The success of an organization is heavily determined by the management that is above the scope of the organization. This means that there are a number of controls that might lead to the success while others might lead to the fall of the organization. In this regard then, the public relations cater for those controls in which they can exert some influence to succeed. The public relations center on media relations by keeping in touch with the public; updating the public on the events, mission, policies, practices and mannerisms among others.
It meets this requirement by developing positive relations with the journalists.
They are also interested in developing quality relations with the investors. This includes the integration of the finances of the organization, communicating on its utilization, marketing and conformity to the security law to allow for an effective two way communication between a company and the financial community to allow for the fair valuation of the company’s securities.
Public relations also cater for the publicity requirements of the organization- to attract the attention of the public towards the existence of the organization.
It caters for this through media- print or audio, posters and any other effective way. It assists to manage the relationship that the organization may have with the external populace. These include- the customers, people in the supply chain, other organizations, individuals, and any other persons that the organization may relate with. The communication programs are meant to affect the cognition of the organization, change the negative attitudes the public may have of them, and the nature of the behavior the public might have of the organization.
It should however be noted that the effective communication doesn’t assure the company of organizational effectiveness- and may operate autonomously of the goals identified by the organization.
Marketing relations, which involve the act of selling out the products of the organization to the market, development of a new market and the maintenance of the already existing market, is one of the major roles that are played by public relations (Cutlip and Center 2006p234).
Organizations are often charged with responsibilities that go beyond their premises. The social responsibility of the organization, depending on the nature of work it engages in, extends to other organizations that deal with it, individuals, and the general public within the society it is found in. the value of an organization’s public relations is weighed against the degree of effectiveness it has in taking up the social responsibility in its care (Cutlip and Center 2006p235).
The influence of the public relations extends to the government affairs by the creation of the policies that affect the public; and the regulations that define the work and the roles of the organization to the public. This role of the public relations incorporates the collaboration of partners, the major and minor stakeholders of the organization, and the leaders in the government. This is important in influencing the policies that often affect the organization.
It assists with the making of policy decisions that affect the organization at different levels, including, the local area where the organization is located, the national level, as well as the global standing of the organization. The legal aspect of the organization is also incorporated within the government affairs responsibility of the public relations. The organization evaluates its legality by having all the legal documentation and offering services that are recognized as legal within the framework of the nationality or social requirements of its residence (Cutlip and Center 2006p233).
Organizations, in their endeavor to foster good community relations, engage a number of methods to create a mutually benefiting relationship within the societies in which they operate. The company stands to gain, from this relationship, loyalty, good will and support from these communities when the company takes an interest and actively promote the well being of the community. The organization creates a good image in the eyes of the people within the community therefore wins the support and loyalty of the community members (Baines P et al. 2004p302).
The public relations of an organization plays a great role in the creation of a good image in many different myriads like within the community it operates, the government as well as other organizations it deals with. It is a worthwhile step that grants benefits to the organization. Organizations are bound not to miss on it.
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