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A business organization is a part of a bigger system called the Society, the enterprise comes into existence, grows and survives only because of the support of the society, be it in terms of access to human resources, access to market for its products and services etc. Hence it becomes imperative for an enterprise to maintain continuous dialogue with the society.
Public Relation is essentially an educative and informative exercise, carried by an enterprise aimed at creating mutual understanding between the society and itself.
Public Relations involve activities aimed at communicating with all the stakeholders in an enterprise, so as to develop a positive and progressive image of the enterprise among them for its sustained growth and survival.
Business faces hostility from belligerent employees because of poor industrial relations, dissatisfied customers, haughty government servant, rival business houses and other social groups. Public relations also help in dealing with negatives situation arriving out of such conflicts between the stakeholders and the enterprise.
Public Relation Tools used by enterprises: -
Events: Organizations conduct and manage events by tying up with charitable trust or Industry associations for improving and enhancing its image. "Reliance and CII Conference on Globalisation - an Indian Perspective."
Company Literature: Organization try and present their professional and contemporary corporate identity via its stationeries (Letter head, Visiting Cards, Brochures, Newsletters etc.) and through its website.
Media: If a company is launching a new product or service or commissioning a new plant it invites media representatives, sends press releases or even conduct press meets to acquire third party endorsements.
Sponsorships: Organisations have for long sponsored events and causes which are in sync with their belief and values. Example - Aditya Birla Scholarships.
Interviews: Another contemporary way of enhancing the image of a company is to ensure that the Heads of the organization appear on respected TV Channels and Newspapers.
* Contributed by -
Prof. Shravan Rungta,
B.Com., MBA (Marketing), PGDEM, NET,
Faculty - Advertising,
N. L. Dalmia Institute of Management,
Mumbai.
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