The Need For Public Relations In An Organisation

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By David Clare

The basic definition of public relations (commonly known as PR) is the practice of managing the flow of information between an organisation and its public. PR has had to adapt in recent years to the change in the way many businesses now market their business, in order to accommodate the online world we currently live in. Traditional marketing strategies, such as press releases and telephone calling are declining in use, and instead companies are often hiring PR agencies to enable them to utilise social media networks or produce good quality blogs.

When trying to identify a reputable PR agency, it is very important select a company which is appropriate for your own corporate culture. For example, is your business young and vibrant, or have you got a more traditional, professional appeal? It is also useful to select an agency which has experience of working with a company in your field. It may be advantageous to work alongside a PR agency who can demonstrate skills and experience of working in your industry, though it is important to be aware of a conflict of interest.

Alternatively, if you have a very specific remit you need to work with, it is a good option to search for a specialist PR agency, who will have the in depth knowledge your PR project requires. Finally, it could be useful to ask to see references or testimonials which relate with your situation, and can also demonstrate the timescale in which the PR agency handled the issue.

Consumer PR utilises a company's existing marketing department in order to create a favourable public standing. According the University of Florida, consumer relations differs from marketing as the focus is not on selling a service or product. The main aim for consumer PR is to help to build relationships with both existing and potential customers. It can help to establish a strong, positive company image.

Good PR is crucial for all businesses, whether this is carried out in-house or by an independent PR agency. There are a large number of PR agencies in the marketplace, so you can choose one which will work best with the image of your company.




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To find out more about working with a PR agency why not visit the Smarts PR site and see how they can help you with consumer PR.