![\"Man](\"https://www.seebtm.com/wp-content/uploads/bigstock_Man_Holding_Microphone_7517746.jpg\" "\\"Man")
One cannot imagine a corporate market-oriented business of today without its communication with the environment. Through communication, an organization informs the public about its products and services, the novelties it introduces, how it provides its services, and the possibilities to meet the potential client needs, trying to win them over and create room for improving its financial standing in doing so.
The current market trends, featuring diversified supply, growing competition, higher living standard and purchasing power, and better level of consumer information require that more efforts should be invested in stimulating the demand for all types of products and services.
\nIt is very important to create trustful consumer attitude towards a company/organization, which is done through public relations, influencing the public trust in such company and its image not only in the eyes of consumers, but also its stakeholders, government organizations, investors, social community, suppliers, distributors, employees, and competitors.
\nThe main objective of PR is to influence individuals or groups, through a dialogue with all those whose perception, opinion, and attitude may affect or contribute to reaching the organization\u2019s success. For the last two decades, PR has spread to the public, private, and non-profit sectors, and most organizations adopt it as its indispensable, integral part.
\nOne of the most famous definitions of PR is \u201cthe practice of managing the communication between an organization and its target public\u201c. The notion of target public in this case means the people who are important for the organization, and whose attention followed by their opinion and attitudes created result in decisions and actions influencing and benefiting the business of such organization.
\nOften quoted definition set by the Great Britain\u2019s Institute of Public Relations says that PR is \u201cthe\u00a0planned and sustained effort to establish and maintain\u00a0goodwill and mutual understanding between an organisation and its publics \u201c.
\nIn that respect, public relations can go in 3 directions:
\nWhat does it mean: This is a good PR?
\nThe simple answer is: It works. We feel that a PR is good because it makes a good impression on us about a company and its products, services, and people and we have a positive opinion and accept the delivered message. We accept such PR because it acknowledges some of our needs, ![\"\"](\"https://www.seebtm.com/wp-content/uploads/bigstock_Public_Information_2958444.jpg\" "\\"Public")
prejudice or current mood or wishes.
PR is described as fundamental \u201cglue\u201d that holds an organization together and connects the strategies at the corporate, business and operational levels. This is a powerful, often \u201chidden\u201d though, strategic role adding to the organization\u2019s quality.
\nImage and identity are the most important for PR
\nFor corporate goals, the image can be described as a mixed perception of a company, its products and services. It is a complex set of all impressions we have gained either by seeing the name, or observing the behaviour, or hearing or reading about some activity or facing some other material evidence. Instant image is the most important for every organization, closely followed by desired image, which is how a company wishes to be perceived. It is similar to the image built by an individual about themselves, containing 3 integral parts: reality, ideal, and expectations or aspirations. (Davis, 2005.)
\nIf the identity is seen to comprise the following components: logo, iconic colours, web presentation, business card, slogan, business premises and windows, uniforms and employee behaviour, product packaging, business car visuals, etc. we come to the conclusion that all of them create the full picture of a company and send some very strong messages on how the company perceives itself and how it wishes to be perceived.
\nThat is why it should be the responsibility of public relations. PR professionals have, or at least should have a comprehensive insight into the company business, its mission and vision, corporate culture and its environment to be able to do their best at this (from the company\u2019s aspect) \u201cpersonal\u201d business so that the target public could, as best as possible, accept and recognise the company as relevant for their needs in line with its business.
\nPublic relations planning includes the following stages (Filipovi\u0107, 2003.):
\nThe core steps for PR campaign planning are:
\nThe difference between marketing and PR
\nThere is often the confusion over whether the entire PR is in fact marketing under a different name. PR makes the job easier for marketing as creating the mutual understanding between an organization and its target public through PR contributes to marketing communications and sets a very solid platform for marketing campaigns.
\nMarketing is interested in clients only, whereas PR is about creating the best overall conditions for the organization; marketing is focused on sales and development strategies, whereas PR scans the entire business environment. Their target groups are entirely different as marketing covers customers/consumers/users, agents, distributors and competitors, and PR targets employees (internal PR), media representatives, social communities, financial institutions and investors, and government organizations.
\nCrisis PR
\nPR aims to prevent a problem from growing into crisis and to create a positive attitude toward resolving the crisis. Crisis management is tasked ![\"\"](\"https://www.seebtm.com/wp-content/uploads/bigstock_Press_Conference_1699258.jpg\" "\\"Press")
to prevent crisis if possible, or if the crisis still hits to minimize it as much as possible. Crisis management includes the following steps:
To be aware of potential problems and crises and ready to react, we need to avoid all those saying that crisis will never hit, that crisis happens only to others and all those saying that crisis management planning is nothing but a waste of time.
\nIn case of crisis, PR people must be tough and composed when all around them are losing their heads and then there is a chance to turn the crisis into their own advantage. It is essential to explain in simple language what has happened, what has been done about it and of course, to show the care and understanding of the organization.
\nAlso, it is important to set the priorities. In times of crisis, the financial consequences should come last, after the people, employees, environment, etc. It is important, if possible, to gain a few words of support from influential people, media people or people in the company\u2019s industry. It is also very important that employees are not neglected at those times, in particular if they are involved in crisis in any way. They and their families should be informed of the entire situation instead of being neglected. In such situations, each employee can become the company\u2019s ambassador.
\nThe post PR Role in Organizations appeared first on SEE Business travel & meetings magazine.
\n", "content_text": "One cannot imagine a corporate market-oriented business of today without its communication with the environment. Through communication, an organization informs the public about its products and services, the novelties it introduces, how it provides its services, and the possibilities to meet the potential client needs, trying to win them over and create room for improving its financial standing in doing so.\nThe current market trends, featuring diversified supply, growing competition, higher living standard and purchasing power, and better level of consumer information require that more efforts should be invested in stimulating the demand for all types of products and services.\nIt is very important to create trustful consumer attitude towards a company/organization, which is done through public relations, influencing the public trust in such company and its image not only in the eyes of consumers, but also its stakeholders, government organizations, investors, social community, suppliers, distributors, employees, and competitors.\nThe main objective of PR is to influence individuals or groups, through a dialogue with all those whose perception, opinion, and attitude may affect or contribute to reaching the organization\u2019s success. For the last two decades, PR has spread to the public, private, and non-profit sectors, and most organizations adopt it as its indispensable, integral part.\nOne of the most famous definitions of PR is \u201cthe practice of managing the communication between an organization and its target public\u201c. The notion of target public in this case means the people who are important for the organization, and whose attention followed by their opinion and attitudes created result in decisions and actions influencing and benefiting the business of such organization.\nOften quoted definition set by the Great Britain\u2019s Institute of Public Relations says that PR is \u201cthe\u00a0planned and sustained effort to establish and maintain\u00a0goodwill and mutual understanding between an organisation and its publics \u201c.\nIn that respect, public relations can go in 3 directions:\n\nAbility to change the public opinion\nAbility to create an opinion where it lacks\nAbility to reinforce a created public opinion\n\nWhat does it mean: This is a good PR?\nThe simple answer is: It works. We feel that a PR is good because it makes a good impression on us about a company and its products, services, and people and we have a positive opinion and accept the delivered message. We accept such PR because it acknowledges some of our needs, prejudice or current mood or wishes.\nPR is described as fundamental \u201cglue\u201d that holds an organization together and connects the strategies at the corporate, business and operational levels. This is a powerful, often \u201chidden\u201d though, strategic role adding to the organization\u2019s quality.\nImage and identity are the most important for PR\nFor corporate goals, the image can be described as a mixed perception of a company, its products and services. It is a complex set of all impressions we have gained either by seeing the name, or observing the behaviour, or hearing or reading about some activity or facing some other material evidence. Instant image is the most important for every organization, closely followed by desired image, which is how a company wishes to be perceived. It is similar to the image built by an individual about themselves, containing 3 integral parts: reality, ideal, and expectations or aspirations. (Davis, 2005.)\nIf the identity is seen to comprise the following components: logo, iconic colours, web presentation, business card, slogan, business premises and windows, uniforms and employee behaviour, product packaging, business car visuals, etc. we come to the conclusion that all of them create the full picture of a company and send some very strong messages on how the company perceives itself and how it wishes to be perceived.\nThat is why it should be the responsibility of public relations. PR professionals have, or at least should have a comprehensive insight into the company business, its mission and vision, corporate culture and its environment to be able to do their best at this (from the company\u2019s aspect) \u201cpersonal\u201d business so that the target public could, as best as possible, accept and recognise the company as relevant for their needs in line with its business.\nPublic relations planning includes the following stages (Filipovi\u0107, 2003.):\n\nTo analyse and diagnose the situation;\nTo define the goals and strategies;\nTo define the assets (budget) required for implementing the public relations programme;\nTo define the public relations programme;\nTo define the tactics for implementing the\u00a0 public relations programme;\nTo assess and monitor the achieved results and measure the achievements.\n\nThe core steps for PR campaign planning are:\n\nTo identify and analyse the target groups,\nTo plan the corporate goals,\nTo develop the strategies,\nTo develop the tactics and programme for implementing the campaign,\nTo develop the media plan,\nTo create the media messages,\nTo implement the campaign,\nTo assess the achieved results of the campaign.\n\nThe difference between marketing and PR\nThere is often the confusion over whether the entire PR is in fact marketing under a different name. PR makes the job easier for marketing as creating the mutual understanding between an organization and its target public through PR contributes to marketing communications and sets a very solid platform for marketing campaigns.\nMarketing is interested in clients only, whereas PR is about creating the best overall conditions for the organization; marketing is focused on sales and development strategies, whereas PR scans the entire business environment. Their target groups are entirely different as marketing covers customers/consumers/users, agents, distributors and competitors, and PR targets employees (internal PR), media representatives, social communities, financial institutions and investors, and government organizations.\nCrisis PR\nPR aims to prevent a problem from growing into crisis and to create a positive attitude toward resolving the crisis. Crisis management is tasked to prevent crisis if possible, or if the crisis still hits to minimize it as much as possible. Crisis management includes the following steps:\n\nPR must send positive arguments of the organization that it does not deserve crisis\nTo identify and recognise potential crises, as much as possible\nTo have a detailed plan in place as to what to do in all forms of defined potential crises\n\nTo be aware of potential problems and crises and ready to react, we need to avoid all those saying that crisis will never hit, that crisis happens only to others and all those saying that crisis management planning is nothing but a waste of time.\nIn case of crisis, PR people must be tough and composed when all around them are losing their heads and then there is a chance to turn the crisis into their own advantage. It is essential to explain in simple language what has happened, what has been done about it and of course, to show the care and understanding of the organization.\nAlso, it is important to set the priorities. In times of crisis, the financial consequences should come last, after the people, employees, environment, etc. It is important, if possible, to gain a few words of support from influential people, media people or people in the company\u2019s industry. It is also very important that employees are not neglected at those times, in particular if they are involved in crisis in any way. They and their families should be informed of the entire situation instead of being neglected. In such situations, each employee can become the company\u2019s ambassador.\nThe post PR Role in Organizations appeared first on SEE Business travel & meetings magazine.", "date_published": "2011-01-29T16:13:46+01:00", "date_modified": "2016-10-21T14:56:42+02:00", "author": { "name": "Miona Milic", "url": "https://www.seebtm.com/en/author/miona/", "avatar": "https://www.seebtm.com/wp-content/uploads/IMG-20240224-WA0003-e1728981138373.jpg" }, "image": "https://www.seebtm.com/wp-content/uploads/bigstock_Press_Conference_1699258.jpg", "tags": [ "public relations", "Hot topics" ] } ] }