From impacting business scalability to building relationships and brand image, PR plays a vital role in pushing your company to the next level. The key to success for this is having a good communications plan that essentially describes how the overall PR content should be drafted and also what mediums are best suited for different scenarios. This article seeks to give a more in-depth analysis of why exactly PR is important to your business. 


The first and most important PR function is image management of a brand. PR serves the function of ensuring the perception of a brand in the eyes of others is exceptional and positive which means that whatever questions the public may have regarding the brand- the PR firm communicates accordingly. A positive reputation of a brand is closely linked with its success in sales and therefore the better your reputation, the better your leads, conversion rates as well as your client interaction.

Brand reputation management centers around influencing perceptions linked to the brand and often various practices are upheld and they include; responding to customer reviews and rating their experiences, damage control by removing any online negative articles regarding your brand and also leveraging on influencer marketing in a bid to build positive brand publicity.     


Most companies are in tune with the fact that PR promotes an aspect of storytelling for your brand and is ideal in giving your brand a unique angle in the market. This means that with good PR, your brand can humanize its presence in the market for instance by communicating its core values, founders’ origin or its impact on society to better give the public a story of your brand. Brand storytelling goes beyond the services or products you offer, it creates a story that the consumers want to be a part of. Consider a background that talks about the founder’s motivation to start their brand and tell a story from it, be emotional and real and tell the story across all your marketing- a narrative that can best resonate with the people you aim to target. With an inspiring image set to your brand the potential to build new leads and expand on your clientele is limitless.


Naturally, people are more inclined to doing business or approaching a business only if they can tether your brand to familiarity- they want to ultimately buy your service or product because they’ve heard about you before or know of the value your brand provides firsthand. Credibility goes hand in hand with feelings and opinions of others making it important to familiarize your brand with your target audience. It also influences patterns and behavior of consumers and therefore PR ensures customer accessibility to a personalized service that affirms experiences with your brand. PR pushes your brands name out to the world through media coverage, articles and blogs, social media, etc. and good PR provides an avenue for building credibility for brands for the sake of existing and potential customers.

Do Businesses Need PR in this ERA? – More than Ever?

Public relations (PR) is one of the most important aspects of any business.

It is the process of creating and managing relationships with the public, and it involves a variety of activities such as media relations, marketing, and social media. PR is essential for businesses because it helps to create a positive image and builds trust with customers.

A good PR strategy can help to increase brand awareness, boost sales, and even attract new customers. It can also help to improve employee morale and create a more positive work environment. So, how important is public relations for businesses? The answer is: very important!


Marketing design is the process of creating and iterating visual assets for advertisement, branding, and other promotional activities, intending to improve a brand’s perception, visibility, and, eventually, commercial success.

According to MasterClass (2022) Marketing design applies graphic design ideas to the ultimate goals of a marketing operation. It includes both the development of a recognizable visual identity that will entice potential clients and the marketing team’s implementation of that brand through the use of internally consistent materials.

Marketing design is an important component of a company’s marketing strategy since the good design is one of the most effective ways to capture the attention of your target audience.  A design team’s marketing images are also critical to a pleasant user experience because welcoming aesthetics are important.

Also, when it comes to visual design is crucial in branding and marketing. The first impression a brand creates on viewers can stay with them for a long time and influence their perception of your organization positively or negatively. Designers occasionally concentrate on branding itself, but other times they are primarily concerned with creating a form of material used to advertise to specific audiences. Marketing, art directors, content and copywriters, and designers all work daily in a complicated and varied process. However, no matter how wonderful a concept may be, if it doesn’t look attractive, it probably won’t work.

Moreover, marketing design is a subject in which graphic designers collaborate with marketing experts to produce visual information and design elements. In addition to a predetermined set of rules and criteria that form a brand identity, they base their products on design principles.

By using consistent messaging and visual language, marketing design aims to draw people while also reinforcing the brand identity. This is accomplished by creating various marketing materials and initiatives. A marketing campaign’s call to action will be strengthened by good design, and the excellent design will encourage your audience to heed that call.

However, It may be challenging to simply refer to marketing design because it spans so many various industries and tasks. From marketing agencies to software firms to small businesses, different graphic designers with a focus on marketing operate in various businesses across various industries.

Any form of created assets that a business intends to utilise in its marketing materials must be consistent with the overall brand identity design, which is a set of standardised principles and aesthetic rules that the content marketing team uses to engage with customers.

The design may be compelling psychologically and elicit strong emotions. Because it was utilised to produce the colours, customisation, and consistency that contribute to recognition, it is a crucial component of your branding.

An end user of a marketing campaign must be considered when designing for them. Consider your target audience when designing. Consider elements including age, internet connection, responsiveness, color contrast, and readability. The need for global reach because the design must be inclusive, not exclusive. Overall, when need to create a designs that are relatable to your audience and be able to understand what clients want.

media relations

When people define Media Relations as the practice of building mutually beneficial relations with the media, the definition is only vague and requires more explanation. Media Relations thus is the practice of building good relations between a brand and a media outlet. This means that an organization gets to liase with a journalist or reporter or editor, whom most of the time is affiliated to a certain media house to help develop and publish a good piece about your organization. The piece may be in form of a writing, documentary or even an audio that the person working from the media will create after studying the organization and understanding what they do. For Media Relations to be achieved, the piece must be presented to the old media which includes the newspapers, or the TV or the radio.

Media Relations is of importance in the following ways;

  • Builds Brand Awareness

Media Relations is a fundamental part of building and achieving brand awareness. Even though old media platforms may seem to have been taken over by the new media, people still regard the old media platforms as extremely reliable. This is because new media which are the social media platforms have been manipulated by con artists who may pose an organization which does not exist so that they are able to manipulate people who may approach them for service provision. It is not an easy thing to register an organization to the old media unless you reveal the right credentials and therefore people know it may be difficult for a con to advertise a non-existent organization in, say, a newspaper or TV.

  • Establish Credibility

Having a good journalist by your side is important because they will always try to give a good name for your organization. Journalists influence a large number of people and are believed to be trustworthy because these are people that handle matters communication that affect many audiences. Members of the public usually trust what journalists present to them because they are certain it has been verified and is credible.

  • Establish Media Relationships

When an organization gets fond of having constant communication with the media, the media regards them as family and therefore will always give un upper hand in the running of things. Say if you have a Press Release, they may decide to cover it at a cheaper price and for longer than they would for other organizations.

  • Helps control crises

During times of crises, there may be many different kinds of information making its way from members of the public to the journalist or media house. If there is a media personnel who knows the organization, they will refrain from posting the information that has reached them in order to give time to the organization to draft a good explanation to the situation that will not injure their reputation in the eyes of stakeholders or consumers.

Also, the journalist may advise how to handle the situation right because they have been in the practice for a while and know how best to settle a crisis because they have experience in so doing.

  • By Miriam Vanessa Otieno


The field of Artificial Intelligence  is expanding and growing at a speed Marketing firms and businesses seem not able to keep up with. Artificial intelligence and marketing can be used in many ways in the current era to improve the business environment and the returns on many facets of brands ,improving customer experience, service delivery, decision making and creating specially curated advertising for consumers.

Businesses not leveraging on artificial intelligence in their social media marketing are in for a big shock because their competitors will be having an edge over them because AI enables real time analysis of user experience and customer satisfaction. Artificial intelligence more robust compared to the use of human resource in marketing ,this is because artificial intelligence not only is able to track quantifiable data sets but also qualitative ones. This is an aspect that has eluded humans for a long time in the event of running marketing campaigns.

Where AI Is Applicable

Artificial intelligence is not only limited to marketing and social media management for businesses and brands. AI tools have been used expansively in many business sectors. Taking Netflix for instance, AI is being used to suggest shows that a viewer is more likely to enjoy. This arrived at when AI collects the users history  analyzes it and arrives at a conclusion on what the individual might love to see not only as a poster, but also the preview of the show or film. This has been a game changer for the company because of the Success it has had with the AI tools.

Selecting The Right AI Tool

Not all tools are able to bring the required results to a business. When deciding on the tool to use consider the following; the goals intended,the time available,the kind of results your business wants,the resources to be invested in the tool and also the platforms where the tool will be used to collect data and improve user experience.

The selection of a wrong AI tool can have huge consequences for a business, the tool can lead to poor targeting of user audience, this automatically will translate to poor Return on Investment for a business and this is a problem a brand must be prepared to avoid. To optimize the value of an AI tool, research is a first hand thing to do.

Optimizing The Benefits Of AI In Digital Marketing

First the business must select the right AI for the organization. This will ensure real time marketing decisions are made.

The tool chosen must be passed through rigorous testing to ensure it does not violate its boundaries like in user privacy and data collection, the curated Ads should not be made to look like an intrusion and the tool must meet the regulation and requirements of your government.

Using AI in digital marketing will ensure that fast decision making is implemented with real time data backing the decisions. This is not possible where humans are used as data collectors and analyzers because they work on a slower pace compared to AI.

AI is going to revolutionize how digital marketing is done and this is the perfect time for businesses and brands to ride on the wave!

  • By Edwin Mwema Ogeto