Public relations is a communication concept that includes techniques and strategies that help build relationships between the company and its customers, employees and the environment in which it operates. It should be added that already in the first years of the 20th century, business owners began to use practice PR, but back then the focus was more on advertising. Currently, the emphasis is on establishing friendly interpersonal relationships.
Public relations is part of marketingthat is, the activities aimed at acquiring customers and persuading them to buy a given product. The purpose of tasks in the field of PR it’s about consumers having the most positive associations with a given brand. They are also used to build trust and gain support for company activities.
Public relations goals
The main objectives of public relations boil down to creating the best possible image of a brand or company. The purpose of the activities will be:
- future customers,
- media such as television, radio, social networks, websites, newspapers, etc.,
- current users,
- widely understood community.
The policy of the company or institution must be conducted in such a way as to maintain a good image or, if necessary, to repair it. The individual must be well seen and associated, and his products – arouse the desire to have them.
PR methods
Public relations objectives can be achieved, among other things, by:
- showing the entity’s activities through appropriately designed activities,
- eliminate or reduce conflicts with the community,
- listen to and implement customer opinions, i.e. adjust the goods to demand,
- presentation of the complete offer of the economic entity and facilitating access,
- carry out company policy so that the brand appears to be socially responsible, for example by limiting the amount of plastic used for product packaging,
- conduct effective advertising campaigns after introducing new items or improving those already offered,
- increase recognition and trust of the company, for example by sponsoring important events,
- manage the media by providing thoughtful information.
PR assumptions
You must be able to effectively manage how others perceive the business entity. Shares public relations they should look organic, that is, natural. This is important in the context of the sale of goods or services, but also for further development. It is worth taking care, for example, of articles from the independent press, which recommends only proven products. Listed companies also need to ensure a positive corporate image, including through shareholder surveys, negative public opinion following adverse events (e.g. a drop in share price) . Employees employed in Public Relations Department they must build (and maintain) an appropriate view of the business and react quickly to change.
See also: The marketing mix, what is it? What are the most popular concepts?
What is the so-called black RP?
In marketing, there is also the concept of what is called black rp. Its purpose is to limit the development of competition. He understands strategies to spoil his image. It focuses the actions undertaken on external entities that have a significant market share. Through misinformation, manipulation of facts and discrediting rivals, it is possible to influence a deteriorating opinion about them. These techniques do not conform to the industry code of ethics, but some contractors choose to do so. They can designate a company, a person, an institution, a brand, a product, etc. black rp uses methods such as:
- incomplete information,
- sabotage,
- Propaganda,
- psychological manipulation,
- Propaganda.
Public relations employees
Sector workers public relations they pursue many different goals. Their main task is to find out what the profile of prospects is customersand develop an action strategy to achieve them. In addition, they must take care of the following activities:
- close collaboration with management and the recruitment unit,
- organize conferences,
- preparation of corporate events,
- create information, messages and respond to requests from entrepreneurs, shareholders and the media,
- overseeing promotional material and checking customer response to it (whether it is effective),
- write texts – for example speeches – at the request of the owners,
- prepare a concept to attract investors,
- develop routes to reach new consumers.
See also: A product, i.e. a good offered on the market
Public relations and content marketing – cooperation
Shares public relations can be combined with content marketing. It’s about completing tasks even more efficiently. This makes it easier to convince customers of product quality, build loyalty and create positive relationships with the environment. A uniform marketing strategy must be established in the company. Marketing campaigns and image information should form a cohesive message.
Sector employees public relations know the profile of the consumer, know how to touch his tastes, content marketers take care of promotional content and its distribution, they also have a lot of knowledge about the product. Cell PR develops strategies to reach the right people for written content to expand business operations and increase sales.
Public relations is very important for the existence of any entity that wants to develop and acquire new customers. He manages his reputation in such a way as to obtain concrete results and improve the image of the company. In many companies there are special ones Public Relations Departments the accomplishment of these tasks.