Living Organism

Over time, I’ve observed executives who believe an article in the paper, a speaking engagement at a tradeshow, or a creative press release will instantly draw them into the perpetual limelight.

Sadly, public relations is one of the most misunderstood and undervalued disciplines by top management. It’s a frightening thought considering that PR is the single most important marketing tool for building brand and steering public perceptions.

Let’s be real. PR’s intended effect isn’t to be a one-hit-wonder. The real purpose of PR is to educate an audience and build a brand strategically.

It takes years – literally years – to build a brand. Take Starbucks for example. They invested 10 years in building a brand experience through public relations alone. Now, as a leading retailer with 10,000 locations, Starbucks is a household name and offers an incomparable “coffee experience.” Al and Laura Reis profile Starbucks and other major brands that were born with publicity in their book “The Fall of Advertising & The Rise of PR” – a good read for PR newbies.

PR is more than pitching news. An effective PR program goes far beyond headlines. Sure, media coverage can be valuable, but news clips are only one piece of the puzzle. The reality is that through strategic messaging and ongoing communication, PR educates audiences and influences how— and what— people think about a brand.

In effect, a well balanced strategy, message, and targeted communication helps businesses gain share of mind over competitors.

Furthermore, an “ever communicating” approach to PR helps manage crises. A PR-savvy organization with definite share of mind can handle crises with greater ease since their audiences have positive perceptions with which to counter the negative. Not so for PR-oblivious companies…when crisis hits, they are like a deer caught in the headlights of a speeding car.

The minority of execs who truly understand the power of PR – and how it works – are at a distinct advantage. They realize its vital impact on everything – from how employees translate their own brand to how public perceptions ultimately impact the bottom-line. It takes years to build a brand and win share of mind. The execs who get it, see the results on their yearly finical statements. The execs that do not get it are too busy spinning their wheels to know what they are missing.

Perhaps PR is so powerful because only few execs and organizations truly get it. And those that do – like Starbucks – are able to dominate their markets because no one else is competing at their game. Perhaps we should thank those execs for spinning their wheels. After all, if everyone “got it” and jumped on the PR bandwagon, our job of gaining audience mind share would be that much harder.