In today’s ever-changing business landscape, brands face increasing pressure to meet the heightened expectations of consumers. As the 2023 Brands in Motion Report shows, PR is crucial in shaping a company’s public image, helping brands stay connected to their audiences and respond to their needs. Public relations, with its emphasis on effective communication, brand reputation, and consumer trust, is more essential than ever.

Let’s dive into some key questions to explore the role PR can play in helping brands not just survive, but thrive in this new reality.

What Are the New Rules of Corporate Reputation?

According to the Brands in Motion Report, 2023 has introduced a new set of rules for brands trying to build and maintain a positive reputation. Consumers are facing immense challenges: the rising cost of living, growing fears around climate change, and anxiety about job security in an AI-driven world. These concerns are reshaping the way people view the role of companies and the kind of leadership they expect.

Traditional approaches to PR and corporate communication are no longer enough. Today, brands must communicate clearly about how they address these immediate, personal concerns. According to experts, if a brand is perceived as indifferent or slow to respond, it risks becoming irrelevant or even untrustworthy in the eyes of the public​.

For PR agencies, this means helping brands adopt a new communications strategy—one that emphasizes transparency, authenticity, and a deep understanding of the personal struggles that consumers face today.

How Can Brands Build Trust Through Transparency?

Transparency is no longer optional; it’s a core requirement for building trust. According to the Brands in Motion Report, 76% of respondents stated that being transparent with data is the most effective way for companies to show they care about their customers​. This includes providing hard data about sustainability initiatives, the ethical use of AI, and employee treatment.

PR professionals can play a key role here by helping brands develop clear communication strategies that focus on these areas. For example, if a brand is committed to reducing its carbon footprint, PR agencies can guide it on how to communicate its progress, including any setbacks. This builds trust, as consumers appreciate honesty and effort more than perfection.

Oatly, for instance, uses packaging to display the carbon footprint of its products, allowing consumers to see the environmental impact of their purchases​. This kind of initiative sets a strong example for other brands to follow.

Why Are Employer-Employee Relations So Important to Corporate Reputation?

According to the report, 92% of consumers believe that strong employer-employee relations are essential for a company’s corporate reputation​. This makes sense: How a company treats its employees reflects its broader values and directly influences consumer perception.

In the age of the “Glassdoor Effect,” consumers can easily access employee reviews and ratings, making it harder for companies to hide poor internal practices. A company that mistreats its employees or underpays them risks not only losing talent but also damaging its public image.

PR agencies help brands navigate this challenge by ensuring they communicate openly about their internal policies. Whether it’s offering fair wages, supporting work-life balance, or providing career growth opportunities, the public relations team’s role is to highlight these efforts, turning them into a positive message that builds reputation.

How Are Brands Expected to Engage in Social Issues?

In 2023, social justice, diversity, equity, and inclusion (DE&I) are still top of mind for consumers. However, people want brands to strike a balance between long-term commitments to social issues and addressing more immediate, personal concerns such as inflation and climate change​​.

Brands must understand that their audience is not looking for vague promises or surface-level engagement. They expect tangible actions and measurable progress. PR agencies play a vital role in guiding brands through these complex waters. They help businesses choose the social issues that align with their values and long-term strategy, ensuring that any stance taken is backed by action.

This is important because nearly 50% of consumers believe that some brands are only using social justice issues to boost sales, rather than out of genuine concern​. PR agencies can counteract this cynicism by encouraging brands to be genuine and consistent in their messaging and actions.

What Role Does AI Play in Shaping Corporate Reputation?

AI is a growing concern for both consumers and employees. From fears of job displacement to concerns over data privacy, the public wants to know how brands will use this emerging technology responsibly​.

Incorporating AI into business operations can benefit companies by increasing efficiency, but without transparent communication, it can also lead to mistrust. A significant portion of respondents—64%—believe that the responsible use of AI will be crucial to a brand’s reputation in the next few years​.

For PR agencies, this presents an opportunity to guide brands on how to talk about their AI strategies. Being transparent about how AI will impact both employees and customers will be key. Brands that navigate this successfully will likely stand out as leaders in their industries.

How Can PR Agencies Help Brands Communicate Effectively During Uncertain Times?

2023 has shown that consumers want brands to talk more about pressing global and local issues, from inflation to climate change. However, it’s not enough to merely address these topics; brands must communicate effectively and with a clear sense of purpose.

PR agencies help businesses craft this communication by focusing on a few key principles:

• Understanding the Audience: What are their current struggles? What do they want to hear from the brand?
• Transparency: How can the brand back up its words with data and real-world actions?
• Consistency: How can the brand maintain a steady flow of honest communication, even when addressing challenging topics like job losses due to AI?

According to the Brands in Motion Report, more than half of the respondents want to hear more from brands during uncertain times. People are looking for reassurance, and brands that offer clear communication and solutions will build deeper connections with their audiences​.

How Do PR Agencies Help Brands Achieve Their Goals?

Ultimately, PR agencies play a crucial role in helping brands navigate the challenges of 2023 and beyond. They are not just shaping public opinion but helping brands adapt to the new rules of corporate reputation. Through PR, brands can align themselves more closely with their consumers, building stronger relationships based on trust, transparency, and a commitment to real change.

PR agencies help brands in the following ways:

• Consumer Satisfaction: PR agencies ensure that communication is tailored to address consumer concerns, whether it’s about inflation, climate change, or social justice. By focusing on the consumer’s needs, PR helps brands increase satisfaction and loyalty.
• Brand Building: Through strategic storytelling and messaging, PR agencies build a brand’s reputation over time. They ensure that a company’s values, actions, and promises are effectively communicated to the public, helping to create a strong and trusted brand identity.
• Crisis Management: Whether it’s a PR crisis due to a social issue or a misstep in the company’s operations, PR agencies are essential in managing and mitigating the effects of negative press. They help brands remain resilient in the face of public scrutiny.

How Do PR Agencies Help PR School Nurture Future Leaders in the Industry?

PR agencies play an integral role in supporting PR School – School of Communications and Reputation by nurturing the next generation of public relations professionals. Through mentorship, hands-on training, and real-world exposure to communication strategies, these agencies help PR aspirants develop the essential skills needed to excel in the industry. By connecting students with experienced professionals and providing them with opportunities to work on live projects, PR agencies help bridge the gap between theoretical knowledge and practical application. This collaboration not only shapes future PR leaders but also ensures that the industry continues to grow with a new wave of well-trained, forward-thinking professionals committed to maintaining the highest standards of ethics, transparency, and brand reputation. Together, PR agencies and PR School are fostering a generation that will contribute significantly to the evolving world of corporate communications.

Want to learn more about how global PR agencies can support your brand’s growth and build consumer trust? Explore the services offered by top agencies across the world, and take the first step toward a more impactful communication strategy today!

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