I am often asked what is Public Relations, I could recite the traditional corporate mumbo jumbo and talk about brand reputation, stakeholder management, media relations or driving value with strategic communications which are all correct. However, at the heart of public relations is one thing, PEOPLE. Public Relations is people relations. If you don’t understand how to connect authentically with people, you are not going to be successful in developing and implementing a public relations plan.
If you do not understand how to exercise empathy, you will not build authentic relationships with your target audience. This does not mean you change who you are or try to be something that you are not as a brand, but it is important that your engagements with your target audience are built in a way that create basic human respect as the foundation of your communications.
Your audience are more than consumers; they are real people dealing with everyday life. If you humanize your audience and imagine real faces in your planning process it develops engagements that are naturally authentic and respectful of your target audience. It is never just about the needs of your brand. Reverse your thought process and try to stand in the shoes of your audience so that your perspective resonates and speaks to them on a deeper personal level.