Public relations (PR) and branding are two factors that play a major role in the success of any business. Too often companies spend time and money trying to reach out to their audience through media coverage, social media and other channels but ignore the all too crucial role branding plays in the process.
All efforts in implementing an effective PR campaign will come to naught if branding is not aligned with the core fundamental of the business.
Branding is all about establishing the image of the company/product and public relations is about maintaining that identity.
The importance of your company’s brand cannot be undermined. According to Harvard Business Review, 64% of consumers start connecting with a business due to the values shared. First impression is crucial to build the relationship between the brand and the customer.
To build the brand, the first step is to identify the value and mission of the brand the company wants to align with.
You could plan the branding guidelines for the logo, company website and other marketing communication with reference to the values and story of the brand. Whether you want to define the personality of your business as professional, fun, straightforward or light-hearted should be decided prior to creating the PR campaigns.
Next in line are the key details to convey to the target audience. Sharpening the key points of your business will lead to more PR opportunities and success.
Chances to get PR opportunities are much higher when people can connect to the brand. Also, the quality and service of the product cannot be overlooked. No PR strategy would work if the offering is poor.
With correct branding, public relations could communicate the brand to press easily and generate better media opportunities. The end goal of both PR and branding is to control the messaging of your business. It should be equally balanced in the right proportion. What information needs to go out and what needs to be restricted is what makes the reputation of your business. Though both PR and branding require different strategies, the end goal remains the same.