The movie “The Pursuit of Happyness”, tells the real-life story of Chris Gardiner, a man who overcame extreme adversity to achieve his dreams. One of the compelling messages is the truth that working hard pays off. When we need or want something, we have to work for it because life doesn’t give very many free handouts.
Underpinning this is the concept that money, while it can buy possessions and a lifestyle, doesn’t buy happiness. The same can be said for credibility and reputation. Money helps, but without credibility, it can only do so much.
This brings us to the role of PR (public relations). Credibility is at the heart of successful relationships between organisations and their stakeholders. And like the journey in "The Pursuit of Happyness," building credibility for an organisation requires continuous effort and unwavering commitment.
The Importance of Credibility in PR:
Credibility is essentially the trust that others place in your organization. It's the belief that your brand or entity is honest, reliable, and capable of delivering on its promises. Without credibility, even the most well-funded and well-intentioned PR campaigns can fall flat. Credibility is what turns potential customers into loyal advocates, transforms investors into committed supporters, and ensures that the general public views your organisation favourably.
So, how does PR fit into this equation? PR is the engine that drives credibility. It's the process of managing and shaping the perception of your organisation in the eyes of the public. How do we do that? We use a variety of tactics and strategies to positively position organisations and individuals, communicate effectively, and build trust.
Whether or not you engage a communications professional, here’s why PR is critical for all organisations:
Issues and Crisis Management: In the face of issues or crises, PR professionals play a critical role in protecting and managing reputations. Whether it's an employment issue, legal case, a review process, health & safety breach, or what we’d call a ‘PR disaster’, effective crisis communication can mean the difference between reputational damage and recovery.
Storytelling: PR professionals are skilled storytellers. They craft narratives that resonate with audiences and humanise organizations. They get to the heart of an organisations ‘why’ and develop strategies to communicate this in a compelling and authentic manner to enhance credibility - making an organisation relatable and trustworthy.
Transparency: Open and honest communication is a cornerstone of credibility. PR professionals work to ensure that organisations are transparent about their actions and intentions, facilitating trust with stakeholders.
Consistency: Consistency is key in PR. A consistent message and brand image across all communication channels reinforce credibility. Stakeholders should know what to expect, and PR ensures that expectations are met.
The Continuous Work of Building Credibility:
Much like Chris Gardner's pursuit of happiness, the journey to building credibility in PR is ongoing. It's not a one-time effort but a continuous process – you can’t build credibility by issuing one press release. Here's how we work at it:
Relationship Building: PR professionals cultivate relationships with key stakeholders, including customers, investors, media, and the community. These relationships are built on trust and nurturing them is an everyday task.
Monitoring and Listening: Effective PR requires listening. PR professionals continuously monitor the media landscape, social media, and public sentiment to keep in touch with emerging issues so they can adjust strategies as needed.
Adaptation: The PR landscape constantly evolves. Techniques and technologies change, and PR professionals need to adapt to these shifts. Staying current and innovative is essential to maintaining credibility as is working collaboratively with other specialists – social media experts, video producers, and government lobbyists are all part of our broader team.
Evaluation: PR efforts should be regularly evaluated to ensure they are achieving their goals. Adjustments are made based on data and feedback, ensuring strategies remain effective in building and preserving credibility.
"The Pursuit of Happyness" teaches us that success, happiness, and credibility are not handed to us on a silver platter. They are the result of hard work, determination, and a commitment to our goals. It’s important to understand that building credibility is an ongoing journey which never ends. This is what we do, and we fully embrace the challenge on behalf of our clients. In a world where trust is currency, PR is our vehicle for building and maintaining the credibility that underpins success.