Phyllis Caddell is an author, ghostwriter, publicist, and communications strategist. She has been guiding clients in developing, crafting, and improving their brand narratives for over 27 years.
Having a strong public image is crucial for success, whether you're a big brand, a small business, or even an individual. If your PR strategy is starting to feel a little dull and disconnected from your audience, it might be time for a refresh. Let's dive into what a "PR glow up" is all about and how you can breathe new life into your approach.
What is a PR glow up?
Think of a glow up as a total transformation; it's not just about looking good on the surface but about really digging deep into what makes your brand uniquely you. In the world of PR, a glow up is all about enhancing how you communicate, engage, and connect with your audience. It's about aligning your core values and messaging with the way you want to be perceived by the world.
The power of authenticity
These days, people are craving authenticity more than ever. They want to feel a real connection with the brands they support. So, how can you showcase your true self in a way that resonates?
First, focus on building trust through transparency. Be open about both your successes and challenges. When you let your guard down and show a bit of vulnerability, you often end up building stronger bonds with your audience.
Just look at the brand Pensole Lewis College (PLC), which actively cultivates loyal followings by integrating social responsibility and advocacy into its messaging. The college focuses on empowering underrepresented communities in the footwear and apparel industries through education and mentorship. Their commitment to inclusion and community engagement resonates with students and industry professionals alike, fostering a strong sense of loyalty and support. By providing opportunities for marginalized groups, PLC positions itself as a leader in advocating for change within the design industry.
Next, embrace the power of social media. Platforms like Instagram, TikTok, and Twitter offer incredible opportunities to engage with your audience in real time. Instead of sticking to the old-school press release format, get creative with fun, shareable content that captures attention and sparks conversations.
You can also give your reach a boost by teaming up with influencers who share your brand's values. Micro-influencers, in particular, are known for their authentic connections with followers, making them great partners for building credibility and reaching new audiences.
Preparing for the unexpected
Crises can arise in the blink of an eye. That's why having a solid crisis management plan is essential for protecting your reputation. Rather than waiting for issues to blow up, stay ahead of the curve by proactively monitoring social media and online mentions. This way, you can catch potential problems early and respond swiftly and effectively. Even in tough times, transparency can actually strengthen your brand's image.
Measuring your success
Of course, a glow up isn't just about making changes; it's also about tracking how well those changes are working. Start by setting clear goals and identifying key performance indicators (KPIs) to measure the impact of your PR efforts, whether it's media coverage, social engagement, or audience sentiment. Keeping a close eye on these metrics will help you refine your approach and ensure you're hitting the mark.
Having clear goals and KPIs helps you quantify the effectiveness of your PR campaigns. This is key for demonstrating the value of your work to stakeholders. Let's be real: we all need to justify the resources and budgets we're allocated, and being able to show the numbers is essential for that.
When you establish specific, measurable goals, it allows you, as a PR professional, to really align your strategies with the broader business objectives. Every PR effort you undertake should be contributing to the overall mission of the organization. Setting those KPIs makes it easier to track progress and adjust your tactics as needed along the way.
Another big benefit is improved accountability within the PR team. When everyone is clear about their specific metrics, it promotes a genuinely results-driven mindset. You can quickly identify areas that need more attention or a fresh approach.
And the data you collect from regularly tracking those KPIs is pure gold. It provides invaluable insights into what's working and what's not. This data-driven approach empowers you to make informed decisions, optimize your campaigns in real time, and continuously refine your strategies based on performance.
Perhaps most importantly, clear goals and KPIs facilitate better communication with your clients and stakeholders. When you can present them with data that demonstrates the tangible impact of your PR efforts, it builds trust and credibility. They'll see that your strategies are effective and truly aligned with their expectations.
Ultimately, the process of measuring and analyzing KPIs encourages a culture of continuous improvement within your PR team. By regularly reviewing the performance data, you can learn from past campaigns and apply those lessons to make your future initiatives even more effective. It's a win-win all around.
Embracing diversity and inclusion
Diversity and inclusion (D&I) are critical considerations in today's landscape. By embracing D&I, you not only reflect the diversity of society, but you also open up to a broader audience.
View D&I as more than a mere buzzword—it's crucial for driving innovation, boosting creativity, and refining decision-making. A diverse team brings varied perspectives that can help you better understand and connect with your audience. It also sends a powerful message to your stakeholders that you value different voices and experiences.
To get started, conduct a D&I audit to evaluate your current PR strategies and communication practices. Are your messages inclusive? Do they resonate with diverse audiences? Look at your team composition, media outreach, and content creation processes. This will help you identify gaps and areas for improvement.
Next, focus on building a diverse team by intentionally recruiting from various backgrounds, including different races, ethnicities, genders, ages, and abilities. Ensure your hiring process is inclusive, and consider partnering with organizations that support underrepresented groups.
Your PR messaging should also reflect diverse voices and perspectives. Use language that is inclusive, avoid stereotypes, and highlight stories from various communities. This encourages a sense of belonging among your audience. Remember, embracing D&I is an ongoing journey, not a one-time initiative. Stay committed to continual learning and improvement, and let your leadership team set the tone by championing these values.
Onwards and upwards
A PR glow up isn't a quick fix; it's a journey that requires continuous effort and adaptation. As technology and audience expectations evolve, so should your strategies. By focusing on authenticity, leveraging social media, preparing for crises, measuring success, and embracing diversity, you can create meaningful connections that cultivate trust.
Brands that adapt and grow will not just survive, but thrive. It’s never too late to get started on creating a vibrant, authentic, and engaging public image.
Phyllis R. Caddell, Communications Strategist
Phyllis Caddell is an author, ghostwriter, publicist, and communications strategist. She has been guiding clients in developing, crafting, and improving their brand narratives for over 27 years. A subject matter expert (SME) and adjunct professor for Azusa Pacific University, she holds an M.A. in Organizational Communications, an M.S. in Internet Marketing, and a B.A. in Public Relations.
