of tactics consistently. It can take months or even years to build a positive reputation, and it requires dedication and persistence.

2) PR requires transparency and honesty. Companies that are not willing to be transparent and honest about their operations will struggle to build a positive reputation. The media and the public are quick to spot inconsistencies, and any attempts to conceal the truth will damage a company's credibility. PR requires companies to be open and honest about their business practices and be willing to address any concerns or issues that arise.

3) PR requires a willingness to engage with stakeholders. Companies that are not willing to engage with their stakeholders risk damaging their reputation. PR is not a one-way communication channel; it requires companies to listen to their stakeholders' feedback and respond to it appropriately. Companies that are not willing to engage with stakeholders risk appearing aloof and uncaring.

4) PR requires a long-term commitment. Companies that view PR as a short-term project will struggle to build a positive reputation. PR is an ongoing process that requires continuous effort and investment. Companies that invest in PR for a short period and then stop will see their reputation decline as quickly as it was built.

In conclusion, those companies that view PR as a quick fix or a short-term project will struggle to build a positive reputation. To succeed in PR, companies need to be transparent and honest, engage with their stakeholders, and commit to the long-term. This is a process that is all about people and relationships – with journalists and editors, with readers and customers, and with the PR team itself. The greatest rewards come from relationships that have been built over time, with honesty, integrity and authenticity, with credit in the relationship bank for riding out the occasional storm. If you are willing to commit to the process, the rewards of PR can be significant, including increased brand awareness, improved reputation, and greater trust from stakeholders.