Many can argue that a brand or company relies heavily on its public image to do any form of business. To be perceived positively by among a market, a brand must take necessary steps to influence it to their liking. It is public relations’ responsibility to manage and control how the brand wants to be viewed and consumed. To start, PR can make an effort to get the attention of the market and create an attitude within them. Once an initial attitude has been formed, they can begin to create an influence upon them. Once PR has the audience hooked, they then have a standard or reputation to carry among their consumers.
A good example of these elements is currently occurring right in front of us in our upcoming national election. We all have our firm general perceptions of our two current candidates, but how exactly did we end up there? Both candidates were fortunate enough to have already created an image for their brand prior to their entry to compete. They are two polarizes figures whose actions have echoed between two generations. Many of us were children when they reached the height of their careers, but that didn’t stop them from influencing our parents who would go on to of course influence us. In this unique situation, there are essentially two forms of influence acting upon us, those being the candidates themselves and possibly the influence of those who previously saw them in action. Whether your parent’s influence affects you or not, you still feel one way or another about each candidate based on your experiences with them.
It’s that natural flow of earning our attention, creating influence over us and building a reputation that will eventually motivate us as voters to perform an action. In such a unique election, that action could cause us to vote for one or the other or perhaps not vote at all. When we begin to break down this type of psychology, everything we do becomes that much easier to understand and allows us to learn.