 Unit 3: Public Relation in organization

Public relations’ (PR) is normally associated with communication

activities designed to make and preserve the organizational image and
its relationship with the ‘publics’. It is increasingly about
communicating credibly with key audiences, such as media analysts,
policy-makers and policy influencers, and customers and shareholders
etc., who affect the organizational results.
PR is a strategic approach towards the creation of goodwill and brand
image through developing a cordial relationship between the
organization and its target audience. Every organization exists in a
social, legal, and political environment where it has to interact with
different agencies and individuals.
It is in the interest of every organization to maintain a positive public
image. Whether it is a public sector organization or a private sector
organization, both types of organizations can only be benefitted from
proper management of the perceptions of the publics of the
organization. Both types of organizations can reap benefits from a
positive public image which not only helps to increase confidence in
the organization on the behalf of the organizational publics and key
stakeholders but also reinforce trust in the organizational capabilities
towards success.
It is frequently misunderstood that the organizations practice PR only
for the purpose of publicity. But instead, the discipline of PR deals
with shaping and maintaining the image and reputation of the
organization in the eyes of its different publics. It is the deliberate,
planned, and sustained effort to institute and maintain mutual
understanding between the organization and its publics. It uses
information to influence opinion for creating and maintaining
goodwill. It is the practice of managing communication between the
organization and its publics.
The image of the organization is strongly linked to its vision and
mission of the organization and is considered a manageable resource.
The vision and mission guide the organization in its daily interaction
with external publics, and these principles logically reflect the
corporate image of the organization. Since the corporate image of the
organization is believed to be the visible element of the organization,
the organization is required to have the ability to create and
manipulate a desired image of itself in the minds of the external
publics. For achieving a desired image, the organization is required to
encourage and facilitate constant two-way communication with its
target audiences. Hence, the organization is to be fully aware of the
image, it is sending to both its external and internal audiences. Image
affects not only the perceptions which the external publics have of the
organization, but also the perception of the employees of the
organization.
Every organization has an image, whether planned or not and a good
image can offer much to the success of the organization. The
corporate image of the organization is to be of such value that it can
serve to differentiate the organization from other organizations which
in other respects can be similar if not identical. The image can create
value and impacts on consumer behaviour but can include perceptions
which does or does not reflect the objective truth. Corporate image of
the organization is considered a strategic tool of high value for the
organization, since besides helping to achieve long-term objectives, it
can turn into a source of competitive advantage. Since the ‘image is
everything’ and reputation is an asset of immense value, it enables the
organization to charge a premium for its products and services. A
good image can compel the customers to prefer the product of the
organization against a lower-priced though equally good one. A good
corporate image of the organization contributes to improve behaviour
and better attitudes on the part of its employees. It is a treasure. Such
perceptions have an enormous impact on the ability of the
organization to survive in the complex and competitive market place
of today and hence a strong positive corporate image gives the
organization a long term sustainable competitive advantage.
PR is basically the art and science of managing relationship with
publics. It attempts to establish and sustain mutually beneficial
relationships between the organization (commercial or non-
commercial) and its stakeholders or publics.
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