One of the common misconceptions of Public Relations for businesses is that the only time it will be used to its maximum effectiveness is in a crisis. Take, for example, Volkswagen, who are in the midst of a media storm regarding the emissions scandal. At these times, PR is an effective way of controlling the release of information from the company to limit the damage from current events.
But is damage limitation in a crisis the only time PR can be used to the best of its abilities? Absolutely not.
Thankfully, most businesses will not be in a state of crisis, and it is at this point that PR is actually the most effective.
Your PR agency will be acting with the same purpose as they would in a crisis - controlling the release of information to the public and media - but when the business is successful this makes the job more proactive than reactive.
It is at this point, where your agency releases non-essential information to the media, that you can take control of your perception and build an identity for your company in the eyes of the public. It is harder to disseminate this information but it is much more beneficial than simply having to respond to a negative story. Businesses should use PR at their highest points to take control of their brand and create the foundation for future success.
And, should your business ever reach the crisis stage, you have an established reputation in the media to use against any negative publicity that should come your way, the benefits are two-fold.