The Four P’s of PR

The Four P’s of PR

When you speak of Public Relations, it’s such a vast subject that it’s not easy to try and fit it into tiny containers. Good PR is all about building a favourable brand image for a brand or individual. An image that will be trusted and respected. This does not happen overnight and has to be well-planned and strategized.

The Four P’s of PR are Protect, Promote, Perform and Prove.Following these four faithfully will make every PR campaign a huge success. The top PR campaigns have used this formula successfully.

Protect

Building a good reputation is not easy, so every brand must invest time and money towards building trust and goodwill. Once the brand begin to occupy a particularpositive space in the customer’s head, it’s important that this remains sustained. Therefore, all efforts to protect the reputation gained must be taken in terms of carefully articulated press releases and information that reaches the public.

Crisis management is one of the most challenging situations that PR faces. When a company or brand finds itself embroiled in scandal, this could directly impact its stock prices and sales. The information being passed about the situation may or may not be true. It’s up to PR agencies to keep their eyes and ears open for any negative reports about clients and either pro-actively kill the stories or instantly go into damage control mode and attempt to sort things out. Failing to do this can be detrimental to the future of the brand.

Promote

Once press releaseshave been drafted and everything set to connect with the media is ready, the PR agency must notwaste a single minute.  Connecting and promoting the newswith something newsworthy enough to hook them is the key. It could be an innovation, a new product launch, a piece of information that’s completely fresh.

To make this truly effective, it’s important to truly build bridges with reporters and editors. Personal relationships with them takes patience and persistence but this is a key factor in getting the news you want disseminated.

Perform

Earlier PR used to be an activity delinked from the rest of a company’s marketing activities. However, modern PR is completely different and is expected to align and contribute to the profitability of a company.  Today, the expectations from clients are very different. PR cannot succeed to its fullest on its own. It must properly integrate with marketing, social, digital, IT, data, insights, and /customer market intelligence.

Prove

Giving clients effective proof of the efficacy of a PR campaign will not only keep them happy but bring in repeat business and word-of-mouth referrals. The impact must be measured using metrics and this will help the brand gain customer insights and correct any wrong assumptions that might have been arrived at. The insights provided must be data driven so that customers can tweak their offerings based on this. To be taken seriously, PR must deliver tangible benefits that reflect in improved brand perception and in increasing sales.

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Technology, the new hero of PR!

Technology, the new hero of PR!

Who ever said that press conferences need to be a series of boring speeches and PPTs? To grab the attention of the press and engage it, use technology and you will be surprised at what a big difference it can make. Why send out printed invites? Watzapp a gif invite or an interactive invite, saves time and gets attention.

There are many new innovative ways that technology can be used topep up press meets. Interactive touch kiosks can add an element of novelty to the venue.

 

VR & AR Conferences anyone?

 

Virtual Reality (VR) is one of the technology trends that are sure to be used in a big way in the press conferences of the future. The advantage is that brands can save a lot by hosting virtual conferences. Instead of having to fly in journalists and reporters from all corners of the globe to attend a press conference, all one needs to do is just get them to attend by slipping on a VR headset. This will not only save huge amounts of money but also create a real experience.

 

One of the most amazing ways in which VR was used was at the 2016 Olympic Games which was held at Rio de Janeiro.  At British House, the U.K.’s official residence at Rio 2016, Olympic gold medal-winning rower Helen Glover created history as she took part in the first live 360 VR press conference. This was a completely new experience for fans who felt like they were in the same room with her as she answered questions.

 

 

VR is ideal for occasions like brand launches where these can wonderfully demonstrate product attributes, features, functionality and more. This allows plenty of scope for creativity.It helps you gain a wider audience.

 

Holograms of brand ambassadors are a great way to engage the audience especially when the person is unable to come. This also provides plenty of photo-ops. India’s PM Modi successfully used his holograms to script a win.

 

Augmented Reality (AR) like VR is another emerging technology. While VR needs headsets, AR does not need any. It blurs the gap between reality and a computer-generated environment. Graphics, sounds and smell to the natural world can be added making it virtually come alive! This should create a very exciting experience at press conferences.

Using visual language for better impact

Did you realize 90% information transmitted to the brain is visual and visuals are processed 60000 X faster in the brain than text? This is the reason that making high impact presentations that harness the advantages of the latest technology can make a difference.

Interactive Infographics is an emerging area and can provide information to people using infographics which are more easily understandable. The interactive component can be created with embedded questions, embedded youtube videos and so on. Live chats also help.

Creating a mobile app for a brand helps in delivering customised content updates on the product, offers and more. It also helps in improving brand loyalty.

Technology is growing every day. It’s up to each brand to become an early adopter and reap the benefits.