Public relations and managing reputation

Public relations is both a positive social force and a facilitator for helping positive social forces take place. Climate change is a perfect example of how public relations can make, and help make, a positive difference to the world. This post discusses how this can occur at both a strategic and tactical level.

Marketers are often much better than public relations professionals at thinking, and acting, laterally about the range of weapons in the communication professional ‘arsenal’ that can be used to achieve objectives. Their activity can be more business relevant; use evaluation more effectively; use databases to greater effect and more.

Market research is a no-brainer for best practice communication, as it contributes to the production of the most informed and best possible communication strategy, enabling organisations to expend valuable resources in a manner deliver best possible ROI.

Market research is one of the most fundamental and important aspects of public relations and marketing. Without undertaking market research, it is impossible to know target audience: knowledge, perceptions, behaviour, issues of concern, influences on their behaviour and most relevant communication modes.

Looking at social media as both an awareness and fund raising tool among not-for-profits (NFPs). Key reasons for this are social media’s: Interactivity, mass communication/reach, ‘instantaneousnous’, anonymity and its transactional dimension.

Marketing has not always had the best interests of society at heart. Social media is helping to change this. Marketers face a great many moral challenges in formulating and promoting products and services. They frequently fail in meeting these moral challenges.

If you are in the marketing/public relations industry and not on LinkedIn, then you are not taking your career seriously.

Public relations is the communication discipline best suited to leverage social media’s destruction of the old paradigms of command-and-control communication.

‘Taking a positive approach and intelligent action to marketing and public relations in an economic downturn, with the attitude that it is an opportunity too good to miss, will lead to a stronger bottom line and greater brand profile and credibility…’

The strategic dimensions of public relations.