The PRSA offers the following definition of public relations: “…a strategic communication process which builds mutually beneficial relationships between organisations as well as their publics.” When most of us think about public relations, we see a corporate individual with slightly dishevelled hair, answering multiple telephones at once while cradling wads of paperwork under their arms. Yes, the PR professional is tested thoroughly during times of crisis, but their job is so much more than merely stomping out media fires and sending press releases. Let’s have a look at five crucial aspects of the public relations profession:
It’s all about relationships
As the name suggestions, PR has a lot to do with relationships. It is the public relations professional’s sole responsibility to establish and nurture relationships between all stakeholders involved. This goes further than just the relationship between a brand and its target audiences. The PR professional needs to look after all relationships that affect the organisation and external stakeholders including suppliers, financial institutions, etc.
Most professions require PR
While most organisations strive to put their best foot forward and deliver excellent customer service at all times, problems can arise in the blink of an eye. Public perception of a brand can make or break the company, so it pays to have a professional relationship manager that can manage perceptions before hearsay causes irreparable damage. Any brand that deals with the public at any point, from police officers to shopping centres, should ideally have a public relations professional on call.