media update’s Talisa Jansen van Rensburg takes a look at why PR is more essential than ever before.

Public relations have been around since the 1920s, and the industry only continues to grow and adapt along with the changing world. Just consider the fact that this industry has transformed along with the 4IR, and is still standing its ground during the current economic climate.

So, instead of wondering whether PR is dead or not, you should be asking what has changed in the industry and why it’s still so important for brands.

Having professionals that communicate crucial messages from a brand to the public allows businesses to reach their marketing objectives and continue making a success of themselves. But that’s only the crux of it.

Let’s take a deeper dive into why PR is vital for brands.

Ready? Let’s jump right in:

1. PR pros maintain trust

PR professionals know how to build and maintain trust with the public; thus their role in keeping their client’s credibility intact is bigger than ever before.

This is especially true during a time where fake news continues to be on the rise, which can cause a great deal of uncertainty for your client’s brand if they get involved. So, how do PR professionals stop this from happening?

Well, these practitioners can put a stop to the spread of fake news by ensuring that their client’s brand remains transparent and honest with the public at all times. This includes owning up to any mistakes and being held accountable for them.

PR pros also make use of social media monitoring tools to catch any inappropriate comments made on social media about their client, which could potentially lead to a spread in fake news. This allows them to respond to the crisis at hand and resolve the issue with the user before it takes a turn for the worse.

2. PR pros bring on the human-to-human element

People always talk about B2B (business-to-business), but with the current pandemic, H2H (human-to-human) has become a new buzzword that brands need to take note of. People are experiencing high levels of stress, which can cause them to feel alone and disconnected from a brand.

PR professionals are vital for rebuilding that connection, and play an important part in building on the brand’s relationship with its consumers. How? By bringing in that human-to-human element.

They do this by building an actual relationship with the journalists that they work with on a regular basis. Whether it’s making a phone call to check in or sending a friendly email to invite the media members to an event or Q&A session, these professionals are skilled at communications.

At media update, for example, we frequently have PR pros engaging with our social media content and communicating with us. This allows us to see the human behind the profile.
Image sourced from Instagram

3. PR pros showcase a brand’s values

Establishing a brand’s values and beliefs is no easy feat. That’s why PR professionals are there, to keep your brand in check and focus on communicating your core principles to your audience.

During a time where people feel exposed and uncertain, having PR pros at the forefront to reassure consumers of your brand’s values is vital. Consumers want to feel that they are supporting a brand that is doing good. And by having a PR agency continuously communicating what you’re doing with your audience, you’ll be well on your way to gaining a loyal following.

If you’re wondering what your values are, consider the following. What is your cause? What ‘good’ do you believe in? How can your products or services help make the world a better place? Once you have answered these questions, make sure they are showcased in your brand’s messages. Or better yet, have a PR agency do it for you!

Why else do you think PR is more important than ever before? Be sure to let us know in the comments section below.

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Feeling stuck on certain issues? Then be sure to read Creative ways to solve difficult PR challenges.
*Image courtesy of Pexels