Public relations programs help firms launch new ventures.
The Public Relations Society of America defines public relations as an activity which "helps an organization and its publics adapt mutually to each other." Good public relations play a major role in a company's success. Potential and current customers carefully scrutinize a firm's reputation. If a flaw mars its character, clients might avoid business with the company. To that end, firms should constantly be working on their public relations strategy to present the best possible face.
Publicity
The field of public relations includes the publicity function. Publicity involves announcing news about a company, especially when the firm has released a new product or service. Without publicity, the potential customer base would remain unaware that such an innovation exists. For many businesses with a tight budget, paying for public relations services might seem like a waste of money. However, the businesses must ask themselves whether they can afford to lose profits by not publicizing their goods.
Impressing the Public
In order to sell a product or service, customers must see that the vendor demonstrates reliability, quality, and integrity. If the public does not believe that a company possesses any of these traits, it will not patronize that business. As a result, the firm will lose out. Without a customer base that trusts and believes in a given business, that enterprise will not succeed. Competitors with a better reputation will reap profits from firms without positive reputations.
Staying in the Public Eye
Even well-established companies can benefit from public relations campaigns. Public relations gurus use their contacts in the media to promote their clients' interests and portray them in the best possible light. Media consultant Martin Keller cites a client of his who owns an information technology firm specializing in business intelligence. In his spare time, Keller's client also travels around the world taking photographs with top professionals. Keller used his media contacts to get the story published, which generated positive buzz for his client.
Controlling the Message
Whether an organization finds itself in a crisis or in a positive development, it must have sole control over the message being conveyed to the public. That is where PR firms enter the scene. Public relations professionals have a keen awareness that if they and their clients do not manage their story properly, the media or the competition will define the events, and not necessarily in a positive way. With their strong contacts in the media community, public relations practitioners have the power to transmit a message which will benefit their clients.
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