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Purpose of Public Relation

Public relations (PR) aims to build beneficial relationships between organizations and their publics through strategic communication. Common PR activities include speaking at conferences, winning awards, working with press, and employee communication. The purpose of PR is to inform and ultimately persuade stakeholders to maintain a positive view of the organization. For small businesses specifically, PR is effective because it is free, more effective than paid advertising, and helps to support other marketing initiatives while also aiding in crisis mitigation by protecting a brand's reputation. "Spin" should be avoided as it destroys trust when uncovered.

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Bernadeth Berdon
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57 views

Purpose of Public Relation

Public relations (PR) aims to build beneficial relationships between organizations and their publics through strategic communication. Common PR activities include speaking at conferences, winning awards, working with press, and employee communication. The purpose of PR is to inform and ultimately persuade stakeholders to maintain a positive view of the organization. For small businesses specifically, PR is effective because it is free, more effective than paid advertising, and helps to support other marketing initiatives while also aiding in crisis mitigation by protecting a brand's reputation. "Spin" should be avoided as it destroys trust when uncovered.

Uploaded by

Bernadeth Berdon
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Purpose of Public

Relation
BEVERLY BERNADETH V. BERDON
What is public relations?

• The Public Relations Society of America defines it as a ‘strategic


communication process.’ The aim is to build beneficial relationships between
organizations and their publics. 
• You can also see PR as a way of earning–and not interrupting– people’s
attention. A savvy communicator knows how to create compelling stories.
And with that, gain publicity for free from trusted, unpaid or earned channels.
PR’s Purpose
• Public relations (PR) is the practice of managing the flow of information
between an individual or an organization and the public.
• To identify, build and sustain mutually beneficial relationships.
• The aim of public relations is to inform the public, prospective customers,
investors, partners, employees, and other stakeholders, and ultimately
persuade them to maintain a positive or favorable view about the
organization, its leadership, products, or political decisions.
PR’s Purpose

• Common activities include speaking at conferences, winning industry awards,


working with the press, and employee communication.
• A fundamental technique used in public relations is to identify the target
audience, and to tailor every message to appeal to that audience.
Below are reasons why anyone working for a small-medium sized business should practice PR.  
1. Public relations is free
By doing PR, you build trust and credibility in your brand without spending too much.
When other people talk about you, it influences prospects more than advertising.

2. Public relations is more effective than paid advertising


Word of mouth, customer testimonials, and editorial media have a greater impact.
‘PR is almost 90% more effective than advertising‘ in influencing consumers.
In short, getting favorable mentions of your brand holds more weight than a paid ad.
3. Public relations complements your marketing activities
Many businesses are competing for attention. But, unlike intrusive and irritating advertising, PR
earns people’s attention. How? By providing and delivering value. 
A talented communicator shares useful, educational, inspiring, or compelling content. And a
smart communicator knows how to convey a brand’s higher purpose. 
In your mix of activities, public relations is another way to reach your audience. It helps build
awareness and create a positive image of your business.
Instead of PR competing, it can support initiatives in a way advertising and marketing can’t.
4. Public relations is crisis mitigation
For small businesses who depend on word-of-mouth, upset customers can ruin their business.
An unhappy person who badmouths your brand can cause a dent in future profits.
With PR, though, you can handle employee-related scandals, defective products, and potential
lawsuits. Watch what people say about your business, and risk nothing.
Effective PR is about keeping an eye on your brand’s reputation and image.
Spin
• Spin, when uncovered, destroys the most important ingredient in a healthy
relationship…
• Trust
• “In a high-trust relationship, you can say the wrong thing and people will
get your meaning”.
In public relations and politics, spin is a form of propaganda, achieved through knowingly providing a
biased interpretation of an event or campaigning to influence public opinion about some organization or
public figure.

For example, a company whose top-selling product is found to have a significant safety problem may
"reframe" the issue by criticizing the safety of its main competitor's products or by highlighting the risk
associated with the entire product category. This might be done using a "catchy" slogan or sound bite
that can help to persuade the public of the company's biased point of view. This tactic could enable the
company to refocus the public's attention away from the negative aspects of its product.

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