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9 Key PR Strategies for Building a Strong Brand Perception

drishti
drishti
Create: Jan 14,2025


In business as in life, perception is everything. It can determine whether a person or product is successful or not, if an argument or marketing campaign is convincing enough, or whether a controversy can ruin an entity: personal or corporate. Public perception often shapes the very reality of a business and thus, must be managed carefully. How the customers, partners, and the public view a company directly impacts its reputation, brand awareness, customer loyalty, and overall success.  


“PR is extremely important, and being able to use it in the right way means everything. You have to market your success." 
– Lee Haney, legendary bodybuilder and former Mr. Olympia. 


The following article explores 9 key PR strategies to help your business build a strong brand perception, maintain positive public relations, and foster lasting connections with your audience. By using these PR strategies, you can ensure that your brand and the overall brand building process are both seen in the best possible light, ultimately bringing growth and long-term success. 


So, let’s transform your perspective! 


What are Public Relations? 


“Everything you do or say is public relations.”  

– Unknown 

 

Public relations (PR) are all about shaping and maintaining the public perception of your business. Public relations professionals are trained marketing or media experts who manage how your company is seen by the public, customers, investors, and other stakeholders.  

 

Public relations include everything from media outreach, social media communication, and press releases to crisis management and internal communication. Think of a PR strategy as the art of telling your story, but in a way that builds trust and credibility. While marketing may focus on selling a product or service, PR is focused on crafting a positive image and strengthening relationships with key audiences.  

 

Here’s an example of how public relations differ from both advertising and marketing:  

 

“If a young man tells his date how handsome, smart, and successful he is—that’s advertising. If the young man tells his date she’s intelligent, looks lovely, and is a great conversationalist, he’s saying the right things to the right person, and that’s marketing. If someone else tells the young woman how handsome, smart, and successful her date is—that’s PR.”  


Why is PR so Crucial for Corporations & Businesses? 


Why is it so crucial? Simply put, a good PR strategy can elevate your brand’s reputation, boost customer loyalty, and help you recover from any setbacks or controversies. In today's digital age, where information spreads quickly, having a solid public relations strategy can make the difference between success and failure. 

 

“Publicity is absolutely critical. A good PR story is infinitely more effective than a front page ad.”  

– Richard Branson, co-founder of Virgin Group, and among Time’s 100 Most Influential People in the World list in 2023 

 

Here’s a rundown of the benefits that PR gives you: 

 

Enhanced Brand Reputation 


Some are born great, some achieve greatness, and some hire public relations officers.”  

– Daniel J. Boorstin, American historian 

PR plays a crucial role in shaping a brand’s reputation. Consistent, positive public relations help build trust and credibility with both customers and partners by merging your brand values with the expectations of your audience. It cultivates an emotional connection, which is key to long-term success. 


Example: Tata Group is very well-known for its strong ethical values, in part due to its PR. The company has built itself a strong reputation over centuries, earning the loyalty of both customers and partners. 


Increased Visibility

 

Strong PR can take your business to the right audience at the right time, creating more growth opportunities. Through media placements, storytelling, and strategic partnerships, a great PR strategy can position you as a leader or authority in your industry.  


Example: Amul’s ability to use trending topics in its ads and social media has made it more visible and relatable to its audience, as it addresses national and global issues with clever, timely posts. 


Crisis Management 

 

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.”  

– Warren Buffet, American investor and formerly the world’s richest man 

 

In times of crisis, how a company communicates and manages the situation is crucial for its reputation. Effective PR helps brands manage negative situations, mitigate damage, and protect their public image. It can even transform challenges into opportunities for growth. 

 

Example: In 2022, Patanjali faced backlash over misleading health claims. Their swift response, including clear communication via media and social platforms, helped restore consumer trust. 


Stronger Customer Relationships 

 

"The best advertising is done by satisfied customers."  

– Philip Kotler, author, considered the father of modern marketing 

 

Good public relations build long-term relationships with your audience. By focusing on two-way communication, strong brands can engage meaningfully with customers, understand their needs, and foster loyalty, creating a sense of community. 

 

Example: Zomato uses its public relations effectively by engaging with customers on social media, addressing complaints, and participating in customer-driven initiatives. Their customer-centric campaigns have fostered a loyal community around the brand. 


Cost-Effective Marketing 


Compared to traditional advertising, PR is often a more affordable and impactful way to create strong brand awareness. It generates earned media coverage, which is generally perceived as more credible by the audience. PR allows for organic growth and can be especially cost-effective for businesses with limited marketing budgets.  


Example: Swiggy’s use of creative PR campaigns has allowed it to stay top of mind for customers without heavy reliance on paid advertisements.  


9 Key PR Strategies for Strong Brand Perception & Brand Identity 


Now that we have understood how important it is, let us bring our 11 best tips or strategies: 


1. Listen Actively & Customize Your Message 


PR handles different stakeholders like customers, employees, investors, government, etc., each with their own interests and concerns. Effective PR strategies require active listening and a deep understanding of their concerns. While it does take time, personalizing your communication goes a long way. So, avoid generic press releases and instead take that time and craft customized messages.  


"The most important thing in communication is hearing what isn't said."  

– Peter Drucker, social scientist, considered the father of modern management. 

How to Implement: 


  • Use segmented email campaigns to reach different stakeholders with tailored messages. 
  • Foster a transparent & consistent communication flow by regularly updating stakeholders on key changes or achievements. 

 

2. Be a Little More Honest 


With numerous communication channels available today, the era of pretension in public relations is over. Customers now value honesty and transparency more than ever. Authenticity begins with being open—even about challenges. But don’t worry; you don’t need to bare it all. A little honesty goes a long way. You can share both successes and setbacks. When things don’t go as planned, acknowledge the issue, and present your plan to address it. This not only builds trust but also shows a genuine commitment to accountability and improvement. 


"Trust is built with consistency."  

– Lincoln Chafee, US politician & Senator 

How to Implement: 


  • Publish regular behind-the-scenes content that provides an inside look at your company culture. 
  • Share progress reports, case studies, or customer feedback that reflect both positive outcomes and areas with scope. 


3. Localize for India’s Diverse Media Landscape 


In a culturally, socially, and ideologically diverse nation like India, a one-size-fits-all approach doesn't work. To truly connect with diverse audiences, you must tailor your brand building and PR campaigns to regional preferences and languages. Understanding local nuances, customs, and cultural references is key to creating sound messages. 


How to Implement: 


  • Work with local influencers or regional media outlets to amplify your message in different areas. 
  • Invest in translation and localization services to ensure your message comes through as intended. 

 

4. Combat Fake News and Misinformation 

 

"Content is fire, social media is gasoline."  

– Jay Baer, American writer and political marketer 

In today’s age, misinformation spreads faster than ever. Every other day, we hear about some news or information on social media that soon turns out to be doctored or outright false. So PR professionals must remain vigilant and act quickly to address false narratives. Provide clear, factual information through trusted channels and encourage your audience to share it. 


How to Implement: 


  • Issue official statements and engage with credible journalists to set the record straight. 
  • Use social media platforms to respond directly to rumours or misinformation—but only when it seems necessary. 

 

5. Use Influencer Marketing to Your Advantage 


Influencer marketing is becoming increasingly important in the media and marketing landscape, and PR strategies are no different—every other day we see another influencer carrying the PR efforts of another firm. The key here is building long-term relationships with influencers who genuinely align with your brand’s values. Focus on authenticity over simply reaching a large audience. 


How to Implement: 


  • Collaborate with micro-influencers who have a strong connection with their followers. 
  • Offer influencers creative freedom to express your robust brand message in a way that feels natural to their audience. 

 

6. Turning Challenges into Chances with Crisis Management 


In a world where information spreads at lightning speed, a crisis can make or break even a strong brand, as we’ve been privy to many brand PR crises on social media. To navigate through these turbulent times, a solid crisis communication plan is a must. The key here is acting fast, staying transparent, and using every challenge as a chance to show resilience, building a strong brand. A well-prepared offline or online public relations team can turn even the worst situations into moments of growth. Remember that when a crisis strikes, it’s how you react that matters most. 


How to Implement: 


"In the middle of difficulty lies opportunity."  

– Albert Einstein, Noble-Prize winning scientist  


7. Employee Advocacy: The Authentic Voice of Your Brand 


"Take care of your employees, and they'll take care of your business."  

– Richard Branson, co-founder of Virgin Group, and among Time’s 100 Most Influential People in the World list in 2023 

 

Your employees make your company, and if they aren’t happy, why do you think the customers or other stakeholders will be? When employees genuinely believe in a brand and its branding, their voices become its most powerful asset. Employee advocacy not only amplifies your press or public relations efforts but also brings a level of authenticity that paid ads or media coverage can’t replicate. Encourage your employees to be brand ambassadors, share their experiences, and showcase their connection to your company. The more they feel invested, the more powerful their endorsement becomes. 


How to Implement: 


  • Launch an internal program cajoling employees to share their experiences with your brand. 
  • Offer incentives to employees who go the extra mile for the brand, making them your most loyal promoters. 

 


8. Carefully Devise Your Data Metrics 


In PR, it’s not enough to track how often your brand appears in the news. To truly gauge the success of your PR efforts, you need to dive deeper. Metrics like media coverage and social media engagement are great, but don’t forget to look at sentiment analysis and brand perception surveys to get a true read and use it for branding ahead. After all, PR isn’t just about visibility—it’s about shaping yourself into a strong brand, managing public perceptions, and driving results. 


How to Implement: 


  • Use a mix of qualitative and quantitative methods, from tracking KPIs to conducting sentiment analysis. 
  • Regularly measure and evaluate the return on investment (ROI) of your PR efforts. 

 

9. Prioritize Social Media and Digital PR in Your Strategy 


Duh! We saved the most important for last. Social media and digital platforms have become the core of branding & PR campaigns, becoming perhaps the most essential strategy for public relations. With traditional media’s decline, these channels give you visibility, authentic connections, and impactful engagement. Staying ahead of trends and creating shareable content is the key in today’s digital landscape. 


How to Implement: 


  • Monitor and adapt to emerging social media trends to keep content fresh and engaging. 
  • Build relationships through consistent and meaningful interactions across digital platforms. 


“Social media is not a place for ads, it’s a place for conversations and connections."  

– Unknown 

 

Conclusion 


"Public relations is not a luxury, it’s a necessity."  

– Fraser Seitel, author and expert in public relations 


Public relations are extremely powerful—it can shape brand perceptions and your branding, improving business through better consumer response, building trust, and creating lasting connections. When done right, PR isn’t just a form of marketing but a strategy that leaves an indelible mark on your audience. Take TATA, for example: the company’s goodwill and brand loyalty aren’t just by-products of its services but the result of consistent, impactful communication with the public. And today, social media plays a pivotal role in amplifying PR efforts, making it easier to reach millions while crafting compelling narratives that resonate deeply. The combination of strategic messaging and social platforms creates a winning formula for impactful marketing that goes way beyond PR. 


If you’re looking to tap into the immense potential of PR, especially through freelancing, you’ve come to the right place. At Zoopup, we connect you with the best PR freelancers who specialize in creating strategies tailored to your brand’s unique story. Whether you’re launching a new product or building your reputation, our experts ensure your message not only reaches the right audience but leaves a lasting impression. Let’s collaborate to make your brand building an exemplary of perfect branding the talk of the town! 


FAQs: 


1. What is the primary role of PR in a business? 


The primary role of PR is to manage the company’s public image and communicate effectively with its stakeholders to build trust, credibility, and a positive reputation. 


2. How does PR differ from marketing? 


While marketing focuses on promoting products or services to drive sales, PR aims to build a favourable image of the company or its brand perception or branding through strategic communication and relationship building. 


3. What are some effective PR tools? 


Some of the best tools for great PR strategies are social media, brand endorsements, press releases, media relations, events, sponsorships, influencer partnerships, and crisis communication plans. 


4. Why is PR important in crisis management? 


Public relations are crucial in addressing and mitigating negative publicity during a crisis by providing transparent communication, restoring public trust, and maintaining the brand reputation. 


5. Can small businesses benefit from PR strategies? 


Absolutely! Small businesses can use PR to build local brand awareness, get a loyal customer base, and stand out in their niche without the need for a large marketing budget. 


About The Author

drishti
drishti
Create : Jan 14,2025

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