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Tag: PR strategy

  • What Neanderthals Can Teach Us About Brand Transformation | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Being called a “Neanderthal” has long been shorthand for a knuckle-dragging brute — an insult implying someone is primitive and clueless. In popular imagination and even early science, Neanderthals were cast as dim-witted cavemen, a species of losers on the evolutionary stage. But recent discoveries have radically rewritten that story. Far from being sub-human dullards, Neanderthals are now understood as complex, intelligent hominins who created art, used tools and even share genetic ties with all of us.

    In a sense, the Neanderthal “brand” has undergone a posthumous PR makeover: from reviled caveman to respected ancestral cousin. This dramatic evolution of public perception holds a trove of insights for entrepreneurs and brands. If a whole human species can rehabilitate its reputation (albeit with an assist from science), then a company or individual can certainly transform their own image. Let’s explore how the Neanderthal journey from primitive to progressive serves as a metaphorical masterclass in rebranding and legacy management.

    Related: Does Your Reputation Need Rehab?

    The primitive stereotype: A brand in ruins

    The Neanderthals’ early reputation was, in modern marketing terms, a branding nightmare. Ever since the first fossils were unearthed in the 19th century, their heavy brow ridges and unusual skeletons led scientists to portray them as inferior to modern humans. This “caveman” stereotype stuck. For over a century, calling someone a Neanderthal meant implying they were backward, unsophisticated and even stupid.

    In essence, Neanderthals were a maligned brand — synonymous with failure and obsolescence. Just as a company rocked by scandal or a public figure tarnished by bad press becomes a punchline, Neanderthals became the mascot of being primitive. The narrative was simple and damning: They lost out to superior modern humans because they just weren’t good enough.

    Entrepreneurs know this pattern well. Markets and media can be unforgiving; a single damaging narrative can reduce a once-promising brand to a cautionary tale. Whether it’s a tech firm written off as a “dinosaur” or a founder dismissed as out of touch, the world loves a tidy tale of the mighty who fell behind. The Neanderthal brand was defined by others and defined harshly. Brands and individuals today face the same risk if they remain passive during image crises. Reputation, like fossils, can harden into “rock” if left untouched.

    Uncovering a new narrative: Rehabilitating the caveman image

    Fortunately for Neanderthals, their story didn’t end with the stereotype. Over the past few decades, science has done what any good PR team would: conducted a rigorous brand audit and found the facts to counter the fiction.

    Research reveals that Neanderthals were far more capable and human-like than anyone imagined. They were skilled hunters and tool-makers who thrived across Europe and Asia for hundreds of thousands of years. Archaeological evidence shows Neanderthals coordinated complex group hunts — behavior requiring planning, communication and smarts. They gathered a diverse diet, used fire creatively and built surprisingly sophisticated tools.

    Perhaps most stunning, Neanderthals demonstrated signs of culture and abstract thinking. Discoveries of pigment, personal ornaments and cave engravings suggest they engaged in symbolic rituals and even made art. They buried their dead with care, hinting at reverence for their departed. They even crafted tools using glue made from tree bark — a process requiring technical knowledge and foresight.

    And in the ultimate irony, we now know they are literally part of us: Modern humans carry Neanderthal DNA in our genomes from ancient interbreeding. The very people who once used “Neanderthal” as an insult likely have a bit of Neanderthal lineage themselves.

    For Neanderthals, this re-evaluation was a posthumous rebranding. Misconceptions were corrected with evidence, and the public’s view shifted from “dumb caveman” to “misunderstood relative.” This turnaround didn’t happen overnight; it took decades of excavations, genetic analysis and rethinking old assumptions. But it happened. The Neanderthal brand went from rock bottom to remarkable. If the image of an entire extinct species can be rehabilitated, so can yours.

    Related: 7 Ways to Recover After a Reputation Crisis

    Branding lessons from a prehistoric PR makeover

    The saga of Neanderthal reputation offers rich lessons in how to recover from a damaged brand image or public misperception:

    • Own your story before others do: Neanderthals couldn’t speak for themselves, and others defined them as inferior. In business, if you don’t actively shape your brand’s story, competitors or critics will do it for you — and not in your favor.

    • Confront misperceptions with facts: The Neanderthal comeback hinged on hard evidence overturning myths. Likewise, a beleaguered brand must bring proof to the table. Counter outdated perceptions by showcasing real improvements, new achievements and factual corrections.

    • Embrace (don’t erase) your heritage: Instead of denying their past, scientists reinterpreted Neanderthal history in a proud new light. Similarly, a brand with a legacy — even a troubled one — shouldn’t just bury it. Acknowledge your history and highlight the positives within it.

    • Humanize and connect: Part of rehabilitating Neanderthals was realizing how closely connected they are to us. Successful rebranding finds ways to relate to the audience on a human level. Show customers, investors or the public that you share their values and concerns.

    Legacy management: Evolving the narrative over time

    One striking aspect of the Neanderthal story is how long the misperception lasted. Long after Neanderthals disappeared, the myth of the knuckle-dragging caveman lingered in the public mind. It’s a cautionary tale for legacy management: Perceptions can lag behind reality by decades. Entrepreneurs must recognize that shaping a legacy is an ongoing process, not a one-time campaign.

    Managing legacy also means planning for how your brand will be remembered. Neanderthals left behind bones and artifacts, but no control over the story future generations told about them. You, on the other hand, have the tools to influence your legacy now. Document your values and contributions, live them authentically, and people will eventually see the truth — just as researchers eventually saw the truth about Neanderthals’ capabilities. Every press release, customer interaction and even apology is an artifact shaping how you’ll be remembered. Make those artifacts count.

    Finally, consider the Neanderthal’s ultimate fate: They didn’t so much vanish as merge into the wider human story. In business, this speaks to the idea of integration and adaptability. Sometimes the path to saving a reputation is to become part of something larger — to ally with partners, join a bigger brand, or pivot in purpose. By blending strengths with newcomers, an old brand can find new life within a fresh narrative.

    Related: 5 High-Profile Reputation Nightmares Your Brand Can Learn from

    The evolution of respect

    The renaissance of Neanderthals’ public image — from pitiable cavemen to complex humans — is more than a curious science story. It’s a powerful metaphor for brand transformation. Reputations, like species, evolve. They can also go extinct if they fail to adapt. But the Neanderthal example shows that even a reputation dragged through the mud for ages can climb back out with persistence and truth.

    Entrepreneurs should find hope in this: No matter how dire your PR fallout or how entrenched the public’s misperception, there is a path to renewal through authenticity, strategy and patience. If Neanderthals can win respect 40,000 years after extinction, your brand can survive a rough quarter. Reputation isn’t fossilized — it evolves if you guide it.

    Being called a “Neanderthal” has long been shorthand for a knuckle-dragging brute — an insult implying someone is primitive and clueless. In popular imagination and even early science, Neanderthals were cast as dim-witted cavemen, a species of losers on the evolutionary stage. But recent discoveries have radically rewritten that story. Far from being sub-human dullards, Neanderthals are now understood as complex, intelligent hominins who created art, used tools and even share genetic ties with all of us.

    In a sense, the Neanderthal “brand” has undergone a posthumous PR makeover: from reviled caveman to respected ancestral cousin. This dramatic evolution of public perception holds a trove of insights for entrepreneurs and brands. If a whole human species can rehabilitate its reputation (albeit with an assist from science), then a company or individual can certainly transform their own image. Let’s explore how the Neanderthal journey from primitive to progressive serves as a metaphorical masterclass in rebranding and legacy management.

    Related: Does Your Reputation Need Rehab?

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

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    Scott Baradell

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  • Is AI the Future of PR? | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    I was recently asked, “What trends should we be watching out for in terms of the future of PR?” Well, according to my 75-year-old mother — and lots of other interested observers — the future of PR looks like it’s populated with a little AI, some more AI … well, okay, entirely with AI.

    If you’re a business owner considering letting AI run your PR show for you, let me tell you why that’s a bad idea. Don’t get me wrong — I’m a fan myself; I’ve steadily been incorporating AI tools and tasks into my daily workflow, and I get the appeal. And the added efficiency.

    But as a two-decade veteran in this field, I also know a helluva lot more about PR than any bot you can call on, and here’s my take on where things stand now and where they look like they’re going in the marriage between PR and AI.

    AI is great in the passenger’s seat, not the driver’s

    AI makes for an incredible assistant. PR professionals can benefit from it tremendously in myriad areas, such as drafting initial press releases and pitches, creating data-based reports and analyzing audience/consumer preferences and trends. The time savings (and thus the concomitant cost-efficiency) are indisputable.

    But public relations, by definition, involves the “public” — a public that expects cultural awareness, responds to qualities like empathy and humor, and demands ethical accountability. Last I looked, AI doesn’t live by a moral code, it isn’t a sentient being personally sensitive to any specific cultural milieu, and it certainly isn’t the funniest guest at the party!

    So long as the “public” with which our industry deals turns to us for solid expertise, sound judgment and fair business practices, human intuition and integrity should steer the vehicle, not algorithms.

    Related: AI Is Changing Public Relations — Here’s How to Stay in Control

    The old-fashioned meetup is still a thing

    Remember when everyone thought books were going to die once Kindle hit the market? And yet reading is still a beloved pastime in America, with most readers still preferring printed books over ebooks, relishing the touch, feel, smell and experience of turning actual pages.

    The same applies to PR. Journalists love it when we pop into the office to bring them a coffee and have a chat. Media contacts readily accept our personal invites to restaurant openings or product launches. Influencers welcome the opportunity to come meet us at a new venue or promoted site and actively participate in our PR efforts.

    And when it comes to PR clients, they, too, appreciate sitting across the table from us face-to-face, where we can see each other’s expressions, read each other’s gestures, shake hands hello and hug goodbye in person. AI can’t replace eye contact and shared smiles, the authentic moments of connection that form client bonds.

    So long as “relations” remains part of our industry name, being in the same room with someone is always going to bring you closer than ChatGPT output. Which leads me to …

    Relationships will always trump datasets

    Cue up Streisand for this one: “People who need people …” As smart and spiffy as AI is, it is not and never will be a person. People build rapport. People establish credibility. People learn to trust one another. People interpret emotions and moods. And people can adapt on the spot when they sense the discomfort of clients, stakeholders or team members.

    I’m excited about implementing AI to help my firm with research, scheduling, campaign details and delivering up-to-the-minute insights about my clients’ customer base. But AI will never hold a meeting with one of my clients. It will never anticipate their needs, see their eyes light up when we come up with a brilliant plan or reassure them when an initiative doesn’t land as hoped.

    Idea generation, mapping out a project and determining custom-tailored campaign goals for a particular client are best left to the experts. Why? Because AI’s intelligence is artificial. Humans, on the other hand, possess EI — emotional intelligence.

    Related: Why Emotional Intelligence Is the Key to High-Impact Leadership

    AI is more prone to mistakes than people are

    Sounds improbable, right? How can machine learning be inferior to us flawed and fallible mortals? I’m not talking here about mistakes like typos or forgetting to order the banners for the fundraiser. I’m talking about the things that really matter in PR, like understanding societal nuances, interpersonal dynamics, behavioral psychology and actual lived experience.

    And when AI gets that wrong? The consequences can be serious for clients. Using no-longer-acceptable language. Producing content that could be offensive to certain populations. Providing out-of-context information. And, most notably for our purposes, communicating faulty messaging.

    In PR, marketing and advertising, messaging is everything. Humans can better spot potential pitfalls with language (even if it is absolutely technically correct) and can better discern the tone and subtext of customer engagement communication. So it’s great to use AI for media monitoring and sentiment analysis. But what to do with the results of those measures should remain in the hands of real-life pros who employ cognitive reasoning, not just logic; who shrewdly apply information, not just amass and analyze it; and who can make moral judgments when called for.

    SIDE NOTE here on crisis communications: Using AI to manage crises is a whole different topic unto itself. For now, suffice it to say: It’s a no-no. Keep out! When an individual’s or company’s reputation is at stake, coming across as tone-deaf can toll the death knell for their public image. And the generative AI tools we have available today (the type of AI content-focused industries like mine are using far more than agentic) definitely runs the risk of sounding too factual, too formulaic, too … well, inhuman, right when a human touch is needed most.

    Keep your eye on integrative PR

    So what do I think the wave of the future is? Integrative PR — an approach that blends all the various communication channels into a cohesive whole for consistent branding across all platforms, no longer separating different aspects of marketing and public relations into different compartments.

    Of course AI will play a significant role as we shift toward more social media–focused campaigns and more content curation taking the place of strictly media relations, which traditionally dominated PR. But the type of integration I envision requires creativity, first and foremost, coupled with inventive strategy and finding new connections where none existed before.

    Generative AI relies on anything and everything that has existed before, and precisely for that reason, I believe humans will remain the alchemists who bring humanity to PR. After all, PR is an art, not a science. And art is made by artists — original thinkers and doers, master storytellers, who will ever play the starring role on this always-changing, wildly interesting stage of public relations.

    I was recently asked, “What trends should we be watching out for in terms of the future of PR?” Well, according to my 75-year-old mother — and lots of other interested observers — the future of PR looks like it’s populated with a little AI, some more AI … well, okay, entirely with AI.

    If you’re a business owner considering letting AI run your PR show for you, let me tell you why that’s a bad idea. Don’t get me wrong — I’m a fan myself; I’ve steadily been incorporating AI tools and tasks into my daily workflow, and I get the appeal. And the added efficiency.

    But as a two-decade veteran in this field, I also know a helluva lot more about PR than any bot you can call on, and here’s my take on where things stand now and where they look like they’re going in the marriage between PR and AI.

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

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    Emily Reynolds

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  • 5 PR Mistakes AI Startups Must Avoid | Entrepreneur

    5 PR Mistakes AI Startups Must Avoid | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    The world of entrepreneurship has been transformed in a big way by the emergence of artificial intelligence. The numbers speak volumes. In 2023, AI startups worldwide raised an impressive $50 billion. And in Q1 2024, they had already scored $11.4 billion, roughly 17% of the total global funding.

    Investors definitely have a soft spot for AI, which explains why it’s still attracting hefty financing during the venture capital winter. It’s no wonder that at Y Combinator demo days in 2024, a whopping 172 out of 247 projects were all about AI.

    The AI boom — from niche to must-have

    AI has come a long way from its days in science fiction and academia. What was once considered niche and impractical has blossomed into a massive industry. Whether it’s voice-activated assistants on our phones or recommendation algorithms that help us shop online, AI is now a vital part of our routines.

    Generative artificial intelligence is the talk of the town, thanks to user-friendly programs like Google’s Gemini (formerly known as Bard) and OpenAI’s ChatGPT. This surge in popularity is expected to skyrocket the Gen AI market to a whopping $1.3 trillion by 2032, up from a modest $40 billion in 2022.

    But it’s not just consumer products — in heavily regulated sectors such as healthcare, finance and government services, Gen AI opens up unprecedented opportunities to automate tasks and synthesize data. Take, for example, HCA Healthcare, one of the world’s largest healthcare providers, which is using it to speed up the process of drafting medical notes. And Moody’s, the financial ratings agency, has rolled out its Gen AI Research Assistant to help customers uncover fresh insights from credit research, data and analytics.

    Startups are eager to leave their mark and bring innovation to the table. According to Tracxn, there are over 67,000 AI and machine learning projects, along with more established AI firms globally. The next wave of AI enablement market players is already emerging. Startups assist with Large Language Models training, deployment and evaluation, as well as tackle critical AI concerns, from preventing hallucinations to addressing ethical dilemmas.

    The big question is, how do you stand out among this sea of competitors and avoid getting lost in the crowd?

    Related: 4 Ways to Build a Successful AI Startup

    The PR pitfalls to dodge in a crowded market

    Effective public relations has emerged as a make-or-break factor for AI projects in a hypercompetitive environment. Yet, despite its importance, many startups miss the mark on PR, unknowingly sabotaging their efforts to attract and keep customers. These are the most common mistakes they make.

    1. Putting all eggs in the product basket

    Having cutting-edge tech isn’t enough to guarantee success anymore. Startups tend to assume that their product will naturally speak for itself. Sure, having a superior AI solution is crucial. However, neglecting the importance of strategic promotion and brand building can be a costly oversight.

    To catch attention, AI projects should take the lead in engaging with their target audience. This means reaching out to potential customers through various channels, like social media, platforms such as Product Hunt and popular media outlets, including Forbes, TechCrunch, Entrepreneur and many others.

    But it doesn’t stop there. In a truly competitive environment, it’s essential to stand out from the crowd. Following the same old routine as everyone else won’t do justice to your offering. One effective way to differentiate yourself is by not only growing your company’s brand but also your own personal brand as a founder. Your reputation is the bedrock of your influence, which can sometimes hold more weight than the product itself when it comes to attracting investors or partners.

    2. Neglecting audience analysis

    Another common mistake that many AI startups stumble upon is forgetting to personalize their communications for different audiences. Some projects go for a “one-size-fits-all” approach, hoping to catch everyone’s eye. However, this broad strategy often waters down the message and misses out on opportunities to connect with potential customers as well as investors.

    Imagine there’s a startup developing AI-powered chatbots, aiming to serve both companies and individual users. However, in their PR efforts, they’re only talking about personal content creation. They’re overlooking enterprises by not highlighting how their product can assist in preparing marketing strategies and descriptions. Similarly, some AI projects might use complex jargon that only appeals to tech enthusiasts, instead of crafting compelling narratives that resonate with everyday users.

    To avoid falling into this trap, market players need to conduct thorough research, segment their audience based on relevant criteria like industry, demographics and pain points, and adjust their PR strategies accordingly. As I’ve mentioned in another article, think of your business like a Rubik’s Cube. Just like the cube’s various colors, your company can be showcased from multiple angles tailored to your audience. Always be ready to adapt and roll the dice.

    Related: The Success of Your PR Campaign Depends on These 3 Essential Elements

    3. Starting PR campaigns prematurely

    Timing is everything when it comes to PR. Starting too early may do more harm than good. In fact, it’s a common mistake for startups to launch media campaigns when they’re still in the early MVP stages because they often fail to meet clients’ and investors’ expectations. As a PR specialist, I often see businesses struggling to provide me with answers about their activities, even when it’s for their own sake. Journalists, partners, investors and end users, who have different goals and standards, are much more demanding to satisfy.

    Let’s consider an example. Recently, Krutrim AI unveiled the beta version of its highly anticipated LLM and an AI assistant similar to ChatGPT, but with a focus on Indian culture. Soon, the AI chatbot faced criticism from users who found inaccuracies in responses ranging from general queries to translations, mathematical problems and logical reasoning. The bot even claimed to be produced by OpenAI, with the company attributing these issues to problems in the training dataset.

    Krutrim’s founder has a proven track record of success and has already founded two unicorns in India: Ola Cabs and Ola Electric. It’s highly likely that the company will improve its model and address any concerns raised. It may not be the case for smaller AI startups. It’s better to wait until you’ve built a solid foundation with clear positioning, reliable processes, and ideally some tangible results, before diving into PR.

    4. Overhyping and underdelivering

    In the race to grab attention and secure funding, some AI startups tend to exaggerate their products and capabilities, making big promises they can’t really back up. This often leads to disappointment among customers, investors and stakeholders when the startup fails to live up to its hype.

    Last year, Inflection AI managed to raise over $1 billion at a valuation of $4 billion, with heavyweights like Bill Gates, Eric Schmidt and Nvidia backing it. Inflection’s flagship product was Pi, an AI chatbot designed to offer emotional support and advice to consumers. However, rumors are now swirling that the startup will abandon Pi less than a year after its launch. It seems the company wasn’t able to deliver on its promises.

    Sometimes, taking a more cautious and transparent approach to communication is preferable. Instead of making lofty claims, focus on highlighting real achievements and milestones. By being honest and upfront, startups can build trust with their audience and investors, ensuring a more sustainable path to success.

    5. Ignoring AI ethics and data privacy

    In an AI-driven world, ethics and data privacy are more important than ever. We’ve even seen the rise of organizations like The Israeli Association for Ethics in AI, which work hand in hand with researchers, developers, policymakers and everyday users to ensure responsible innovation.

    Sadly, not all AI startups are giving these concerns the attention they deserve in PR efforts. This oversight could lead to serious repercussions, including damage to reputation and legal troubles. Whether it’s mishandling personal data or failing to address ethical implications, negligence can push potential customers away.

    Take OpenAI, which is currently facing legal challenges. Most recently, The New York Times sued them for copyright infringement. They’re also dealing with a bunch of lawsuits from authors, artists, music labels and others. One even alleges that the company improperly obtained massive amounts of personal data, such as medical records and information about minors, to train its ChatGPT model.

    To avoid such risks, AI projects should make compliance and ethical conduct their top priorities. Adhering to guidelines and demonstrating a commitment to responsible AI development is one of the key factors to long-term success in the complex AI landscape.

    Related: What Will It Take to Build a Truly Ethical AI? These 3 Tips Can Help.

    Looking ahead

    AI startups might face tougher challenges in the near future. Some leaders in the field begin to wonder if the industry is overhyped, as only a handful of companies have been able to build profitable businesses. In times of uncertainty, effective PR could become the deciding factor between success and failure.

    By steering clear of common pitfalls and embracing strategic promotion strategies, AI startups can boost their visibility, attract both customers and investors, and ultimately gain a competitive edge in the market. Ultimately, it’s all about showing the world what sets you and your AI solution apart.

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    Evgeniya Zaslavskaya

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  • How to Get Beat Out Your Competition by Making a Lasting Impression | Entrepreneur

    How to Get Beat Out Your Competition by Making a Lasting Impression | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    I’m in the public relations space, and as of last count, there are more than 48,000 other PR firms in the United States. A large fraction of these compete with my agency in the five hub cities where I operate. Yet mine consistently ranks among the highest in those cities — Nashville, for example.

    Is it because I know my industry better than my competitors? Because I land more placements for my clients? Because my team is more talented or my network of connections more expansive? As much as I’d like to think that I’m running with the front of the pack based solely on the quality of my services and the effectiveness of my methodologies, it’s far more likely that I earn rave reviews and generate referrals from my clients due to two words: personalized attention.

    More specifically, my team and I go well above and beyond to create an exceptional customer experience at my firm because I’ve learned over the years of running my own business that it’s the client’s impression of you that matters most — that’s what informs all other aspects of customer relations, drives all other client decisions and determines if they’ll stay with you or not (even more so than short-term results).

    Even in the digital age we all inhabit, with so many automated tasks and productivity tools that populate our workplaces, personalizing the professional is a surefire means to client retention and satisfaction. Here are five practices I regularly follow to make the most positive impression on my clients I possibly can.

    1. Get a copy of your client’s org chart

    When you understand the structure of your client’s business, you understand who does what, who reports to whom, and, in turn, you know who to go to for what. Not only is this an immense time-saver — as in not filling people’s inboxes unnecessarily with work that doesn’t pertain to them — but your clients will also appreciate that you did your homework on their staffing.

    It’s so much more impressive to send a note that says, “Would your team like to see this before we send it up to Jeremy?” or “I believe Bettina has the final sign-off here” than “Are you the right person to contact about this?” And note the use of actual names here — learning the first names of everyone you’ll be working with moves you into first place faster than you’d think!

    Related: 4 Ways to Make the Best First Impression With Your Customers

    2. Use proper grammar and punctuation

    Make sure that all your communications to your client — and, far more importantly, all the communications you prepare on their behalf — are written properly. Yes, it takes some extra work to eliminate errors. Still, it’s absolutely worth the effort when you consider how much just one typo can mar an entire project (ever seen “pubic” instead of “public”?) and how poorly faulty grammar can reflect on quality output, education level and attracting the intended audience.

    Though it may be true that language standards are slipping in America, that doesn’t mean nobody’s noticing the shoddy quality of copy. Some people still notice and care. If your client is one of them, you’ll earn bonus points by knowing the difference between “compliment” and “complement” by not allowing both “San Antonio Riverwalk” and “San Antonio River Walk” in the same publication. Use your grammar checker. Always do a spell-check. Re-read everything you produce. And if you don’t have a language maven on staff to serve as your in-house proofreader, hire an affordable freelancer who can provide quick turnaround times.

    3. Choose video over audio

    Whenever possible, schedule video calls and videoconference meetings over phone calls and phone meetings. The day and age of in-person meetings is quickly becoming obsolete. Still, there will never be a replacement for face-to-face interaction, eye contact, observing facial expressions and showing your client with every head nod and eyebrow raise that you’re following what they’re saying and closely attending to your conversation.

    During the pandemic, cultivating one-on-one relationships over Zoom and Teams became the new norm, and most people are entirely fine leaving it that way! Interacting over a screen instead of a conference table is just more convenient, time-effective and environmentally friendly. Nevertheless, we can’t afford to lose the “one-on-one interaction” part of business relationships. Remember the old Bell advertising slogan? Well, video is the modern-day equivalent of “the next best thing to being there,” so leverage your camera as often as possible to “see” your clients, not just talk to them.

    4. Mark your calendar!

    Notate birthdays, business anniversaries, baby due dates. Keep a record of your client’s big meetings and conference attendance. On those days, send a person-to-person text or email. And the more specific, the better, such as “Hope your coffee product presentation in Jersey went well and the traffic wasn’t too bad on the Parkway!” Or “Congrats on baby Elliot. That was my grandfather’s name, and I hope it serves your brand-new son as well as it did him.”

    By incorporating the personal into the professional, which is a pillar of my own approach at my company, clients value your role more because you’ve actively endeavored to become part of their lives, not just an appendage of their business. In other words, when you add personal touches to your communications and conversations, your clients can’t help but think of you on a more human level rather than just a professional contact with whom they can easily cut ties.

    Related: 6 Strategies for Making a Good First Impression During Business Meetings

    5. Observe the line between personal and professional, but use both — often

    On a related but separate note: As much as I’m saying to weave personal connections into your daily dealings with your clients, you never, ever want to go too far. You can use humor, but not off-color humor. You can show vulnerability, but you don’t want to appear weak or indecisive. You can ask questions and admit what you don’t know, but be strategic (not lazy) about trying to resolve issues yourself before coming to your clients with them. And be yourself, absolutely always be genuinely yourself, but don’t expose so much that you cross the line into overintimacy or inappropriate divulgence.

    By speckling your client interactions with individual touches as you simultaneously maintain proper decorum, you will put a personal face on your business name. And that name will leave more of a mark on your customers precisely because of your adept balancing act between the personal and the professional.

    Part of making a meaningful impression on your clients is consciously putting your best face forward every day, in every way. Don’t let them see a messy office behind you on Zoom, but let them vent about their kid’s tonsillitis for 10 minutes if needed. Don’t bad-mouth other clients or finger-point when things go wrong, but get to know them well enough that you’d love to grab a drink next time you’re in town.

    Take every opportunity you can to show your clients — and then remind them often — that “business as usual” to you means being prepared (as in learning an org chart), producing quality output (that’s been proofed), scheduling face-to-face encounters, observing special occasions in their lives and sharing your authentic self, who happens to be a multifaceted, wonderful human being with flaws who’s also an utter professional and a real pro at what you do!

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    Emily Reynolds Bergh

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  • 7 Proven Strategies to Rehabilitate Your Shattered Online Image | Entrepreneur

    7 Proven Strategies to Rehabilitate Your Shattered Online Image | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In today’s world, your online reputation carries more weight than ever. When it takes a hit, it’s not just about work — your personal life feels the impact, too. It’s like a ripple effect that goes beyond business, affecting your connections, opportunities and even your self-esteem. Fixing things isn’t just about patching up; it’s about retaking control of your narrative.

    But rebuilding your online image is like embarking on a daunting journey through a maze. It’s way more than just fixing mistakes or addressing slip-ups from the past; it’s about reshaping how people see you and earning back their trust, and that’s no walk in the park.

    Related: Why You Must Monitor Your Online Reputation Before it Hurts You

    Picking up the pieces

    As George Santos finds out, escaping the shadow of a damaged reputation takes serious time, persistent effort and a lot of dedication. It’s not just about making things right on the surface; it’s also about convincing everyone else that the change is genuine and heartfelt. And in today’s world, where news spreads faster than wildfire and opinions are a dime a dozen, rebuilding can be a slow, tedious process. It takes a ton of patience and a rock-solid commitment to stay on course despite the constant whirlwind of online chatter and perceptions.

    A strategic approach involves thoughtful, deliberate moves, from recognizing the extent of the damage to crafting a story of evolution and renewal. It’s about making every action count, engaging positively and showcasing real change. Without this clear roadmap, the journey toward rebuilding your online image remains uncertain and daunting. That’s why having a well-designed plan is crucial — it’s your compass through the digital wilderness.

    Where to start

    Step 1: The first step is to acknowledge that you need to do something. Stop feeling sorry for yourself or ashamed, and be prepared to reclaim control of the narrative. No longer do people associate Martha Stewart, Tiger Woods, or Ellen DeGeneres with their well-publicized scandals, something that isn’t the case for Prince Andrew or Bill Cosby.

    Step 2: Foster a support system — establish a support network internally and externally, including PR specialists, legal advisors and a dedicated crisis management team.

    Step 3: Implement continuous monitoring — establish ongoing monitoring systems to detect and address issues promptly, ensuring proactive protection of your brand reputation.

    1. Acknowledge the weight of the situation

    Admitting the gravity of a reputational crisis isn’t easy. This is something that United Airlines is still grappling with. Emotions can be overwhelming, demanding resilience and self-compassion. It’s crucial to accept the reality of the situation while understanding that recovery isn’t instantaneous. Accepting the challenges and acknowledging the hardships offers a path forward and an opportunity for growth.

    To understand the scope and impact of the crisis conduct a thorough internal investigation to understand the scope and impact of the crisis. Identify the key stakeholders affected and assess the extent of the damage. Assemble a crisis management team to lead the investigation. Use a combination of surveys, interviews, and data analysis to assess the impact. Ensure transparency and regular communication with all stakeholders throughout the process. Develop a comprehensive recovery plan that includes strategies for rebuilding trust, improving policies and ensuring such a crisis does not recur. This plan should be communicated clearly to all stakeholders.

    After planning, the next step is implementation. Assign responsibilities to team members for different parts of the plan. Monitor progress regularly and adjust the plan as needed based on feedback and results. After the recovery, it’s important to review the crisis and learn from it. Conduct a post-crisis review to identify what went wrong and how it can be avoided in the future. Use these insights to improve your organization’s crisis management strategies. Remember, the goal is not just to survive the crisis but to emerge stronger and more resilient.

    2. Own your mistake and offer a genuine apology

    The foundation for rebuilding trust starts with accountability and authentic apologies. This is why Elon Musk got on a plane and flew to Israel after some regrettable tweets. Transparently acknowledging mistakes sets the groundwork for regaining credibility. Be warned: This isn’t about providing lip service but about being genuinely apologetic and taking ownership and responsibility for doing the right thing. Authenticity becomes the cornerstone of the journey toward redemption, emphasizing the sincerity in rectifying past wrongs.

    Practice empathy and humility. Reflect on your actions and understand the impact they had on others. Craft a sincere, detailed public apology addressing the issue, taking responsibility, and outlining concrete steps towards resolution. Share it publicly. Ensure it includes an acknowledgment of the mistake, the impact it had, your regret, and the steps you’re taking to rectify the situation. Remember, the goal is not just to apologize but to rebuild trust and credibility. A sincere apology is more than just saying sorry. It involves acknowledging the mistake, expressing regret, explaining what went wrong, and detailing what steps you’re taking to make sure it doesn’t happen again.

    3. Take control of your narrative

    Seizing control of the narrative means actively engaging in online spaces. Bud Light tried to do this but failed repeatedly. Consistently demonstrating progress, sharing valuable insights, and engaging with your audience deliberately will help you put back the pieces and construct a more robust digital presence. A proactive approach not only addresses the crisis but also shapes a positive narrative for the future. Think of the internet as having a super long memory – it remembers everything: the initial fall, as well as the comeback.

    Develop a content strategy that focuses on transparency and progress. Use social media platforms to share updates and engage with your audience. Consistently share progress and valuable insights and actively engage with the affected audience. Monitor conversations and respond thoughtfully. Use social listening tools to monitor online conversations about your brand. Respond to comments and messages in a timely and thoughtful manner. Share regular updates about the steps you’re taking to address the issue and the progress you’re making. Remember, engagement is key to rebuilding trust and credibility.

    Related: 7 Ways to Recover After a Reputation Crisis

    4. Turn a crisis into an opportunity

    Amid the chaos, seek opportunities for growth. A reputation crisis, though tumultuous, can be a catalyst for introspection, leading to profound personal or brand development. It offers a chance to evolve, prompting a reevaluation of values and goals. This is what Adidas did when they dropped Kanye West and donated the proceeds from the remaining Yeezy line to the ADL. Like Adidas, think of your online reputation as a bone and the crisis as a fracture: it will hurt, and it will take time to heal, but with the right care, it will heal and become even stronger. And remember: People love a great comeback story.

    Implement internal changes. Use this crisis as a catalyst for structural or operational changes, demonstrating a commitment to improvement and ethical conduct. Use this opportunity to reassess your brand values and align them with your actions. Consider seeking external help, such as PR or crisis management consultants, to guide you through this process. Use this crisis as a catalyst for structural or operational changes, demonstrating a commitment to improvement and ethical conduct. Identify areas of your operations that need improvement. Implement changes that not only address the current crisis but also prevent future ones. This could include staff training, policy changes, or even restructuring. Communicate these changes internally and externally to demonstrate your commitment to improvement.

    5. Crafting a narrative of redemption

    Crafting a compelling narrative requires addressing concerns head-on. Remember: this isn’t a standard, run-of-the-mill “mea culpa” but a sincere introspection of the mistakes that were made and the resolve to learn from them, fix them, and grow from them. This is what Wells Fargo has successfully done after a horrendous scandal. Since then, they’ve demonstrated a genuine commitment to rectifying past mistakes, which helps reshape the story. It’s about creating a roadmap that aligns with rebuilding trust and credibility.

    Maintain transparency in communications and consistently showcase progress towards resolving the issue. Conduct regular internal audits to identify and rectify mistakes. Implement a robust feedback system to learn from employees and customers. Regularly update stakeholders about the progress made in resolving the issue. Use various communication channels like emails, newsletters, and social media to reach a wider audience. Remember, consistency is critical to maintaining trust and credibility.

    6. Be a positive force for change

    Active participation in positive online interactions contributes significantly to reshaping public perception. This is what Volkswagen did so successfully after it found itself mired deep in controversy. Being a constructive and engaged member of your community showcases a renewed commitment to positive change.

    Support community initiatives or causes, demonstrating a genuine commitment to positive change. Engage with your online community regularly. Respond to comments, share updates, and participate in discussions. Show your commitment to positive change not just through words but through actions. Being involved in the community goes beyond just participating in discussions. It involves supporting initiatives or causes that align with your brand values. Identify community initiatives or causes that align with your brand values and support them. This could be through donations, volunteering, or partnerships. Share your involvement on your social media platforms to inspire others and showcase your commitment to positive change.

    7. Embracing change: Evolving and reshaping your digital narrative

    Redemption isn’t just about rectifying past errors; it’s about embracing change, but unlike Disney, you must do so in a sensible way. Otherwise, it will backfire horribly. Embracing change sensibly involves adapting to the dynamic digital landscape and evolving your narrative into one of resilience and revival.

    Continuously assess and adapt strategies to align with the evolving digital landscapes and shifting audience expectations. Stay informed about the latest trends and changes in the digital landscape. Regularly review and update your digital strategies to ensure they are effective and relevant. Conduct regular audits of your digital strategies. Use analytics to understand your audience’s behavior and preferences. Based on these insights, make necessary adjustments to your strategies. Remember, the key to success in the digital world is adaptability and continuous learning.

    Embracing proactive protection

    Rebuilding a shattered online image is more than just fixing errors; it’s a journey that demands resilience and constant effort. In today’s digital world, where your reputation matters a lot, recovering from a crisis means more than just patching up the visible damage. It’s about taking control of your story and earning back people’s trust. It’s a tough process that requires dedication, time, and consistent action. More than anything else, it requires a strategy – you need a detailed plan to guide each step towards redemption. Without this roadmap, finding your way through the challenges of reputation recovery becomes uncertain.

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    Uri Samet

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  • PR or Marketing? Here's the Difference | Entrepreneur

    PR or Marketing? Here's the Difference | Entrepreneur

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    Public relations and marketing go hand in hand and complement each other to achieve a similar end goal.

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    Christopher Tompkins

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  • Why a Strong Social Media Presence Is Vital for PR Success | Entrepreneur

    Why a Strong Social Media Presence Is Vital for PR Success | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    It’s time to talk about everyone’s favorite subject — social media.

    Regardless of how you feel about it, your social media presence CAN impact the success of your PR efforts. If you want to engage in a proactive public relations push, getting your social media house in order is always one of the first orders of business.

    Why? Because journalists will check there when you show up on their radar. Nearly 60% said they check social FIRST before writing about a company.

    If your social media feed looks like you haven’t posted in months, that’s not a positive signal.

    Related: How Social Media Can Help With PR

    Hashtag HELP

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    Michelle Garrett

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  • How Subscription Models Like Meta Verified Have Changed the PR Landscape | Entrepreneur

    How Subscription Models Like Meta Verified Have Changed the PR Landscape | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In the not-so-distant past, the elusive verification checkmark on social media was an emblem of influence, credibility and hard-earned recognition. To have that blue tick next to your name was akin to a digital knighthood, signifying that you weren’t just anyone — you were someone of note.

    Brands and influencers would invest heavily, sometimes to the tune of thousands of dollars, in comprehensive PR strategies, striving for extensive media coverage to achieve this coveted badge. Enter 2023, and the game has dramatically changed.

    Related: Has Meta Verified Ruined the Value of the Coveted Blue Check Mark?

    Verification: A commodity at a small price

    Platforms have introduced a novel way to get verified. Meta Verified and X Premium (formerly known as Twitter Blue) now allow users to obtain this verification for just $14.99 or less a month. A significant departure from days of yore when brands and individuals spent vast sums, often employing PR agencies, to build a robust online presence through organic media placements. This symbol, once a testament to your influence, now merely stands as a confirmation that you are who you claim to be, devoid of any implications of credibility or prominence.

    The true cost of verification

    While $14.99 might sound like a paltry sum for immediate verification, we must assess the broader implications. The prior requirement of achieving this badge organically meant that not just anyone could have it. It acted as a filter, ensuring that those who sported the checkmark had genuinely noteworthy online presences. This naturally added to the allure and value of the verification badge. With its democratization, its sheen of exclusivity has been eroded.

    Implications for the PR industry

    If the blue tick is no longer a direct reflection of one’s media presence and influence, where does this leave the PR industry? There’s no denying that the immediate incentive for brands to invest in PR campaigns, with the hope of obtaining verification, has been significantly diluted. However, it would be an oversimplification to assume that PR’s importance has been wholly marginalized.

    With verification now just a click and a nominal payment away, the role of PR is primed for evolution, not extinction. The objective shifts from merely aiming for recognition to creating a tangible, authentic and lasting brand image. This involves nuanced storytelling, genuine audience engagement and reinforcing the brand’s ethos consistently. In essence, while the path to verification might have been simplified, the journey to genuine brand resonance has not. PR remains the compass guiding that journey.

    The lasting value of organic media presence

    Although Meta Verified and X Premium have made the checkmark easily accessible, the intrinsic value of organic media presence remains unparalleled. Earned media placements, genuine endorsements and organic audience interactions continue to be gold standards of authenticity. They offer depth, character and a multi-faceted narrative that a purchased badge simply cannot replicate.

    Related: ‘This Will Be a Nightmare’: Mark Cuban Slams Elon Musk’s New Twitter Verification System

    Rethinking PR strategies

    In this new landscape, PR professionals need to articulate and demonstrate the broader benefits of organic media engagement. Campaigns should be designed with a holistic view, emphasizing long-term brand equity over short-term gains. After all, in a world where verification can be bought, genuine brand stories become the real differentiators.

    As digital platforms continue to evolve, and the lines between organic and paid recognition blur, the quest for authenticity becomes paramount. Brands and users alike will need to look beyond superficial badges and delve deeper into what truly resonates with audiences. PR, with its emphasis on authentic storytelling and genuine audience connections, remains at the heart of this quest.

    While Meta Verified and X Premium have undeniably altered the value proposition of the verification badge, they’ve also highlighted the indispensable role of authentic PR. Brands and influencers must understand that while badges can be bought, credibility, trust and genuine influence are earned. As the digital landscape becomes increasingly cluttered, the onus is on brands and individuals to distinguish themselves, not just through badges but through genuine narratives and meaningful connections. In this endeavor, PR’s role is not just relevant, but more crucial than ever.

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    Hanna Shanar

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  • 6 Tips for Choosing the Best PR Agency for Your Company | Entrepreneur

    6 Tips for Choosing the Best PR Agency for Your Company | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Public relations (PR) is a multi-faceted effort to manage and build a positive reputation. Powerful PR work includes many things, such as media relations and public sentiment. PR plays a critical role in business success by providing comprehensive brand management.

    Some important PR efforts include building brand awareness, being proactive in creating powerful brand messaging, managing marketing campaigns, monitoring reputations and doing damage control in response to adverse incidents that attract negative attention.

    Related: Why You Need A PR Agency and How to Choose One Wisely

    How do you assess your PR needs?

    To assess your PR needs, start by defining your goals and objectives for PR. Identify your target audience and stakeholders. Make a list of the PR services you need and the scope of the services required. Before searching for a PR agency, calculate a realistic budget for your PR.

    Now that you know what you want and how much you can pay, the next step is finding an agency that is a good fit.

    How do you identify potential PR agencies?

    Begin your search for agency candidates by conducting thorough online research, including exploring agency websites, reading industry news and checking publications. Seek advice through social media and professional networks. You may want to consult industry-specific directories and associations. Ask for recommendations from industry peers and colleagues.

    Create a checklist of desirable agency qualities and give weight to the various factors on a ranking scale of one to 10.

    For a real-world PR firm evaluation, use this checklist:

    1. Industry experience and expertise

    2. Track record and past client success

    3. Reputation and credibility

    4. Client retention rate

    5. Creativity and innovation

    6. Team composition and qualifications

    7. Communication and responsiveness

    8. Ability to understand and meet business objectives

    9. Measurable results and ROI

    10. Alignment with company values and culture

    Look for an agency with experience in your industry or niche. Review agency portfolios and case studies. Examine past PR campaigns and successes. Analyze client testimonials and references. Research industry awards and recognition.

    After you have assembled as much research as possible, the next part of the process is to meet with PR agencies for an evaluation.

    Related: The 5 Answers You Need Before Hiring a PR Agency

    What should you ask PR agencies when you meet them?

    Schedule initial meetings with your top picks. During the meetings, focus on the PR team and past results to understand their PR strategy and planning approach. Ask about the team’s expertise and experience. What is the founder’s story? What has been the growth trajectory of their clients? How many companies have they grown?

    Request all media hits they secured for two or three clients over the past 90 to 120 days. Look to see what kind of press the founder and the agency secured for themselves.

    Discuss reporting and performance measurement. How do they compensate staff for a key performance metric hit? How many promotions have the members of the team, who would be assigned to your account, received in the last 12 to 18 months? What does their company off-site look like?

    After collecting all these key data points, assess their ability to adapt to your specific needs and goals, and don’t be shy when talking about money.

    Can you afford it?

    PR agencies may use different fee structures. Most require a retainer to get started, and then the billing for services may be project-based, hourly or some combination. Request detailed pricing proposals from each agency under consideration. Compare pricing in relation to the services offered. Naturally, you will want to negotiate the terms of the agency agreement and ensure transparency regarding costs.

    Typical PR campaigns cost between $10,000-$15,000 per month and are executed over 6-12 months. If you’re planning to IPO, plan on spending $25,000 or more per month. Large and publicly traded companies need much larger budgets to effectively run campaigns that involve a mix of corporate communications.

    Is there a cultural fit?

    Ensuring a cultural fit between your needs and the PR agency is usually more important than cost. Cultural misalignment can botch a PR campaign. When you evaluate the agency’s organizational culture and values, consider compatibility with your company’s culture. Determine if the agency aligns with your brand’s image and messaging.

    Assess communication style and responsiveness to determine the alignment with your usual business practices. For example, what is your expected response time when you send an email or leave a voicemail?

    Evaluate the choices by conducting thorough due diligence on the agencies. Investigate each agency’s reputation and online presence. Look for past controversies, legal issues or ethical concerns for the agency and key executives. Verify the agency’s errors and omissions (E&O) insurance coverage, credentials, certifications and licenses. Check with industry associations and regulatory bodies for validation of an agency to ensure that it is in good standing.

    Related: Pros or Pretenders? How to Choose a Reliable PR Agency in 6 Steps

    Are you ready to decide?

    Compile a comprehensive assessment of each agency. Weigh the pros and cons of each agency based on your criteria. Select the PR agency that aligns best with your objectives, budget and culture. Clearly define expectations and goals for the PR campaign. Draft a detailed contract that outlines services, deliverables and timelines. Have an attorney review the agreement. Set up communication channels and reporting mechanisms for an ongoing relationship.

    The key steps in the PR agency selection process are to assess your needs, identify potential candidates, meet with them, evaluate their strengths and weaknesses and then decide. By following these key steps, you may choose a suitable PR agency. Encourage ongoing communication and collaboration with the chosen agency to avoid serious problems and maintain an alignment of interests as you move ahead.

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    Danielle Sabrina

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  • 5 High-Profile Business Nightmares to Learn From | Entrepreneur

    5 High-Profile Business Nightmares to Learn From | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In the world of search results and social media, just one misstep or unfortunate event can quickly escalate into a full-blown public relations (PR) crisis, posing a real threat to your company’s reputation and bottom line.

    That makes it essential to be prepared for potential PR problems and have a well-thought-out strategy to mitigate the fallout and protect brand integrity.

    Below, I look at several high-profile PR cases that captured global attention and provide crucial lessons on how business leaders and entrepreneurs can navigate PR challenges without letting things spin out of control.

    Related: 5 Key Things You Need Before Launching a PR Campaign

    1. Tylenol’s swift crisis management

    Over 40 years ago, Johnson & Johnson faced one of the most infamous PR crises in history, feeling the heat after seven people died from consuming cyanide-laced Tylenol capsules. The company’s response to this PR nightmare set the gold standard for crisis management.

    Rather than downplaying the issue, Johnson & Johnson acted swiftly, recalling 31 million bottles of Tylenol and working closely with law enforcement and the media. By putting public safety first, the company demonstrated transparency and authenticity, rebuilding trust and restoring its reputation in the process.

    Johnson & Johnson’s swift action and crisis response show the importance of prioritizing public safety, acting quickly, and communicating openly throughout a PR issue, particularly when mitigating reputation damage and regaining public trust.

    2. United Airlines mishandled passenger incident

    In 2017, United Airlines faced a PR disaster following the release of a video depicting a passenger being forcibly removed from an overbooked United flight. The viral incident quickly led to widespread public outrage and criticism of the airline’s handling of the situation. At first, United not only appeared to lack empathy but failed to address the situation appropriately, creating an even bigger problem for the leading airline and its carefully cultivated image.

    Blowback from United’s initial response to this crisis helps illustrate the importance of tact, empathy, and genuine concern in the crisis management process, especially at the outset of the problem. Whether your brand is in the right or not, taking responsibility, apologizing sincerely, and outlining preventive measures you’ll take to avoid future issues is paramount.

    Related: How to Turn a Crisis into an Opportunity by Managing Negative Publicity

    3. BP’s Deepwater Horizon oil spill

    BP’s response to the 2010 Deepwater Horizon drilling rig explosion and subsequent oil spill significantly damaged the global energy brand’s image, quickly spiraling into a major reputational crisis with years-long impact. BP’s initial response was generally regarded as slow and defensive, leading to public outrage and accusations of negligence. The company struggled to contain the environmental damage and faced significant legal and financial repercussions well after the incident.

    While the Deepwater Horizon disaster was unique in scale and scope, it helps show the need to proactively address crises, respond quickly and transparently, and collaborate with experts whenever needed to mitigate brand erosion and demonstrate accountability.

    Related: A 3-Step Plan for Handling Any PR Crisis

    4. Equifax’s data breach fiasco

    Major credit reporting agency Equifax suffered a massive data breach in 2017, exposing the sensitive personal data of millions of consumers across the country. A slow response to the crisis, coupled with inadequate communication and mishandling of the situation, resulted in severe damage to the company’s reputation, eventually leading to congressional hearings.

    While the Equifax breach was significant in scale, data breaches at any level can create a PR nightmare for a business, sparking negative headlines that put the agency’s credibility on the hot seat. Combatting that lousy news and restoring trust with customers requires a careful and comprehensive crisis response effort that includes swiftly informing all affected parties and zeroing in on transparency, prompt communication, and clearly outlined remediation efforts and measures designed to prevent future breaches.

    5. Boeing’s 737 Max crisis

    Two deadly crashes between 2018 and 2019 involved Boeing’s 737 Max aircraft, shining an unwanted spotlight on the aircraft manufacturer and its product development and oversight process. Unfortunately, the company’s initial response only seemed to make things worse, receiving significant criticism for lacking adequate transparency and accountability. The crisis led to a global grounding of the aircraft, a halt in production, and a loss of public confidence in the company.

    Though extreme, Boeing’s 737 Max crisis serves as an object lesson to any brand coping with product-related issues, demonstrating the importance of prioritizing safety, cooperating with regulatory authorities, and communicating openly and honestly about the steps you’re taking to resolve the problem.

    Learning from the past

    High-profile PR crises offer invaluable lessons not just on managing your brand during challenging times but also on building a reputation management plan that limits the damage and keeps you in firm control throughout the process. Engaging in swift and transparent crisis management that prioritizes public safety, demonstrates empathy, and takes responsibility are all fundamental principles of crisis response that can help protect your brand while preventing things from worsening down the line.

    Additionally, fostering a culture of integrity, implementing robust compliance and ethics programs, and prioritizing the well-being of employees and customers will contribute to building a resilient and trustworthy reputation.

    By learning from the mistakes and successes of these high-profile cases, you can position your business to navigate crises gracefully, safeguarding your reputation and securing long-term success in a competitive business landscape.

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    Adam Petrilli

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  • What Is Modern PR, and Why Is it Crucial for Your Brand? | Entrepreneur

    What Is Modern PR, and Why Is it Crucial for Your Brand? | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In order for brands to succeed in today’s cutthroat and highly competitive digital environment, sharing the right message at the right place at the right time is paramount not just to survive but also to thrive.

    The biggest gamble that brands can make is to overestimate their own capabilities, thinking that they can accomplish PR independently. To efficiently and effectively navigate the deep nuances and growing complexities of today’s global business ecosystem, the key is to hire a team of experts to construct a narrative, manage and control crises, target relevant audiences and help them own their categories.

    Think of it this way: Existing is not enough. Whether your organization’s mission is to disrupt an industry or you offer a range of game-changing, cutting-edge solutions, your brand will slowly but surely dwindle down if you don’t have the professional expertise to strategically place your offerings in the market, find your demographic and build a network of clients.

    This article will dive into the primary reasons why modern PR should be treated as a crucial business driver for growth, revenue generation, brand awareness and legacy building.

    Related: How Modern PR Differs From Traditional PR — and Why It’s a Crucial Part of Any Successful Business Strategy

    Traditional PR vs. modern PR

    The difference between modern PR and traditional PR is the dramatic expansion in the number of touchpoints available for communication. Before the internet and digital platforms took center stage, marketers only had a limited selection of channels through which they could disseminate their messages — including newspapers, television, billboards, flyers and a few others.

    The current PR landscape tells a vastly different story that calls for a modern, out-of-the-box approach. In a digitally interconnected world, there exists an avalanche of distribution opportunities, each offering unique ways to reach and engage with audiences. These touchpoints provide PR professionals with an unprecedented array of options to craft and deliver their narratives effectively.

    Why do touchpoints matter?

    Today, consumers make decisions influenced by a multitude of channels. While it’s true that certain touchpoints weigh greater importance than others, every PR pit stop offers a unique role in shaping a brand’s identity, establishing its position in the market and fostering awareness of its products or services.

    Digital publications, where news and content are disseminated through online platforms, are the primary target of all PR professionals, serving as the communication epicenter of all things business. On the other hand, blogs allow for in-depth storytelling and personal engagement with readers, stripping all the stiff formalities and connecting with the audience on a granular level that’s equally relatable and informative.

    Moreover, forums provide a space for community-driven conversations, where public discussions are raw, unfiltered and candid. This touchpoint gives audiences a POV through the public lens — a value that brands don’t often get from any other channels.

    Naturally, social media reigns supreme in the digital age, facilitating direct and real-time interactions with a global audience. B2B brands also take this opportunity to instill excitement and ferocity in their messaging, similar to how B2C does it.

    Other important touchpoints include newsletters, digital magazines, online media outlets, podcasts and video platforms — all offering innovative formats for storytelling, combining visual appeal and long-form audio content that’s accessible on-demand.

    Related: 5 Ways To Tune Into The Modern PR Mindset

    It starts and ends with value

    In a sea of communication channels and a myriad of touchpoints, one of the biggest challenges every brand faces is standing out in each one of them. For one, consumers face a downpour of information regularly, creating a storm of noise left and right. As a result, they filter the junk and get rid of the unnecessary data that comes their way.

    Now, it’s important to understand the headspace of audiences when it comes to information overload. What do they choose to consume? What do they disregard? What catches their attention? What makes them stop whatever they’re doing and want to learn more about? These questions are imperative in order for organizations to milk every opportunity at every touchpoint.

    It starts and ends with value. Remember, modern audiences are smart and efficient. They can read through pretense and discern which content matters and which content simply wastes their time. Provide value to reap value — ensure that your messaging not only captures their attention but also lives up to its hype through insightful and high-quality content.

    Yes, the jumping point of modern PR is quantity, but it’s quality that will enable brands to skyrocket to greater heights and unprecedented territories.

    Reaping the rewards of modern PR

    Modern PR serves as a protective shield for your brand, especially in the age of reputation and image. Brands can find themselves in challenging circumstances, especially with the proliferation of digital platforms — from a marketing campaign that misses the mark to a simple misstep on social media. In these critical moments, a well-thought-out PR strategy acts as a safety net, implementing crisis communication to minimize damage and safeguard the brand’s image.

    Moreover, modern PR is a strategic tool for building and nurturing essential networks. A thriving organization relies on a robust network, and modern PR plays a pivotal role in fostering enduring connections. Through various means, PR professionals cultivate relationships with media outlets, stakeholders, industry leaders and journalists.

    Related: 2 Keys to Gain Brand Awareness With Modern PR

    Furthermore, modern PR is beyond short-term brand building; rather, it establishes a bulletproof legacy that serves as the building block for a brand’s longevity. What’s more, modern PR humanizes brands, acquainting audiences with the inspiring journeys of company founders.

    From brand awareness, addressing pain points and value promotion, to legacy building, modern PR helps companies unlock doors to achieve a wider reach, better opportunities and a competitive advantage. It’s high time for businesses, big or small, to start thinking about their long-term growth and success, get rid of band-aid solutions and invest in experts to leverage their vast network of media relationships and solid PR strategies.

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    Omri Hurwitz

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  • How to Be Proactive (Instead of Reactive) in Shaping PR Narratives | Entrepreneur

    How to Be Proactive (Instead of Reactive) in Shaping PR Narratives | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    The world we live in is a constant dance of change and adaptation, and no industry knows this better than public relations (PR). But in an era where information moves at the speed of light, PR professionals cannot simply react; they must anticipate. They must ‘futurecast.’

    Futurecasting, a blend of data analysis, expert opinion and intuition, offers an innovative path forward for PR professionals. It’s not about predicting exact outcomes; instead, it’s about identifying trends and potential scenarios as well as providing strategic foresight to shape an organization’s PR narrative proactively.

    What futurecasting entails

    The ever-evolving digital world necessitates a shift from traditional PR methods. Instead of crafting stories solely based on past events or current situations, we must incorporate a forward-looking lens. We must weave narratives that not only inform about the present but also illuminate possibilities for the future.

    This is not a simple task. It requires keen observation, in-depth research, strategic creativity and an understanding of socio-cultural dynamics. It means monitoring various fields — from economics to technology to politics to the environment — and discerning how emerging trends could influence public perception and behavior.

    For instance, as climate change takes center stage globally, companies and organizations must be prepared for increased public scrutiny about their environmental footprint. A futurecasting PR approach might involve creating a narrative about the company’s commitment to sustainability before any controversy arises. By doing so, they establish themselves as proactive leaders rather than reactive entities scrambling in the face of criticism.

    To successfully futurecast, PR professionals need to foster a culture of continuous learning, foster strong networks across various fields and become adept at distilling complex information into compelling, future-oriented narratives.

    Analytics tools are essential, but they need to be coupled with human insight. Futurecasting requires us to understand the data but also to interpret what it implies about our shared future. We must consider how various factors — from global economic trends to local cultural shifts — might intersect to shape the public’s perception of an organization or issue.

    Collaboration is also key in futurecasting. PR professionals must work closely with experts from diverse fields to gain a multi-dimensional perspective. In this light, the PR expert becomes not just a communicator but also a facilitator of dialogues, a catalyst for cross-disciplinary insights that fuel future-oriented narratives.

    How to integrate futurecasting into your PR toolkit

    While the concept of futurecasting is inspiring, the application can seem overwhelming. How do we bring the lofty ideals of futurecasting down to earth, incorporating it into everyday PR practice? Here are some practical strategies to help integrate futurecasting into your PR toolkit.

    1. Embrace interdisciplinary collaboration: In order to anticipate future trends, PR professionals need to understand a wide array of fields. Building strong relationships with experts in areas such as technology, climate science, sociology or economics can provide valuable insights that inform your futurecasting efforts. Attend cross-industry events, participate in online forums, and engage in conversations outside your comfort zone.

    2. Integrate data science: Futurecasting isn’t about gazing into a crystal ball, it’s about interpreting data to predict potential trends. Learn the basics of data science, or work with data scientists to understand how various pieces of information can come together to form a bigger picture. Leverage machine learning algorithms to process large amounts of data and uncover trends that might not be apparent at first glance.

    3. Cultivate a culture of continuous learning: Futurecasting requires an ongoing commitment to learning and curiosity. Encourage your team to stay informed about the latest news, research and developments in various fields. This could involve setting up internal knowledge-sharing sessions, subscribing to relevant publications or providing training in new areas.

    4. Practice scenario planning: One of the key techniques in futurecasting is scenario planning, where you create various plausible future situations and devise strategies for each. This exercise encourages innovative thinking and helps your team become more comfortable with uncertainty.

    5. Harness the power of storytelling: Futurecasting is as much about crafting compelling narratives as it is about analyzing trends. Once you’ve identified potential future scenarios, work on creating narratives around these. These stories should resonate with your audience and align with your organization’s values and vision.

    6. Prioritize agility: The future is unpredictable, and while futurecasting can give us a sense of direction, we need to remain flexible. Cultivate a culture of agility within your team, emphasizing quick decision-making and adaptability.

    7. Ethical considerations: As PR professionals, we have a responsibility to use futurecasting ethically. It’s not about creating fear or exploiting uncertainties, but about fostering understanding and empowering audiences to navigate the future.

    By integrating these strategies, PR professionals can shift from being reactive to being proactive, charting a course through uncertainty and shaping the narrative of tomorrow. Remember, the goal isn’t to predict the future with perfect accuracy. Instead, it’s about broadening our perspective, staying agile and keeping our narratives relevant in a rapidly changing world.

    When successfully implemented, futurecasting offers a competitive edge. By staying a step ahead of trends and public sentiment, organizations can better shape their narratives, strengthen their reputations and build stronger connections with their audiences.

    In conclusion, futurecasting represents an exciting frontier in PR. It challenges us to rethink our strategies, sharpen our insights and deepen our understanding of the world around us. As we look ahead, we must remember that the ultimate goal of PR is not just to react to change, but to be a part of it — to help shape the narratives that guide us into the future.

    In a world where change is the only constant, the most successful PR professionals will be those who can not just keep up with the pace of change but stay one step ahead. Futurecasting is the tool that allows us to do that. It’s not just about responding to the winds of change but setting our sails to navigate and influence the direction of those winds. And in doing so, we chart the uncharted in public relations.

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    Hanna Shanar

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  • Debunking 5 Common Misconceptions About Public Relations | Entrepreneur

    Debunking 5 Common Misconceptions About Public Relations | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Public relations (PR) plays a pivotal role in shaping a company’s image, managing its reputation and building strong relationships with stakeholders. However, there are several misconceptions surrounding the field of public relations that can hinder entrepreneurs from fully leveraging its power.

    In this article, we aim to debunk some of the most common misunderstandings about public relations, shedding light on its true value and potential for entrepreneurial success.

    Related: 3 PR Myths Hurting Your Business

    Misconception #1: Public relations is just about media coverage

    There’s a prevalent misunderstanding when it comes to the realm of public relations: That it’s exclusively about securing coverage in the media. Indeed, engaging with the media plays a fundamental role in the toolkit of a PR professional; however, it’s merely a part of the broader spectrum of responsibilities encompassed within this field.

    To begin with, public relations is essentially about strategic communication. It’s the process of meticulously planning, executing and managing communication between an organization and its various stakeholders, including employees, customers, shareholders and the wider community. In a world where information is rapidly disseminated and readily available, strategic communication is crucial to ensure that the right message reaches the right audience at the right time. This may involve everything from crafting compelling brand narratives and key messages to developing comprehensive communication plans for product launches or corporate announcements.

    Moreover, public relations plays a vital role in managing a brand’s reputation. In this digital age, a company’s reputation can be made or broken within minutes, thanks to the power of social media and online reviews. As such, PR professionals must constantly monitor public sentiment and be prepared to take swift action to mitigate any potential damage to the brand’s image. This involves not just reactive measures — like crisis communication and response — but also proactive steps, such as corporate social responsibility initiatives and transparency in business practices.

    Furthermore, public relations extends into the arena of community engagement. PR practitioners understand the value of forging strong relationships with the community in which the organization operates. Through initiatives such as volunteering, sponsorships and local events, they work to position the brand as a responsible and engaged member of the community. Such efforts not only enhance the brand’s reputation but also strengthen its relationship with the local market.

    Stakeholder relations is another crucial facet of public relations. Every organization interacts with a myriad of stakeholders, from employees and customers to shareholders and regulators. Each of these groups has unique interests and concerns, and PR professionals play a key role in addressing these. They facilitate open and effective communication between the organization and its stakeholders, helping to build trust and foster strong relationships.

    Public relations also involves working with influencers and thought leaders to bolster a brand’s credibility and reach. In today’s connected world, influencers can have a significant impact on consumer perception and behavior. PR professionals, therefore, seek to cultivate positive relationships with these individuals and leverage their influence to benefit the brand.

    Misconception #2: Public relations is only for established companies

    Another common misunderstanding is that public relations is reserved for large, established companies with substantial budgets. In reality, public relations can benefit businesses of all sizes, including startups and entrepreneurs. Effective PR can help small businesses gain visibility, build credibility, attract investors and engage with their target audience. By crafting compelling stories, leveraging social media and building relationships with relevant influencers, entrepreneurs can effectively position their ventures in the market and compete with larger competitors.

    Related: 4 Guiding Principles for Building and Deploying a Great PR Strategy

    Misconception #3: Public relations guarantees immediate results

    One of the most persistent misconceptions about public relations is that it yields instant and guaranteed results. PR is a long-term strategy that requires consistent effort, relationship-building and adaptability. While well-executed PR campaigns can generate significant buzz and media attention, it takes time to build brand awareness, establish credibility and nurture relationships with key stakeholders. Entrepreneurs must understand that PR is an ongoing process that requires patience, perseverance and a willingness to adapt strategies as needed.

    Misconception #4: Public relations and advertising are the same

    Public relations and advertising are often mistakenly used interchangeably. However, they are distinct disciplines with different objectives and approaches. Advertising involves paying for media space to promote a product or service, while PR focuses on earning media coverage through strategic storytelling and relationship-building. PR helps build trust and credibility by leveraging third-party endorsements, whereas advertising relies on direct messaging and controlled brand communication. Integrating both disciplines can yield powerful results, but it’s essential to understand their unique roles and strengths.

    Related: 5 Secrets Your PR Team Is Not Telling You

    Misconception #5: Public relations can solve all problems

    Public relations can be a valuable tool in managing and mitigating crises, but it is not a magical solution for all business challenges. While PR professionals can help shape public perception and navigate difficult situations, they cannot fix deep-rooted operational or product issues. Entrepreneurs should not solely rely on PR to address underlying problems but rather ensure their business fundamentals are sound. By aligning PR efforts with a solid foundation, entrepreneurs can leverage PR as a strategic asset to support their overall business objectives.

    Public relations is a multifaceted discipline that goes beyond securing media coverage. Entrepreneurs must dispel common misconceptions and recognize the true value of PR as a strategic asset for building a strong brand, managing reputation and engaging with stakeholders. By understanding the broader scope of PR, entrepreneurs can harness its power to gain visibility, establish credibility and ultimately drive business growth. As with any business endeavor, success in public relations requires a proactive and strategic approach, continuous effort and a deep understanding of the target audience.

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    Aidan Sowa

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  • How Real Estate Agents Can Leverage the Power of Public Relations | Entrepreneur

    How Real Estate Agents Can Leverage the Power of Public Relations | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In the fiercely competitive world of real estate, establishing a reputable brand and gaining clients’ trust is crucial for success. While many real estate agents focus primarily on traditional marketing methods, incorporating public relations (PR) strategies can be a game-changer.

    This article explores the benefits and strategies for real estate agents to leverage public relations effectively, helping them enhance their visibility, credibility and ultimately, their business growth.

    Related: 4 Guiding Principles for Building and Deploying a Great PR Strategy

    Building trust and credibility

    One of the primary advantages of public relations for real estate agents is the ability to build trust and credibility with clients and the wider community. PR activities, such as media coverage, press releases and thought leadership initiatives, help position agents as experts and thought leaders in their field. By showcasing their knowledge, expertise and success stories, real estate agents can establish themselves as trusted advisors, fostering increased client confidence and gaining a competitive edge.

    Effective public relations strategies for real estate agents

    1. Media relations: Developing relationships with local journalists and media outlets is a valuable PR strategy for real estate agents. By regularly sharing newsworthy information, such as market trends, insights and success stories, agents can position themselves as reliable sources for media professionals seeking expert commentary. This media exposure not only enhances agents’ visibility but also establishes credibility and attracts potential clients.

    2. Thought leadership: Contributing thought leadership articles or opinion pieces to local newspapers, industry publications or relevant online platforms is a powerful PR strategy. By sharing valuable insights, tips and analysis related to the real estate market, agents can showcase their expertise and establish themselves as go-to resources in their field. Thought leadership content not only increases visibility but also helps build trust and credibility among potential clients.

    3. Community involvement: Active participation in local community initiatives and events provides an excellent opportunity for real estate agents to build relationships and enhance their PR efforts. Sponsoring community events, participating in charity drives or hosting informational seminars are great ways to showcase the agent’s commitment to the community and generate positive PR. This community involvement helps agents establish themselves as trusted, community-minded professionals.

    4. Online presence: Maintaining a strong online presence is crucial in today’s digital landscape. Real estate agents should leverage various online platforms — such as their website, blog, social media and online review sites — to communicate their expertise and engage with potential clients. Sharing valuable content, including market updates, home-buying or selling tips and success stories, helps establish the agent as a reliable source of information and builds trust with their online audience.

    Related: 6 Unique PR Tactics That Drive Growth and Sales

    Monitoring and reputation management

    Effective PR for real estate agents also involves monitoring their online reputation and managing any negative feedback. Agents should proactively monitor online review sites, social media platforms and online forums to address any client concerns or negative comments promptly. By engaging in transparent and constructive conversations, agents can demonstrate their commitment to customer satisfaction and showcase their excellent reputation management skills.

    Measuring success

    Measuring the success of PR efforts is essential to understanding the impact and effectiveness of the strategies implemented. Real estate agents can track key metrics such as media mentions, website traffic, social media engagement and lead generation to evaluate the outcomes of their PR campaigns. By analyzing these metrics, agents can identify what is working well and make adjustments to continually improve their PR efforts.

    As you can see, in the competitive real estate market, public relations can provide real estate agents with a significant advantage. By implementing effective PR strategies, agents can build credibility, trust and visibility in their local communities. By leveraging media relations, thought leadership initiatives, community involvement and a strong online presence, real estate agents can position themselves as industry experts, attract potential clients and ultimately drive business growth. Embracing public relations as a strategic tool is an investment that can yield significant returns for real estate professionals committed to establishing a strong and reputable brand.

    Related: The Success of Your PR Campaign Depends on These 3 Essential Elements

    Furthermore, by utilizing public relations strategies, real estate agents can differentiate themselves from the competition and stand out in the minds of potential clients. Building trust and credibility through media relations allows agents to showcase their expertise and insights to a wider audience. When local journalists or media outlets seek expert opinions on real estate matters, being recognized as a go-to source can lead to increased media coverage and exposure.

    In conclusion, public relations is a powerful tool for real estate agents to enhance their success in a competitive market. By building trust, credibility, and visibility through media relations, thought leadership, community involvement and a strong online presence, agents can establish themselves as reputable professionals. Effective PR strategies help agents differentiate themselves, attract potential clients, and foster long-term relationships. Embracing public relations as a strategic component of their overall marketing efforts is a wise investment that can yield significant returns for real estate agents committed to standing out and thriving in their industry.

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    Aidan Sowa

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  • How Public Relations Builds Trust and Credibility for Your Startup | Entrepreneur

    How Public Relations Builds Trust and Credibility for Your Startup | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    You’ve just launched your dream business. You’ve been diligently marketing your products on social media, optimizing your website for SEO and preparing your inventory for your first major sale. You’ve amassed a significant following, and there’s a real interest in your products and your company. However, when the sales data rolls in, it’s significantly less than you anticipated. You’re left wondering, “Didn’t I do everything right?”

    Whether you’re running a new or established business, having a solid reputation in your industry is as crucial as any marketing tool or SEO-friendly website. Your clientele, customers and investors need to trust you. However, amidst all the packaging, paperwork and product production, it’s unlikely that you or your team have the bandwidth to work on developing this crucial credibility and reputation. That’s where a proficient public relations (PR) team comes into play.

    Related: Break Through the Noise: 5 Hacks to Boost Your Public Relations Efforts in a Noisy Digital World

    How does a PR team create business credibility?

    For clients and customers to invest their time and money into your business, they need to trust you. Too many people have been scammed by faux businesses claiming to sell non-existent products. Maintaining a trustworthy and credible reputation means that new clients won’t hesitate to employ your services or purchase your products. So, how does a business like yours become “reputable”?

    A PR team creates connections with existing, reputable media outlets to promote your business. They generate content, typically a guest blog or feature, that is sent to magazines, journals and other outlets to be posted and shared with an established readership. This way, your company is endorsed by a credible source and introduced to potential clientele. Podcasts are also an increasingly popular way to spread the word about your business. A PR team will leverage their existing connections and forge new ones to place information about your business with a reputable podcaster or outlet whose audience aligns with your brand’s aesthetics, goals and values.

    Sharing your brand’s story

    Sharing your brand’s story means connecting with your intended audience through the narrative you create around your brand. This narrative can include your history, values, goals and more. It helps new and existing customers understand who you are as a company and why they should invest their time and money in you. Podcasts and blog features can be a great way to tell your brand’s story in a longer format. Telling your brand’s story gives clients something to root for, an ethos that compels them to stick around with your company. Part of having a PR team is their ability to use outreach to expand your audience while making your business appear legitimate and credible.

    This is an excellent opportunity to talk about your brand’s mission, involvement with social activism, core values, or modes of sustainability/ethical consumption utilized by your brand. Some customers and clients look for these aspects before deciding to make a purchase.

    Building positive relationships

    PR also aids in forming positive relationships with your potential and current customers. Part of confirming that you are a reputable business and crafting a narrative surrounding that business is so that your clients return to your company, not your competitor. You want people to be aware of your brand and loyal to it.

    Connecting with existing media outlets, influential individuals and other reputable sources will aid you in promoting and maintaining a thriving business. The next step to boosting your business is undoubtedly hiring a PR team today. They will help you navigate the complex public relations landscape, ensuring your brand’s story is heard and your reputation is solidified.

    Related: Does Your PR Agency See You as a Project or a Partner?

    The role of PR in crisis management

    Another crucial aspect of PR is crisis management. In the event of a mishap or controversy, a PR team can help mitigate damage to your brand’s reputation. They can craft thoughtful responses, manage communications with the media, and guide your business through the storm. This proactive approach can help maintain credibility and reassure customers during challenging times.

    PR and social media

    In today’s digital age, a PR team’s role extends to managing your brand’s presence on social media. They can help shape your online image, engage with your audience and respond professionally to feedback or criticism. A well-managed social media presence can enhance your brand’s reputation, reach a wider audience and drive customer engagement.

    Related: In The Run for Success, What’s More Helpful PR or Social Media?

    PR and community engagement

    PR teams also play a vital role in community engagement. They can organize events, partnerships, or initiatives that align with your brand’s values and contribute positively to your community. This boosts your reputation and fosters a deeper connection with your audience.

    In conclusion, a PR team is an invaluable asset for any business, new or old. They can help build and maintain your reputation, connect with your audience, manage crises and much more. Sharing your brand’s story and values can foster customer trust and loyalty, ultimately driving your business’s success.

    If you want to boost your business, hiring a PR team should be your next step. They can help you navigate the complex public relations landscape, ensuring your brand’s story is heard, your reputation is solidified and your business thrives. A good reputation is just as important as any marketing tool or SEO-friendly website.

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    Morissa Schwartz

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  • 5 Questions to Ask a PR Professional Before Hiring Them | Entrepreneur

    5 Questions to Ask a PR Professional Before Hiring Them | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    One of the most popular questions from a company hiring a PR agency is what journalist contacts they have and how deep their relationships are.

    While it’s understandable to think this is important, it’s not the right question to ask a PR person. Regardless of who they know, they’ll only get responses if they bring their contacts a pitch that captures their interest.

    This means it’s far more essential to find someone who can help you proactively source and react to newsworthy topics, generate fresh ideas to position you as a thought leader and assist you with creating angles and high-quality pieces that outlets will be eager to publish.

    So, instead of asking who they know, focus on what they know, and ask them these five questions. Each answer will show you what results you can expect and if a particular PR professional is a good fit for your needs.

    Related: How You Can Help Your Public Relations Provider Help You

    1. What angle can you suggest for my story?

    News agency, Reuters, notes that relevance is the number-one driver of a great story, so another way to put this question would be, “Why should people care about what I’m saying?”

    Your piece should be interesting to readers (including the editor or journalist you’re pitching to!) and have a unique perspective that makes it stand out from the crowd. The right PR agency should be able to suggest at least broad ideas about your business that can be later tailored to specific publications and will resonate with their readership.

    2. What is the headline going to be?

    The headline either grasps attention or loses a reader. Research shows that 80% of people will read a headline, but only about 20% read further than that. There is fierce competition for readers’ attention, so putting extra attention on the headline can be the difference between your content getting viral traction or only a few clicks.

    When deciding whether or not to work with a PR agency, ask them what your story’s headline is going to be, and they should be able to produce a few options in a way that grabs your attention and makes you want to keep reading. This will also give you a good idea of what the focus of the story will be and whether it aligns with your business objectives.

    Even though it’s almost never useful to spend a long time coming up with a headline (editors usually want to make their own), it’s a great exercise to filter for the best PR pros who understand both business and journalism.

    3. What’s the news peg we’re going to hang our story on?

    The idea of a “news peg” means finding a relevant current event to tie your story to. It’s similar to the angle, but it’s more like what your angle is going to hook around. For instance, a greentech company could tie a thought leadership piece to an upcoming climate change summit or the ongoing European energy crisis. A cybersecurity company can tie a new product launch to a recent public data breach or call for government regulations on a trendy technology.

    Finding the right “peg” for your story helps to make it timely and relatable. People read the news to have something to talk about with others, so pegging your story to an event is the ideal way to get it shared, read and talked about. Many large publications won’t even consider a story without a news peg. Be sure to check if your PR agency is immersed in the relevant news and can offer a way to logically insert you into the agenda.

    Related: Why You Need A PR Agency and How to Choose One Wisely

    4. Which publications are we going to target?

    When working with a PR agency, you want to make sure they have experience pitching to the publications that are relevant to your business.

    It’s worth mentioning that the agency might not rattle off a list of tier-1 publications, and that’s not always a bad thing. It’s normal to think that you should always aim for the biggest outlets, but that’s not necessarily true. Instead of listening for “big names only,” ask them why they chose each outlet, which media formats they plan to focus on and who the readers are.

    Sometimes, opting for more niche publications can enhance your reach and give you more leverage, boosting your ability to get your story in front of the right people. This is why asking these questions instead can help you gain insight into whether or not they understand your business objectives and how to appeal to your target audience.

    5. Who are we going to target, and what format will we use?

    As a writer whose work has appeared in outlets like Forbes, Fast Company and other large publications, I receive pitches every day. I’ve only written for those magazines as a freelance contributor, but people would suggest opinion pieces to me all the time as if I were an editor who had the power to approve or deny publications for the site.

    These pitches show me how little media training PR people have because they don’t know the difference between a staff editor, a commissioning editor and a freelance contributor, and the formats they can offer to them. I’ve even seen these types of emails from people who are working with large consulting agencies. People without any background in journalism rarely understand how newsrooms work, and it leads to major blunders like this, which may get them blocked in journalists’ mailboxes.

    The piece of advice here is to always pick the right editor or reporter to target with your pitch. If it is a news piece, you don’t send it to a commissioning editor, and if it is an opinion piece, any reporter would not be a good fit. Study the formats that the people in the newsrooms work with, and try to offer the most relevant piece so that it has the most chances of getting picked and published in the magazine.

    Related: The 5 Answers You Need Before Hiring a PR Agency

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    Anastasia Chernikova

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  • Inside Elon Musk’s Covert PR Tactics | Entrepreneur

    Inside Elon Musk’s Covert PR Tactics | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Love him or loathe him, there’s no doubt that Elon Musk is one of the most successful and influential entrepreneurs of his generation — if not all time.

    Whether it’s news about one of his companies, gossip about his love life, or reaction to his latest controversial tweet, rarely a week goes by in which Musk’s name is not in the headlines.

    This is even more impressive given how vocally opposed Musk is to PR and advertising, once tweeting that he doesn’t believe in “manipulating public opinion.” In 2020, he dissolved Tesla’s PR department, and his 2022 Twitter takeover was infamous for axing thousands of jobs, many from the communications team.

    This past month he also created an automatic poop emoji response for all media requests sent to press@twitter.com.

    Related: Elon Musk Accused of Violating Building Codes and Failing to Pay Severance, Lawsuit Claims

    But if this tempts you to conclude that traditional PR no longer serves a purpose, think again. Musk is a media pro, but like a great magician, he doesn’t want to draw attention to it.

    Reaching his current level of notoriety took time, patience, and plenty of strategic know-how. So, rather than taking his public stance on PR at face value, let’s take a detailed look at the strategies Musk has employed to build his brands into household names.

    Musk’s (real) approach to media relations

    Closing Tesla’s PR department was an unprecedented move in the auto industry. But his decision was not made because Musk no longer wanted media coverage for his company. Instead, he no longer had to bother. In the final months of Tesla’s press office, its PR team was hit with hundreds of journalist inquiries on a daily basis — something most companies can only dream of.

    Musk has never been neglectful of Tesla’s PR. On the contrary, from its inception to the current day, he has taken an extraordinarily hands-on approach to the company’s media strategy. Because of this, the coverage of him and his companies has snowballed over time.

    The best-selling biography, Tesla, SpaceX, and the Quest for a Fantastic Future, details just how involved Musk was as the Tesla name first started to gain attention, personally leading efforts to achieve media attention and “fix” any negative press. He set a goal for the company to make a weekly announcement and personally drafted press releases and conducted media outreach to ensure he secured his desired results. Musk was also known to search for news coverage about his companies at least once a day.

    Related: Elon Musk Says Remote Work Is ‘Morally Wrong,’ Calls It ‘Messed Up’

    Here’s the first essential lesson for founders and CEOs: Musk understood that leaders must pay close attention to the stories they’re sharing with the media, set a consistent communications cadence, and build relationships with reporters.

    Musk also knew (and knows) the importance of growing relationships with specific journalists.

    There’s a reason why he doesn’t read publications but rather follows individual journalists. Instead of sending out a lot of general information to outlets, Musk gave certain reporters exclusive first access to information. This was the case with Kara Swisher, one of the industry’s most influential journalists to whom Musk often gave numerous interviews. (Their relationship has since turned frosty, to say the least.)

    Far from dismissing the importance of traditional PR efforts, Musk was a master of disseminating the story he wanted to tell through a steady flow of outreach. Just take a look at Tesla’s blogs and announcements to see this first-hand.

    Executed like a PR pro, he knew that these communications and his relationships with the media would help create a persistent buzz fueling buyer interest.

    Musk sells the dream

    Beyond the basics, Musk understood that when it comes to PR, it’s much less about selling products than it is about selling impact and emotions. With SpaceX, for example, Musk has perfectly exemplified how to sell a dream via storytelling.

    Related: ‘Think Carefully’: Musk Issues Stark Warning About New Hires to Tesla Employees

    Announcements have always been filled with visionary language and daring ideas. In a 2011 interview, Musk made waves with his hope to send humans to Mars within 10–20 years. In 2019, riding the sustainability trend, he announced he wanted to build the first sustainable city on Mars.

    As inspiring and memorable as those images are, the money-making day-to-day operations at SpaceX are a bit more mundane. The company generates most of its revenue by sending satellites into space on behalf of the US government to provide high-speed broadband internet to remote and rural areas worldwide. But when SpaceX raised $750 million in its latest funding round, satellites and broadband weren’t the main attraction of the presentation. That’s because Musk knows it’s the big dreams and challenging ideas that catch peoples’ attention.

    Business leaders should take note. When communicating your business ideas/projections, you must stand out from the pack by highlighting the big vision behind your model for success. Home in on your customers’ underlying passions and desires — what it is that gets them dreaming — and make sure the stories you’re telling resonate emotionally.

    He controls the narrative, subtly

    It’s clear that Musk is adept at PR, but he doesn’t need or want everyone to know it.

    This is further proven by the fact that he doesn’t go entirely radio silent. Instead, he makes sure (as best he can) that the message he wants to convey is the story that gets covered, diverting attention from his British caver lawsuits or the Tesla buyout.

    Related: Elon Musk Calls San Francisco ‘Post-Apocalyptic’ as Another Major Retailer Leaves Due to Crime

    For instance, in December 2022 he launched a controversial Twitter poll asking the public to decide whether he should step down as the CEO of the platform.

    After more than 17 million votes were cast with 57.5% of respondents voting to oust him, Musk announced he would resign “when a suitable replacement was found” leaving many to doubt that he would abide by the results of the poll as promised. Yet he did stick to his word, appointing Linda Yaccarino as Twitter’s new CEO on May 12th. What’s interesting here is that Musk never intended to stay on as the CEO in the first place, but his “public referendum” made sure that the subject dominated headlines for months.

    Musk has also been keen to court attention for his ongoing public spat with NPR after he assigned the news outlet, along with many others, the labels “government-funded” and “state-affiliated” on Twitter. While these labels have now been removed the story continues to receive rolling coverage thanks to new tidbits of information that Musk releases to the public.

    These labels also sparked a surprise, impromptu interview with BBC reporter James Clayton on Twitter Spaces during which it became clear that Musk had no plans to be a passive participant, with Clayton commenting that at “several times it felt like he was trying to interview me.“

    While no one can control media coverage completely, it’s important to engage with reporters to increase the likelihood of your company securing positive coverage. And, if there ever is a PR crisis, having relationships with the media means you are more likely to deliver some form of damage control.

    Musk knows that media coverage matters, and his brands are where they are today thanks to his knowledge of PR. Building a pipeline of announcements, diverting the narrative towards positive stories, and creating a memorable vision are all valuable ways to generate media coverage that doesn’t waver.

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    Conrad Egusa

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  • 7 Ways to Help Your PR Provider Help You | Entrepreneur

    7 Ways to Help Your PR Provider Help You | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    I recently watched Jerry Maguire with my kids. They’d never seen it — and I hadn’t watched it from beginning to end in ages.

    When the film came out in 1996, a famous line was born. No, I’m not thinking of “Show me the money” — though that one is a fan favorite. It’s the “Help me help you” line that’s been on my mind.

    Working with clients on public relations initiatives is often an isolating experience. The client hires you to make things happen. The expectations are high — but what is their role in creating success?

    Related: How to Make PR Work For You

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    Michelle Garrett

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  • This New Approach to PR Is a Game-Changer for the Industry | Entrepreneur

    This New Approach to PR Is a Game-Changer for the Industry | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Public relations (PR) agencies and firms have long been instrumental in shaping the public image and reputation of their clients. Traditionally, these agencies have operated through a variety of mechanisms that relied on long-term contracts and bundled service packages to deliver results. However, the PR landscape is witnessing a significant shift with the rise of the a-la-carte approach, allowing clients to purchase on-demand publications in major outlets like Maxim.

    This article explores how this new method is poised to revolutionize the PR industry and explores its benefits, challenges and potential implications.

    Related: 10 PR Trends That Will Explode Your Brand in 2023

    Traditional PR agency and firm operating mechanisms

    At the core of traditional PR practice is media relations. PR agencies have cultivated strong relationships with journalists and editors, enabling them to pitch stories and secure coverage for their clients. This has been supplemented with press release distribution to announce new products, services or company news, with PR professionals crafting compelling press releases and distributing them to various media outlets.

    Crisis management has also been a critical component of PR services. Agencies are called upon to handle sensitive situations, such as negative press or scandals, in order to minimize damage to a client’s reputation. This involves crafting appropriate responses, coordinating with legal teams and managing media inquiries.

    Other key services include content creation, event management and influencer marketing. PR firms generate content on behalf of their clients, such as blog posts, articles and social media updates, to maintain a consistent brand image and engage with target audiences. Additionally, they plan and execute events designed to generate media coverage and raise awareness of their clients’ products or services. As social media has grown in importance, PR firms have increasingly collaborated with influencers to promote clients’ products or services, leveraging the influencers’ large followings for maximum exposure.

    The challenges of traditional PR models

    While traditional PR models have proved successful in the past, they often come with their own set of challenges. Long-term contracts and bundled services can be expensive, especially for small businesses and startups with limited budgets. Moreover, the lack of flexibility in these models can make it difficult for companies to adjust their PR strategies as their needs change.

    Additionally, the traditional PR approach may not always provide the best value for clients. Companies may find themselves paying for services they don’t necessarily need or not receiving the attention and customization they require due to the “one-size-fits-all” nature of bundled packages. This has led to a demand for more tailored and flexible PR solutions.

    Related: 4 PR Trends You Need to Know for 2023

    The a-la-carte revolution

    The a-la-carte approach to public relations is disrupting the traditional model, offering clients the flexibility to purchase on-demand publications in major outlets. This new method presents several key advantages.

    First, a-la-carte PR promotes cost efficiency. Clients only pay for the specific services they need, rather than committing to a long-term contract with a comprehensive package. This allows businesses to allocate their PR budget more effectively and avoid paying for unnecessary services.

    Second, this approach provides greater flexibility. Businesses can choose the services that best suit their needs at any given time, allowing them to be more agile and responsive to changing market conditions. For instance, a company might opt for crisis management services during a scandal and switch to influencer marketing when launching a new product.

    Third, the a-la-carte model fosters innovation within the PR industry. As agencies and firms begin to offer more modular services, they are encouraged to develop new and creative solutions to meet their clients’ unique needs. This could lead to the emergence of specialized PR providers, focusing on niche services and expertise.

    Potential implications of the a-la-carte revolution

    The rise of the a-la-carte method in public relations has the potential to significantly impact the industry as a whole. As clients increasingly embrace this new approach, PR agencies and firms will need to adapt to remain competitive and relevant in this rapidly changing landscape. Although this model is currently provisionally patented, some potential implications of the a-la-carte revolution include:

    1. Shift in agency focus: PR agencies and firms may need to reevaluate their service offerings and focus on providing highly specialized and customized services. This may lead to a more segmented industry, with agencies specializing in niche areas or services, such as crisis management or influencer marketing.

    2. Greater collaboration: The a-la-carte model could also promote increased collaboration among PR agencies, with firms partnering together to provide a more comprehensive suite of services to clients. This could lead to the rise of PR “super-agencies” that offer a wide range of specialized services under one umbrella.

    3. Emphasis on quality: As clients gain the flexibility to choose specific services, the demand for high-quality and effective PR solutions is likely to grow. Agencies and firms will need to focus on delivering exceptional results in order to retain clients and attract new business.

    4. Adaptation to new technologies: The a-la-carte revolution could also drive PR agencies to adopt new technologies to better serve their clients. For example, firms might leverage artificial intelligence and data analytics to identify trending topics, monitor client reputations and create highly targeted PR campaigns.

    5. Increased transparency: The shift to an a-la-carte model could lead to more transparent pricing structures and service offerings in the PR industry. Clients will be able to compare services and costs more easily, leading to increased competition among agencies and driving innovation.

    Related: These Trends are Going to be Revolutionary for the PR Industry

    The rise of the a-la-carte method in public relations is set to transform the industry by challenging traditional operating mechanisms and offering clients greater flexibility, cost efficiency and innovation. As businesses increasingly embrace this new approach, PR agencies and firms will need to adapt to remain competitive and relevant in this rapidly changing landscape. The a-la-carte revolution in PR is just beginning, and it will be fascinating to witness the impact it has on the industry as a whole. Embracing these changes and adapting to the evolving needs of clients will be crucial for the continued success of PR agencies and firms in the future.

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    Hanna Shanar

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  • Master Public Relations With This Comprehensive Guide | Entrepreneur

    Master Public Relations With This Comprehensive Guide | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Effective public relations can be the difference between success and failure in today’s competitive business landscape. Businesses that grasp this concept will have a distinct advantage over their counterparts. This guide takes a comprehensive approach to PR, covering everything from developing your brand narrative to crafting an effective strategy to enhance your reputation.

    At its core, public relations revolves around strategically communicating to foster mutually beneficial relationships between organizations and their intended audiences. The key objective is to shape and manage an enterprise’s reputation, image and credibility by leveraging various tools including media outreach, content creation, event management and crisis communication. A crucial element in any potent PR campaign is developing a compelling brand narrative that effectively engages your desired audience while differentiating you from competitors.

    Related: 3 Crucial First Steps You Need to Take to Nail Your PR Strategy

    Crafting a powerful brand narrative

    Crafting a powerful brand narrative requires a thoughtful approach centered around several key elements. To begin with, identifying the core values and mission of your organization is essential to creating a strong foundation for communication efforts. Additionally, a deep understanding of target audiences can help tailor messages toward their specific preferences and pain points. Highlighting unique selling propositions (USPs) that set you apart from competitors is also integral to crafting a compelling and effective brand narrative. Finally, authenticity and consistency in messaging are vital in ensuring alignment between an organization’s actions and values.

    Crafting an effective PR strategy

    For businesses seeking to cultivate trust with their audience and maintain their reputation, crafting an effective PR strategy is crucial. A fundamental component of such a strategy involves defining specific objectives. Do you aim to increase public awareness of your services/products, generate leads or enhance brand image? Targeted objectives are essential for crafting an effective PR strategy that resonates with your audience’s needs. Knowing who your target audience is provides invaluable information on their preferences, behaviors and demographics necessary for engaging them effectively. Through careful research into these details, you’ll be able to tailor messages around key themes crucial for aligning with brand narratives while addressing specific concerns of those targeted audiences.

    Effective public relations campaigns require precision in every aspect of planning and execution. One crucial component is communication: It should be concise, clear, and consistent across every channel you leverage for outreach. Get your messaging right by tailoring it specifically to your target audience’s preferences using their desired mediums — from traditional media outlets like newspapers or magazines (print) and TV/radio broadcasts (broadcast), as well as social media platforms such as Facebook or Twitter (digital) among others — ensuring maximum visibility where they are most likely present online or offline.

    Related: How to Boost Your Brand Awareness and PR Strategy

    Developing a crisis communication plan

    To successfully manage crises in business, one must be well-prepared and execute a solid crisis communication plan. This essential aspect of public relations can protect your organization’s reputation and limit damages incurred.

    Measuring the efficacy of your efforts via metrics like website traffic, social media engagement, lead generation and media coverage is vital for continual improvement. When a crisis hits, any organization must respond quickly with accurate information to the public. This is why developing a crisis communication plan beforehand is so important.

    In this plan, potential risks are identified, and response strategies for each scenario are outlined in advance. Transparency and accountability should be emphasized; owning up to mistakes and communicating the corrective measures being taken can help prevent future crises from occurring.

    Finally, messaging consistency ensures that all spokespeople are unified in their presentation of information. When navigating a crisis situation, it’s essential to be aware of how your communication efforts are being received by both the media and your audience.

    Maintaining strong relationships with journalists and industry influencers

    Stay on top of media coverage and public sentiment to gauge their effectiveness, making necessary modifications as needed. But even beyond crises, maintaining strong relationships with key journalists and industry influencers is invaluable for garnering positive news coverage that helps spread your brand message.

    Take a proactive approach by providing these individuals with relevant information about your company or sector, along with compelling story angles. Acknowledging the hard work of journalists who cover your brand is not only courteous but also essential to fostering positive relationships within the industry.

    Expressing gratitude for their support helps build rapport and increases the likelihood of future coverage. Remembering to hold appreciation as part of your PR strategy shows that you recognize how important collaboration with members of the media is in boosting visibility for your business.

    Social media

    The use of social media by companies is increasingly becoming a crucial aspect of modern public relations strategy. It allows brands to interact directly with potential customers, offering them exceptional opportunities to engage and communicate by sharing informative articles, industry updates or even just simply acknowledging feedback given from patrons. The success of this tool relies on wisely selecting appropriate platforms based around target demographics while maintaining consistency in regular posting schedules aimed at keeping online communities informed along with delivering meaningful, engaging content built upon genuine customer values.

    Related: 4 Guiding Principles for Building and Deploying a Great PR Strategy

    Building a successful brand reputation

    Effective public relations has long been heralded as one of the most powerful tools available for building a successful brand reputation. With strategies ranging from targeted messaging campaigns to social media engagement tactics, companies have numerous options for making their presence known among consumers while also enhancing customer loyalty over time.

    By paying close attention to feedback from customers while also carefully curating content and interactions across multiple channels, even small firms can achieve big results when it comes to boosting their image and maximizing impact on bottom-line performance metrics like revenue growth or share price valuation.

    In the forever-evolving world of public relations, success doesn’t just happen; organizations need to be proactive and authentic and also maintain consistency in their communication strategies. Proactivity enables businesses to get ahead of emerging trends rather than being reactive or caught off guard by unfavorable news cycles. Authenticity in PR communication establishes better relationships with stakeholders by building trust through transparent communication tactics that align with organizational values, strengthened by consistent messaging until they become ingrained into the brand identity.

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    Aidan Sowa

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