Public Relations aim to create innovative communication strategies, leveraging the brand’s unique values to captivate the target audience and increase sales.
It was World Cup time. Mexico was preparing to host one of the greatest events that brings the world together every four years around a shared passion: football. The effort to convince FIFA that it had the proper sports infrastructure and technology to host the 1986 FIFA World Cup had been arduous but paid off. However, not even the experience of having organized the 1970 Mexico World Cup could save the country from an earthquake that left it literally in ruins just a year before the much-anticipated event.
The entire world saw the devastating earthquake on television and wondered if Mexico would be prepared to handle the logistics of such a massive event. Contrary to what many thought, Mexico managed to rebuild and was ready to welcome all its visitors.
The warmth and hospitality of the Mexican people, the technology used, and the excellent communication with the global press—stationing journalists in its most representative cities like Guadalajara, Puebla, and Querétaro, and implementing press rooms for quick and effective information management—turned this event into a successful case of Public Relations (PR).
In times of crisis, to strengthen a brand in the minds of consumers, attract future clients, improve reputation, and create a favorable environment for sales, Public Relations are a set of highly creative communication techniques that emphasize a company’s most interesting aspects. They create a profile to position the brand as a trusted authority in its field with recognition and trust from its target audiences.
A public relations professional within a PR agency establishes direct relationships with the media to highlight the innovative and interesting aspects of a particular product or service, ensuring valuable information is shared with the general public and, more importantly, with the specific market.
Top technology companies use this powerful tool to announce their launches or communicate important brand aspects that need to be highlighted for their target audience.
Imagine you are the director of a cloud solutions company, and unlike your competition, your cloud data centers are located in strategic points across the continent, guaranteeing quality service, with technical support entirely in Spanish and available 24/7/365. You’ve just created a tool that will make your service even more powerful and benefit your users. How do you get your target audience interested in your solutions? Is just advertising on social media or sending an email to your clients enough to promote your brand?
Social media and emails will help to some extent. However, these actions don’t contribute to building brand reputation, positioning the product in consumers’ minds, or creating the emotional bonds that lead users to choose one product over another.
Why, despite having clearly notable advantages over the competition, does my brand not surpass it? The answer is simple: your competition is using all the PR techniques and strategies that ensure consumers always have them in mind—whether through a CEO interview they heard, a corporate statement they read, or an internal event shared in a newspaper or magazine, creating a positive perception of the brand.
Just as human relationships are based on trust, a brand’s relationship with its audience must be grounded in harmony and friendship, fostering a win-win relationship. On one side, the user gains satisfaction, while on the other, the brand builds customer loyalty.
In this context, Public Relations seek to create innovative communication strategies, leveraging the brand’s unique values, highlighting its services, and sharing success stories—like the 1986 Mexico World Cup—that put the company ahead of the competition.
It’s important to note that both the PR agency and the client must make ongoing efforts to develop communication strategies and build relationships with the media to strengthen their connection.
An innovative and sustained PR strategy can greatly benefit your company or products. The cost-benefit ratio will make the experience worthwhile and pay for itself. Additionally, you’ll find that PR can contribute to your company’s growth and lead to tangible savings in your marketing budget.