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Purpose of Public Relation

Public relations (PR) aims to build beneficial relationships between organizations and their publics through strategic communication. PR provides value to small and medium businesses by being free or low-cost, more effective than paid advertising, and complementing other marketing activities. It also helps mitigate crises and protect a business's reputation. The purpose of PR is to manage information flow and maintain a positive view of an organization among stakeholders.

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Bernadeth Berdon
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196 views

Purpose of Public Relation

Public relations (PR) aims to build beneficial relationships between organizations and their publics through strategic communication. PR provides value to small and medium businesses by being free or low-cost, more effective than paid advertising, and complementing other marketing activities. It also helps mitigate crises and protect a business's reputation. The purpose of PR is to manage information flow and maintain a positive view of an organization among stakeholders.

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.
Below are bulletproof 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.
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.
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 a high-trust relationship, you can say the wrong thing and people will get
your

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