The True Role of Public Relations in Branding

Topics:
Brand Management,
Brand Strategy,
Public Relations
Tags:
Branding,
Corporate Communications,
Interbrand,
Marketing,
Media,
Public Relations
Source:
Interbrand

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Overview: PR does not build the brand, but rather defends the brand's reputation. But one can go even further than this. To go back to the initial discussion of the media's tarnished objectivity: PR has a new hurdle to face in defending a company's reputation, and that is to actually deliver transparency. It is no longer sufficient for PR to develop and disseminate "White propaganda" (the truth, delivered with a credible source, but emphasizing only the positive). Rather, to counter the perceived bias of the media, PR has to deliver objective information about an organization to the media, even when that information sounds negative.

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