Defining PR

PR is about reputation, but it must do more than generate and maintain awareness and positive perception.

It should help craft a brand’s proposition.

It must create and communicate compelling positioning.

Ultimately, it must persuade.

Not ‘influence’.

PR must do more than nudge stakeholders to think and feel differently. It must compel them to act.

PR shapes reputations and perceptions through propositions and positioning, but ultimately its goal is persuasive communication. Controversial? It shouldn’t be.

Author: jasonmackenzie

Strategist, consultant, speaker, campaigner. PR and marketing professional. Managing Partner, Corporate Communications at Nudge Factory. Former President of the Chartered Institute of Public Relations (CIPR). FCIPR, FCIM, Founding Chartered Public Relations Practitioner, Chartered Marketer.

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