Public relations (PR) is a strategic communication process that builds beneficial relationships.

This essay explains about PR and the promotion planning process, business crisis, and business
networking.

To begin with, PR is the process of maintaining good relations with an organization's public or
stakeholders. In another words, it is about how you relate to the public, what they think of you,
and simply it is the communication! Most of us do PR without even knowing; like visiting the
doctor and shopping in the street. The aim is to persuade these stakeholders to maintain a
positive image of the organization. There are many ways for doing PR, such as talking in the
social networks like twitter and Instagram. Also, through advertising and media relations like
newspapers and magazines.

Moreover, The Promotion Planning Process has many steps. First, you should understand the
product fully. Second, Carry out the 4 or 7Ps (product-price-place-promotion-people-process-
physical evidence). Then, Process the information, Target your market, position your product,
Choose the market and time of promotion. And finally, choose which form of communication
media you want like emails, newspaper or TV.

Having business crisis is normal, but you should avoid turning these crises into a PR disaster by
managing your reputation. You always must be ready, have a plan in case anything happened.
Also, if something happened accidently take the problem seriously and do not pass the blame;
but take the responsibility and do all the responsible actions to fix the problem. Then re-launch
your business with new PR promotions. For example, chef Heston Blumenthal has a restaurant
called Fat Duck. It was the best restaurant in the world, but it has stopped from business
because many customers got sick after dining there. However, Blumenthal got over this
problem. He led from the front, and he took the responsibility. Then, he closed the restaurant;
he did not wait it to be closed by other officials. Furthermore, He cleaned his restaurant
completely. When the restaurant re-opened, he continued his business successfully.

Business networking is a direct business development method done by like-minded people. It

can be more cost-effective of generating than advertising or PR; because it is a low-cost activity
that involves more personal commitment than company money. The use of business social
networks as a way to expand contacts and as a form of self-promotion is becoming more
commonplace. For instance, Linked-in has become very widely used tool for professionals to
network from their desk. They can build a list of trusted business partners through using
networking tools. In addition, many businesses now have networking as a vital ingredient in
their strategy. Networked businesses have developed a strong network of connections and tend
to be made up of networked people who source business through existing relationships.
Moreover, face-to-face networking is favored over online networking because there is a greater
opportunity for making relationships. Also, individuals prefer to meet the people they do
business with. Examples include company open days and industry related conference such as
(Bahrain Zoholics). It gives the opportunity to learn, network, and access resources.

To conclude, PR plays a significant role within the marketing of any business. Also, business
networking is a useful method.