Public relations in an organization

BY: CHELDY SYGACO ELUMBA-PABLEO,MPA,LLB

PUBLIC RELATIONS
 It is seen as a vital part of maintaining the organization’s
image and of communicating its message to its customers,
investors and the general public.
 It builds up credibility.
 Boost an organization’s credibility because it’ll operate
through numerous trusted intermediaries.
 Intermediaries communicate to certain audience which
looks to them to filter out all nonsense.

WHAT DOES PUBLIC RELATIONS DO FOR
ORGANIZATION?
Firms and individuals should hire public relations
agency when they want to protect, enhance, or
build their reputations through the media.
A good agency or PR practitioner can analyse the
organization, find the positive messages and
translate those messages into positive media
stories.

DUTIES AND RESPONSIBILITIES OF
PUBLIC RELATION OFFICER
Public Relations Account Executives are
responsible for handling all aspects of planned
publicity campaigns and PR activities.
Other tasks include: planning publicity strategies
and campaign, writing and producing
presentations and press releases.

ROLE OF PUBLIC RELATIONS
Public relations (PR) is about managing reputation.
A career in PR involves gaining understanding, and
support for your clients, as well as trying to
influence opinion and behaviour.
You’ll use all forms of media and communication
to build, maintain and manage the reputation of
your clients.

PRIMARY GOAL OF PUBLIC RELATIONS
 Some of the main goals of public relations are to
create, maintain, and protect the organization’s
reputation, enhance its prestige, and present a
favourable image.
 In the case of a for-profit company, public relations
and marketing should be coordinated to be sure
they are working to achieve the same objectives.

QUALITIES OF PUBLIC RELATION
PRACTITIONER
 1. Intellectual curiosity
 2. Passion
 3. Dedication
 4. Integrity, authenticity and
transparency
 5. Humility
 6.Generosity
 7. A touch of geekiness, or at the
very least a desire to learn about
tech
 8. Respectfulness and courteousness
 9. Ability to embrace a service
mentality
 10. Ability to embrace change

OBJECTIVES OF PUBLIC RELATIONS
1. BUILDING PRODUCT AWARENESS—when
introducing a new product or launching an
existing product, marketers can use a PR
element that generates consumer attention
and awareness through media placements
and special events.

 2. CREATING INTEREST—whether PR placement is a short
product article or is included with other products in “round
up” article, stories in the media can help entice a targeted
audience to try the product.
 EXAMPLE: around the holiday season, a special holiday
food may be promoted with PR through promotional
releases send to the food media through special events that
sample the product.

3. PROVIDING INFORMATION– PR can be used to
provide customers with more depth information
about products and services.
Through articles, collateral materials, newsletters
and web sites, PR delivers information to
customers that can help them gain understanding
of the product.

4. STIMULATING DEMAND—a positive
article in a newspaper, on a TV news
show or mentioned on the internet,
often results in a discernable increase in
product sale.

 5. REINFORCING THE BRAND– in many companies the
public relations function is also involved with brand
reinforcement by maintaining positive relationships with
key audiences, and thereby aiding in building a strong
image.
 A strong image helps the company in economy building a
good image helps the company build its business and it can
help the company in times of crises as well.

ROLE OF PUBLIC RELATIONS IN AN
ORGANIZATION
It is seen as a vital part of maintaining the
organization’s image and of communicating its
message to its customers, investors and the
general public.
A positive perception of a company or non-profit
can increase its sales and improve its bottom line.

ROLE OF PUBLIC RELATIONS IN AN
ORGANIZATION
 Public relations is practised in many different organisational
contexts, from inhouse government or public affairs roles to
corporate communications roles in small, medium, large,
listed and not-for-profit organizations.
 Through their communication planning and
management, public relations practitioner build and
enhance organizational reputation and build and maintain
relationships that are important to the organizations and its
goals.

MANAGEMENT IN AN ORGANIZATION
It is in every organization’s interest to maintain
a positive public image. Whether it is a public
sector organization or a private sector
organization, both types of organizations can
only be benefit from proper management of
their publics’ perceptions of the organization.

MANAGEMENT IN AN ORGANIZATION
Both types of organizations can reap benefits
from a positive public image which not only
helps to increase confidence in the
organization on the behalf of the
organization’s publics and key stakeholders but
also reinforce trust in the organization’s
capabilities towards success.

ROLES OF PUBLIC RELATIONS
MANAGEMENT
 COMMUNICATION MANAGEMENT – A fundamental
technique used in public relations is to identify the target
audience and to tailor messages to be relevant to each
audience.
 The public relations role calls for developing communications
objectives that are consistent with the organization’s overall
objectives.

MANAGEMENT
COMMUNICATION MANAGEMENT--As two-
way communicators, public relations
professionals interact directly with key publics,
relaying the resulting information (with
recommendations) to other members of the
management team.

MANAGEMENT
CRISIS MANAGEMENT – Public relations
establishes methods and policies to be used
when the operations of the organization become
involved in an emergency affecting the public.
This includes policies and procedures for the
distribution of information to employees, media,
government and other key publics.

MANAGEMENT
ISSUES MANAGEMENT – This involves
identifying problems, issues and trends
relevant to the organization and then
developing and executing a program to deal
with them.
 This also includes the study of public policy
matters of concern to the organization.

MANAGEMENT
PR IN MARKETING MANAGEMENT – PR
role in marketing management includes
product publicity, product placement, third
party endorsement, use of spokespersons,
participation in trade exhibitions, and cause
related marketing.

MANAGEMENT
RELATIONSHIP MANAGEMENT – This
involves the role of public relations in
identifying key publics and establishing
strategies for building and maintaining
mutually beneficial relationships with those
publics.

MANAGEMENT
REPUTATION OR IMAGE MANAGEMENT – The
planning and implementing of policies, procedures
and strategies that demonstrate the commitment
of the organization to public and social
responsibility, ethical behaviour, corporate identity
and reputation with key publics

MANAGEMENT
RESOURCE MANAGEMENT – Public
relations management of human and
financial resources revolves around setting
objectives, planning, budgeting, recruiting
and hiring PR employees and administering
of these resources.

MANAGEMENT
RISK MANAGEMENT – As preventive
PR, this role involves making the
organization recognize areas of potential
danger so that needed changes can be
made before potential dangers develop
into crises.

MANAGEMENT
 STRATEGIC MANAGEMENT – Acting as a counselor,
the PR professional helps the management team in
developing sound policies that are in the best interests
of the public as well as the organization. The PR
professional integrates an understanding of the
concerns and attitudes of key publics into the
organization’s managerial decision making process.

MANAGEMENT
Public relations professionals present the face of an
organization usually to articulate its objectives and
official views on issues of relevance, primarily to
the media. Public relations activity contributes to
the way an organization is perceived by influencing
the media and maintaining relationships with
stakeholders.

MANAGEMENT
The possibilities of success of public
relations efforts enhances if public relations
professionals work with and answer to senior
management and deal directly with the
critical external and internal publics on which
an organization depends.

THANK YOU FOR READING!
CHELDHAYE

Public relations in an organization

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