Contents
What is white PR?
White PR is a strategy for building a positive reputation based on information transparency and providing only accurate facts in the media. This method involves using tools that not only do not tarnish the honor of competitors but also adhere to professional ethics, avoiding negative reactions from the audience. The main requirement of white PR is the dissemination of honest and transparent information, which, in turn, contributes to increased trust in a person or brand.
In the process of white PR, companies employ unobtrusive advertising, where their brand is mentioned naturally. A creative idea that resonates with the target audience plays a key role in this strategy. The main goals of white PR include:
- Increasing recognition and forming a positive image;
- Stimulating demand for a product or service;
- Reaching a wide audience.
An example of effective use of white PR is the company "VkusVill," which actively shares reports on its activities with the audience through its Telegram channel, including information about financial performance and team composition.
Why do companies use white PR?
In the 1990s and 2000s, many brands resorted to black PR, using it to damage the reputation of competitors in order to enhance their own status in the eyes of the audience. However, over time, such practices have lost relevance for several reasons:
- Increased competition: The market became saturated with intrusive and unreliable advertising, prompting brands to seek more effective and creative promotion methods.
- Heightened audience expectations: People became tired of dishonest promotion methods, such as clickbaits and manipulation. Now consumers want to receive honest and useful information, and 73% of buyers consider a brand's reputation when choosing a product.
- Development of the internet: Bloggers, media, and social networks have become the main platforms for information dissemination. Now false data can be quickly debunked, and any company risks losing its reputation if it publishes inaccurate information.
Tools of white PR
There are many tools that companies can utilize within the framework of white PR:
- Press releases: Brief texts in which companies announce significant events or achievements, allowing the media to create their materials based on this information.
- Expert comments: Companies can share their expertise with journalists, enabling them to gain publications and enhance their credibility.
- Public speaking: Participating in events as speakers helps strengthen the company's image and attracts attention to its activities.
- Event organization: Creating educational or entertainment events that may be of interest to the target audience.
- Sponsorship: Supporting charitable projects allows companies to enhance their reputation and gain additional media mentions.
- Reputation management: Quick responses to feedback and critical remarks help companies build trusting relationships with customers.
Thus, white PR has become an integral part of modern communication strategies, allowing companies to build and maintain a positive image in a competitive market.