Importance of Public Relations in an Organization

Importance of Public Relations in an Organization

 

 

            Image and reputation is an important factor for an enterprise to grow.

 

Establishing a good name in the market strengthens the trust rate among

 

customers and eventually, continuous patronage from the consumers will

 

increase the profits of the business. Thus, public relations is an important issue

 

an organization deals with.

 

            Public relations is the function of communication management which

 

evaluates public attitudes and interest in line with planning and executing

 

program of actions to earn public understanding and acceptance. PR includes

 

public affairs, community relations, internal communications, press conferences

 

and media events. It is involved in creating a good public image that is usually

 

needed for commercial businesses, high-profile personalities and organizations.

 

But in the terms of enterprises, it is highly concerned in maintaining and

 

enhancing a company’s good reputation in order to attract more possible

 

customers.

 

            One of the necessary characteristics of an entrepreneur is being an

 

opportunity seeker. Thus, public relations opens a wide array of opportunities in

 

having an edge over competitors. Looking appealing and interesting will attract

 

customers and eventually outplay other enterprises. Standing out from the crowd

 

is the best way in dealing with the highly competitive nature of the world of

 

business.

 

            At its core, public relations revolves around the universal truth that people

 

act based upon their perception of things. And due to managing, controlling, and

 

influencing people’s perceptions, public relations works as initiating a sequence

 

of expected behaviors from the customers that will lead to achievement of

 

organization’s goals and objectives. In through the course of campaigns of public

 

relations, it follows a set of principles in achieving the success of the enterprise. It

 

begins with the identification of the problems, moving into implementing key

 

communication tactics while monitoring progress. Skilled publicists are trained in

 

creating, changing or reinforcing people’s opinion through persuasion.

 

            Moreover, public relations officer deals with the attitudes and concerns of

 

consumers, stakeholders, employees, and the community in order to establish

 

cooperative working relationships amongst them. In addition, the traditional role

 

of public relations is to convey its message to its audience, particularly the

 

customers, in continuously developing programs that will keep the lines of

 

communication between the business and its customers. This includes

 

promotional activities and customer service representatives.

 

            For most businesses, public relations is an important issue because it puts

 

the organization in the position of public visibility. It is a necessary consideration

 

because it creates consumer base that is a basic step in reaching a larger

 

market. Poor relationship with the customers could probably have a negative

 

effect on the growth of the business. And its most significant effect on the

 

enterprise is on the decline of sales, which will directly hit the revenue of the

 

business. 

 

            For some publicists, they ought to call it target market relations instead of

 

public relations. This is because it is highly involved in targeting a possible range

 

of market which is concerned in utilizing communication about a new product,

 

spreading news about the services, or making major advertisement about the

 

company. Public relations is public communication, but it only marks interest on

 

potential prospects or investors, in the case of partnership. Defining the target

 

will specify the strategies for the process of public relations.

 

            The bottom line of public relations is getting a word about the company, its

 

products and services from the potential customers. As people see it, getting

 

attention from the public is just a part of marketing strategy and gimmick.

 

However, for enterprises, it is a crucial factor in the growth of the organization,

 

including its achievement of major goal which is to reach the largest possible

 

market. Engaging in developing public relations will cost time and money, but

 

strong commitment in creating a good image and reputation will pay off the dues

 

and pave the way for a better future of the organization.

 

 

References:

Cortwell, Neoko, The Importance of Public Relations in Your Business, http://ezinearticles.com

 

Lautenslager, Al, Why You Need PR, November 2003, http://www.entrepreneur.com/

 

The Importance of Public Relations, http://www.worldwidelearn.com

     

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