Understanding why some people succeed with PR, whilst others do not

PR is both simple and complex. It is simple because it is about communication in its simplest form. However, the complexity is derived from the nuances and intricacies of society and ‘the individual’s behaviour.

Here are three theories, corporate and growing businesses can lean into when it comes to PR and how it impacts individuals' relationship with brands:

* The Excellence Theory: This theory, developed by James E. Grunig and his colleagues, argues that public relations is most effective when it is based on two-way symmetrical communication. This means that organisations should engage in a dialogue with their public in order to understand their needs and interests and to build mutually beneficial relationships. – So, this theory you will find implemented strongly through the use of customer surveys and focus groups. However, as a growing business, reading the comments in your blog post and social media comments, are also effective and powerful ways to dip your toe into this theory.

* The Stakeholder Theory: This theory, developed by Freeman, argues that organisations should view their publics as stakeholders, or groups that have a legitimate interest in the organisation's activities. Organisations should manage their relationships with stakeholders in a way that is fair and equitable. This will play strongly around your newsletter database and community groups. It is very important that your stakeholders are those that are invested in your brand and can be strong amplifiers of your brand. Most stakeholders are financially and emotionally within your supply chain as a consumer or a supplier.  

* The Public Diplomacy Theory: This theory argues that public relations can be used to build relationships between governments and their public, both domestically and internationally. Public diplomacy practitioners use a variety of tools, including media relations, social media, and cultural diplomacy, to promote understanding and cooperation between different cultures.

As you can see there are a number of ways for PR to be executed. However, it should be noted that culturally, Western world theories are not universal, and therefore, understanding the importance of localisation and cultural referencing is an additional sphere of PR delivery and execution. This is also why diversity within communications and marketing teams is very important.

• As a growing business owner, how do you relate to the different types of ways to PR your business?
• If you are a growing business, do you find this information helpful in understanding how you can PR business?