First and foremost, let's clarify what the abbreviation PR stands for. PR is short for Public Relations, which refers to strategic communication and relationship-building with the public.

PR is a professional field aimed at building systematic communication, raising awareness, providing education, and establishing mutual relationships with society in order to ensure effective interaction and foster trust.Modern PR is not merely about delivering information — it is a form of strategic thinking, relationship management, and the art of creating long-term value. It serves to strategically and consistently manage an organization's relationships with the public, partners, media representatives, and other stakeholders.

Functions of PR activities:

• Increasing brand awareness and strengthening it in the public consciousness;

• Building trust and loyalty toward the brand;

• Forming and consistently maintaining a positive image;

• Establishing effective communication with the public and patients;

• Protecting and restoring reputation during crises;

• Creating and reinforcing a positive public perception;

• Developing and sustaining a positive informational environment.

What should be done to enhance brand awareness and establish it in the public consciousness?

1. Use the method of strategic storytelling

This is a PR technique used to consistently communicate the essence, values, and goals of a brand to the public. It’s not just about stating facts - it’s a narrative format that is memorable and evokes an emotional response from the audience.

Key components of strategic storytelling:

1. Origin story

– How was the brand created?

2. Mission and vision

– Why does the brand exist? What value does it bring to society or its field?

3. Values and emotional tone

– What principles does the brand adhere to?

4. Real people and events

– Stories of founders, staff members, or patient experiences.

Guiding questions for writing a strategic brand story:

1. Where did it all begin?

2. Why did we choose this particular field?

3. What are our core values and goals?

4. What challenges have we overcome and what successes have we achieved?

5. What is our contribution to society? What does success mean to us?

6. What does our future look like? What are our plans moving forward?

Why is strategic storytelling important for increasing brand awareness?

• It helps establish an emotional connection with the audience;

• It differentiates the brand from its competitors;

• It creates engaging content for the media;

• It serves as a source of motivation for internal communication.

There are also other methods for increasing brand awareness and embedding it in the public mind. To be continued...

Dilara Zamanova

PR specialist