What’s the most important part of public relations? You might think that the answer is in the word “public”—in other words, how wide an audience you can reach with information about your organization. However, an equal amount of attention needs to be focused on the “relations” component of PR. PR is less a set of tried-and-true formulas for communicating with customers, and more a discipline of building trust. The relationships you cultivate with audiences will ultimately determine your company’s success or failure. This is borne out in recent conversations across cyberspace about the role of “influencers” in social media marketing. According to data from the PR firm Edelman, "customers and prospects want honesty. Ethics. Understanding … It means that in order to convince and convert, you have to get down on the customer’s level and see things from their point of view. It means not being afraid to admit your weaknesses or acknowledge your mistakes." As one author describes it, “Influencer marketing is yesterday’s word-of-mouth marketing on steroids.” Interestingly enough, even though 21st-century consumers seem to prefer the “old-fashioned” concept of trust when deciding to make a purchase, the media they trust have shifted significantly. Edelman’s data also revealed that millennials tend to place their trust in search engines and social media more than traditional avenues. Whether your business uses primarily traditional or online marketing in its approach, it’s safe to say that you’ll see great results only if you use public relations to cultivate trust and build relationships with the clients that matter to you. This will strengthen brand loyalty as people will genuinely enjoy your brand and your product. Some of our most successful clients have already developed relationships with customers who love them and what they do, and it shows. Advocati can help your organization develop a comprehensive public relations plan to connect with your audiences. As a full-service public relations, marketing and digital advertising agency, we understand the publics your business is likely to interact with, and we can connect you with influencers who will further help you develop a relationship of trust with consumers. If you have any questions about our social media or other marketing services, please contact us at 1-866-774-5299 or at johnzaher@advocatimarketing.com.