But PR is often misunderstood in a classic marketing mindset.
And PR actually belongs with the CEO.
Because:
Public relations and press relations are central to a company’s brand. This is where the company speaks to all its stakeholders, answers critical questions and comments on current affairs. It’s the CEO’s desk.
The brand is defined in the outside world
PR is also where authentic communication belongs. Customers, employees and other stakeholders have their image of the company influenced when others talk about the company. Journalists become an intermediary, reporting what they see and asking questions on behalf of the readers – at least in the ideal version of journalism!
And authentic experience defines a brand – because no matter what you communicate through advertising, you can’t compete with actual, authentic experiences that will define brand perception in the outside world.
It’s simple and we all know it. But why do PR efforts so often end up under marketing?
PR and marketing can work well together
That’s because PR can also be “free” advertising. But with significantly different terms for the “insertion” of the “ad”, mind you. It’s notoriously difficult to control when a mention goes out, and you can’t control everything about messaging and context.
On the other hand, the credibility of coverage in established media is sky-high compared to ads.
But press coverage rarely has a call to action.
That’s why PR often disappoints in marketing if expectations aren’t razor-sharp and realistically aligned.
PR and positive press coverage strengthens the brand, but almost never sells products right now.
Brand owner? The CEO
So PR is branding – and the brand is owned by the CEO.
Even if you have a brand department, a PR manager, a communications manager, a marketing director and other bosses working to influence brand perception.
It is the CEO who ultimately has to answer questions from the press. It’s the CEO who the press is only interested in when something goes wrong. It is the CEO who is responsible for the value creation that increased brand value brings to shareholders.
The brand simply reflects the whole company: everything you do that the outside world experiences and relates to. From the music when on hold on the phone to the tone of voice of your service staff to the fuel in your cars. All of this is owned by the CEO alone, which is why PR strategy and execution should be on the CEO’s desk.
PR strategy checklist and process
When planning your PR strategy next time, start together with the CEO
- Look to your company strategy.
- What is successful PR for you? How does it support your company (sub)goals and strategy?
- What diffence can PR make to the bottom line(s)?
- Where is the business under threat? Potential crises? Are market developments going our way? Are regulatory changes on the way?
- What authentic stories can we tell loud and clear that will move the target audience in our direction?
And, before you talk about and fall in love with specific initiatives/stories, ask yourself how PR can support marketing, employee attraction, share price. And prioritize your efforts accordingly.
All of this is ultimately the CEO’s responsibility. Therefore, the CEO must have buy-in on all major priorities in PR.
PR starts and ends with the CEO.
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PS: Bill Gates once said:
“If I was down to my last dollar, I would spend it on public relations.”
