Public Relation in marketing business:
- 𝐏𝐔𝐁𝐋𝐈𝐂 𝐑𝐄𝐋𝐀𝐓𝐈𝐎𝐍
The business needs to communicate effectively to customers suppliers and dealers as they play a crucial role in increasing sales and profit of the firm. In addition to them there are other members of the ‘Public’ whose voice your opinion is equally important as they may be interested in the company and its products and have an impact on the business ability to achieve its objectives.
Similarly consumer activist groups needs to be satisfied because they can impose restrictions on the sales of the firm’s products directly by urging customers to refrain from buying them or through the imposition of lows. Thus, it becomes very important to manage public opinion and companies relation with the public on a regular basis.
𝑷𝒖𝒃𝒍𝒊𝒄 𝑹𝒆𝒍𝒂𝒕𝒊𝒐𝒏𝒔 𝒓𝒆𝒇𝒆𝒓𝒓𝒆𝒅 𝒕𝒐 𝒂 𝒗𝒂𝒓𝒊𝒆𝒕𝒚 𝒐𝒇 𝒑𝒓𝒐𝒈𝒓𝒂𝒎𝒎𝒆𝒔 𝒕𝒐 𝒑𝒓𝒐𝒎𝒐𝒕𝒆 𝒂𝒏𝒅 𝒑𝒓𝒐𝒕𝒆𝒄𝒕 𝒂 𝒄𝒐𝒎𝒑𝒂𝒏𝒚’𝒔 𝒊𝒎𝒂𝒈𝒆 𝒐𝒓 𝒊𝒕𝒔 𝒑𝒓𝒐𝒅𝒖𝒄𝒕𝒔 𝒊𝒏 𝒕𝒉𝒆 𝒆𝒚𝒆𝒔 𝒐𝒇 𝒕𝒉𝒆 𝒑𝒖𝒃𝒍𝒊𝒄.
The concept of public relations involves a variety of programmes to promote and protect a company’s image or its products. It means to strengthen relations with various stakeholders like customers, shareholders, employees, suppliers, investors etc. It is done through news, speeches by corporate leaders, organising events like sports events, concerts and seminar at etc.
𝐈𝐌𝐏𝐎𝐑𝐓𝐀𝐍𝐓 𝐏𝐎𝐈𝐍𝐓𝐒 𝐀𝐁𝐎𝐔𝐓 𝐏𝐔𝐁𝐋𝐈𝐂 𝐑𝐄𝐋𝐀𝐓𝐈𝐎𝐍:-
● Most organisations have a separate department to manage public relations. They may also utilise the services of any outside public relations agency. Their main task is to disseminate information and build Goodwill about the business. They monitor the attitude of the general public and generate positive publicity.
• Public Relations Department is especially useful when there is negative publicity about the company or its products. At that time they have to act as smartly to protect company’s image and to ensure that negative publicity is avoided.
• They also advise top management to adopt certain programs which will add to their public image and ensure that negative publicity does not take place at all.
• Public Relations cover a wide range of statistics.
# It usually involves providing information to independent media sources in the hope of gaining favourable coverage.
# It also involves a mix of promoting a specific product services and events and promoting the overall brand of an organisation which is an ongoing tact.
• Good Public Relation helps in:
(i) Smooth functioning of business and achievement of objective.
(ii) Building corporate image that affect favorably on its products. For example, upkeep of parks or sponsoring sports activities creates a positive image of the company and its products.
(iii) Building interest in the established product and help in launching products.
𝐑𝐎𝐋𝐄 𝐎𝐅 𝐏𝐔𝐁𝐋𝐈𝐂 𝐑𝐄𝐋𝐀𝐓𝐈𝐎𝐍𝐒
The role of Public Relations can be discussed with respect to the functions which the department performs. The public relations department performs 5 functions:
1. 𝐏𝐫𝐞𝐬𝐬 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬: Information about the organisation needs to be presented in a positive manner in the press.
• Generating news requires skill in developing and researching a story and getting the media to accept press releases is a difficult task.
• Public Relations Departmenthelps to provide true facts and correct picture about the company as it maintains direct contact with the media. Otherwise, news can get distorted if obtained from some other source.
2. 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐏𝐮𝐛𝐥𝐢𝐜𝐢𝐭𝐲: When a new product is launched it requires special promotional efforts the company can launch the product by arranging sports and cultural events like news conferences seminars and exhibitions the public relations department manage the sponsoring of such events.
3. 𝐂𝐨𝐫𝐩𝐨𝐫𝐚𝐭𝐞 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧: The image of the organisation needs to be promoted through communicating with the public and the employees.
• This is usually done with the help of newsletter,annual reports, brochures, articles and audio-visual materials. Companies rely on these materials to reach and influence their target markets.
• Speeches by the company’s executives at a meeting of trade associations and interviews with TV channels also help in promoting public relations.
4. 𝐋𝐨𝐛𝐛𝐲𝐢𝐧𝐠: An organisation interacts with different government officials and different ministers with respect to policies relating to business and the economy.
5. 𝐂𝐨𝐮𝐧𝐬𝐞𝐥𝐥𝐢𝐧𝐠: The Public Relations department advisors the management on general issues which help in promoting Public Relations and building goodwill.
For example, 𝒄𝒐𝒏𝒕𝒓𝒊𝒃𝒖𝒕𝒊𝒏𝒈 𝒎𝒐𝒏𝒆𝒚 𝒂𝒏𝒅 𝒕𝒉𝒆 𝒕𝒊𝒎𝒆 𝒕𝒐 𝒄𝒆𝒓𝒕𝒂𝒊𝒏 𝒄𝒂𝒖𝒔𝒆𝒔 𝒍𝒊𝒌𝒆 𝒆𝒏𝒗𝒊𝒓𝒐𝒏𝒎𝒆𝒏𝒕, 𝒘𝒊𝒍𝒅𝒍𝒊𝒇𝒆, 𝒄𝒉𝒊𝒍𝒅𝒓𝒆𝒏’𝒔 𝒓𝒊𝒈𝒉𝒕𝒔, 𝒆𝒅𝒖𝒄𝒂𝒕𝒊𝒐𝒏 𝐞𝐭𝐜. 𝑺𝒖𝒄𝒉 𝒄𝒂𝒖𝒔𝒆 𝒓𝒆𝒍𝒂𝒕𝒆𝒅 𝒂𝒄𝒕𝒊𝒗𝒊𝒕𝒊𝒆𝒔 𝒉𝒆𝒍𝒑 𝒊𝒏 𝒑𝒓𝒐𝒎𝒐𝒕𝒊𝒏𝒈 𝒑𝒖𝒃𝒍𝒊𝒄 𝒓𝒆𝒍𝒂𝒕𝒊𝒐𝒏𝒔.