Public relation, (PR), is the practice of deliberately managing the release and spread of

information between an individual or an organization such as a business, government agency, or

a nonprofit organization and the public. Public relations and publicity differ in that Public
relation is controlled internally, whereas publicity is not controlled and contributed by external
parties. Public relations may include an organization or individual gaining exposure to their
audiences using topics of public interest and news items that do not require direct payment.
(Fraser, 2007)

The following are the reason what will happen if the mwanamtapa business company will
not consider/ignore the importance of public relation.

failed of organization in building trust and credibility, also when the company ignoring the
importance of public relation department will lose the trust and credibility as organization to the
public and the target audience as whole this due because the public relation practioner relations
functions are designed to help build trust and credibility with groups that are important to your
organization. They help raise awareness about your organization as well as give it a chance to
define, control and distribute its message to those both inside and outside your company.
Effective public relations functions can also promote your organization, help communicate
during a crisis or defend its reputation from attacks people make on it in the media stand to
given the audience importance of reputation to an organization, public relation should certainly
be considered as a management function. As the, ears, and eyes of the organization, the public
relation department is in touch with what is happening within the organization as well as having
an understanding of how the various key audiences perceive the organization.

Failed to despite its potential strengths, public relation is sometimes described as a marketing
stepchild because of its often limited and scattered use. The public relation department is usually
located at cooperate head offices and its staff is so busy to deal with various public, stockholders,
other employees, legislators, city officials- that public relations plans to support product
marketing objectives may be ignored. Many public relation practitioners see their jobs as
communicators. In contrast, marketing managers are much more interested in how advertising
and public relation affect brand building.

Lack of considered a Credible Form of Promotion, this means one of the part of a public
relation department is to make promotion and to obtain mentions of an organization in
independent media outlets, e.g., television, online, as the target market generally views the
mention as being more credible since it is not based on payment, i.e., advertisement but on the
media outlet’s judgment of what is newsworthy, so if the company will ignoring the importance
of public relation department will failed to manage promotion on the product that produced and
the organization want to reach the target audience.

Failed to contribute to the corporate vision, mission and objectives of the company, if the
company will not consider the advantage of public relation will failed to reach the goal, mission,
vision, and objectives that had been planned as organization this will happen because Often, the
public relation department is in an ideal position to contribute to the corporate vision, mission
and objectives. The work of the department will usually involve staff in speaking with journalists
and key interest groups, opinion leaders, customers, pressure groups, suppliers and the like.
Monitoring the press and media, and gauging opinion through primary and secondary research,
ensures that the public relation function has a good understanding of perceptions among key
audiences.

Failed to concerned with identifying and satisfying customers’ needs profitably, this means
why the organization will failed to marketing the targeting audience when do not consider the
public relation department because the public relation officer is the part of marketing, though
organizations will often have separate departments for these functions. Marketing is concerned
with identifying and satisfying customers’ needs profitably. Public relation seeks to address the
relationship an organization has with the audiences that are important to it, and customers could
be just one of a number of audiences considered by the public relation department. Other
audiences may include local community groups, pressure groups, staff, suppliers, local MPs,
press and media, an audience in its own right as well as a conduit to others, and other
organizations in the same sector. Public relation focuses on understanding those key audiences
and communicating with them appropriately.

Absence of developing the organization identity, the question of where responsibility for
developing the organization’s identity should lie very much depends on the extent to which
senior management understand the importance of the role of identity. Ideally, the public relation
function should be involved, since the public relation department is uniquely placed –
understanding the environment in which the organization operates, the pressures and sensitivities
of the particular

Lack of the flow of information and absence immense and wider scope, when the company
not consider the importance of public relation they will lose the flow of information and
feedback from different area which includes: Prepare feedback from public and decide the areas
of improvement in organization Create rapport and goodwill of organization in the key market
and public. Image and reputation of company in different magazines and articles in media and its
publications. Evaluate and monitor media tools for public views and comments regarding
company and its reputation. Public relation is also a part of marketing communication, which
involves in advertising, direct sales and promotions.

Decline of the organization reputation and image, when the company not consider the
importance of public relation department will facing the destruction of organization reputation
and image, the because the role of public relation department is to planning and implementing of
policies, procedures and strategies that demonstrate the commitment of the organization to public
and social responsibility, ethical behavior, corporate identity and reputation with key publics.
The key goal of a public relations department is to enrich a company’s reputation. Staff that
work in public relations, or as it is commonly known, public relation are skilled publicists. They
are capable to present an organizations or individual to the world in the best light. The role of a
public relations department can be seen as a reputation protector.

It destroy community relation, this means another role of public relation department is to
maintain the mutual relationship and establishes strategies for building and maintaining
relationships with important segments of the public such as customers and reporters. Also an
organization usually needs its public relation team to fill more than one role. Managing
relationships and shaping the company's image can generate a lot of goodwill. When a crisis or
negative news breaks out, the public relation role has to be the minimization of any damage or
blowback from the events.

Fail to manage crisis in the organization, this are another impact that will occur when the
company will not consider the importance of public relation department, the role of public
relation is to manage and Establishing methods and policies to be used when an organization’s
operations become involved in an emergency affecting the public. This includes policies and
procedures for the distribution of information to employees, media, government and other key
publics. Sector, the organizational culture, how the organization is currently perceived and the
nature of the desired perception. Staff in the public relation department have an eye on the big
picture while paying attention to detail. In some organizations, responsibility for developing an
identity is passed across to a design, advertising, branding or marketing agency. In these
instances, public relation still has a valuable role to play.

Absence of organization representation to the media, Representing a company or individual

to the media is one of the better, known functions of public relations. Media management
includes developing and distributing both written and video news releases, pitching stories to
journalists and responding to reporter inquiries. Depending on the organization, spokesperson
duties may also be handled by the public relations department. Media representation also
includes monitoring and measuring news coverage of the organization or individual. Also
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.

Conclusion, above are the explanation of the reason impact that will occur if the company will
not consider the importance of public relation, the company should understand that Public
relations are used to build relationships with employees, customers, stockholders, voters, or the
general public almost any of the company which owns a stake in how to visualize it in the public
arena employs some level of public relations. There are a number of public relations disciplines
and areas falling under the banner of corporate communications, such as analyst relations, media
relations, investor relations, internal communications and labor relations. Most of them contain
the aspect of peer review to get liability.
 Reference

Seitel, Fraser P. (2007).the practice of public relations. (10th Ed.)Upper saddle river, NJ:
Pearson’s prentice hall.

Skandari, M. (2004). Public opinion, public relations and communication, rah & danaei

Press, Tehran, Iran.