In BRAND IDEOLOGY, the brands can either one that focuses on PUBLIC Relations or PROFIT Relations.
When the value of Image is measured against visibility over profitability, Public Relations is not as effective as Profit Relations.
PUBLIC RELATIONS (PR) is the practice of managing the spread of information between an individual or an organization and the public.
The aim of Public Relations is to persuade the public, prospective customers, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions.
Common activities include working with the press and supplying written content for news and feature articles together with arranging interviews with expert spokespeople, speaking at conferences, winning industry awards and internal/employee communication.
PROFIT RELATIONS is the premeditated relating of a brand or business to its publics with the sole objective of PROFIT for both parties involved, thus denoting elements of Brand or Business Development.
It is not possible to relate with publics effectively if communication of business or brand development are non-existent in the DNA of the language.
The thinking of PROFIT Relations is centered on gain, as there is no need for a brand or business to relate to publics if gain is not their return on investment of the relations.
BUSINESS DEVELOPMENT comprises a number of tasks and processes generally aiming at developing and implementing growth opportunities between multiple organizations; a subset of the fields of business, commerce and organizational theory.
Business development is the creation of long-term value for an organization from customers, markets, and relationships.
The Public Relations Society of America says "Public Relations help an organization and its publics adapt mutually to each other."
In Brand Ideology, PROFIT Relations then requires such adaptations be thought through and executed meticulously with the objective being to gain more confidence from the publics of the brand and business.
The World Assembly of Public Relations Associations defined the field as "the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest."
Building and managing relationships with those who influence an organization or individual’s audiences has a central role in doing public relations.
After a public relations practitioner has been working in the field, they accumulate a list of relationships that become an asset, especially for those in media relations.
These relations must be profitable and not just public.
First article in a series called “Profit Relations” sponsored by OH Consulting Inc.