What is PR?
Every organisation, no matter how large or small, ultimately depends on its reputation for
survival and success.
Customers, suppliers, employees, investors, journalists and regulators can have a powerful
impact. They all have an opinion about the organisations they come into contact with -
whether good or bad, right or wrong.
These perceptions will drive their decisions about whether they want to work with, shop with
and support these organisations.
In today's competitive market, reputation can be a company's biggest asset – the thing
that makes you stand out from the crowd and gives you a competitive edge.
Effective PR can help manage reputation by communicating and building good
relationships with all organisation stakeholders.
Public relations specialists establish and maintain relationships with an organisation's target
audience, the media and other opinion leaders.
Common responsibilities include:
1. Designing communications campaigns
2. Writing news releases and other content for news
3. Working with the press
4. Arranging interviews for company spokespeople
5. Acting as the organisation's spokesperson
6. Managing internal communications
7. Marketing activities like brand awareness and event management.
Success in the field of public relations requires a deep understanding of the interests and
concerns of each of the client's many publics. The public relations professional must know
how to effectively address those concerns using the most powerful tool of the public
relations trade, which is publicity.
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