Accra, Sept. 24, GNA -The Principal Consultant
and Co-founder of Mahogany Consult, Esi Essuman-Johnson, has urged Small Medium
Enterprises (SMEs) and Start-Ups to take advantage of the many opportunities
Public Relations has to offer to build their brand reputation.
It will also enable them to connect
meaningfully with their customers and set their business on a path of
“Businesses that integrate Public Relations
strategies in their day to day operations are better positioned to offer enhanced
product and service value that creates customer delight and builds loyalty,”
Ms. Essuman-Johnson said.
She was speaking at a day’s workshop dubbed:
“PR101 Workshop for SMEs and Start-Ups: Leveraging PR to your business’
advantage” organised by Mahogany Consult, a Public Relations, Events management
and Human Development consultancy.
The sessions, which were moderated by seasoned
PR experts from Mahogany Consult brought together participants from varied
sectors: energy, architecture, IT, health, agriculture, culinary, policy
advocacy, fashion, among others to discuss and learn about PR essentials such
as Branding, Traditional & Social Media, Issues and Crisis Communication,
Stakeholder Relationship Management and Financing PR.
Speaking on Branding, she said it was a
continuous process which transcended the tangible and visual elements customers
feel or see about the business and encompasses everything about the brand and
its engagements with its stakeholders.
She added that incorporating tried-and-tested
Public Relations strategies into the Branding process would guarantee a robust
Brand and good Brand reputation which ultimately fuels business growth.
She advised businesses to invest in building
their brand reputation, adding that, “Your brand reputation derives from
everything your customers and other stakeholders experience about your brand. So
it’s important that businesses focus not only on the customer and the quality
of products and services, but equally other Brand touch points and the many
other important relationships that support your business to grow profitably.’’