PR Strategy: Why It Matters For Your Business

In the fast-paced world of business, Public Relations (PR) is the lifeline to the public eye. It has for far too long been the little sibling of Marketing and Advertising – disciplines that receive more attention and funding. PR is not just about writing press releases or ensuring media coverage, it’s also about shaping perceptions and building enduring relationships. Let’s unravel the essence of PR and why it’s indispensable for your business.


When we hear the term “PR,” glamorous images of red carpets and exclusive events often spring to mind. But PR’s significance extends far beyond glitz and glam—it’s a strategic communication process aimed at cultivating mutually beneficial relationships between organizations and their audiences. In 2012, Deem Communications pioneered PR in Armenia and the surrounding region with the launch of its inaugural PR Summit Armenia. This annual event, which ran for four consecutive years, served as a platform for industry experts, academics, and practitioners to converge and exchange insights with the burgeoning market in the Caucasus. Through this initiative, Deem Communications solidified its position as a trailblazer in the region, experiencing remarkable growth and emerging as a leader in the field. Today, DeeM is the go to agency for matters PR and Communications. But let’s move beyond the misconceptions and delve into what Public Relations truly entails—and why it should matter to you!

Understanding the Fundamentals of PR

PR is fundamentally about storytelling—an artful process of crafting and sharing messages that deeply resonate with your intended audience, ultimately shaping a favorable perception of your brand. Through storytelling, brands have the opportunity to convey their values, mission, and objectives, while also highlighting their services and accomplishments in a captivating way. It’s a chance to showcase not just what your brand does, but also why it’s distinct from competitors.Indeed, there are many means for storytelling, but consistency and clarity in your brand’s communications are imperative. Whether it’s through traditional media, social platforms, or immersive experiences, maintaining a unified narrative ensures that your brand’s essence shines through, ensuring connection and loyalty among your audience.

Defining PR

What exactly is PR? It’s an intricate field that revolves around managing your company’s reputation, handling media inquiries effectively, and fostering meaningful connections within your community. At its core, PR is a blend of art and science, meticulously crafted to shape public perception and cultivate lasting relationships. Let’s delve into the essence of PR. When we talk about the “public,” we’re referring to distinct groups with unique characteristics and interests. These groups, or “publics,” are carefully identified and segmented to tailor communication strategies accordingly. Think of it as customizing your storytelling approach: what resonates with young teen girls in bustling NYC might not necessarily engage middle-aged men in Egypt. Understanding and defining these diverse segments are fundamental to crafting compelling narratives that truly connect. Now, onto the “relations” part of PR. It’s all about building bridges—forging connections that go beyond mere transactions. Through strategic efforts, PR endeavors to foster positive associations and emotional bonds between these segmented publics and your brand. This is where engagement flourishes, and genuine buy-in occurs—a crucial step towards cultivating brand loyalty and advocacy. Basically, PR is a dynamic blend of strategic communication, relationship-building, and reputation management. It’s about understanding your audience, tailoring your message, and fostering meaningful connections that resonate and endure.

The Importance of PR for Your Business

For over 18 years, DeeM has been at the forefront of crafting intricate strategies tailored to the PR and communications needs of clients across diverse sectors including finance, tech, telecom, and tourism. Our work ranges from launching PR initiatives from scratch to revitalizing outdated strategies, all with the aim of empowering brands to thrive in today’s competitive markets. Through our extensive experience, we’ve come to understand that PR isn’t an option, it’s an indispensable asset, especially for brands committed to securing their reputation and achieving success in a fiercely competitive landscape. PR serves as the primary tool for managing reputation—an invaluable asset that can tip the scales between success and failure, particularly during times of crisis. A comprehensive PR strategy goes beyond crafting narratives; it involves expanding market reach, assessing risks, and designing strategic crisis communication plans. This becomes particularly crucial for larger corporations and institutions operating in sensitive sectors like health and finance. Preparedness is key, as evidenced by the lessons learned from the unprecedented challenges of the 2020-2021 Covid-19 pandemic. By anticipating potential risks, devising and implementing crisis management protocols, organizations can navigate even the most dire situations with resilience and grace. Additionally, building strong relationships with the media is essential for businesses seeking to amplify their brand’s voice and values. It’s incumbent upon PR teams to effectively communicate the brand’s essence, the uniqueness of its offerings, and its value proposition to the media, ensuring accurate and compelling coverage that aligns with the brand’s objectives. In essence, PR isn’t just about storytelling—it’s about strategic foresight, proactive risk management, and meaningful engagement. By prioritizing PR, businesses can not only weather storms but also emerge stronger and more resilient in the face of adversity.  Public Relations

Crafting Effective PR Strategies

An effective PR strategy requires understanding your audience, setting clear objectives, and delivering consistent, compelling messages that align with your brand values. For this to take place without compromising the values of the brand, authenticity and transparency are key. In many cases, companies succeeded in the most unusual circumstances because the took the upper stage and were not afraid to be transparent with their publics. Consider the automobile industry or the pharmaceuticals who have had numerous incidents of call backs. Once you have understood your brand’s values and know who is your direct and indirect audience as well as well outlined objectives that communicate bold stories representative of your brand, chances are you are on your way to success. So, when planning your annual budget for next year, consider allocating adequate resources for your brand’s PR, not only buying ad space – in many cases considered as forced consumerism. 

Implementing Successful PR Campaigns

Effective PR campaigns are characterized by their innovation, precision targeting, and measurable impact, all underpinned by a clear call to action. While gauging the success of PR initiatives can be challenging, especially in comparison to the more quantifiable metrics of social media and broadcast advertising, advancements in analytical tools have made it increasingly feasible to monitor and evaluate their effectiveness. Traditionally, measuring the impact of PR activities such as speaking engagements or event presence has been elusive. While metrics like attendance and media coverage offer some insight, true success often reveals itself gradually over time. This long-term view presents a significant challenge for PR practitioners, yet it’s precisely this sustained investment in PR that yields substantial returns for brands. Consider the approach taken by sporting brands that prioritize storytelling over product features, focusing on narratives that resonate with audiences on a deeper level. By showcasing stories of empowerment, diversity, and athleticism, these brands forge emotional connections that transcend the mere transactional aspects of their products. Ultimately, the success of PR lies in its ability to cultivate enduring relationships, shape brand perception, and drive meaningful engagement over time. While immediate metrics may offer glimpses of progress, it’s the long-term impact on brand engagement and buy-in that truly defines PR success.


it’s a critical component of your business strategy. Whether it’s through a well-timed press release or a full-fledged campaign, effective PR can elevate your brand, foster trust, and pave the way for long-term success. In conclusion, Public Relations is more than just a buzzword; it is a strategic communication process vital for fostering mutually beneficial relationships between organizations and their audiences. From pioneering initiatives to crisis management, Deem Communications has led the way in the field. Through storytelling and tailored strategies, PR transcends traditional marketing, offering brands the chance to authentically engage with their audience. Effective PR campaigns blend innovation, precision targeting, and measurable impact, shaping enduring perceptions and driving meaningful engagement. Prioritizing PR isn’t just wise—it’s essential for businesses navigating competition and uncertainty. Embrace PR to drive lasting success and meaningful connections and trust your business to professionals to drive your business objectives to the top.