By: Sarah Morton

In the ever-evolving landscape of public relations, few names shine as brightly as Jane Owen, the dynamic founder of Jane Owen Public Relations (JOPR). Established in 2011, JOPR has rapidly grown into an award-winning boutique PR firm with a global presence, including offices in Los Angeles, New York, London, Dubai, and Connecticut. The firm represents an eclectic mix of clients, ranging from celebrities and influencers to fashion designers and Fortune 500 companies, highlighting its versatility and expansive reach.

The Role of Public Relations in Modern Business

Public relations (PR) plays a crucial role in modern businesses by shaping public perception and fostering strong relationships with various stakeholders, including customers, employees, investors, and the media. Jane Owen emphasizes that PR is about managing reputation, engaging with the media, raising brand awareness, connecting with the community, handling crises, and aiming for smooth internal communication. “Public relations (PR) is essential for today’s companies! It’s all about shaping how the public sees them and building great relationships with everyone involved,” she states.

Unlike traditional advertising, which relies on paid placements, PR focuses on earning media attention and telling authentic stories to build trust and credibility. “Unlike traditional advertising that relies on paid placements to push products or services, PR focuses on earning media attention and telling authentic stories to build trust and credibility,” Owen explains. She points out that studies, such as those from Nielsen, show consumers are significantly more likely to trust earned media over traditional ads. This trustworthiness often results in PR delivering three to four times more value than advertising due to its lasting impact.

The Digital Transformation of PR

The advent of social media and digital platforms has revolutionized PR, allowing companies to connect with their audiences in real-time. Owen notes that these platforms enable businesses to quickly share news, respond to questions, and manage crises, thereby building stronger relationships with stakeholders. “The rise of social media and digital platforms has totally transformed public relations (PR), making it easier than ever for companies to connect with their audiences in real-time,” she elaborates.

Advanced analytics tools also play a pivotal role in modern PR, allowing professionals to measure the success of their campaigns and make data-driven decisions. The integration of PR and marketing strategies creates a unified brand story, enhancing outreach and impact. “Thanks to advanced analytics tools, PR pros can accurately measure how well their campaigns are doing, enabling them to make smart, data-driven decisions based on current feedback,” Owen adds. “In this fast-paced world, quick crisis management has redefined PR, making it more dynamic and interactive than ever.”

Addressing Misconceptions in PR

One of the common misconceptions about PR is that it is solely about gaining media coverage or that it functions the same as advertising. Owen clarifies that while advertising pays for placements, PR earns media attention by sharing authentic stories and building trust. “A lot of folks think that public relations (PR) is all about scoring media coverage or that it’s the same as advertising. But while advertising is about paying for placements, PR is all about earning media attention, sharing authentic stories, and building trust through credible endorsements from others,” she says. Another myth is that PR is only reactive, swooping in during crises. In reality, effective PR is proactive, involving strategic planning and regular communication to prevent issues from arising.

Owen also emphasizes that successful PR requires specialized skills in communication strategies, media relations, and reputation management. It’s not something just anyone can handle; it demands investment in skilled professionals and strategic activities. “Effective PR requires specialized skills in communication strategies, media relations, and reputation management – it’s not something just anyone can handle,” she notes.

Contributing to Business Objectives

Effective PR strategies significantly boost a company’s brand awareness and reputation, leading to increased customer loyalty and referrals. Consistent and transparent communication helps engage and retain customers, fostering long-lasting relationships. “By keeping communication consistent and transparent, PR helps engage and keep customers, fostering long-lasting relationships that encourage them to come back for more,” Owen explains. During challenging times, strong PR strategies enable companies to react swiftly, minimizing potential damage to their reputation.

PR also plays a critical role in investor relations by highlighting a company’s successes and growth potential, attracting investments, and potentially boosting stock prices. Internally, good PR strategies keep employees informed and motivated, enhancing productivity and morale. Additionally, PR facilitates gathering customer feedback, providing valuable insights for product development and marketing strategies.

Crisis Management

Owen’s expertise in crisis management is rooted in teamwork and strategic planning. She advocates for having a solid crisis management plan and a well-trained team ready to respond swiftly. “Being a PR expert in crisis management is all about teamwork and smart planning to safeguard a brand’s reputation,” Owen asserts. Open and honest communication during a crisis is crucial for maintaining trust and preventing misinformation. “Open and honest communication is key—owning up to the issue, showing genuine concern, and sharing updates on what’s being done can really help build trust and keep misinformation at bay,” she advises.

Post-crisis evaluation helps identify what worked well and areas for improvement, aiming that the crisis management plan evolves and improves continuously. By following these steps, companies can navigate crises skillfully, protect their reputation, and maintain stakeholder trust.

Advice for Small Businesses and Startups

For small businesses and startups with limited resources, Owen suggests leveraging social media for cost-effective brand engagement, creating compelling content, and establishing relationships with local media. Networking at industry events and collaborating with influencers can amplify messages without high costs. Authenticity and consistency in communications build trust, while highlighting unique stories captures media interest. “For small businesses or startups with limited resources, building a strong PR presence can be achieved by leveraging social media for cost-effective brand engagement, creating compelling content like blogs and videos, and establishing relationships with local media for increased visibility,” Owen recommends.

Owen strongly recommends hiring a PR professional to achieve the premier results, noting that many PR companies may offer discounted rates to start the relationship and give press efforts a jumpstart. “I strongly recommend reaching out to a Public Relations company and telling them your goals and your realistic budget. You would be surprised how many companies will give you a discounted rate in order to start the relationship and give your press a jump start,” she advises.

Jane Owen’s journey from founding JOPR to leading it to international acclaim is a testament to her dedication, creativity, and integrity. Her insights and strategies continue to shape the field of public relations, demonstrating its vital role in building and maintaining a positive public image for businesses of all sizes.

For more information on Jane Owen and JOPR, visit Jane Owen PR​

Published By: Aize Perez