The Importance of Communication in Public Relations

Public relations play a very important part in the growth and reputation of an organisation. The main motive of public relation is to provide efficient communication with the public. Communication and PR overlap each other. Or, in other words, you can say that communication is the main function of PR. PR is not anything that can be turned on and off and it is not easy to have higher value of PR. PR always exists either in implicit or explicit form. 

Every organisation is involved in communication. Whether it’s a company or a small business, it always interacts with people, takes something from people, gives something to them, hire employees and with this interaction people develop an image about that company. The need of PR is to develop a positive image and reputation of the company. Any organisation generally does not have much time to spend in PR. It has many other things to do. But, for the reputation and image, Public Relation is necessary. Hence, organisations hire various PR agencies that help in providing effective communication with the public. PR generally brings together the organisation and the public. PR is required to develop a corporate identity of the company that helps in promoting its image along with the sales.

PR is incomplete without communication. The main aim of public relations is to convey proper message to the people. It is very important to have two way communications in between the public and organisation and the message should be delivered properly as required to the public. Or, in other words, people must receive the things properly as desired by the sender so that they get encouraged. A good communication is said to take place if the receiver receives exactly the same information that the sender wishes to convey. Proper understanding of the message should be there. Receiver includes the audience or the public or employees or stakeholders while the sender is the organisation.

As an example, consider the case of hospitals. PR in hospitals will result in proper transfer of information between the hospital management and all the patients along with their family members. For this, public relations develop campaigns involving proper planning so that each and every information gets transferred on time and to the right persons.

Suppose, a person plans for a vacation to an unknown destination. He takes help from a map to find the place where he wants to go. In this case, the map acts as a way of communication between the person and the destination place. Now, there can be two cases. If the person does not understand the map, then communication does not take place and is said to be incomplete. However, if the person understands the map well, then that type of communication is known as two way communication. Hence, in order to have proper communication, it is not only necessary to pass the message, but it is also required that the receiver receives the message very well.

Reasons Why Public Relations Is Important for Businesses

In today’s competitive world, Public Relations are the need of the hour where every organization tries hard to maintain its brand image. Reputation of the company, your relationship with customers and the quality of the products and services plays a vital role in sale volume, and if there is any kind of negative impact on any of these factors there will be a sharp decline in your sales volume so you cannot afford to ignore Public Relation in any condition whether your company is big or small. PR is an important tool for any business to stay competitive. Managing and controlling PR strategies is important and when implemented successfully can bring many rewards and success to your business and business publicrelation.

Public Relations (PR): Public relations are the practice of protecting and enhancing the reputation of an organization or public relation firm. PR is not about short-term campaigns but also involves long-term strategies

Importance of PR: It is important for any organization to maintain a healthy relationship with its employees, stakeholders, investors, and partners. PR plays a critical role in maintaining a good relationship with existing customers and helps in finding new customers. Good relationship with stakeholder and investors can bring huge investments which will help you in expanding your business or opening new ventures.

Tips:

·         Know the problem of your company, set goals and make plans to achieve it

·         Research a lot about other companies and their tactics; make sure you create your own creative ideas.

·         Make sure the correct flow of information takes place. It will help in the long run to build trust.

·         Use Ethics in conducting PR, Never use negative strategy.

Public Relation Activities

Media: Communicating with media, press, and releases fact sheets, statement and offering them Onsite tour of your company will encourage reporter to write positive message about your company.

Advertorials: It is kind of publishing news, stories in newspaper, radio, TV etc.

Social media: Using of social media, blogs for creating awareness of the product and services which in turn will increase exposure to your business.

Brochures/Newsletters: Printing on a weekly basis newsletter, magazines, pamphlets, brochures will help in strengthening connection.

Business events: Arranging trade shows, events etc.

Sponsorship/schemes: Introducing various schemes for customers like membership cards, premium clubs so as to retain customers.

Business world is a social community where everything is completely depended on market reputation. Good reputation can make you leader while bad reputation can be a disaster for your business fate.  So PR is one of the easiest tools to present one’s organization in the best light and promote it for the growth of the business.

Converting publicity into public relations

Public Relations is something on which the world depends today entirely. Be it an Multi National Corporation or a small firm, the competition is such that the key to success lies in creating good public relations. They work to protect an organization or individual’s reputations, strengthen credibility, enhances image, develops goodwill and influences behavior.

We often use public relation and publicity interchangeably but publicity is just an aspect of public relation. In fact, converting publicity into public relation is the need of the hour. It is also a very smart tactic to indulge in as getting publicity is easy and free of cost, using it to one’s own advantage to create public relation thereby creating a loyal following of consumers always works in favour without putting much effort.

Publicity is short-lived and public relation goes a long way. It deals with crisis management, building perceptions and reputation. Social media is indispensable today and all brands publicize themselves on Facebook, twitter and other such sites. Press releases can be used to interact with consumers and reach out to a large number of people through social media. All this publicity eventually leads to good, long lasting public relation as the consumer becomes loyal to the brand.

The competition is stiff and therefore, it is extremely important to stay in touch with the target audience. Public relation of any firm should not be restricted only to publicity but should also consider things as investors’ relation, special events and sponsors, and other activities designed to mould public opinion and create a positive image and perception of one’s brand.

Publicity is very casual and helps only when it is positive but Public Relations is an art of building image and conveying your side of story to your potential consumer and has many facets to it. Publicity is momentary and it is very easy to publicize any product for a short period of time but public relation alone can give you an edge over your competitors and take you ahead.

These days all the leading brands try to get in touch with their consumers by taking in their details and getting in touch with the consumers during the time of sales, discounts and when the new collection comes in. It is a very clever step of building an image and reminding your buyers.

One should always have a good system of collecting lead information via phone calls or emails which is done by publicity which will eventually lead to a good PR. Now that public relations have moved into the realm of social media, it is very convenient to take advantage of the measurability of social media.

The entire marketing and sales depend upon public relation which in turn takes it shape from publicity in collaboration with other elements. No small or big enterprise can do without Public Relations and even it is required to develop personal brand. It builds awareness, credibility for the company, product or person.

No business can flourish without developing a brand image which in turn is done by publicity which is the foundation of public relations.

Value 360 Communications  – Leading PR Agency in Delhi which provides best public relations services like: Digital Media Promotion, Investor and Analyst Relationship, Crisis Communications, Integrated Marketing, Strategic Counsel and Public Relations Management .