Your own comprehensive definition of PRA)Public relations is a strategic communication process that aims to help organisations and
its internal and external stakeholders as well as the broader community to build mutually
beneficial relationships, understanding, acceptance and co -ordination. PR keeps
management up to date with public opinions. It also ensures a long -term positive
relationship between an organisation and its stakeholders and shareholders.
Discussion of the different benefits and uses of PR for organisationsB)Public relations has many beneficial uses for organisations.
To name a few:>Effective public relations, by generating new leads, can improve business outcomes. Eg, making your company more visible to prospects.>PR increases a companys credibility as a stable and potentially profitable investment
>PR is a strategic communication process that recruits talent within a business and
>PR can boost employee morale and improve retention.>PR is cost effective in a business.>PR is a strategy that produces clarity about a companys key messages and brand identity.
Explanation of how organisations can use key communication tools to further their
C)When Organisations use key communication tools to further the PR goals: they create,
maintain and protect the organisations reputation, enhance its prestige and present a
Positive attitudes and behaviors towards businesses are created that will help convert
Organisations can use key communications tools to further their PR goals by:1) Analyzing and researching to identify relevant factors that influence public attitudes
Establishing internal and external publications in order to communicate evaluated
strategies and tactics as well as the overall success of the business.
2)Outlining strategies and tactics. Using knowledge of the target market and its own
established policies, the organisation develops specific programs to achieve the
3)Actual communication with the targeted public. The organization employs specific
public relation techniques, eg: press conferences/ special events,
1)to reach the intended audience.The organisation receives feedback from its publics. The organisation then assesses
the program and makes necessary adjustments.
4)MEDIA RELATIONS:Ensures positive relations between an organizations publics and stakeholders by
circulating messages through media channels to manage how a business is portrayed by
Eg of a media tool: releasing media statements and fact sheets.PUBLICATIONS:the key responsibility of the PR functions is planning, generating and producing internal
Internal publications = communication to employees Eg: staff newslettersMemos Employee manuals Employee annual reports External publications = communication to external stakeholders and shareholders Eg: newsletters Industry opinions Annual reports CORPORATE IMAGE:The net result of the combined experiences, impressions, beliefs, feelings and knowledge
This process begins with corporate branding.