Public relations involve creating a relationship between an individual or organization and the public. It includes managing the information that is exchanged between these groups. Any organization or individual needs a public relations exercise to get the goodwill of the public in issues regarding the image. A business organization, a public personality, and even non-profit organizations seek the services of public relations firms to achieve this. Different people have different views regarding public relations and the relationship between individuals and organizations and the public.
Smith has noted that the business environment is filled with a lot of players (129). For a firm to succeed in such a crowded space, it will have to create an image that will be unique and identify it positively. Maintaining the positive image is also a challenge for most organizations. A public relations firm helps a business to achieve all that. In other words, the writer of this article shows that a public relations firm is an essential part of the current business world. The article enables one to understand the significance of public relations to any business entity or individual. As a result of this, anyone who wants to become a public relations specialist is motivated to work harder so that he or she can be competent enough and create that much-needed change for a business organization.
According to Hallahan et al. noted that public relations need to be differentiated from advertising or marketing (3). In as much as one may think that public relation is one form of marketing, public relations exercises are not involved in increasing sales or revenue. Instead, the major role of public relations is to give an organization a public image that would work in its favor. In essence, a public relations exercise is practiced by non-profit organizations as well. The information in this article provides one with the knowledge to distinguish between a marketing campaign and a public relations exercise. Therefore, one becomes an efficient public relations practitioner and can conduct an effective campaign.
According to an article authored by Dozier et al. it is important for public relations officers to maintain good relationships with every stakeholder in the society, including the business organizations, the media, and the general public (218). According to the authors, one has to maintain proper rapport with all these groups to be an effective practitioner. The article contributes to the understanding of the reader by giving insights about some of the requirements for one to be an efficient public relations worker. With this information, one is motivated to strive to create and maintain proper and convenient relationships with all people.
Business organizations are advised to choose public relations firms and practitioners that have a good record (Ay et al. 280). Essentially, the article states that a public relations firm has the power to make a business succeed or fail, depending on the strategies that it will apply. Therefore, the choice of a public relations organization to work with needs to be made carefully. The article gives advice to both clients and providers of public relations services. For a public relations officer, the article encourages one to strive and maintain a credible record.
According to Tench and Yeomans, public relations practitioners serve two groups of people at the same time (153). They serve the clients and the public. Therefore, a public relations practitioner needs to know how to communicate with each of these groups. The way they would approach the customer is not the same way they would use to approach the public. The article gives knowledge about the diversity of public relations. As a public relations practitioner, one would be able to improve on communication skills after reading this article.
Works Cited
Ay, Canan, Pinar Aytekin, and Sinan Nardali. "Guerrilla Marketing Communication Tools and Ethical Problems In Guerilla Advertising." American Journal of Economics and Business Administration vol. 2, no.3, 2010, pp. 280.
Dozier, David M., Larissa A. Grunig, and James E. Grunig. Manager's Guide to Excellence In Public Relations and Communication Management. Routledge, 2013.
Hallahan, Kirk, et al. "Defining strategic communication." International Journal of Strategic Communication, vol. 1, no.1, 2007, pp. 3-35.
Smith, Ronald D. Strategic Planning For Public Relations. Routledge, 2012.
Tench, Ralph, and Liz Yeomans. Exploring Public Relations. Pearson Education, 2009.
