Who is writing the new code for Public Relations?

Public Relations professionals are tasked with a paradoxical feat- “How to create brands that are “human” and relatable to their customers, yet, employ the latest technological advancements like Artificial Intelligence (AI) and machine learning into their strategies and services?”

We live in a fast-paced technology-enabled world where both- business and personal life is trying to thrive in a socially charged atmosphere. My truism could be another person’s “fake news.” Confrontation on social media is the latest game we all play, and any public comment could be misrepresented or misinterpreted, leading to serious tarnishing of a business’s reputation and brand.

A negative digital footprint which is the result of a single misstep on social media platforms used to spread messages far and wide may follow the company, the brand, and the leaders forever.

Companies and businesses are being extra cautious of what they do or say, but at the same time, they are vying for their customer’s attention. And while they struggle to gain mindshare as well as market share, they look for newer, creative ways to cut the noise and make their story an interesting value proposition for their customers. All this while the competitors are waiting with bated breath to pounce at a small error or copy their every move.

Who is a Communications Officer?

A CO/ CCO is a company’s eyes, ears, and mouthpiece to the outside world. They are actively engaged with employees, customers, partners, investors, media and other stakeholders and are in the best position to effectively manage a brand’s reputation.

By monitoring the pulse of the market, CO’s predict future trends or issues that might impact the business.

How the present scenario affects a CCO’s job ?

The role of the CO is not just restricted to generate attention and positive press coverage for the company anymore. The person at the help has to promote, protect and preserve the brand’s reputation.

In today’s high-tech, aggressive environment, protection needs to take precedence over promotion.

Apart from traditional media management, CO today has to broaden the scope of responsibilities to include non-traditional media engagement like establishing a strong social media presence and having more direct interactions with customers.

Today’s customers make choices about a brand based on criteria that go way beyond product features and price. Therefore, the communications with this audience, as well as internal communications within the company have to be expertly engineered by the communications officer.

Today, public relations for companies and businesses is all about creating a culture and vision that exists within as well as outside the organisation. A brand success story that everyone loves to be a part of and contribute.

6 Steps that CCO’s can take for an effective PR strategy

1. Convey the vision & values of the company- Knowing what makes a company stand apart is important for today’s customers and is a part of a purchase decision. The CO has to share the company’s vision, purpose, values, belief, and strategy in a story that resonates with its customers.
2. Engaging and empowering employees- Employees are the living breathing advertisements of a company’s corporate values.CO has to ensure that employees speak with one voice on the company’s vision and goals and has to collaborate with human resources and other functions to instil pride in the company they represent.
3. Modernising the approach towards traditional media- The CO has to ensure that traditional media, especially the outlets that regularly cover industry news have a solid relationship. To make sure the company stays true to its character and values while shaping public opinion, the CO has to maintain a positive relationship with traditional media.
4. Take the lead on owned media- Strong Co’s don’t wait on the sidelines for someone else to engage with their business, they take the lead with compelling digital content and attract new customers while maintaining a relationship with existing ones. Leading the pack to develop and deploy thought leadership to influence perception and behaviours.
5. Double up as the communications coach– Not every one of the top brass in the company is an expert communicator. The CO may have to guide the senior management on how they can manage their own personal brand, and how to engage with various stakeholders to maintain consistency
6. Take risks- “The only risk to fear is the risk you didn’t take.” Nothing great can happen without risk. The CO challenges conventional wisdom, seek out opportunities that competitors might find too risky to attempt and ask uncomfortable questions. Leading by example, and providing support and counsel to the CEO and leadership team without fear is one of the most essential traits today.

Now more than ever, strong communications counsel and assessment of opportunities and threats for the company from the CCO is of chief importance to establish an impactful PR strategy.

With 15 years of experience in managing top-class PR for its clients, K2 has established itself as a one-stop solution provider for all PR related services. Contact us today!

About the Author:

Bulbul Satsangi – She is a Digital Strategy Consultant at K2 Communications Pvt. Ltd. A Finance professional in her previous avatar, Bulbul, entered the arena of content writing to soothe her creative energy. In the past 5 years, she has worked on all the aspects of the internet and helped many businesses establish their online identity.

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