Why “Public Relations” is considered an integral part of Business
- May 02, 2017
Many people are not sure of the function of Public relations (PR), what is its purpose? Some confuse PR with advertising or marketing, and if a company does not have a product or service to sell, then they do not believe that they need to advertise or use PR.
It is important to note that while advertising and marketing fall under PR, it does not fall under those. PR is essentially how your company or business interacts and communicates with the public that is served by your firm or business.
“You are only as good as your last dish.”
This is a popular saying amongst chefs, but it applies to all businesses. A business relies heavily on repeat customers, but you can be sure that if you have not kept up your standards, those customers will not be coming back.
Reputation and word of mouth are vital to businesses, and by maintaining a healthy public image, you will get those repeat customers.
“Everything you do or say is public relations.”
In essence, PR manages the way the public views your business. By building good relationships with your customers, you gain their trust. If someone trusts you, they will continue to do business with you.
PR is also used to manage any adverse experience a customer may have had in the past. People need to know that they will be taken care of if they do business with you. If they have had a bad experience, by reaching out and resolving the issue, you will have effectively made the customer feel cared for and heard.
This goes a long way in ensuring repeat business and positive word of mouth publicity.
"Publicity is critical. A good PR story is infinitely more effective than a front page ad." – Richard Branson
When you advertise your business, you are trying to sell your business. Creating a positive public image can do a lot more for your business than purely advertising your services. The function of Public Relations is to build credibility and create awareness. Once you have shaped a positive brand perception, you can rely on this for increased business.
“A brand is what a business does; reputation is what people remember.” – Ted Rubin
The reputation of your business is vital to sales. Your company will acquire an excellent reputation through good business practices. These include customer service and good product delivery.
To build a good reputation, ensure that the product or service you are offering is of the best quality and that the customer feels that they can approach you with any complaints or queries they might have. Your reputation directly affects how the public views your business.
A bad reputation will always have a negative effect on your business' ability to make a profit. If a situation arises where there may be the possibility of your reputation being damaged, Public Relations can effectively manage this.
Not only will your reputation be saved, if done correctly it can offer to promote your business' customer services.
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