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.