Public relations (PR) is an integral part of creating brand trust and awareness for any business. PR has much more to offer than just spreading newsworthy story angles.
PR has multiple benefits not only to businesses but also to society. PR is foundational in building strong, amicable relations not only with stakeholders and customers but also with the community at large.
Here are seven key benefits that PR brings to society.
Top 7 Benefits Of PR For Positive Societal Impact
1. Social Impact Branding
Brand image is a consumer’s perception of the brand. PR helps to develop a better brand image by portraying positive attributes and aspects of a business. In addition, it is a service that describes how a company is helping society and its environment through its products and services and/or its mission and values.
Nowadays, many publicists are sharing how companies make a positive social impact and this helps the consumer to be more confident in the products and services they buy from the brand. And they may feel more connected to the brand if they share the same values.
2. Brand Trust
Having consumers and stakeholders alike trust your brand is crucial. Trust is an essential benefit of PR as it ensures reliability and credibility.
Public relations is all about communicating and transferring information to the public authentically and as such, trust ultimately develops.
Collectively we can imagine a society where trust is entrenched as a core value within businesses and this connection is made. Ideally, more and more brands will stand from an authentic place, thus furthering our collective trust and success.
3. Brand Awareness
PR is a powerful driver of brand awareness by effectively communicating a product’s attributes and benefits to your target audience.
With the constant sharing of information on the internet, the 24-hour news cycle, and on various social media channels, consumers are more accustomed than ever to making choices when selecting products and services–but they don’t always have the information they need.
PR teams can work to properly educate consumers by disseminating correct information about a company’s product or service, thereby giving consumers a chance to more easily and accurately meet their needs. It’s a win for everyone!
4. Investment Opportunities
Since our scope is to discuss the benefits of PR for community impact, how can investment opportunities be forgotten?
When there are more investment opportunities in society, it will play a significant role in the country’s economic condition.
5. Competitive Environment
Competition is a great motivator for brands to deliver the best to the consumer and PR can help you make sure your target audience is well-informed about what you offer and how it can improve their life.
On the other hand, if the quality is subpar, the consumer will automatically shift toward the competitor and your brand can be damaged by not living up to its promise. So, your message and claims must be authentic.
What’s more, PR can help consumers differentiate your brand from the competition. By making this type of information readily accessible and holding brands accountable, PR generates can help make sure more quality products and services are available to society.
The PR industry grew by 10.6% in 2021 according to Provoke Media, which completed a study of more than 400 PR firms around the world to gather this data.
This growth reflects the modern company’s need for additional PR support thanks to the competitive media landscape as well as a burgeoning recognition of the benefits of a great PR strategy.
The on-the-rise industry will continue to benefit society by creating additional employment opportunities in the years to come.
7. Crisis Management
The scope of PR extends to crisis management as well. For example, whenever there is a crisis in any society, and government officials want to communicate to the masses, they opt for news and press conferences which are powerful PR tools.
Similarly, PR comes into play if there is a crisis for a brand. If the company’s reputation is negatively affected or information needs to be distributed about a product recall, for example, publicists get the message out, field questions, and help the brand maintain the trust of their customers.
Should PR Pros Keep Society In Mind As Priority Too?
Yes, the role of PR for brands and society should not be mutually exclusive.
Creating awareness and brand trust for companies helps society because these companies know that to achieve this they must positively impact the world and deliver on their promises which improve the quality of the products and services we use every day.
If they don’t, thanks to PR, consumers know that there are competitors they can choose from instead. PR also helps brands to communicate in a crisis which can help consumers get vital information that may affect their safety.
Lastly, PR helps to create investment opportunities and employment opportunities, which also helps society by boosting the economy.