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You have applied for a public relations (PR) position with a RM 10.2 million savings and loan association, a conservative financial
institution that has been in existence for over 50 years. The organization has never employed a PR person before. Now that its assets
have risen above 10 million, however, the president of the institution feels it is time to hire someone to 'do the PR'.
 
During an interview, the president admits he is not sure what PR is, but he is fairly sure he wants the person he hires to plan
promotions and stage events that will attract new customers, write stories that will get free space and time in the local media and
start an employee publication. The president also states that he is open to suggestions about the position and asks you to explain
how you would establish a professional, effective PR program if you were hired.

Arts & Humanities Communications Public Relations HUMAN RESO 12 섈 쉋

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The answers are:

Identifying the channels of communication

Hiring professionals

Controlling the conversations

Leveraging networks

Formulating a suitable strategy and plan

Kindly find the explanations below and reference for further information.

Step-by-step explanation

The first step deals with identifying the channels that will be used to get information to the right people and enhance the image of
the company. These channels include social media platforms, the company's website, and print media. After selecting at least two
channels that are used often by the stakeholders. The second step deals with hiring professionals with the right skills in the
program. The essential skills are communication, analytical, problem-solving, detail-oriented, diplomacy, multitasking, and people-
skills. The third step deals with controlling the conversations and information flow to the stakeholders. This will provide the company
with an upper hand to not only market itself but also address any concerns or issues being raised by stakeholders. The fourth step
deals with leveraging the internal and external networks this deals with ensuring that the PR program has the support and
involvement of everyone in the company. In this case, PR is a new program that is being launched in the company involvement of all
parties whereby they understand its role will provide the program with internal support that will help them to achieve their set
objectives. Finally, a suitable strategy and plan will be identified for the PR program. This deals with identifying the objectives to be
achieved, the target audience, having a key message, planning for different crises, and constant reviewing the identified plan based
on the changes in the environment.

Reference
Martin, C. (2018). How to set up an efficient PR department? Retrieved from https://www.cleverism.com/how-to-set-up-efficient-
public-relations-department/

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Technical University of Malaysia, Melaka

/ HUMAN RESO
/ HUMAN RESO 12
/ You have applied for a public relations (PR

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