PR is a superpower... and here's why

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PR is vital for brands to survive and thrive in the digital era. Of course, a PR person would say this, but hear me out.

PR is a superpower for organisations as it manages its reputation by influencing opinion and behaviour. What you say, what you do, and what others say about you is essential to your success, and reputation can make or break a company (Balenciaga anyone?).

PR manages brand reputation by creating and sustaining a narrative for a brand in the public arena, both offline and online. In the earned media space, editorial coverage is not paid for, and PR professionals work closely with journalists (who are therefore an editorial filter, or an editorial layer) to get brands featured favourably in their publications using a variety of tactics.

PR is largely seen as a brand awareness generator, but more importantly, it generates trust. We co-create content for our clients with media outlets known as ‘earned media.’ Earned media is the most trusted form of media as cited by the 2022 Edelman Trust Barometer, and positive content in this space creates respect and credibility for companies, particularly online, where it can also help with SEO and increase visibility.?PR working alongside social media (predominantly the owned space) provides brands with the best chances of success for a positive online reputation and the opportunity to really bring a brand alive and create impact. ?

So how do we manage reputation? As PR professionals, we create narratives to advance the narrative of our clients, but it's not just about creating content. We also need to be skilled in understanding what type of content will be featured, and how it will need to be presented to media to give it the best chances of success. In addition, we need to leverage our relationships with media, which is just as important as the content itself.

In today's world, people need trusted content. We are facing a crisis in politics, society, and the economy, and there is also a trust crisis. We've lost faith in governments and organisations, so people need content from a source they can trust more than ever. This is where PR comes in. Brands must have a positive reputation online, as we are more informed as a worldwide population than ever before. The digital era means that brands are accountable, and we as global citizens have the power to hold them to account.

The final piece of the reputation puzzle is measurement, otherwise, how do we know if we’re being effective in our efforts and meeting our goals? Aside from quantitative metrics, a company’s reputation needs to be constantly monitored and analysed to gauge perception, as well as key message amplification and brand sentiment.

Bill Gates famously said, “If I was down to my last dollar I would spend it on public relations.” Just in case you needed more convincing on the power of PR.