Media Relations, Branding, and the Power of Strategic Communication

How words shape public perception 

Every year end, music listeners around the world anticipate their Spotify wrapped. They post over 20 slides of graphics showcasing their most listened artists, songs and overall listening behaviour. This is one of the biggest examples of media relations and brand reputation through writing.

Although the graphics might not look it, they are great copies that not only advertise Spotify but also reminds the users that Spotify actually see them.

That for me is one of the greatest forms of advertising, having a good media relationship with your audience and having a great brand reputation. In the end, their audiences don’t just talk about it, they anticipate it every year because something new is added every year.

The Power of Strategic Communication 

Media relations and brand reputation through writing is the art of controlling how the public sees a person or company through strategic communication. It is the process of controlling how information about a person, company, artist, or brand reaches the public.

At its core, it is about communication, not just random communication, but strategic communication. The goal is mostly to shape the narrative before the public shapes it for you.

Understanding Brand Reputation 

Brand reputation is what people collectively believe and feel about a person, company, or brand. Not what the brand says about itself, what people believe.

The Invisible Force Behind Branding 

Writing is the mechanism that connects media relations and brand reputation. It is the actual tool used to influence how people think and feel. This is because before people experience a brand physically, they usually experience language first.

How Brands Use Language to Shape Identity 

Let's look at few examples to further explain how writing affects media relations and brand reputation

Think of the Nike slogan “Just Do It”. It's just three words but it has shaped the whole personality of the brand. The way they advertise and how people perceive them.

They’re not just a shoe or clothing brand, they're now a lifestyle, a reminder that you should just do it and that you can achieve whatever you set your mind to.

That’s why their 2019 ad with Colin Kaepernick resonates with a lot of people, it shows what they constantly advocate for and that’s the fact that you can achieve whatever you set your mind to and you should just do it.

When Communication Fails 

Let’s also look at how writing can affect a brand negatively;

On April 9, 2017, at Chicago O’Hare International Airport, four paying customers were selected to be involuntarily deplaned from United Express Flight 3411 to make room for four deadheading employees. One of these passengers was David Dao, 69, a Vietnamese-American physician who was injured when he was physically assaulted and forcefully removed from the flight by Chicago Department of Aviation Security officers 

A video of the incident recorded by passengers went viral on social media, resulting in anger over the use of force shown.  

United CEO Oscar Munoz issued a statement the following day that appeared to downplay the treatment of Dao, referring to the incident as "re-accommodating the customers". Munoz also sent an email to United staff commending the crew's actions for following established procedures and referring to Dao as "disruptive" and "belligerent". This was contradicted by passengers' accounts and video of the incident; for example, fellow passenger Jason Powell asserted that Dao was not belligerent, saying instead, "he was very polite, matter-of-fact."

Munoz and United were sharply criticized for their initial statements. Two days after the incident, Munoz issued an additional statement, apologizing and promising that such an incident would never again occur on a United aircraft.

The above shows how the wrong type of writing can put a brand in a bad light, that’s why brands are careful with statements they put out as it could spark negative reactions.

The Psychology Behind Brand Communication 

The reason media relations and brand reputation matter so much is because human beings are deeply psychological.

People do not process brands logically all the time, instead, they process them emotionally, socially, and subconsciously.

That means:

• the way something is communicated often matters as much as the thing itself

• perception can become stronger than reality

• emotion can influence trust more than facts

This is the psychological foundation behind branding, PR, and public communication.

Media relations, branding, and writing are ultimately about influencing human perception, and human perception is emotional, social, psychological, and narrative-driven.

Hence, the words, tones, storytelling and most of all, how communication is passed publicly matters; as communication does not just transfer information, it also shapes belief.

In today’s internet age, reputation moves at the speed of communication. The brands that survive are not always the loudest - they are the ones that know how to communicate clearly, strategically, and consistently.