Public relations refer to activities that organizations use to build a relationship between a brand and its customers. To make your PR strategies work you must be ahead of competitors, and constantly influence public opinion. Here are four (4) PR strategies that have lasting impacts in creating brand image and reaching high brand visibility:

Engage in conversations
Communication is an integral part of a business. It can make or break your brand, and by extension, the business. Engaging in genuine conversations with your audience fosters positive customer experiences. Additionally, engaging in customers with your audience encourages customer loyalty and customer retention. With high customer loyalty, the more purchases they will make from you. Therefore, a remarkable experience is important to make them want to continue doing business with you and grow your brand awareness. Engaging with your audience shows that you appreciate your target audience more so than you care about your following.

Crisis Management
A solid PR campaign helps your company to recover from bad publicity. If a crisis is not addressed correctly and within a timely manner, the lasting image negative image your customer will have been the negative event that occurred.
There are different types of crises that need crisis management such as Lawsuits and legal actions as well as Product recalls for defective and unsafe goods. To successfully navigate a crisis, preparation is key so that everyone knows what actions are going to be taken and who’s going to take them. You should have the right team in place. Decide who will lead the team and have a clear communication plan and then take responsibility. Don’t try to cover the problem up in hopes it just goes away.
There are the main elements are common to a crisis: a threat to the organization, the element of surprise, and a short decision time

Choose the right media for your brand
While Public Relations professionals use various types of media and platforms to engage with their audience, detailed research must be done. Doing detailed research allows PR professionals to determine the most cost-effective method of reaching your target audience. People use different platforms for varying reasons, so it is important to understand the different platforms and their uses. There are a few steps to take to ensure you choose the best platform for lasting positive effects.

• Identify your audience- narrow down the right media by age, gender, and interests.
• Define goals- once you determine your audience you should define goals for said audience.
• Find your audience- after you’ve identified your audience and defined your goals, the next step is to find your audience. You find your audience by examining the demographics of platform users.
  ​
  

Write engaging content
 Writing content for your brand can boost online visibility. To ensure PR strategies have long lasting effects, content posted must be engaging. The attention span of consumers is on the decline, so how do you intend to keep them interested? One way to do this is by creating content that readers find relevant and entertaining content that will attract your target audience. Making your content riddled with strong new angle should be avoided as this will come off overly promotional. Include relevant endorsements from influencers or industry leaders to drive your brand awareness.
PR professions can help creating interactive and actionable content. Interactive content prompts the reader to respond through action. This fosters two-way communication in the form of shares and likes or registering for newsletters.  On the other hand actionable content instructs the reader on what to achieve and how to achieve it. Actionable content can generate more leads and growth of revenue but this varies from niche to niche.
These four strategies,  if applied effectively, will continue to yield positive results many years after they are put into action.