Public relations

economic-dictionary

Public relations (PR) are defined as a series of strategic actions developed in a certain time with the aim of creating links, relationships and communication between the different groups of people to whom they are directed.

Public relations are one more tool of business communication. Their importance makes them position themselves as a managerial function within the business environment. In large companies, the communication director is in charge of undertaking and developing this series of strategies to achieve a coherent and integrated communication base.

Functions of Public Relations (PR)

All these activities are typical of those who develop public relations strategies:

  1. Project the image of the corporate identity of companies.
  2. Research the market to analyze trends and consumer opinions.
  3. Advice, advice and monitoring of the different sections that make up a company.
  4. Preparation and implementation of programs aimed at sectors of interest to the company or business.
  5. Optimally fostering relations between workers and the external public.
  6. Preparation, approval and dissemination of news and events to the different media.
  7. Dissemination of information about the entity or company to different clients.

Public relations in the business environment

Public relations constitute one of the most important functions for the company to achieve its objectives and strengthen its brand image. Some concrete actions stand out:

  • Maintain an optimal and favorable image of the company.
  • Manage and implement events, congresses, conferences, seminars, among others.
  • Maintain good labor practices inside and outside the company.
  • Monitor the sending and receiving of information on the activities carried out by the company.
  • Creation of communication channels to favor direct contact with the public or the ideal client to whom they are directed.

Examples of public relations campaigns

Some prominent examples of public relations campaigns are:

  • The first is a campaign designated as the best green initiative of 2014. Through a campaign focused on the floods in Illinois (USA), The Nature Conservancy decided to raise awareness through natural solutions to address the problem. Aerial, ground and video excursions were carried out. The campaign was covered by the media, bloggers and other people interested and involved in said conflict and had an international impact as a benchmark in public relations.
  • A successful example of how public relations started is in P.T. Barnum, a businessman and circus performer who at the beginning of the 19th century decided to promote his traveling circus by sending public relations agents to contact large newspapers in advance. It was also he who invented outdoor advertising with large and attractive posters.

Evolution of public relations

Public relations dates back to ancient times. The first findings of these date from tribal societies where they were used to promote respect for the authority of the chief. Although its existence in a more organized way began in the discussions that took place in the Agora, in Ancient Greece, where persuasion was used to influence the public.

However, it was not until the Renaissance with freedom of expression that the area of ​​public relations was given impetus. Thus, they began to be used in various sectors such as companies.

The way in which companies address the public that interests them also changed in the second half of the 20th century. Since then, techniques and strategies different from those of yesteryear have been used.

Already in the 21st century, the introduction of social networks, corporate blogs, websites, and ultimately the development of the digital environment, have led organizations to need to be available to their audiences, with a more direct contact with their desired audience. have a greater participation. All this has created two-way communication in a new framework to which companies have had to adapt using new communication techniques.

Tags:  economic-analysis USA finance 

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