INDUSTRY FOCUS
INDUSTRY FOCUS
IT ’ S NOT ALL ABOUT HEADLINES
Going beyond the all-important goal of making headline news , PR at its best works hard to foster relationships and create a mutually beneficial dynamic with all your stakeholders . Internal relations are just as important as external communication , if not more so . Taking an inside-out approach ensures you ’ re all on the same page and ready to present a united brand message , no matter what your role in the organisation .
Consistency is key , though . I would encourage you to take a mid- to long-term view of the results your publicity partner achieves in building your brand . A good campaign should take all of your objectives into account , including both immediate sales and the long-term vision . Solid PR should also be geared to take advantage of the opportunities that arise during the development process , and leverage these opportunities to strengthen and develop brand perceptions while driving the response or behavioural outcomes that you seek .
Depending on the nature of the campaign , there is on occasion an element of uncertainly attached to the media and public response . But beyond the quick result that most developers seek in the early phases of launch , the longevity and credibility that come with considered , multi-dimensional brand publicity should be approached with a long-term vision in mind , where defining a place , driving demand and managing your company ’ s and your product ’ s reputation are considered valuable assets in your place-making endeavours .
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