In today’s business world, as information spreads very quickly and the opinion of the target audience could change in an instant, a company’s reputation is its main asset.
A customer’s perception of a brand has a significant impact on their willingness to buy its products and services. Here is where the GR and PR departments work together. Together they are able to create, maintain and protect the brand’s reputation, if necessary. Therefore, GR&PR is a powerful tool for creating and maintaining reputation, while GR aspect is essential to some cases.
Establishing credibility through GR&PR
GR should be seen as a way for a company to establish partnerships with government agencies. PR is a way of communicating with potential and real audiences.
- In the case of GR, it is important to talk openly with the government. An example is if a food company wants to be sure that its products are safe for health, it shares information with the government about how it produces them. There is no room for misrepresentation!
- PR, on the other hand, is all about communicating with the target audience, potential and direct customers. When a company that produces video games launches its next game, it can communicate with gamers and tell them why they should pay attention to the new product.
- When things don’t run well, PR helps the brand deal with the situation. If a travel company is having problems with flights, they openly talk about it and explain clearly how they are addressing the problem. This shows that they care about their customers and want to improve the situation. GR is not necessarily involved in this case.
Reputation management using GR&PR
| Business | GR&PR strategy | Outcome |
| An automobile manufacturer that develops the concept of a safe car, applying the signature developments and trying to influence the safety standards of the market. | The company co-operates closely with the government by complying with all safety regulations. It promotes these ideas of security by communicating with the public afterwards. | As a result, customers have more confidence in the company, as it presents itself as a consistent and safety-conscious company. The same view applies to other car models of the same company, since GR&PR strategy builds a positive reputation. |
| The company produces food products, and has a hypoallergenic baby food recipe project in development. | Before launching a brand-new line of snacks, the company actively engages with government agencies responsible for food safety, sharing detailed information on sourcing, production and quality control processes. By actively involving regulators in planning, the company demonstrates its commitment to transparency and compliance with food safety regulations. PR content highlights more than just the flavors, but also the measures taken to ensure high quality. | By engaging regulators early in the process and harmonizing its public communications, the company demonstrates a commitment to integrity and transparency. This comprehensive approach resonates with consumers, regulators, and the industry at large. Positive reputation is a result of the strategic application of GR&PR strategies. |
