There are multiple aspects of public relations and here are the conventional ones that start with the ‘action’:
1. Media appearances and interviews
2. Thought leadership or industry leadership
3. Placing content in popular media outlets
4. Internal communications
5. Managing relationships & perceptions
6. Crisis communication management
However, for iSEE Markcomm and In essence, PR Is about managing expectations, feelings, thoughts, and actions regarding your company.
PR is about people. Consumers. Regulators. Goodwill.
How to properly conduct your PR?
Best practices are to start with the end goal in sight. What do you want to do with it. Getting a media quotation from Forbes or Business insider has never been easier, but what is the use if rarely who sees it? Then, would you compromise your brand story to get media attention? Would you accept interviews from media outlets that cater to demographics hostile to your business (like ultra-religious media outlets against weed or LGBT-centered businesses)?
Case study: Brand | Core message read by the subconscious
· Apple | Excellence in rational thought and profit optimization
· Tesla | Saving the planet by the price of personal sacrifice
· Google | Empower and educate, yet be fair, since recently
The sheer size of the behemoths mentioned above makes them newsworthy. However, the brand message is a mixture of their founder’s dreams and its management’s values, moderated by the products they sell. It is the same for big and small companies. Smaller companies have less management to rationally mediate between the dream and the reality of the market. Hence the troubles of the ‘good intentions’ of Tesla’s founder.
However, it is the brand you start with whenever you want to do something. It is your Self screaming its nature and purpose to fit the world to its image. As you grow up, you realize that adjusting yourself comes at a price of freedom. But the lack of freedom that rationality brings, to bring home profits, often brings stability & peace of mind. You need to find a sustainable balance.
Having money is better than not having them.
Having them in the bank, really, rather than as shares-backed collateral, is what brings ease & peace at night!
If the compromise is too steep and if it strands you in a flawed country. If the compromise of your freedom is death. Then no rational person would take the deal. He will wait or escape. Stay free.
Companies that already turned profits found a balance. If you haven’t already and you still struggle as a startup or even as a Unicorn, your Self is out of its game already. Reality won’t adjust to it. You would have to accept deflation of your market valuation.
What does PR have to do with it?
PR is the story we tell ourselves first, it is the reflection of the founders’ Self. The “Me” behind the Vision and Mission. The Alpha and Omega of every company. If you do the story wrong from the onset, likely you will become the next Uber, WeWork, or Tesla. Stranded in a flawed story fueled by good intentions that would sooner or later, have to implode to its previous market cap, losing money of investors.
But who cares? The money at Vanguard and Fidelity are from your parents anyway and they will die sooner, right? We have no responsibility for their financial lack of reason. Let’s bankrupt the world and squander money away on unsustainable valuations and “Fairytale business models”. If you lose your parent’s house, instead of inheriting it, while your company goes bust forever, and you live on the street, it doesn’t matter. Right? You can emigrate to North Korea and be a communist!
So. The stories we tell ourselves mean a lot. They are not just PR — they are the strategy. They are the reason for employees feeling hyped or depressed every day. The criterion of your investors to support you, the reason for the public to adore you. And PR starts with your Self.
Who are you? What is your PR story?
If the story is based on a lie, you will create damage. It may be a lovely journey. You would learn and perhaps even (l)earn a lot. But it may not be profitable! And in 10 years after incorporation, profit is most that matter! You will have to surrender your dream to reality.
Apple might buy Tesla?
Is your Self-story, leading you to profits? Or to face reality?
This is the initial PR we tackle at www.iseemark.com
iSEE MarkComm is making everything better since 2010. It is probably the most committed boutique marketing agency in the world offering a wide range of marketing services ranging from marketing automation to public relations and search engine optimization.