Esi Essuman Johnson
Principal Consultant and Co-founder of Mahogany Consult, Esi Essuman-Johnson, has urged Small and Medium-scale Enterprises (SMEs) and start-ups to take advantage of the myriad opportunities Public Relations offer in order to build their brand reputation, connect meaningfully with their customers and set their businesses on a path of progressive growth.
“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,” said Ms. Essuman-Johnson.
She was speaking at a day’s workshop dubbed, “PR101 Workshop for SMEs and Start-Ups: Leveraging PR to your business’ advantage” organized 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.
Touching on branding, she said it is a continuous process which transcends 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 the building of 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 touchpoints and the many other important relationships that support your business to grow profitably.”