17 Feb Why Taking a Holistic Approach to Communication is Critical
By Megan van Wyngaardt, Senior Account Manager
This week I listened to a podcast in which the host lamented that we are, ‘unfortunately, too connected’ these days. Wordsworth had a poem that succinctly put this feeling into written word – ‘The world is too much with us’. We are, on a daily basis, inundated with messages to buy more, do more, be more, achieve more.
The question then, and albeit a bit of an existential one, is who cares? Who cares about your messaging as a corporate, a small business, a CEO – why should they care?
Even more important, how can public relations (PR) professionals make our audiences care?
There is no doubt, PR has undergone a significant transformation over the years. Initially started as a means for businesses to positively influence public opinion through media coverage – the first piece of PR is said to have emanated from a railroad disaster in the US in 1906 – the landscape has evolved dramatically with the rise of digital marketing and social media.
Today’s consumers demand authenticity, transparency and social responsibility from brands and they have numerous channels to voice their opinions and influence others. As such, PR now encompasses a broader range of activities aimed at building lasting relationships with stakeholders through these diverse channels.
This shift highlights the necessity for a holistic approach to PR, that integrates various channels and strategies to make your audiences take notice.
Key benefits of a holistic approach
Ensuring your communication aligns with the brand’s core values and objectives, you can build ongoing trust and recognition with your audience, creating consistency in your messaging. Therefore, storytelling is a powerful tool in holistic PR that allows brands to convey their messages in meaningful ways. By creating regular narratives that highlight the brand’s mission and values, organisations can create memorable connections with their audiences.
A holistic PR strategy further facilitates timely responses to negative feedback or crises, and by actively monitoring online reputation and addressing issues promptly, brands can mitigate damage.
Meanwhile, while the two concepts have in the past been pitted against each other, combining PR with marketing efforts amplifies a brands impact. While marketing focuses on promotion and sales tactics, PR builds reputation and brand recognition.
From our experience, a single service provider responsible for all aspects of communication, including strategy development, content development, social media design and more, eliminates the finger-pointing often seen when multiple vendors are involved. This accountability fosters a cohesive team environment where everyone works towards a common goal.
Implementing a holistic communication strategy
Know your goals
Start by setting clear, measurable objectives that align with your overall business strategy and base your communications strategy on this. For example, you might aim to increase brand awareness by 30% within six months or establish your organisation as a thought leader in your industry through strategic content creation and media outreach.
Understand your target audience
Conduct thorough research to gain insights into your audience’s demographics, preferences, behaviours, and pain points. Through surveys, focus groups and social media analytics you can gather data and create detailed buyer personas that represent your ideal customers. This understanding will enable you to tailor your messaging and strategies effectively.
Develop a unified brand message
Craft a message that reflects your brand’s values and goals and that is consistent across all communication channels to reinforce your identity and build trust with your audience. Ensure that every piece of content – whether it’s a press release, social media post, or blog article – aligns with this unified messaging. By reinforcing a message across all your platforms, you are creating familiarity and positioning yourself as an expert that can be called upon for comment.
Coordinate marketing channels
Align all PR activities with other marketing efforts to ensure they support and enhance one another rather than working in isolation. This coordination creates a seamless customer journey from awareness to engagement and conversion. For instance, if you launch a new product, ensure that the announcement is supported by social media campaigns, email marketing, and influencer partnerships.
Measure results
By regularly assessing the effectiveness of your PR strategy, you can further refine your strategies as needed to improve outcomes.
Communication is Key
The way we communicate can significantly impact the success of your business – by ensuring consistency, accountability and personalisation in your messaging, organisations can build stronger relationships with their audiences and drive sustainable growth.
Implementing a holistic PR strategy requires careful planning and execution. By appointing a single service provider to be responsible for all aspects of your communication needs, you will have the support you need to define your goals, understand your audience, coordinate all your communication and marketing efforts ensuring sustainable audience engagement and loyalty.