Skip to main content

Public Relations has evolved


South Africa, October 13, 2017

Over a decade ago most marketing executives were excused for disregarding Public Relations and subscribing to the notion of “paying for advertising and praying for free publicity”. To them Public Relations was a function earmarked for crisis management and, occasionally, seen as ad hoc to their activities or part of CSI. Yet the backlash currently faced by KPMG over its “rogue unit” report is a stern reminder that this function is the one that sets the image of the company.

Public Relations is, first and foremost, about the public and it is an opportunity for a business and a brand to reinforce its message in different mediums by keeping up with the trends whilst protecting and enhancing its reputation. This field is ever changing and it should be an integral part of the decision-making processes and align to long-term objectives, help prevent the current Public Relations crisis and reality faced by some companies globally.

Public Relations is a strategic communication process that builds mutually beneficial relationships between the company and it’s publics – this is a concept that more and most companies are starting to grasp by realizing its value and importance. More so since the digital and social media landscape has leveled the playing field in the promotions and communications space and these platforms continue to offer more innovative opportunities for companies to tell a better brand story to a larger and attentive audience. Since engagement and interaction with company’s publics is the best measure of Public Relations’ efforts and effectiveness, this function has evolved to become a vital tool and an advocate of strategic marketing by helping in the management of global media presence, improving service and product offering, providing media content to meet the 24/7 demand and consumption. And, because the marketing landscape has drastically changed, Public Relations as a function is no longer seen as just a traditional marketing tactic, it is now the departing point for all marketing activities and plays a critical role in overall promotional and communications strategy – it is bigger and cheaper than advertising.

This function can now be strategically and efficiently used as “the” source of fresh, trendy, relevant and timely content for time pressed media because they are in constant search for compelling, credible, readily available and newsworthy content. Journalists and editors are the greatest influencers and thought leaders that you can have as your allies - be their familiar and trustworthy source of researched content because building and maintaining media relations bears “sustainable fruits” in that your content will carry more weight and believability of an editorial piece or advertorial written in the publication’s style, tone and with the editor’s note.

The imminent business and environmental changes dictate that brands invest in, and nurture this golden goose and media relations because they can later be used as leverage and competitive advantage.

Issued by: Ngobeni Communications CC
071 722 8685
info@ngobenicom.co.za
www.ngobenicom.co.za

#NgobeniCommunications #PRTrends #PublicRelations #StrategicMarketing #StrategicCommunications #StrategicAdvertising #Publicity #PRAgency
Labels:
Location: Tsakane, Brakpan, 1548, South Africa

Comments

Post a Comment

Popular posts from this blog

I will rise again!

I will rise again! Laying on my bed, I can feel the pit my body dug onto it – no prize for guessing what it would say if it could talk. It has been my refuge and comfort zone for months now; it knows what I dare not share with the world. It has been there with me shielding me from the darkness of depression and cushioning the blows of life, it helped me pierce through stress and doubts whilst providing much needed comfort. To the world, I have it all under control. No one hears the painful screams concealed by my laughter. No one notices how broken I am beneath my poised bearing, the smile that stops my quivering lips’ attempt at a plea for help or the tales my face could tell about being drenched daily by the tears flooding my pillow… Letting go: I had it all once. I mean it was not the best that my dreams were made of but still I had it all. The snags came when I settled and had let it all become my comfort zone. I had procrastinated a lot of drea...
Post a Comment
Read more

Rise of russian sishebo ekasi

Times are tough and due to the economic crunch that the country is currently experiencing, we are all urged to not only fasten but also tighten our belts. There’s the looming retrenchments, fuel increase, VAT increase, recession, increased population, and what have you that contends with our sanity daily - but when it comes to the ever increasing food prices, there’s an appealing glimmer of hope – russians. Due to their increased demand over the past couple of months, making them the most affordable meat for the lower LSM market and families living below the bread line, they have become SA’s number one go to sishebo. These sausages are helping ordinary South Africans and presenting them with an affordable, yet delicious, alternative to feed decent meals to their families and ultimately curb poverty. And are rapidly selling out everywhere in the country’s rural, urban and peri-urban areas. It is reported that the russian sausage sales have been toppling those ...
Post a Comment
Read more

Depression: mental health matters!

“Sometimes it is really okay if the only thing you did was breathe” We live in taxing and depressing times where some people’s cry for help isn’t evident and multitudes drown in anxiety, stress and addiction. Yet “life” dictates that they should suck it up and soldier on, that they should strive to make best out of the dire situations in every aspect of their lives - lest they be seen as neurotic, broken, weak and needy to those around them or dependent on them. This in turn gives depression power over its host because of the restricted avenues where help can be sought. Instances like losing a loved one, divorce, being retrenched, relocating, “black tax” or trying to effectively manage the work-life balance take their toll on individuals but the society’s disintegration is such that none can talk about depression because they fear being judged, called names or labeled as attention seeking. In some cultures, more so in the black African communities, they may deem you possessed...
Post a Comment
Read more