The current market industry is so competitive such that no single company or business organization can thrive without a proper SWOT analysis particularly majoring on good reputation as strength. This is the role of a public relations company or agent.
Public relation is the act or practice of overseeing how information flows from an organization into the general public. Thus a public relations company oversees the flow of information between its client and the general public. This means that a PR company is recruited by an institution to oversee is public relations. The general public refers to any individual or organization of interest to a certain institution particularly the business organization. These are: The customers: are the core elements of any business organization. They consume the company products and services and thus a need to maintain a good image on their face. The employees: are valued as the most valuable assets of the business organization. They are the reason as to why an organization will thrive amidst competition or even collapse. Thus making them view the company positively and be proud of what they do is of paramount importance. The investors: these provide capital for various investments to be undertaken by the enterprise. Since investors will only invest their money in a business institution with a good reputation, it’s therefore important to create a good name for the business institution. The investors will include the shareholders ordinary and preference shareholders plus the debenture holders.
ROLES OF A PUBLIC RELATIONS COMPANY
Having analyzed the parties under consideration, the roles of this body includes:
Making press releases, newsletters, media statements, blogging for the client organization among other media related roles: communication being factor for the success of an institution, its thus the role of a public relations company to make sure that the information passed is filtered correctly, reaches the target audience and serves the intended purpose. The main purpose being: to create a positive image of the client company to the general public.
Counseling role: the public relations company advises the management personnel at all levels on how to make and implement policies and the best way to communicate change in an organization.
Market researching: this is the process of analyzing the external environment which comprises of actors and forces which influence the business organization. Form this analysis, the public relations company will be able to create a strategy able to compete and possibly out do a competitor thus increasing profits which consequently raises the net worth of the company and in the process creates a good reputation on the face of the investors.
Collecting, analyzing, anticipating and interpreting the public: this will include their opinions, attitudes and perceptions regarding the client. It’s from this exercise where a PR company will be able to effectively design a policy which the client company will use to win the public favor.
In conclusion, it’s good to note that a PR company should aim to achieve a long lasting relationship with the general public and thus individuals recruited in the PR Company, should have certain qualifications as preferred by the recruiting team among them being good communication skills. Therefore, in the current competitive market industry, an institution should have a PR company to back up its operations.
