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The perception of a brand can make a lot of difference in how well it performs. If people think that the brand is unique or is doing something right, more people will be interested in it. Think about how Apple and its products resonate more with people than brands like Samsung or Lenovo. Or why people prefer to use a MacBook despite its performance not being as great as its competitors. All of this is because of good corporate PR.
The Crucial Role of Corporate PR in Managing Public Perception
Corporate public relations professionals manage how information reaches the public. Their main aim is to help businesses establish a positive image in the eyes of their customers, as well as other stakeholders.
PR is an effective strategy in influencing public opinion and creating favourable perceptions of an organisation and its goods or services. Public relations professionals can influence the public’s views while establishing a favourable reputation through relationship-building, storytelling, and strategic business communication. PR specialists go out to journalists with ideas for their customers’ stories, among other communication channels and strategies, to spread positive messages about a company.
The material they develop goes out to potentially millions of people, who can then interact with it in multiple ways. For their message to be selected by an editor and finally published, it needs to be engaging and beneficial to end readers. Because editors who make ultimate choices must be certain, the PR team’s preparation varies significantly from that of the team in marketing.
Difference between corporation communication and corporate PR
But you might be wondering if corporate communications and Public Relations (PR) are the same thing t? No, they aren’t. While they might have some similarities, they serve different purposes.
Corporate communication deals with internal and external stakeholders. Its core focus is mainly internal but looks out after external too. Whereas, corporate pr deals with the majority of the external factors and stakeholders like customers, media, and potential investors.
How to change public perspective?
For an organisation, it is difficult to change the perspective of consumers. Sometimes, actions from a company can solidify into its history. Fortunately, there are better ways. But first, we need to understand the perspective of the people.
Understanding Perception and Public Opinion:
There are many ways for an organisation to understand the perspective of its customers:
- Research: Conducting research about your product, your brand post in social media, and so much more can be a little tricky. Search about your competitors’ products on social media. Gather insight into what the general audience in the industry likes or doesn’t like. Try to understand their behaviour and read their reviews to get a better understanding of the people.
- Understand Culture: Try to understand the culture, their beliefs, and traditions. Celebrating special days Holi or Eid, makes them feel like you care about their beliefs. See how they react to your behaviour, and post that on social media.
- Advertisement: The most common medium for advertising was Television, but that is no longer the case. With the internet becoming a much more accessible way for people to communicate, the most common way of advertising online is through Facebook ads, Google ads, and web pages. Some companies use YouTube to promote their brand image and products. A good example of this is Dhar Mann. He is an American entrepreneur, film producer, and YouTuber. He uses video stories and short films to advertise his products and bring attention to his brand.
- Public Opinion: Public opinion, on the other hand, represents the collective attitudes of a significant portion of your target audience. This will create a good brand image for the organisation and motivate people.
Changing the Perception through Media Relations
Social media plays a vital role in informing the brand’s image across it’s audience. Positive media exposure can open many opportunities for an organisation. This type of media coverage builds the organisation’s reputation and raises brand recognition, drawing in new clients, influencers, and investors. Build and promote relationships with journalists, editors, and media companies.
PR professionals strategically spread information through press releases, media briefings, and interviews to influence their clients’ stories. The framing of information can subtly mould public opinion by emphasising certain aspects, downplaying others, or presenting alternative perspectives.
Difference between marketing and Corporate PR
Despite what you might believe, a PR campaign has a very different objective from marketing or advertising. It’s more about preserving and improving your business’s reputation than it is about actively selling goods or services.
Public relations efforts can greatly influence public opinion and perception instead of always promoting direct sales.
Establishing relationships with important stakeholders, conveying your company’s values and objectives, and creating a story that resonates with those who matter are all important goals.
Conversely, marketing and advertising can have a closer relationship with sales. They market goods or services, seek out new clients, and convince them to make a purchase.
Organisations need to work hard to ensure that they don’t find themselves in a controversy. Mishandling one situation can ruin a year’s worth of trust that a company has built over the years. It can also do irreparable damage to a company’s image towards the public. And because of social media plays more people are likely to find out about mistakes that you make.
PR professionals should control the narrative as quickly as possible, as this will help the business manage their public perspective before it’s too late.
Corporate PR plays a crucial role in establishing a brand image. However, it’s not that easy. An organisation must give its time to have a positive brand identity. They will need to put resources thoroughly and engage with the people and customers. If done right, then your organisation can become a leading firm in the market.