THE IMPORTANT ROLE OF PUBLIC RELATION IN MAINTAINING INDUSTRIAL HARMONY
Good organizations, government and industries provide scientific public relation development within the community and in the global industry they have learned the importance of establishing corporate image through public relations between their organizations and their customers, government, supplier and stakeholders to help their business in building a strong relationship for growth and survival. This includes studying the demand and attitude of people within the community and providing their needs. This can largely expand their network of customers, public relation is different from advertising and promotion and usually the function of public relation officers is more focus on building a good image of their company to the public in general they may do different public relation stimulation through social responsibility works and cooperation activities depending on the nature of business. When you see an organizations that provides sponsorship, public information provision, medical mission, food feeding program and other special services they are performing social responsibility and public relation through image building.
Good corporate public relation can be done through diversification of funds, providing good distribution of dividend to their stakeholders, commitment and excellence to their people in giving them good salary and benefits is also a form of public relation that gain community trust. Government agencies can also conduct public relation through fund raising or loan provision with zero or low interest rates, public official candidates may also provide public relation through campaigns and house to house visitation and community service in exchange for their votes while industries provide help within the community for recognition of their products and services so that they can gain confidence in the decision making process of the community that they offer good products, they do good to the public and they deserved to be patronize.
In America alone there are 122,000 public relation specialists according to the Bureau of Labor and Statistic they are trained professionals that can be hired by organizations so that they can provide informative consultation in the provision of public relation. Because they realized the importance of public relation they want the best public relation to convey good communication especially among the media. During critical times if there are negative issues, public relation officer can uplift the position of the organization through expert media coverage, news interview, marketing advertisement, print media, online broadcast and other avenues to depend the company in their shortcoming or controversies. They usually provide public affair and media relation, community and investor’s relation to gain their trust, internal communication and crisis media communication to make an effort to influence the consciousness of the general public to be on their side.
Public relation officers provide good press releases for their benefits they provide sufficient information to uplift the organization so that they can still gain the confidence of the public even in tough times. When Pepsi Cola has been involved in different critical promotions 349 controversy in the Philippines that they have not been giving the right privilege and awards to their promos and contest, the public relation of the company is quick to response about the rules and regulations that invokes their right to choose the winners and beneficiaries they still gain the confidence of their customers.
Basically one of the most important works of public relation officers is that they can considerably provide protection to the organization and their claims of image building, they also provide a strong inter disciplinary association to the most influential people most importantly to the media because of their strong expertise to persuade people to believe them. Another importance of public relation and their responsibilities is that they are able to provide the missing link between the needs of the public and the capability of the organization. To meet their needs this alone is a very important factor for both parties that customers are satisfied with the products while companies are earning. Public relation personnel can even conduct research, personal interviews, data gathering and other studies about current trends, media, marketing and management initiative and other strategies to study the flow of the market and their buying capability.
Unilever, Procter and Gamble and other top companies do public relation and marketing studies to provide the best products to the people. The primary importance of public relation to the industries is basically the development of their credibility, reputation and performance in the eyes of their customers and stakeholders through management and marketing specialized approach. A good public relation engagement can bring about healthy community relation and long lasting respect and maintenance of their trust based efficiency, and if they do, the organization is likely to hold on to their position so that the level of their integrity in the perception of the public will always be focused in their organization. They will be the most preferred brand that comes first in the mind of customers if they are successful in their public relationship engagement.
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