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Amber Sim

Published on

February 13, 2024


communications, PR, PR agency, strategy

The PRCA defines public relations, or ‘PR’ as “the way organisations communicate with the public, promote themselves, and build a positive reputation and public image.” Its name does the job of describing its general function. It’s how organisations manage their relationships with the public.

Sounds simple enough. But think about big brands like Coca-Cola or Nike; what has contributed to the ideas you have about those companies? Perhaps it was from their successful campaigns? Maybe an advertisement you saw on Instagram. Or the exposure to a variety of these marketing techniques over the course of your life.

There are hundreds of gears and cogs working in the background with a PR team or digital PR agency. All contributing to reputation management, crisis management and building relationships between organisations and individuals.

Within this large marketing machine, PR isn’t only the route. It’s the bridge itself that helps take a marketing strategy from ideation to actuality.

Consumers’ everyday experiences are so entwined with social media and the news. It’s difficult to draw the line between representations of reality and reality itself. If we apply the same logic to companies and brands, their values and brand messages are only as real as those perceived by the public.

In a world surrounded by media, brands have to be aware of the touchpoints and strategic communications that define their relationships with customers. They need to think about how they can effectively convey the messages they want to those specific audiences.

Say a company’s marketing team has done some customer market research to get a deep understanding of the landscape and come up with a great idea for a new product. They have the budget, materials, and assets. How can they guarantee it’s going to reach their target audience and ultimately prove to stakeholders the value of their marketing investment?

This is where a PR agency comes in.

If public relations and PR campaigns are the bridge between companies and consumers, a PR agency is the builder constructing that bridge and choosing the right materials. They have the experience and knowledge to select the channels that can deliver maximum reach and impact for marketing and creative campaigns, whether it’s through traditional media, social media, or both.

To help Socialbakers (now Emplifi) better position themselves as a unified social media marketing platform in the UK, TEAM LEWIS leveraged their proprietary social media data to create strong thought leadership. It delivered outstanding results. It not only made headlines across national media like BBC and Financial Times, but also accelerated lead-gen efforts on their website.

A good marketing strategy is only as good as its results. Consumer demands and behaviours are constantly in flux, so too is the perception they have of companies and brands.

In this complex landscape, PR agencies emerge as the partners that can help transform marketing ideas into tangible realities, and bridge the gap between organisations and individuals.

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