Why Brands Must Build A Consistent PR Voice Long Before Crisis Hits

The phone rings. Unknown number. A voice on the other end, trying to hide the panic, says, “We need help. Now.” A crisis has broken out. Maybe it’s a viral video. Or a media exposé. Or, as is the case with brands trying to get more edgy in their advertising, a tone-deaf post that has backfired. And then, they suddenly feel the heat of public outrage. And now the company is scrambling to respond.

For public relations professionals in Ghana with a few years of experience, it’s a familiar scene. PR is summoned like the fire service, expected to swoop in and heroically put out the flames of disreputation with expertise, strategy, and a good dose of spin, if needed. Sometimes we succeed. The fire is contained, and public trust is salvaged. On the surface, at least. But far too often, even the best crisis response feels like a desperate attempt at damage control, the bulk of the harm already done.

Why? Because many brands in our market still treat PR as a last resort rather than a leadership function. While marketing has finally found a place at the C-suite table, corporate communications still has some way to go to enter the higher echelons of everyday decision-making. For some, PR is merely a line item for press releases and social media, but not really concerned with the manner a brand shows up in the world daily. But most importantly, brands neglect the power of a consistent voice, a strategic approach to messaging, tone, values, and presence that makes the difference between a brand that reacts and one that leads.

PR Beyond Crisis Management

The truth is, no number of eloquent statements or rushed media training can compensate for years of inconsistent or non-existent communication. According to the Public Relations Society of America, PR is about “building mutually beneficial relationships between an organisation and its publics”. These relationships thrive on communication. When a brand hasn’t taken the time to define its identity and craft its message, even the best PR team is left patching holes without a real solution. PR’s strategic value rests in its unique ability to connect with audiences on a deeper level.

Consider this: a company accused of inappropriate behaviour rolls out a hasty CSR campaign to plant trees. Or a local celebrity under fire suddenly discovers the joy of giving back. With cameras in tow. The public sees through it. We know when a gesture is authentic and when it is a desperate attempt to buy back favour.

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However, brands committing to telling one story across every channel and every season is more sustainable. That story should be rooted in truth, not convenience or a commemorative date. It should be reflected in how you speak or stay silent. After all, silence, too, is a message.

PR Beyond CSR

There is an illusion of activity that we have where corporate social responsibility is involved. It’s almost like the rocking horse analogy, where one feels like they’re doing something, but are going nowhere. Because CSR isn’t always storytelling.

Yes, International Women’s Day matters, as does World Environment Day, and World Poetry Day (21^st March, in case you’re so inclined to mark it). These go a long way in filling our LinkedIn timelines with carefully worded messages of support accompanying acts of generosity. But if a brand only shows its values when the calendar prompts it, the message feels forced.

Token CSR is easy. Community engagement and impact are not. The former takes a budget. The latter, commitment. That’s the difference between ticking boxes and building narratives. We must help our clients see that gestures like CSR projects, community partnership, and visits to a district assembly or chief’s palace are statements that fit into a larger, coherent voice of who we are.

As PR professionals, our job is to help brands find and protect that voice. In this age of transparency, authenticity is key, even for edgy brands with a fun or irreverent identity.

PR Beyond TikTok and Twitter (now X)

These days, the pressure to be relevant is real. Brands want to jump on memes to chase engagement. It’s okay occasionally. The public may laugh for a moment. But if every trend is treated as a marketing opportunity, brands risk losing credibility and clarity. Trust evaporates because of this multiple-personality display.

Too many Ghanaian brands, however, imitate without adapting. They post just to join the conversation, often without asking: “Does this sound like us?” “Does it serve our target/audience?” But all this starts with knowing who your brand is, what it stands for, and where it’s going.

PR Beyond the Consumer

In the boardroom, PR is often mistaken for B2C communication (campaigns, press conferences, influencers). But the real power of PR lies in its ability to nurture all relationships: employees, regulators, traditional authorities, civil society, and shareholders.

Reputation in a country like Ghana is still shaped as much by face-to-face visits and word-of-mouth as by digital impressions. If your PR plan doesn’t include engagements with relevant partners internally and externally, you’re leaving winnings on the table.

Internal comms builds loyalty. Stakeholder engagement deepens the connection. Neither is likely to trend, but both have far-reaching benefits.

Winning with PR

“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.” This quote by Simon Sinek, leadership expert and author of “Start with Why”, is true to leadership as it is to PR.

I made a mid-career switch to PR after over a decade climbing up the creative ladder. Advertising taught me the power of ideas and the discipline of clear storytelling – often in 30 seconds or less. PR is less about the punchline and more about perception built over a sustained period. In today’s world, where brands take an always-on approach to engagement, I’ve found that the creative urgency of advertising can serve PR well. PR doesn’t shout. To make a mark, brands need to reach their audience with the same message: well-crafted, compelling messages that resonate with the target audience and achieve the desired outcomes.

What if brands began to see PR as not an afterthought, but incorporated it into the business strategy? Ghanaian brands have an opportunity to change their narrative, consistently moving from short-term buzz to long-term trust. But only if we build the brand’s voice. Before the storm comes.

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Kwaku Dankwa is a Senior Account Manager at Ogilvy Africa Ghana, a member of WPP-Scangroup.

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