Public Relations works best when it is authentic

The Chartered Institute of Public Relations (CIPR) defines public relations as “the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics”

Publics in this regard means an identified audience or stakeholder group that is influential or critical to the fulfilment of mission or achievement of the organization’s objectives. Goodwill and mutual understanding are necessary for sustained presence, collaboration, support and space for business and strategic initiatives. Without goodwill, no organization can survive in a community, an industry or a nation or region. Societal and stakeholder goodwill is a necessary ingredient for operations and this is where the practise of Public Relations comes in.

PR practitioners help organizations to build authentic and sustainable relationships with key members of the community, sector, industry, government or public as a 24/7 mandate. It ensures that relationships are kept warm for when you need them. The role of the PR team is to ensure that the door is always open to the corridors of influence and collaboration and that support is always guaranteed to the required levels.

The value of the PR specialist role

Unlike everyone else in the organization who probably only interacts with external stakeholders on projects and programs and initiatives, the PR specialist is expected to identify, nurture and maintain relationships proactively – regardless of whether there is an immediate ask or not. The role of the PR specialist is to ensure that there is a relationship basis for making the ask – when the time comes.

There are many ways in which Public Relations supports business and organizational agenda

1. Meetings: Building relationships with key stakeholders through scheduled interactions, conferences, partnerships etc
2. Networking: Opening doors to important conversations on partnership and investment through networks cultivated and honed over time
3. Access: Providing access to key persons in government and regulatory offices by liaising with their offices and getting some time in their calendar
4. Marketing: Every marketing plan should have a PR element – either via a physical or virtual launch or online event. There must be some thought to interactions with identified individuals that are considered to be influencers in this space. PR events as part of a marketing plan also help to put a face to the brand – which is very important for trust and credibility. Photo ops with media placements are also important elements of the PR plan that help to build trust and credibility.
5. Sales: Every major sales campaign should also have a PR plan. E.g. When book authors organize book club readings of autograph signing events to promote their books, that is the PR element of the sales campaign. It is not enough to put your book in the market, you need to meet the people who are likely to read the book. And help them to make a buying decision about the book. It is the same thing with block buster movies. Once the movie launches, the PR plan goes into full swing. The movie premiers across different theatres with movie stars attending in full regalia and costume – to meet the press and fans – and walk the red carpet – is an essential aspect of the sales plan – to get people to watch the movie. The PR team is responsible for scripting every aspect of these in person events. The podcast interviews, the interviews on the red carpet; the sessions with influencers before and after the premiere. The media buzz etc. All of that is organized by PR teams (the program, scripting, messaging, who meets who, when and where; the location, the choice of the interviewer etc)

The challenge of Authenticity

With that in mind, the danger is that Public Relations can come across as being very scripted and unreal. But the beauty of it is that if/when done well, PR can be authentic. Especially when the program design is showcasing something that exists and not aimed to mislead. Its like a planning an tour to showcase the beauty of a mountain. And to do so, you create a lot of entertainment and events across the backdrop of the location. In doing so, you help people see the potential of the location through your eyes. It is not misleading because the mountain exists. All you have done is to use a creative lens to showcase its potential.

That is exactly what PR does. It showcases and amplifies what is already present. It brings it to the fore so that it can be seen in a positive and well meaning light.

Unfortunately in some cases, some organizations choose to use PR in a negative way. ie. to mislead or to create false images that have no basis in reality. That is not only unethical but also counterproductive because once people discover the false advertising or promotion, they will never trust that brand again. All PR professionals should actively ensure that the brands and organizations they support do not fall into the trap of mis-representing what they do or the value they bring. It is not worth it in the long run. PR works best when it is authentic and the claims are independently verifiable.

Sola Abulu & Associates (SA&A)is a strategy and communications training and consulting firm dedicated to enabling businesses, brands and institutions to achieve their desired objectives through strategic communications, organizational effectiveness and reputation risk management.

Enrolment is ongoing for the Public Relations, Media & Stakeholder Management Course scheduled for July 31, 2025 from 9AM – 4PM West Africa Time via ZOOM.

Register here to join the session: https://www.solaabuluassociates.com/signup-interest/ or send us an email on training@solaabuluassociates.com