The importance of public relations is increasing day by day and as a matter of fact it is more important for organizations, institutions and individuals today than it was before and surely its significance would multiply manifold in the days to come. Public relations has, in fact, become one of the most important tools needed today not only for the growth and development of the company but also for the very existence and survival of an organization. Public relations is not self-centered, rather it is equally useful for the public as well. It provides a channel through which the public can make their concerns and needs known to the management.
If an organization does not care for the public sentiments and needs or the market demand or what is actually required by the public, rather more concerned about the production of goods or provision for service to be its sole concern; it will never be able to compete with the dynamic competitors in the field. For example, political organizations, educational institutions or other companies selling different products.
The second question is what sort of image an organization would enjoy if it does not engage itself in public relations activities. Obviously, the answer would be not very good. Because in this competitive era, every industrial/ commercial concern, political or social organization should
not only be simply efficient; but it should also be seen as to be efficient by the public.An organization or firm may have good quality products or it may be excelling others in providing services but if people are unaware about it, the image of the organization would be a bad one. Good public relations builds up the image of the organizations while bad or no public relations destroy the image. If more than one company/organization is providing a similar product/ service, people tend to deal with the ones which enjoy a sound image among the public.
At the time of adverse publicity or when the organization is under crisis an effective Public relations can remove the "misunderstanding" and can create mutual understanding between the organization and the public.Let us define the term ‘image’ in the context of public relations. Image is the idea or conception, good or bad, the public has in their mind about an organization. Generally, the image of an organization depends upon the information that the public has about the organization. The basic objective of public relations of an organization is to develop a good image for the organization. All its activities revolve around achieving this sole objective. It sponsors sports activities, carries relief work by providing grants in calamities, takes part in welfare activities, arranges exhibitions, shows, offers, scholarships to talented students, provides utility services at subsidized rates, and so on with the avowed objective of earning a good name and a soft corner in the public mind. These activities have great bearing on the overall reputation and goodwill of the organization.
However, public relations does not mean to befool or cheat the people. It does not mean to cover up the misdoings of the management and deficiencies in its products. If a concern or company uses public relations for covering up its ills and flaws then it would not be public relations but a criminal offense. Sound public relations as discussed earlier, means deliberate, planned and sustained efforts aimed at creating mutual understanding based on honesty, integrity and ethics between an organization and its public.
Another essential element of PR is research. Research which involves probing the opinions,attitudes and reactions of various public towards the organization, along with learning as much as possible about the organization’s problems and its potential growth. If a firm knows about what people really want, what are their needs and what the market offers, it can adapt itself to the situation and can offer better services, it will enable it to beat its competitors.Companies that understand the principles of public relations, and employ them regularly, may enjoy a competitive advantage over rivals which are not public relations savvy. Among the beneficial results of strategic public relations are increased sales, increased customer satisfaction,a continual ‘buzz’ or talk about a company which is frequently mentioned positively in the media, and brightly shining images in the eyes of their customers and potential customers.In short, in this age of competition and democracy, public relations has acquired a very vital position and indeed no organization- public or private- can do it without it; similarly good image is also indispensable for having a place in the market and in the public. So, PR truly tries to build up a good image for the organization by using different arts and skills.
The importance of public relations is increasing day by day and as a matter of fact it is more important for organizations, institutions and individuals today than it was before and surely its significance would multiply manifold in the days to come. Public relations has, in fact, become one of the most important tools needed today not only for the growth and development of the company but also for the very existence and survival of an organization. Public relations is not self-centered, rather it is equally useful for the public as well. It provides a channel through which the public can make their concerns and needs known to the management.
If an organization does not care for the public sentiments and needs or the market demand or what is actually required by the public, rather more concerned about the production of goods or provision for service to be its sole concern; it will never be able to compete with the dynamic competitors in the field. For example, political organizations, educational institutions or other companies selling different products.
The second question is what sort of image an organization would enjoy if it does not engage itself in public relations activities. Obviously, the answer would be not very good. Because in this competitive era, every industrial/ commercial concern, political or social organization should
not only be simply efficient; but it should also be seen as to be efficient by the public.An organization or firm may have good quality products or it may be excelling others in providing services but if people are unaware about it, the image of the organization would be a bad one. Good public relations builds up the image of the organizations while bad or no public relations destroy the image. If more than one company/organization is providing a similar product/ service, people tend to deal with the ones which enjoy a sound image among the public.
At the time of adverse publicity or when the organization is under crisis an effective Public relations can remove the "misunderstanding" and can create mutual understanding between the organization and the public.Let us define the term ‘image’ in the context of public relations. Image is the idea or conception, good or bad, the public has in their mind about an organization. Generally, the image of an organization depends upon the information that the public has about the organization. The basic objective of public relations of an organization is to develop a good image for the organization. All its activities revolve around achieving this sole objective. It sponsors sports activities, carries relief work by providing grants in calamities, takes part in welfare activities, arranges exhibitions, shows, offers, scholarships to talented students, provides utility services at subsidized rates, and so on with the avowed objective of earning a good name and a soft corner in the public mind. These activities have great bearing on the overall reputation and goodwill of the organization.
However, public relations does not mean to befool or cheat the people. It does not mean to cover up the misdoings of the management and deficiencies in its products. If a concern or company uses public relations for covering up its ills and flaws then it would not be public relations but a criminal offense. Sound public relations as discussed earlier, means deliberate, planned and sustained efforts aimed at creating mutual understanding based on honesty, integrity and ethics between an organization and its public.
Another essential element of PR is research. Research which involves probing the opinions,attitudes and reactions of various public towards the organization, along with learning as much as possible about the organization’s problems and its potential growth. If a firm knows about what people really want, what are their needs and what the market offers, it can adapt itself to the situation and can offer better services, it will enable it to beat its competitors.Companies that understand the principles of public relations, and employ them regularly, may enjoy a competitive advantage over rivals which are not public relations savvy. Among the beneficial results of strategic public relations are increased sales, increased customer satisfaction,a continual ‘buzz’ or talk about a company which is frequently mentioned positively in the media, and brightly shining images in the eyes of their customers and potential customers.In short, in this age of competition and democracy, public relations has acquired a very vital position and indeed no organization- public or private- can do it without it; similarly good image is also indispensable for having a place in the market and in the public. So, PR truly tries to build up a good image for the organization by using different arts and skills.