¿Qué haces si la reputación de tu marca en Relaciones Públicas es débil y necesita mejorar?

The purpose of public relations is to repair manage and build and manage your reputation. Sometimes things can go bad, and that’s part of the process. Being clear about what you want to communicate and to whom.

Improving weak PR starts with crafting a clear brand narrative. Define your message and audience clearly. Engage with your audience more frequently, keep it real

You cannot NOT communicate. As simple is this, once your brand is out there, it is communicating something: that it lacks a lot of things. From this perspective, you can start from a blank canvas and you can decide what your brand is going to be, how is it going to communicate, and to whom is going to direct its communications. From this perspective, you are not going to fix anything, but start building your brand's communication (which is "much more" - the quote-unquote has a purpose here - easy than fixing a existing brand's damaged image). So, if your brand is new, technically it only needs a push. The only thing is that this first push has to be in the right direction.

One key to elevating your brand's influence and reach is to identify the industry-disrupting white space you can claim and dominate. Ask yourself: what do you do that no one else can or does? What do you better than anyone else? By proactively promoting your differentiator(s), brands and executives can establish themselves as game-changers and trailblazers.

First step would be doing a brand audit or reputation assessment. Get clarity on where your brand currently stands in the eyes of your ideal audience (client, customers, employees, general public). Be honest with yourself when receiving feedback from others about your current brand and when being provided with suggestions for improvement. We need to know how our brand is currently being perceived in order to take the best next steps.

Once you have clear objectives, take these steps to develop messaging that supports positive change: - Align with Values: Ensure your messages authentically express your brand's values and commitments. - Address Weaknesses Directly: Acknowledge shortcomings and outline concrete steps you're taking to improve. - Focus on Audience Needs: Demonstrate how your changes benefit your target audience. - Consistency is Key: Maintain a unified brand voice across all platforms, from press releases to social media. Remember, messaging alone isn't enough. Back up your words with action and measurable results.

I think this is the most important component. So much of what success looks like in PR is the work you're doing proactively to either a) build relationships; b) come up with creative ideas c) anticipate scenarios; d) etc. The best defence is a good offence. So, don't wait until your reputation needs repair. Instead, invest in it - proactively.

Continuous adaptation is critical. The media world is dynamic, and the ability to stay nimble and shift priorities will enable you to stay ahead of the curve. This doesn't necessarily mean you change your strategy or your goals—sometimes succeeding looks different than you originally thought. Be open to new ideas, activations, and opportunities that meet your brand objectives, but are different than originally planned.

Continuously monitoring and adapting is extremely critical. In today’s times keeping it real as a strategy is essential: the customers know what went wrong when it went wrong. Adding jargons and flowery words will just be adding fuel to the fire. If you have wronged, own it up, convey the same*, rectify it, communicate it. *conveying also depends on the magnitude of the situation. Assessing that is crucial too as NOT EVERYONE CAN HANDLE THE TRUTH