Public Relations

The use of PR Professionals on the performance of top enterprises

Public relations have become essential for organizations, because there is increasing competition and companies need to emphasize, create an image that consumers like organizations. Under this scenario, they have got three options: hire a specialist agency, set up an internal department or to sign a communications director. Usually organizations engage in hiring a specialized agency when they need experts who have mastered the subject. Instead, to avoid the transfer of confidential information and preserve the value within the organization, they create an internal PR department. A communication director requires the support of an outside agency to give employees time for the strategic management to organizational communication. They even go through specific training and constant retraining to perform their activities effectively. This is the basic platform for the PR professionals to start their work in the organization.

The usage of PR professionals can certainly affect the performance of the organization. They have got a huge responsibility of properly communicating with the public and other important stakeholders that can help company in achieving their objectives. If the Public Relations Department of the company will perform their operations effectively, then it will help the company to strengthen their reputation and image in the market which would attract maximum customers. (Botan, pp.107-110)

The use of PR Professionals significantly impacts the performance of top enterprises

The concept of Public Relations is quite old and it started during the Roman Empire when there were groups that represented public support for example of royal courts in medieval times. They describe the need and the art of opinion-making processes to organize in public spheres. A discipline and industry public relations, however, were the first to beginning of the 20th Century. The concept of PR was in its disclosure under Edward Bernays, a nephew of Sigmund Freud. Bernays developed one of the first systematic cam campaigns to form opinions based on research findings in psychology. He wanted the mechanism and motives of the group to understand the thinking to familiarize them with the control of this knowledge. He was also the one who targeted celebrities for the public used to convey a message. It is one method that has been used hundred times successfully. For example there are certain celebrities like Cindy Crawford as an ambassador of Omega, Osama Bin Laden as the face of terror, Paris Hilton herself in the mirror for views of Bernays as the manipulative element of the PR. (Grunig, pp.23-36)

This was simply the general example of the usage of Public Relations. However, in the case of organizations, their responsibility is quite high. For every organization, the reputation, brand image, goodwill counts a lot especially in the case of projecting positivity among the minds of consumers. Every department in the organization comprises of various disciplines like Finance, Marketing, Human Resource Management and Supply Chain Management. Each of them has got their own tasks to perform and it has lot of value as ...