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Impact Of Pr. Essay

1227 words - 5 pages

The assignment for workshop one is to define public relations (PR), and examine the impact of PR on today's society. The student is then asked to give his/her views of PR as an individual. An organization's reputation, profitability, and even its continued existence can depend on the degree to which its targeted consumers support its goals and policies. PR specialists serve as advocates for businesses, nonprofit associations, universities, hospitals, and other organizations, and build and maintain positive relationships with the public.Good PR is a key factor to the success of any business. A company must strive to stand out in its particular field. The media can be a very effective PR tool if it is used correctly. A twenty first century company is not only going to need the ability to please their customers, it will also need the ability delight them. In order to accomplish this goal, employees must first understand who the company is, and what it stands for. Not only do they need to understand these values, but an employee also needs to be committed to upholding them on an everyday basis. Every employee represents their company individually, and the impression that they give the customer is the perception that the customer will have of the company. This is something that many employees do not realize or possibly do not care about. Many fast food restaurants are good examples of this. Many of these companies are operated in such a manner that their employees do not have any pride or satisfaction in what they are doing.Businesses are beginning to recognize the growing importance of how good PR can contribute to the success of their organizations. Businesses are beginning to increasingly rely on PR specialists for advice on the strategy and policy of such programs. PR specialists handle organizational functions such as media, community, consumer, and governmental relations as well as political campaigns, interest-group representation, conflict mediation, or employee and investor relations.However, PR is not only telling the organization's story, but also understanding the attitudes and concerns of consumers, employees, and various other groups. To improve communications, PR specialists establish and maintain cooperative relationships with representatives of community, consumer, employee, and public interest groups along with representatives from print and broadcast journalism.In non-high-tech organizations, PR is often subordinated to advertising, marketing, legal, or human resources. However, PR must be the interpreter of the organization, its philosophy, policy, and programs. These emanate from upper management. Therefore, PR must report to those who run the organization. Additionally, a key attribute in PR is informing the general public, interest groups, and stockholders of an organization's policies, activities, and accomplishments. This also involves keeping management aware of public attitudes and concerns of the many groups and...

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