Public relations (PR) is how companies and organizations create or maintain good relations with the public by using various communications tools and channels.
Traditionally, PR officers would work together with people from the news media to publicise good stories about the company and its products or services, creating a favourable public image. However, PR today cover a much wider scope.
These days, aside from the traditional news media, other media channels such as mobile news and social networking websites should also be recipients of a PR message. And not only should the messages be delivered, but the responses should be monitored as well, to help the PR office and their client gauge the public’s perception of the company being promoted by the PR firm. Lastly, PR is also tasked to build goodwill between the company and the public through activities and events such as seminars, giveaways, and sponsorships.
Companies with good PR stand out from those that have bad images. A company that is known to be a major environment polluter might lose customers and investors, but a company that is known for promoting recycling and a healthier environmental practices will receive support for its efforts.
What can PR do for you? Good PR will give several advantages to your company, whatever your company’s size may be:
First, good public relations is a very effective form of company promotion. One of the most important aspects of PR is it uses a third party – the media – to create a good image for the company. The public views the media as a generally unbiased source of information, so when a newspaper journalist reports on the goodwill efforts of your company, it has a much bigger impact on your company’s image than when you take out a full-page advertisement of your own to highlight these goodwill efforts.
Second, good public relations builds brand awareness. As your PR campaign gains more attention from media channels, your company and its products and…