Relations between PR and media reap better benefits for brands | Part 2 |

Smart words can reshape your world

Communication is the most potent weaponry for mass brands. The more a brand grows, the more it relies on communication to develop relationships with stakeholders and the public. Every single word that a brand share has an invaluable significance. The trust or goodwill of a company is primarily the byproduct of the messages that it shares with the audiences, and secondarily of the balance sheets or P&L accounts. An equivocal or unclear statement by a politician may evoke fewer criticisms from media and opposition parties, but people never forgive a business for hurting their sentiments. Indeed, words value more than they sound.

The marketing fiasco that the personal care brand Dove experienced in 2017 on social media channels caused massive outrage, and many tagged it as a “Dove racist ad.” Though the message shared by Dove “the diversity of real beauty” was intended to showcase the universality of the product, the visual elements couldn’t do justice to the ad copy. Thence came all troubles and for the second time in a year, Dove handled the crisis with a humble apology. And, the anger that Adidas received against “Congrats, you survived the Boston Marathon!” The subject line of the e-mail that the brand has shared with the participants of the Boston Marathon. This time not visuals, but words were the prime culprit for this communication glitch. It is to be
noted here that in 2013, the marathon was targeted by terrorists.

PR rescues a brand from all types of communication errors or flaws that many times occur unintentionally, but put a brand into crisis. These glitches do not always come from the marketing or advertising teams, on many occasions, even spokespersons utter words that go against the values or image of the brand. That’s why, PR agencies always guide their clients in a press conference, media interactions, and all those external messages that help them to increase their reach in public. And, in spite of taking all precautions if a crisis occurs, PR does everything to rescue the brand with effective communication strategies.

To be continued…

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