What the public knows about public relations is primarily how it’s used for crisis management or reputation management. Obviously, no company or individual is ever really safe from a crisis, and obviously, PR can prevent and manage crises and reputations. But it’s a myth to believe that’s all it’s for.
So, what is public relations really for? Here are a few answers:
- Promoting your company – getting it known
- Penetrating a market
- Promoting the company’s values
- Finding and hiring employees
- Making connections with new partners
- Announcing your news
- Sharing your success, awards, recognition, new contracts, new markets, and so on.
- Increasing the capital of pride and goodwill toward your company, your executives, and so on.
When you use public relations to get known, be aware that your success could inspire future generations to join your industry, be part of the next generation, or even get started in business.
“Getting others talking about you is ‘fundamental,’” stresses Hubert Bolduc, Vice President of Communications & Public Affairs at Cascades, “especially for publicly-traded companies, because investors often make decisions based on the news making the rounds in the media.” He adds, “With the tight labour market, companies increasingly have to raise their profiles to attract applicants, and they have to boost their company’s brand image in its sector if they want to ensure continuity.”
“The media and public opinion both abhor a vacuum. If you’re not taking up space, others will,” adds Bernard Dagenais, a professor in the Information & Communications Department at Université Laval.
I totally share his views, and I very often say that if you or your company are not connecting with journalists or influencers, your competition will step in.
So, if you feel like you’re seeing your competition everywhere, even though your product is superior, and you’re not getting any calls or requests from journalists or influencers, I’m here to tell you that that company is reaching out to the media and sharing news continuously on its social media platforms. It’s not a coincidence. That company knows how to communicate and probably has its own communications strategy.
I hope I’ve managed to show you the many advantages of public relations, beyond crisis management. If you want to get known, there’s no substitute for public relations when you combine it with your social media.
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