Public Relations professionals help a business or individual cultivate a positive reputation with the public through various unpaid or earned communications, including traditional media, social media, and in-person engagements. They also help clients defend their reputation during a crisis that threatens their credibility.
Marketing PR has developed due to increased saturation of markets and the difficulties this creates in reaching customers. Traditional forms of marketing are yielding lower and lower returns, requiring companies to use more innovative methods of reaching potential customers.
Functions of Public Relations
A crisis communication plan developed by a public relations team typically includes determining specific logistics for expected reporters, the designation of an official spokesperson for the crisis, the development of targeted messages for internal and external audiences and training for company leadership on how to handle tough or hostile questions.
Stakeholders are any persons or groups who have an interest in or could be affected by an organization’s objectives or actions, such as the company’s employees, lenders and government agencies. Representing an organization to stakeholder groups is another function of public relations.
Social Media Management
Establishing, monitoring or growing an organization’s or individuals online presence is another function of public relations. Specific tasks may include creating or updating Facebook pages, tweeting information and keeping an eye on what others are saying in cyberspace about an organization.