By M. Isi Eromosele

The main purpose of implementing a corporate public relations campaign is to increase awareness of your company and build consumer confidence about it. This is especially necessary after a major change at the company or its entrance into a new market. Public relations can also be utilized to help enhance your company’s reputation.

The perception that your customers, suppliers and stakeholders have of your company is mostly formed by your reputation. If the general perception is negative, a well implemented public relations campaign will strengthen positive features about your company and remedy misunderstandings.

A public relations campaign may be useful in righting incorrect perceptions of your company. If your company’s performance is poor, it is best to focus on getting better outcomes.

Even if your company has an excellent reputation, public relations could still be used to enhance the public’s perception of your company or to increase consumers’ knowledge of your products and/or services, especially if they have been newly launched.

Operational achievements, capacity improvements and financial performance should also be communicated to stakeholders, investors and customers through public relations.

There are specific phases that have to be implemented to achieve a successful public relations campaign.

Establish the goals of the of the public relations campaign

These clear goals may include:

• To reinforce your company’s strength
• To build awareness in new markets
• To improve a poor reputation
• To announce a major acquisition or merger
• To announce an executive addition or departure

Conduct a perceptions audit

A perceptions audit will help identify areas on which to focus on. Subsequently, the company can then develop vital messages to be communicated time after time to your customers and the general public at every point of contact.

The positive aspects of your company need to be constantly stressed in the planning and development of the public relations campaign.

Develop vital messages

The goals that are eventually established as well the results of your perception audit will determine the vital messages you would like to communicate in your public relations campaign. These messages may be incorporated into any number of circumstances.

Communicate professionalism - Communicate that your company upholds the best practices in professional ethics, fully understands the needs of its customers, provide a wide variety or superior quality products and services.

Communicate operational success - Communicate your company’s innovative capabilities which enable the development and production of full solutions that meet the needs and desires of your customers.

Communicate market success - Communicate that you have gained market share at the expense of your competitors, quoting figures and percentages to support your success story.

Communicate corporate stability - Communicate that your company is stable, financially sound and have top flight management team. Stress the company’s revenues and profits and its expansion plans.

Public Relations is a continuous exercise in communication that would ensure that your company maintains the public’s trust and stakeholders’ confidence on a long-term basis.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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