PR is something that many entrepreneurs overlook. Ardent Communications Founder and CEO Ana Pista explains why that shouldn’t be the case. 

Did you know that public relations (PR) is seen as 90% more effective than advertising in influencing consumers? However, despite this, many entrepreneurs end up asking one question: What exactly is the importance of public relations?

Knowing what PR is and the importance of public relations is crucial for any brand. This knowledge will help entrepreneurs understand what PR can do to grow their business. 

To learn more about the importance of public relations, we spoke to Ana Pista, the founder and CEO of Ardent Communications. She gives us valuable insights as well as tips on how brands can properly do PR.

How would you explain PR to someone who is not familiar with it?

Simply, PR is a strategic way of telling a brand’s stories in a way that makes its stakeholders understand, embrace, and build a long-lasting relationship with the brand.

At its core, PR is about strategic thinking. It maximizes all means of communication available in the entire spectrum of PR and integrated marketing strategically tailored to the unique needs and desired goals of the clients. 

In doing so, PR practitioners must also keep their fingers in the pulse of business leads, competitive landscapes, industry trends, and broader social contexts in crafting communication strategies.

What are the misconceptions about PR you wish to correct?

One of the most prevalent misconceptions about PR is that we manipulate or distort stories to paint a particular image for a brand. In reality, we adhere to standards of ethical communication to ensure truth, integrity, and credibility in the work that we do.

I am proud to say that ArdentComm takes an active part in various local and international industry organizations that promote ethics in the field. In this era rife with misinformation and disinformation, we stay true to our values of honesty, transparency, and responsible communication in pushing PR for good.

What is the importance of public relations and communications management for business owners?

Businesses should consider investing in PR because it can enable them to develop and implement strategies that can cultivate communities of people who believe in and embrace the value that their products and services add to their lives.

While it’s true that building these enduring relationships may require a significant investment of time and resources, the long-term rewards are immeasurable. PR, when done right and strategically, can establish a solid support base of individuals who can guarantee businesses a clear path toward success.

What are your concrete PR tips for owners of MSMEs?

My piece of advice for owners of MSMEs is to start believing in the transformative power of PR and strategic communication consultancy in not only sustaining but propelling their business toward long-term growth. Such growth must be grounded on a mutually beneficial relationship with their stakeholders––and PR’s ground-up approach is the only way to go.

Believing in the potential of PR involves understanding that it goes beyond what’s visible on the surface. PR is about telling your brand’s story, building trust, and nurturing organic connections with your audience.

I believe that PR agencies have their fair share of responsibility in enriching people’s understanding of the PR profession. They should tailor their costs and services to match the capacities and resources of MSMEs, making PR accessible without compromising its effectiveness. 

Providing proof points of PR’s impact through case studies is also a crucial step. By showcasing real-world success stories, agencies can instill confidence in MSMEs, showing that they can elevate businesses to new heights.