When we start to consider who provides us with information, how they do it, and what tools they use, we come to the conclusion that we actually believe what “they tell us” – we are unable to verify much of the information, and for the most part, we do not even wonder who is telling us about the world and why.
Enormous technological and civilizational progress, high corporate competition, and information at our fingertips – this is an almost perfect climate for the development of Public Relations.
Public Relations activities can be divided into those directed outside the organization/company and those directed internally. In this article, we will address issues of external communication, which are intended to enhance the company’s reputation in the eyes of the media and customers.
Historical outline of Public Relations
“The birth and development of Public Relations are inextricably linked to the emergence of new communication techniques and the expansion of mass media in democratizing societies. (…) It is no coincidence that the cradle of this field of knowledge and practical art of communication is the United States of America, where in the second half of the 19th century, an atmosphere particularly conducive to the arrival of the idea of conducting a dialogue with society was growing. For it was there at that time that at least four important catalysts accumulated:
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modern industry and technology conducive to inventions in the field of communication
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high urbanization conducive to readership
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multimillion masses of active residents who arrived from different parts of the world, thirsty not only for dollars but also for almost mythical freedom and justice
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cheap press, looking for sensations and advertisers”.
The above factors contributed to the development of Public Relations. The current state of affairs in PR is a consequence of the approach and needs of that time.
Public Relations in the economy
External Public Relations activities are oriented towards reaching the appropriate target groups that the company cares about with information about the company, its actions, or products. These activities are mainly carried out to enhance the company’s reputation in the environment that matters to the company. In a competitive economy, where prices and offered services/products are similar, something more than just the product or service itself plays a fundamental role.
Let us imagine how many companies have started activities aimed at environmental protection, reducing CO2 emissions, or helping those most in need. They are aimed at delivering a message to the outside world about commitment and activity, which often has no strict connection to the substantive nature of the company. However, the way a company engages in social, ecological, etc. projects shows that it is a living organism that perceives more than just its own benefit related to selling a product or service.
PR activities, however, are not just social actions that do not take benefits into account. The benefit is the enhancement of the company’s reputation in the environment, among target groups, and among customers. Increased engagement directly affects trust, and this, in turn, affects the delicate sphere of competition in the economy.
External PR is primarily about actions that can be told. To tell anything, a company must first take up an issue and then communicate it, for example, to journalists. This is an important function in the economy, because it is the media that mostly shapes our image and influences the choices we make. Good, lasting cooperation with the media is one of the most important activities performed by PR specialists in companies. It is on media relations that image-building activity is mainly focused.
The article comes from the magazine “Logistyka” 2/2010.