Importance of PR and communication experts PR & communications

Public relations and communications refers to the practice of enhancing an organisation’s reputation and image in the minds of the target audience through ethical means.

Public relations and communications experts strive hard to maintain a cordial relation between the organisation (key members) and stakeholders, investors, employees’ partners, and others.

It is the public relations manager’s key responsibility to ensure that free flow of information takes place between both parties (organisation and its target audience).

Importance of public relations and communications

In the current scenario of cutthroat competition, every organisation struggles to stay a step ahead of its competitors. It is essential for every organisation to communicate well with its stakeholders, partners, and every individual associated with it.

Here comes the importance of public relations and communications experts:

● Public relations and communication experts are hired to present one’s organisation in the best light. Public relations and communications experts create a positive image of a particular brand in the minds of target customers through regular interaction, press releases, newsletters, interviews, events, functions, hiring of a celebrity as a brand ambassador or even through charitable functions. Public relations and communication is essential for effective brand positioning. In a layman’s language, public relations and communication experts are hired to make an organisation and its products/brands popular among the masses. (target audiences).

Public relations and communications experts strive hard to reach to the maximum people (potential customers) and eventually gain maximum exposure for their organization/brand. More and more people relate to their brand and this translates to revenue of the organisation going up.

In today’s world, it is essential for every organisation to understand the needs and expectations of its target audiences. Public relations and communications experts must ensure free flow of information between the organisation and its target audiences, that is necessary for the survival of every business.

Correct information must reach the stakeholders for them to be loyal towards a brand (products and services). Public relations and communications experts help an organisation stand apart from the crowd.

Public relations and communications departments give stakeholders and infect the whole world with a better understanding of how their organisation functions.

They focus not only on information flow from the organisation, to its public but also vice versa. Proper feedback is taken from potential customers as to how they feel about the organisation and its products. These reviews and feedbacks (positive or negative) help an organisation to grow to its full potential.

Positive feedback calls for celebration, but negative reviews are also taken seriously, and necessary changes are incorporated in the system to meet the expectations of the consumers.

The role of public relations and communications becomes critical under any kind of crisis or unfavourable circumstances.

It is the role of the public relations manager to save the reputation of his/her organisation. He/ She must be on their toes to face questions from the media and publics and must handle all the criticism with a smile. It is the public relations and communication manager’s job to take immediate charge of any adverse situation and turn negative situations into the company’s favour.

Public relations and communication in a true sense is the face of every organisation that works hard towards saving and maintaining an organisation’s reputation and image. It is a new and highly successful way of staying connected with the target audiences for a better brand image.

*Patricia Murambinda is the IPRCZ president and general manager — corporate affairs at Delta Corporation Limited. She holds a Bsc Honours in Psychology (UZ), MBA (UZ), Corporate Affairs Certification, Said Business School, Oxford University (UK).

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