Out and About STYLE Mag Issue 3 Vol. 2

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You have to understand what PR is to know
that you need it. PR isn’t always about the
glamourous parties, award-wins and red-carpet
moments. We love it when we get to celebrate our
clients’ wins at some flamboyant launch event but
really and truly – like most other jobs – you have
to work your way out the trenches before you start
winning. Simply put, you don’t get invited to these
if there’s nothing to celebrate.
It takes a good bit of effort to find those bits of
information that would interest the everyday
individual to pick what you are selling, be excited
about what you are doing or follow your story over
competitor news. It takes even greater effort to
have your news out there without having to pay
for it. Paid publicity is advertising. PR is earned
space through providing media with information
through press releases, pitches, announcements
and featured articles. You want PR on your side
because it is typically the most affordable way to
get the word out when pitted against advertising.
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Good PR puts your brand in the face of your
target audience. The basics of marketing
is a mixed talk of product, place, people and
promotion. I think of PR as a special force – or
superpower – working behind the scenes to
promote your products (or services) to your
targeted people through a variety of media forms,
and reaching them in many places.
PR is a long-haul process that relies on continued
story sharing and updates that capture the attention
of your audiences. You can read a story written
many moons ago, yet it captures your attention so
much that you carry out more research and go out
to buy what’s on offer. PR is about gaining visibility
for your business and visibility- friends, is good
news for any business.
3
Want to build brand equity? PR’s got you
covered! By definition, ‘brand equity’ is the
perceived value that consumers place on a brand
name of a particular product or service. There’s not
a whole lot of value that consumers can place on
your brand if they don’t know who you are and what
it is you do in the first place. Purchasing decisions
are largely dependent on key elements such as
price and knowledge of the brand. PR plays a huge
role in keeping your name on the minds of readers,
listeners and viewers – especially when carried out
in a highly integrated manner.
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PR: the trusted source of publicity. I mentioned
that PR is earned right? Today’s consumer
is super conscious of what they are purchasing,
looking at such details as manufacturing processes,
carbon footprint, credibility, employee welfare of
companies ,and so on. Not enough money can
convince consumers to buy products after having
seen a big glossy advertisement, when there are
reports of human or animal rights violations lurking
in the shadows. Advertising is good, but a good
word out on your brand sticks in the minds of
consumers for much longer than any ad would and
that is another reason why you need PR.
5
PR helps you curate suitable messaging
during difficult times. Let’s face it: running a
business is not always a bed of roses. There’ll be
times where the economy tanks, lay-offs happen,
confidential information leaks or a sheer ‘act of
God’ leaves communities grappling with what
to do after a disaster strikes. Dissemination of
information during a crisis is a huge proponent
to surviving the storm. Your stakeholders need
to stay informed, and so PR helps you guide the
messaging in a manner that provides clarity while
communicating your values – something that we
all need when navigating challenging times.
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