Why public relations is important in the digital age

In the digital age, the importance of public relations and branding cannot be overstated. Companies and governments need to communicate with their audiences effectively, and this is where professionals like Jill Hamilton, MD of Weber Shandwick Africa, come into play. Hamilton sat down with CNBC Africa to discuss the significance of public relations in today's world, shedding light on key aspects of communication and reputation management. One of the key points highlighted in the interview was the changing landscape of communication, especially in sub-Saharan Africa. With the rapid evolution of social media and mobile technology, the way information is shared and consumed has transformed. People are no longer blindly trusting brands; instead, they are questioning and seeking transparency. This shift has put pressure on organizations to be open and honest in their communication, particularly in a world where access to information is abundant. Hamilton emphasized the need for companies to proactively address these questions and concerns by being transparent and authentic in their messaging. Another key theme that emerged from the discussion was the role of public relations in the government and public sector. Hamilton pointed out the significant shift in how governments are expected to communicate with their citizens, citing examples like the Arab Spring. The access to information has empowered the public, making it essential for governments to be open and accessible. Hamilton highlighted the importance of reputation management in both the public and private sectors, emphasizing the need for honesty and transparency in all communication efforts. When it comes to the question of when to engage a PR professional, Hamilton stressed the value of early involvement. While there is no set rule for when to bring in PR services, Hamilton recommended starting from the early stages of a business. By being involved from the beginning, PR professionals can help shape the messaging and communication strategy in alignment with the business goals. This proactive approach allows for a more integrated and effective communication strategy as the business grows and evolves. In discussing the delicate balance between honesty and reputation management, Hamilton highlighted the need for transparency and authenticity in communication. She noted the importance of guiding clients to tell the truth and handle crises with integrity. Hamilton mentioned a recent report by Weber Shandwick titled 'Always on Transparency' which underscores the importance of being honest and open in all communication efforts. This approach, Hamilton explained, builds trust and credibility with stakeholders, ultimately benefiting the organization in the long run. The interview with Hamilton provided valuable insights into the evolving landscape of public relations and branding in the digital age. As the world becomes increasingly interconnected and information is readily available, the need for effective communication and reputation management becomes paramount. Hamilton's expertise and experience shed light on the key principles and practices that drive successful PR strategies in today's dynamic business environment.