It is known the public relations as the science or technique to manage communication between a company and society, in order to build and maintain its representative and positive image.
A company makes use of public relations through a set of strategic coordinated communication actions in order to create and strengthen links with the public and consumers, through informative feedback (listening, informing and persuading) to achieve support and loyalty for the brand, product and the company.
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Public relations as an administrative function assesses consumer attitudes, identifies company policies and projects action plans to achieve acceptance, in order to create a good business image that reaches the public through the senses to achieve a competitive advantage and obtain higher sales and therefore better income.
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In this article you will find:
Public relations today
Public relations today have been linked to marketing, since it is usually raised from commercial logic. They also work in conjunction with disciplines and areas, such as psychology and sociology.
Management functions have been created regarding institutional communication, seeking to create coherent and integrated communication policies towards the same aims of the institution.
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The subject has become so relevant that in the business field there is already a university degree in public relations, in Spain, Various university centers offer the degree in advertising and public relations, a career that is framed within the area of communicational.
Importance of public relations for a company
In a market as wide and competitive as the current market, there is a growing similarity of products and services, compared to In this situation, advertising has become weak due to a lack of credibility and it is necessary to differentiate products and brands.
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For this, it is important to find a tool that allows the company the possibility of taking possession of the consumer's mind to achieve greater sales than the competition. In this way, it is possible not only to survive in the market, but to become leaders. And it is here that public relations intervene, since, through strategic management, they manage to differentiate the organization from its competitors. Which is achieved through the following concepts:
Identity:
It shows the being of the company, what characterizes it and differentiates it from the others.
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Philosophy:
It sets out the company's objective and the way to achieve it. Establish a mission, vision and values for it.
· Culture:
It has to do with the procedure or way of acting of the company, related to the values that are promoted.
· Picture:
Representation that the company wants to cement.
Reputation:
Mental representation made by the public about the company based on the experiences they have had with it.
Features
All activity carried out in the sense of public relations has as its main purpose the management of the institutional image, which is achieved through the performance of tasks such as:
- Management internal communication: Adequate management of information between workers and management, establishing a feedback that allows to know the human resource and that these in turn know the business policies, since what is unknown is impossible to communicate.
- External communication management: Every company or organization must make itself known.
- Humanistic functions: They are developed with the idea of gaining the trust of the potential consumer, for this it is vital that the information transmitted is truthful.
- Understanding public opinion: it is necessary to understand public opinion in order to manipulate it and then be able to act on it.
- Joint work with other disciplines: It must have a solid and humanist base with agreement in psychology, sociology and human relations, which allow us to better understand people and their behavior, since we work with them.
Ways in which public relations can be done
· Participation in events
It is one of the main ways that a company uses to do public relations, participate in cultural, sporting events or activities, seminars, conferences, congresses, exhibitions, fashion shows, charity work and social work, allows the company to renew its image and credibility with the public and publicize its products.
· To organize events
In addition to participating in events promoted by others, the company may also be inclined to organize them. A well-organized event allows the company to improve its image with the public and with its own workers.
Create a business blog
A company or corporate blog and publish in it your notes about events in which you participate, product launches, promotions, general report of your Activities, constantly updated and with attractive content, can promote reader participation and become a very effective tool.
Participate in social networks
It also involves the use of the internet and is very fashionable due to the great reception of social networks such as Facebook, Twitter, Instagram and YouTube.
If the note, message or video are attractive, they will be shared by many people, reaching an unimaginable amount of public and anywhere in the world.
