The Tribune

The term ‘public relations’ is thrown around quite frequently but, many times, is misunderstood. There was a time when many companies did not see the value of public relations unless a crisis occurred. Nonetheless, it is important that companies have some kind of public relations capability, whether it lies in creating a brand identity, maintaining corporate relationships and relations with the media.

When it is boiled down, public relations is the process of sharing information on behalf of a company or person in order to build relationships and influence public perceptions. It is also one of the most effective ways to build on marketing strategies and create a solid online reputation, especially for companies that have invested a tremendous amount of time and effort in staying on top.

Likewise, brands that actively engage in media outreach and seek to build great press and TV relations will likely enjoy a greater impact with consumers compared to brands that rely solely on content marketing as a means to raise awareness.

Public relations specialists will use a variety of mediums to create and disseminate information for a person or company. They often work hand-in-hand with marketing, communications or advertising departments to accomplish their goals.

It is is more than just making headlines. Reputation management during times of crisis or success is a factor that will strengthen and enhance your visibility before intended audiences, while the promotion of brand values helps to ensure trust and credibility is awarded not only to customers but also the media.

Public relations changes the way people think about a business. The online world has no control over attacks upon reputable companies. However, one of the most effective ways to combat these issues is through the use of public relations campaigns, which can rebuild a positive image while maintaining and increasing brand awareness.

This method is effective as audiences are more likely to pay attention to a message delivered from objective and trustworthy sources, as opposed to paid-for advertising. Nonetheless, by leveraging connections with influencers, public relations can build trust for a company.

Public relations not only provides businesses with support and guidance, but is always on stand-by should a disaster occur that could possibly threaten or damage the image of a company.

Public relations is a powerful tool that uses thoughtful strategies to influence how information about an individual or businesses should be disseminated to the public and media. The art of public relations should therefore be taken seriously. Public relations should be handled with care, and not only involve creating relationships with journalists but protecting and building company brands. Until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game.

• NB: Columnist welcomes feedback at deedee21bastian@gmail.com

Deidre M. Bastian is a professionally-trained graphic designer/brand marketing analyst international award-winning author and certified life coach