We explain what public relations or PR are, their functions, objectives and strategies. In addition, examples of successful campaigns with ideas.
Public relations (often abbreviated as PR) are certain types of corporate communications that, coordinated and sustained over time, seek to strengthen the strategic links between a company or organization , and its various stakeholders.
In other words, it is a communication management that seeks to maintain the relations between the organization and its external partners in the best possible state . To do this, it provides information, exchange opportunities and encourages the so-called loyalty (preferential customer relationship).
Public relations constitute a set of different types of strategies . Its objective is to promote, sell, promote or publicize the interests of the organization to its clientele and the general public, in a planned way. Therefore, go to techniques and concepts of marketing and design , but also of sociology , psychology , politics and journalism.
Public relations is also a discipline and an autonomous field of study . The Austrian-American publicist and inventor Edward Barnays (1891-1995) invented them at the beginning of the 20th century. Its importance during the Great Depression that began in 1929 was significant, as a mechanism to claim business and its contribution to the economic system.
According to some authors and students of the subject, we can define public relations as:
The interests of public relations are very diverse and distinct, but in broad strokes we can summarize them as follows:
Manage corporate or organizational identity . This means that the PRs ensure that the different departments of the company handle the same language and project a unified image of the same for the public. Which implies:
Corporate social responsibility . The organization’s commitment to the community of which it is a part is known, not only as a way of projecting a positive image of its work and its vision and mission , but also as a mechanism to return part of society to society. resources that the company obtains from it.
Organization of events . PRs often specify their objectives through the production and organization of various types of events, fairs, invitations, celebrations, etc.
Public relations is an inseparable part of the business and organizational exercise today. They can be a way to bring companies closer to their public, or a mechanism to “humanize” some large corporations whose operation is more like a machine.
Of course, this may involve ethically questionable work , such as washing the face of companies whose economic activity is irresponsible or harmful. In other cases, it may be part of the communication strategies of a positive organization that would otherwise not be as well known and would not receive sufficient support and sufficient visibility.
Internal public relations are those that are in charge of communicating and strengthening the image of the company, its institutional policies, as well as its philosophy and the set of values on which the objective of the organization is based.
External public relations are those that are oriented to make known the image, values, philosophy and objectives by which a person, company or organization is distinguished in the face of a specific audience.
For this reason, external public relations strategically manage their communication with other companies or institutions, public or private, as well as with the media and the general public.
Negative public relations are those whose objective is to discredit or promote the bad image of a rival or competitor in the public eye, whether it is a company, an organization or a political contender. In this sense, it is especially very common in the field of politics.
The plan and general design of the PR and PR of an organization or company is known as a public relations strategy, that is, the set of tools and strategies that it prefers or chooses to implement , in the face of a target audience and a social and social context. Commercial determined.
According to Edward Bernays himself, founder of the PR, such a project should take into account the following steps:
Some successful and internationally recognized PR campaigns are those of:
Small companies, entrepreneurs, freelancers … do we need public relations?
Yes , we more than anyone, because we are both managers and promoters. And because public relations (PR) allows us to extend our closest network of contacts beyond conventional advertising, usually by just investing time .
Some public relations tips to create a favorable image and climate, both internally and externally:
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