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Opinion is subjective, and it varies from consumer to consumer. An opinion is based on an individual’s unique experience and can be influenced in hundreds of ways each day.
If every opinion is completely subjective, how can public relations (PR) professionals manage public opinion of a brand day-to-day? PR professionals should consider the market average perception, participate in regular social listening, and strive to do better for their customers every day–—even if things are going well. They can also partake in any of the following five tactics, which all work to sway public opinion for the better. After all, what is public relations but a study in the art of persuasion?
Techniques PR Firms Use to Influence Public Opinion
1. Getting into the Mind of the Customer
It’s imperative that marketers understand the psyche of their customers. PR professionals should do market research to gather data on how and why customers make purchasing decisions, the pain points they experience during the purchasing process, what they’re looking for in their products, and the price point that works best for them. This type of data is invaluable and can help PR professionals craft copy, releases, pitches, social media posts, and more campaigns that seemingly speak directly to consumers.
Any smart PR firm knows that understanding the customer is the first step in building a great PR strategy—and that includes campaigns regarding public perception. If, on average, your customers want responsiveness when they ask questions on your website, you will be able to provide them with that. When customers get what is important to them, they experience more positive feelings towards the brand, leading to improved public opinion.
2. Keeping Communications Clear & Informative
PR is all about clear, concise communication. Through careful communication, PR professionals can alter public opinion. The most important thing is how any given PR…
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