The importance of public relation (PR) is still widespread in society, although the role of public relations in the success of a company is very large. Public relations can be a factor in a company’s success as part of both internal and external work. This makes public relations a special team of a business enterprise.
Usually, public relations work directly under the existing management. Nowadays, however, many companies are beginning to position public relations as a special team. The fact that public relations are an important part of a company is not surprising, because success in the company and the market is strongly influenced by the role of public relations.
The importance of public relations (PR) is still widely misunderstood in society, although the role of public relations in the success of a company is very large. Public relations can be a factor in a company’s success as part of both internal and external work. This makes public relations a special team of a business enterprise.
Usually, public relations work directly under the existing management. Nowadays, however, many companies are beginning to position public relations as a special team. The fact that public relations are an important part of a company is not surprising, because success in the company and the market is strongly influenced by the role of public relations.
Definition of Public Relation
Public relations is a special management function whose task is to establish and maintain mutual communication within a business enterprise. In this joint communication, public relations also helps to create understanding or comprehension between multiple parties in a business and then becomes a support for organizational cooperation internally and externally.
Public relations can also be interpreted as a party with planned communication both within the organization and outside the organization to achieve common goals based on mutual understanding. Public relations itself is also usually referred to as public relations, public relations, and so on.
What Are Public Relation (PR)?
Public relations (PR) or public relations is a continuous effort to build and maintain an image in the public eye. PR can be conducted at the individual, organizational or corporate level. Of course, the strategies and reach to be achieved vary.
PR is different from advertising or publicity. This is because PR seeks to organically shape the image of a person or company. What PR is very important to support the success of the company, especially if the company is listed on the stock exchange?
In a company, PR is also responsible for investors or shareholders. PR personnel must work to build and maintain a corporate image. This activity is also known as image management.
PR or public relations are also usually divided into several departments to handle different aspects of public relations, including:
- Media Relations – Maintaining relationships with the media.
- Production Relations – Involved in the operation of the company.
- Investor Relations – Overseeing the relationship between the company and investors.
- Internal Relations – Building bridges between the company and the employees within it.
- Government Relations – Become a liaison between the company and related government agencies.
- Community Relations – Focus on maintaining the brand and reputation within a specific community.
- Customer Relations – Bridge the company directly with customers.
Those working as PR must have a high level of communication skills, both written and verbal. They must also be able to problem solve and have a critical and creative mindset.
The Role of Public Relation In The Success of An Organization
Public relations has many roles that affect the success of a business. Public relations is not just talking and writing, but much more effective.
Every company needs public relations to ensure that the company communicates well internally and externally. If these communications can be created properly, the business will run smoothly with minimal obstacles. Let’s see what role public relations plays in the success of a business here.
1. Means of Creating Mutual Understanding
A PR role is to create a sense of mutual understanding between the company and its employees, customers, and society at large. Public relations builds good communication or mutual relationships as much as possible to ensure that this mutual understanding can maximize the benefits that the company receives.
These benefits are not only received by the company, but also by other parties such as employees, customers, and the broader community. When communication is working well and a sense of mutual understanding has been created, the company will understand that its policies can provide benefits to various parties. These benefits will later flow back to the company.
In addition, other internal parties such as employees may understand that their performance creates benefits in business synergies. Likewise with customers/community who understand that the company’s existence creates a fair profit.
2. As Support to Achieving Goals
Good communication established through public relations can serve as support to achieve business goals. Such communication can create a good corporate image in the eyes of employees, customers, and the wider community.
Therefore, companies can take strategic steps to achieve their profit goal. Support to achieve this goal is two-way, not only through corporate public relations, but enterprises also need to support public relations to achieve their goals, such as providing maximum facilities for a team of professionals to work together.
3. As Support for Production Activities
Public relation is a bridge for information exchange in a company. Information obtained through public relations can be used as a production reference to achieve maximum results. It can be said that public relations are a kind of research for every element of a company.
4. Publicity and Media
Public relation is also a communication bridge between the company and the mass media. Public relations has the task of building good relations with the mass media to increase the response of public interest to the company. This is also done in a public relations manner to increase positive brand awareness by working with the media.
When a company has a good relationship with the media, promotional activities or market positioning will run smoothly. In addition, this good relationship will also be useful if one day the public has a negative reaction to a company to convey planned messages.
5. As a Researcher and Consultant
Public relation can act as a professional research team for the company’s information needs. Then, public relations can also be a place for enterprises to seek opinions and input on the existence of enterprises and also on their image in society.
Thus, information from public relations as a researcher and advisor for that company can be a reference for developing strategic steps for business success.
This was information about the importance and role of public relations in business success. Apart from that, good cooperation among all stakeholders in a business enterprise can have a positive impact on business success. This cooperation can be supported by the success of a public relations department in fulfilling its role.
5 Tasks of Public Relation
As mentioned above, PR is a bridge between the company and the public or other relevant stakeholders. As an image builder of a company or person, PR or public relations has the following tasks:
1. Make a Press Release
PR must regularly issue press releases or media releases to communicate the company’s activities to the public.
2. Cultivate Relationships
PR also needs to maintain good relationships with several related parties, such as journalists, clients, and of course customers.
3. Prepare Reports
In addition, PR is also responsible for regularly reporting on actions or efforts to enhance the company’s image. If there has ever been a disruption, PR must also include this in the report.
4. Program Planning
A good corporate image does not mean that the PR task is over. Rather, PR must design short- and long-term programs to improve that image, especially to maintain public perception.
5. Monitor Public Opinion
PR must also actively monitor public opinion about the available company, product, or service. When complaints arise, PR must act quickly to prevent the problem from escalating.
4 Public Relation Challenges
It seems easy to maintain the image of a company or person, but in fact, there are many things to face and risks to avoid. PR also has its challenges, including:
1. Lack of Understanding
One important thing that becomes a PR challenge is that PR is always looked down upon or considered unimportant. PR is very important for the sustainability of your company or business.
2. Limited Fees
PR generally has cost limitations in designing programs or solving problems. Because they are considered less important, companies are reluctant to support PR activities with maximum resources, including the issue of funding.
3. High Expectations
Already held back by costs, high expectations are still placed on PR. They are challenged to solve problems with efficient steps that do not hurt the company.
4 Too Many Platforms
The PR task is becoming more and more difficult due to the many communication channels in this modern era. You need to communicate publicly through various mass communication channels and the Internet.
4 Advantages of Public Relation for Enterprises
For businesses, especially in the marketing field, PR is also very important to maintain business continuity and improve your company’s brand image. Here are some important PR benefits for businesses that are common:
1. Increase Brand Credibility
No matter the industry, no matter the size of the company, customer trust plays an important role in business success and sustainability. Without customer trust, it becomes difficult for companies to make sales. So what does PR need to build that trust and increase brand credibility in the eyes of customers? This effort needs to be ongoing.
2. Increase Profit and Sales
PR is not marketing, but PR does have an impact on marketing a product or service for your company. Along with the increasing reputation of the company, the sales of products or services will increase, so profits will continue to increase.
3. Changing the Mindset
In today’s online and social media world, everyone has the right to say anything about their company or brand. Now, PR works to improve the company’s reputation when a problem arises or to respond to customer complaints.
4. Increase Online Presence
In digital marketing, PR is also needed to create an online presence for your company or business. Through PR, you can introduce your business to customers more broadly, so a brief explanation of what PR is and how important its role is for your business. PR or public relations do not look at the size of the company. This means that PR is still very relevant and necessary whether it is a large or small business. PR can help you build brand awareness, which is still part of your digital marketing strategy.