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The article “A public Relations Role in Brand Messaging”, by Ron Prindle, was published like a scientific work of Gonzaga University. The author frame the central question of their article as follows: Public Relation plays a crucial role in brand managment.

In order to prove it, the author, pondering on the necessity of social networks and a two-way communication between the organization and the publics. Moreover, the author gives us the interpretation of the brand itself.

Accordingly, the article falls into three parts: introduction, the brand, a public relation role.

In the first part author gives us an information, that recently, the role of organizational public relations has expanded as evidenced in the blurring of the once precise boundaries between public relations, advertising, and marketing communication activities. Then, Ron Prindle, writes about another factor,which has been the exponential growth in social media fueled by consumer demand.

In the second part author gives us general information about the brand (the interpretation, its functions). Further, Ron Prindle explains that marketing communication in the current business environment is now a two-way (vice one-way) process. The best way to do this process is social networks.

But the author present one problem of using social networks and blogs: growing cynicism of consumers, a loss of consumer trust and confidence. The key to overcome this problem Ron Prindle sees in storytelling. The author narrates that storytelling fits the traditional public relations role of creating connections with its publics through relationship and trust building.To prove it,Prindle added the citation of Roy Moxham that the narrative is a powerful communication method that has always been a public relations competency and public relations is the art of storytelling.

The social media is the place, where the organization could not only tell the story about the brand, but see the reaction and opinion of the publics. The author emphasizes that message design is the key to communications success and that the communication of the message occurs because the sender intends it as such.Moreover, Ron Prindle tells us that the message you would like to give to the public could be interpreted in a wrong way. In that case, the author advices Public Relations managers pay extra attention to context. The author tells that context represents a significant shift in credibility sourcing.

Ron Prindle sees the social media as the best way to inform your publics about the brand because of the power of word-of-mouth technique. Your target audience could find necessary information by comments of other people in social networks. People believe the opinion of other people better then information you intentionally give to them. This fact improves the credibility of publics. Social media online communities now allow consumers to communicate in real-time and share opinions as to how well an organization is meeting their needs and expectations.

The conclusion findings of the article proved thatpublic relations is used for a wide variety of purposes in organizational communication, that of the representation of the organization, its goals, and its self-understanding has been increasingly influential with publics. This idea was told by Fredriksson. This has become increasingly important given the marketplace transition to a consumer-driven, conversation economy characterized by two-way conversations between consumers and between the consumer and the organization. The main thing is that trust building acumen, storytelling heritage and social media proficiency, public relations is positioned to significantly contribute to brand management. Public relations play a key role in establishing the trust and authenticity necessary for a successful branding messaging.This article is useful not only for public relation practitioners, but to the senior management either, because the brand of the company is the main thing to work on. Moreover, it is important to Russia exactly, because social media has recently started to grow dramatically, and the usage of it could bring company to the great success. This article gives a lot of important advices how to build effective communication between the company and its publics through the Internet and good examples to follow.

Date: 2015-01-29; view: 905