Brand public relations has become a cornerstone of successful business strategy. It’s not just about managing crises or maintaining reputation anymore; it’s about proactively and strategically building a brand’s identity and value over time.
If brand PR is not executed optimally, it can pose significant risks to a business. A poorly-managed PR strategy can lead to a tarnished brand image, decreased customer loyalty, and ultimately a decline in market share.
It’s not just about managing crises or maintaining reputation anymore; it’s about proactively and strategically building a brand’s identity and value over time. If this process is not handled with care and expertise, it can result in miscommunication, misrepresentation, and a disconnect with the target audience. This could potentially alienate customers, leading to lost sales and opportunities.
Brand PR aims to develop and sustain a positive image of the brand creating a strong, recognisable identity that resonates with customers, and distinguishes the brand from competitors. The goal is to increase brand awareness, foster customer loyalty, and establish an emotional connection with the audience. This is the perspective of Bonnke Shipalana, founder and Group CEO of The Allure Group (TAG), a communication agency based in Johannesburg.
PR is now taking on a significant role in online brand-building. With the rise of social media and digital platforms, PR strategies have evolved to include content creation, influencer partnerships, and online community engagement. PR professionals assist brands in creating engaging content that not only promotes products but also reflects the brand’s personality and values. They collaborate with influencers whose audiences align with the brand, thereby expanding reach and fostering authentic connections.
The interplay between a community and a movement in brand communication is complex and mutually reinforcing. A robust community provides the necessary framework and support for movements to gain traction, while movements enhance the brand’s visibility and purpose, reinforcing community loyalty and engagement.
The choice between managing PR in-house or hiring an external agency depends on various factors, including the company’s size, budget, and specific needs. An in-house PR team offers several advantages, including a deep understanding of the brand’s history, culture, and objectives which enables the creation of highly aligned and authentic messaging. However, maintaining an in-house PR team can be expensive, considering salaries, benefits, and the need for ongoing training and development.
Hiring an external PR agency, on the other hand, brings a wealth of experience and expertise. PR agencies have established relationships with media outlets and influencers, which can be invaluable for securing high-profile coverage. They bring fresh perspectives and creative ideas that can invigorate a brand’s PR strategy.
“Public relations is an indispensable tool for brand-building, essential for establishing and maintaining a strong and positive brand image. Whether managed in-house or through an external agency, the key is to ensure that PR efforts are strategic, consistent, and aligned with the brand’s core values and objectives,” says Shipalana.
Recognising the importance of PR as a tool for brand-building, The Allure Group (TAG), in partnership with Independent Media will host the inaugural Building a Brand through a PR masterclass at the Wanderers Stadium in Johannesburg on July 3, 2024. Tickets for the event can be purchased online at www.prmasterclass.co.za for R650, while those who prefer to attend the event virtually can secure their tickets for R350.
The Star