With internet, social media and new platforms of interaction the public is not the same. Communicate a brand, products, services and ideas have gained new challenges from the moment that now there’s two ways of communicating. The companies send the messages from their products and brands and now the public can respond to it. This can be amazing or bad, for those who don’t grab the opportunity, for the image of a brand.
Looking up to the market these days is noticed that brands are more important than ever. Brands talk straight to the public’s psychology, their desires, plans and opinions. Products and services may have a short life cycle, but not brands and the consumer can be faithful for years if the right strategies are used.
The bottom line for a brand with a strong image it’s a good relationship with the stakeholders. The target audience, partners, press and company itself. For this we have Public Relations (PR). PR is the primary strategy and facilitator of stakeholder engagement; it’s brief to be concerned about both the organization and its stakeholders – their knowledge, opinions and behavior.
There is many ways in which PR can help for brand building, to a positive brand impression, like events, placement of positive stories about a brand in editorial media, online social media, newsletter, etc. The most used are media and social media. Positive positioning at the media, consumers will have more reasons to relate with the company’s brand, more than just the product and social media, the best platform to understand and having a direct contact with the consumers opinions and desires.
The consumers don’t want to be sold, they want to be told. In this century they have many tools to help them to find the information before buying decision. Now, more than ever, brands better be prepared, with the help of PR that, in many ways, is essential to the effective brand building.