International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

 

A Public Relations Role in Brand Messaging
Ron Prindle

Abstract
A role for public relations in organizational brand messaging is proposed. An increased involvement by public relations in organizational advertising and marketing communication strategy has been the result of the consumer cynicism and loss of consumer confidence evident in the current marketplace. The merging of communication activities should also include a role for public relations in the transmission of the organization, product, or service brand. Public relations practitioners are skilled and experienced in storytelling and social media, both of which have become important tools in successful brand communication. Moreover, public relations acumen in relationship- and trust-building contribute to the organization’s authenticity, another key factor in branding in the contemporary marketplace.


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