Margarita M. Phillips 
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In last week’s column, I highlighted why public relations (PR) isn’t a press release and highlighted how you can make reputation management and PR planning work for your brand. /business. This week, I continue to demonstrate how you can use other types of PR to benefit your brand. Remember that if you are tasked with being the PRO or communications officer/manager of an organization, your role is more than just sending out a press release.
Event public relations:
People remember experiences more than they remember a product itself. Therefore, it is beneficial for businesses and brands to use events to showcase their brand and key messages in creative ways. Through event PR, you can help journalists and consumers connect with the brand through an experience; for example, a tasting event if you are a food brand or a pop-up store if you are in retail.
The goal is to get people talking about the company because they’ve been impressed with what they’ve seen or experienced. A great event would turn attendees into fans who would speak positively about the brand.
How to succeed?
Being highly organized and being a creative troubleshooter are key requirements. Having an event concept is one thing, but being able to come up with innovative ways to get the message across at home is another. Once you’ve created the PR plan for the event (yes, your event, no matter how small, needs a PR plan!), among other things, you need to be able to manage budgets and deal with obstacles and make sure everything goes smoothly. Knowing how to write a press release for the event so you can use the media exposure to create buzz and attract attendance is also essential.
Crisis communication :
If your business/brand/organization has a reputational issue, you need to have someone versed in crisis communication so you can react quickly and protect the brand from further damage; this includes managing media requests, helping to develop a strategic response, and repairing the reputation of the organization as quickly as possible.
why do you need it?
Some businesses may be more at risk than others, eg healthcare, finance. However, this does not mean that other types of businesses are not at risk. In this world of social media, you will need to influence any growing social media narrative and liaise with relevant stakeholders. The first is one reason why your business should always keep tabs on what’s being said in the digital space.
What do you need to be successful?
Keep calm! Keep calm! When a crisis hits, you need to be able to maintain a cool head, think clearly and respond to multiple media requests at once. When it comes to a crisis, you don’t have hours – a response is needed in minutes. However, don’t let the rush to deliver compromise the message. Your crisis response should stay on message and work alongside the organization’s legal team to ensure damage limitation. Being proactive in restoring trust and mitigating future incidents is an important part of the role
Candice Sealey is the founder and lead consultant of Ignite! a comprehensive marketing and public relations consulting service that helps companies/brands stand out and communicate the right message to the right people at the right time through strategy, marketing, media and design solutions. She is also a freelance content writer, copywriter, voiceover and media personality. Follow us on FB & IG 784-432-2223. Email: igniteresults
