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Corporate PR: Maximising Your Business Potential
“It is generally much more shameful to lose a good reputation than never to have acquired it.” Who said this, do you think? Liz Truss, possibly, or maybe BBC news presenter Huw Edwards? In fact in was Pliny The Elder who, as an army commander under Roman emperor Nero, knew a thing or two about reputations, lost or won.
Even then, in AD46 or thereabouts, reputation was everything, and today the notion of a good or a bad reputation persists as strongly as ever. When we look at the reputations of companies large and small, we see that in the digital age, social media has the power to make or break a brand within the blink of an eye. This is where corporate Public Relations (PR) steps in – the strategic management of a company’s communication with stakeholders, the public and the media to achieve business goals. It’s about crafting a compelling narrative, fostering trust and navigating potential crises to build a brand that resonates.
The core of corporate PR
Corporate PR is about forging and maintaining strong relationships with journalists, bloggers, influencers and other stakeholders. All these groups and individuals can impact upon brand perception and the company’s reputation, so nurturing such relationships allows you to proactively shape the conversation around your brand, allowing you a significant degree of information control.
However, even the most watertight of brands can hit a reputation iceberg, and it is then that the way PR responds often determines what happens next. The difference between a blip and a full-blown crisis is about anticipating potential controversies, developing clear communication protocols and having a rapid response plan in place. In a nutshell, it’s crisis management.
Corporate PR is also deeply concerned with making sure that all a company’s messaging – press releases, social media posts, videos, etc – is consistent; singing from the same hymn sheet, in other words. Companies that contradict themselves are quickly spotted and called out, with the result that the consumer loses confidence, undermining brand trust. The ideal is seamless corporate communication across the spectrum, including a well-crafted social media strategy that aligns with the company’s goals and values.
The power of a positive reputation
The benefits of an effective PR campaign are undeniable. Positive and consistent media coverage builds trust, credibility and public opinion, making consumers more likely to choose your brand. Increased brand awareness expands your reach and grows your market share. Transparency and proactive communication foster customer loyalty, while a powerful reputation attracts top talent. Incorporating digital marketing into PR efforts further amplifies the reach of key messages, contributing to the establishment of a positive brand image. Perhaps most importantly, a well-defined PR strategy helps mitigate crises and minimise damage when the unexpected occurs.
A tale of three brands
To illustrate what happens when corporate PR works well – and when it doesn’t – let’s have a look at three companies, Apple, Tesco and BrewDog. Aside from the occasional blooper – rock band U2’s new album suddenly appearing unsolicited (and largely unwanted) in 500 million iTunes accounts – Apple has rarely put a foot wrong. Its 1997 ‘Think Different’ campaign that coincided with the return of Steve Jobs swung the company back into the forefront of innovation and creativity – a position that rivals have thus far failed to dislodge it from.
Then we look at Tesco who, more than a decade ago, was found to have used horsemeat in some products that were advertised as beef. The company withdrew the products and apologised (good) but then ran a defensive ad campaign to say such problems were industry-wide (bad). The result was a rebuke from the Advertising Standards Authority and a deepening of mistrust among consumers. The supermarket recovered, of course, but it was a tough period for them.
Finally, there is Aberdeen-based beer company BrewDog. This brand positioned itself as ‘punk’ from the outset and, like Ryanair, seems to thrive on the many controversies it has been embroiled in. Barely a year goes by without another BrewDog-related scandal and yet, the company’s fortunes continue unabated. It’s likely not a conscious strategy, but it does seem to fit with the brewer’s punk image. Sometimes, effective corporate PR can be counter-intuitive too.
Do I really need corporate PR?
In the digi-noise age, silence isn’t an option. Every company, regardless of size or industry, operates in a conversation. Consumers actively research brands online, share experiences on social media, and form opinions based on the information they find. Effective corporate PR plays a crucial role in allowing you to control the narrative, shaping how the world perceives your brand and values. It’s the difference between being a bystander in this conversation, or leading it with a clear, compelling voice. So the answer is yes!
Building your corporate brand with Purplex Marketing
At Purplex Marketing, we understand the power of effective corporate PR. As PR professionals we offer a comprehensive suite of services tailored to your unique needs, including strategic PR planning, media relations, content creation, social media management, and crisis communication planning. We partner with you to develop a customised PR plan that aligns with your business objectives and target audience. Our experienced team builds relationships with key media outlets, securing valuable press coverage. We craft compelling press releases, website content, and social media posts that tell your brand story effectively. We develop and execute strategic social media campaigns that engage your audience and build brand awareness. Finally, we create a crisis communication strategy to help you navigate challenges effectively.
With Purplex Marketing by your side, you can harness the power of PR to build a strong brand reputation, fostering trust and propelling your business forward. Contact us today for more information.
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