The Use of PR in Entrepreneurship
- Bluestone Communications
- 3 days ago
- 3 min read
by: Kristen Sansone
How does public relations impact the consumer engagement, customer trust, and brand loyalty of early-stage entrepreneurial ventures? This research question combines the two fields I am most passionate about: public relations and entrepreneurship. As a public relations concentration and an entrepreneurship minor, I often see overlap between the two fields.
With the rise of entrepreneurship and social media in this generation, it has become increasingly important to connect these fields to create powerful businesses. This research question intrigues me, as I am passionate about becoming an entrepreneur and believe that incorporating public relations would help an early-stage start-up thrive.
Brand Reputation
Many entrepreneurs do not take into account how important strategic communication is with their stakeholders and value two-way communication. Two-way communication between early businesses and their stakeholders grows trust and credibility. The earlier this relationship is built with stakeholders, the stronger the communication is, and it helps the businesses create legitimacy.
Since public relations is constantly evolving, such as with the rise of social media, it is even more important to have a good social media presence. Since many small businesses fail, it is necessary for entrepreneurs to learn public relations strategies in their ventures, or their business will flop.
Increasing Consumer Engagement
Brands that create communities within their customers allow for greater engagement, which leads to brand loyalty. Online brands that do this show effective two-way communication. Two-way communication between stakeholders enables trust within the brand. The main factor within engagement is an emotional appeal.
Brands striking an emotional appeal with their consumers enables more engagement and also loyalty. Two-way communication leads consumers to trust the brand. Using an emotional appeal and increased activity between a brand’s stakeholders can increase interaction and guide them to become loyal customers.
Consumer Trust
The way brands use PR to respond to customers can show true commitment and make room for trust. When brands show that they participate in ethical practices, it can positively affect consumers’ behavior. When PR ethics are used as a foundation for building a business, it can help the brands have a positive reputation.
A positive reputation for brands creates better bottom-line results. Using ethical PR practices can be seen to enable positive emotional responses within consumers. This creates emotional branding and forms “brand love.” One brand that practices ethical PR is the shoe brand TOMS. They have an ethical mission and have a one-to-one business model.
Brand Loyalty
Long-term customer commitment is found through brand loyalty, which is derived from trust and engagement. PR strategies, such as two-way communication, can foster better relationship management between brands and their publics. Having the foundation of good relationship management can lead to long-term commitment with mutual trust. Brand loyalty can be maintained by remaining transparent with the public and showing clear and honest ethics.
Final Takeaways
Engagement enhances trust, which leads the way to fostering brand loyalty
This framework can be created in entrepreneurial journeys by fostering campaigns to maintain engagement with their brand
Good strategies for campaigning are storytelling, using visuals such as pictures and videos, which build an emotional appeal to increase trust
When starting a company within a saturated market, PR helps to differentiate the brand and make it stand out to consumers. Brand relationships can be created by consistent messaging of shared values and beliefs between brands and their publics. When brands have effective communication with their customers, they tend to have better trust and satisfaction.
PR social media strategies can help to satisfy consumers by showing how brands handle and address situations. As a college student or young entrepreneur starting a business or creating their personal brand, think about how you can utilize public relations to make meaningful connections with your audience.