By Matt Kucharski
Brand identity. Brand voice. Brand value proposition. Brand personality. We've all heard the terms, and we've all participated in discussions with experts from advertising,
design, direct marketing and even management consultants talking about what it takes to build an organization's brand.
Now more than ever, it appears that public relations has the opportunity not just to participate but to lead the brand development process.
A panel discussion at the Public Relations Society of America (PRSA) Counselors Academy Spring Conference held in May 2008 explored the role that public relations practitioners
can and should play in brand development. There was clear consensus that the attributes of today's strong corporate and product brands--including recognition, trust, performance
and reputation--are firmly in the wheelhouse of the modern public relations practitioner.
So why has PR taken a backseat to the advertising and marketing teams when it comes to brand development?
"Money talks and, historically, the majority of the budgets have been allocated to traditional advertising tactics," said Rick Miller, president of the PR division of
Northlich. "But with budgets shifting away from traditional advertising tactics, the question of which discipline takes the lead is up for debate."
That sentiment was echoed by Kirsten Skyba, VP of global marketing for JLG Industries. When the company embarked on a rebranding of its services business, it relied heavily on
public relations to help drive the strategy and execution.
"In a business-to-business environment especially, you're not going to be able to distinguish your brand solely on a new logo and tagline," she said.
Skyba went on to point out that the individual leading the branding effort inside the company plays a major role in determining which discipline drives the process.
"Those marketers who truly understand the holistic nature of public relations--and see it as more than just press releases--oftentimes recognize that it should play a more
prominent role in not just executing but in driving strategy," she said. "In addition, because public relations is about building the reputation of the whole company and not just
individual products, it can help make sure that brand has staying power beyond the next product revision."
Considering that strong brands transcend trendy logos and catchy slogans, it's natural for public relations to play a more prominent role. The defining values of today's top
brands--whether it's technological innovation (Apple), the lowest possible price (Wal-Mart) or attainable luxury (BMW)--are imprinted in the public's mind not just through
advertising but through multiple channels from the mass media to new media. In fact, many of today's hottest marketing trends--social media, word-of-mouth marketing, relationship
branding--have their roots in traditional PR tactics.
"Clients aren't looking for PR or advertising people. They're looking for innovative and creatively driven renaissance thinkers," said John Jarvis, a branding consultant.
His point is well-taken. It's not about which department you sit in. It's about involving people who can make sure that the brand is carefully conceived, strategically
promoted and fiercely protected. With that, here are some specific ways that PR professionals can own branding in today's ambiguous communications environment.
*Inside-Out Branding: Engaging Employees. PR practitioners have a significant opportunity in the area of research, which can drive smart brand decisions. This requires an
inside-out approach based on the following actions:
- Looking at the customer needs and competitive landscape;
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Identifying company values and goals;
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Assessing strengths and weaknesses; and,
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Engaging employees at every level, recognizing they are reservoirs of knowledge about your organization's inner workings. Their advocacy will be essential to a successful
branding process.
"If you're a b2b or service-based company and you aren't involving your employees in the brand development process, you're missing a big opportunity," said Roger Friedensen,
vice president, The Catevo Group. "We're seeing more and more clients recognize that employee communications and employee engagement play a critical role in the success of the
brand."
*Multi-Channel Perspective, Multi-Channel Implementation. Tapping into target markets is trickier than ever. The media has grown from a few channels to a vast ocean, and a
choppy one at that. Promoting the brand in this climate requires tenacity and diversity, meaning smart companies use multiple methods to establish their brands. They employ
information about target audiences and knowledge of markets to select the most effective means of communicating their message.
In many cases, that means traditional PR strategies and tactics take the lead:
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Third-party recognition--like a referral from a satisfied customer or recognition for community involvement--is priceless;
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Corporate social responsibility (CSR) programs remain at their heart opportunities for enlightened self-promotion; and,
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PR listens on behalf of the organization, monitoring the traditional and social media conversation, paying attention to the industry environment and keeping tabs on
customer and employee satisfaction.
*Talking the Talk. With PR moving closer to center stage in brand building and stewardship, it's up to those practicing in the field to acquire more brand savvy lest we look
like petulant children who are upset because we weren't invited to the birthday party. It's time for those who are grounded in public relations to get well-versed in the ins and
outs of contemporary brand strategy, and as a result add more value to their companies and clients. PRN
CONTACT:
Matt Kucharski is SVP of Padilla Speer Beardsley and a member of the PRSA/Counselors Academy. He can be reached at [email protected].