How does the public view your brand? This is an important question to ask as you build your public relations strategy. There is more to consider than just how your business will be portrayed by the media. How you communicate inside and outside of your organization, events you plan, your involvement in the community, and even how you handle a crisis make up your public relations strategy.
To help you create this strategy, we have outlined each piece and why it matters to your brand’s image:
1. Corporate Communications. How your business communicates with other businesses, both internally and externally, creates its voice. A corporate communications strategy is the backbone of your overall public relations strategy. It uses your brand’s voice to express important messages in a way that your audience will understand. For example, internal emails or press releases announcing important company news are part of your corporate communications strategy.
2. Media Relations. Media relations is the relationship an organization has with the press. In order to be successful, you must build a relationship with the correct contact person for each relevant news outlet to ensure that your business is portrayed well in the media. Whenever something newsworthy happens at your organization, you can send press releases to these contacts. Press releases are news sources which make media relations a symbiotic relationship between the press and businesses. To help you build the best possible relationship with the press, we’ve compiled some tips for creating a successful media relations strategy.
3. Community Relations. Your business is a member of your community. Community relations establishes your business’ presence and the perceptions of others. There are many ways your business can get involved in the community. At Pulse we’re involved with a variety of community programs focusing on the economic growth of our area, education, public health, and the environment. We actively sponsor, donate service, and volunteer our time. In 2014 we donated five trees to the City of Bangor to help bring more pollinators to our parks.
4. Crisis Management. How you face a crisis or other unexpected situation can make or break your business. Having a crisis management plan in place allows your business to operate as normally as possible through a crisis and preserve your image. Internal and external communications are especially important during these times to keep the situation under control. Even if your situation can’t be prevented, the very least you can do is be prepared.
5. Events Management. Your business’ events are a valuable marketing tool, especially with young people who place a high value on experiences. That being said, planning an event is an equally exciting and stressful time for your business. You have to consider when and where the event will be, who will attend, and so much more. Having an events management strategy can keep all of the details of your event organized so it runs as smoothly as possible.
Public relations is made up of many working parts that build a positive image of your business in the eyes of your community. Having a strategy in place can keep these efforts organized and create the image you want for your business.