Public relations (PR) practitioners need to be the eyes and ears of organisations/businesses. They need to know its current perceptions and reputation. They need to know it, to help it.

This works across multiple levels – risk management, crisis communications, research, internal communications and the daily job of monitoring opinions.

Practitioners will also need to know opinions of customers, suppliers, staff and anyone who engaged with the business. Your brand isn’t what you say it is, it’s what others say about it.

In today’s #AuraPops Laura outlines the importance of PR as an essential role, being the eyes and ears of any business/organisation.

5 simple tips to get started

  • Try listening tools to monitor what’s being said online.
  • Try focus groups of staff to know the mood internally.
  • Try face-to-face meetings with customers and have an idea of what you want to achieve from each meeting.
  • Put a media questionnaire together if you are trying to gauge awareness amongst the press.
  • Always do a before and after, for any activity measuring any shifts

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