Public relations, as you know, is a form of establishing a connection between the philosophy of the organization with its practical activities and the interests of the target audience, and also serves as a criterion for assessing the opinion of society. Proper organization of public relations contributes to the development and implementation of plans for ensuring the understanding, awareness, perception, activity and support of this very public.
In practice, various tactical and strategic means of establishing contacts with some internal and external target audiences constitute public relations. Such interaction creates all the conditions for delivering a message that informs the audience and forms certain knowledge in it.
Public relations is a way of creating or changing opinions, actions and attitudes that are essential to achieving marketing goals. In ourmodern information period when making decisions on the purchase of a particular product or service, the consumer quite often needs to have a certain amount of detailed information that can be obtained through the appropriate channels.
How effective public relations is becoming, is evidenced by its tools, which can be attributed to: news on television, Internet sites, sociological studies of various kinds, promotional announcements and newsletters, as well as industry symposiums, cycles lectures and public actions.
The decision to include this issue in the structure of the marketing mix is made by a public relations committee dealing with issues of interaction with the consumer, improving the image of the brand, as well as improving the degree of trust in it, which begins with awareness and ends with increasing loy alty and changing the minds of consumers. To ensure the performance of these functions, it is necessary to ensure the establishment of communications with various external and internal audiences. Secondly, the committee searches for the possibility of increasing the consumer value of a particular product or service using information methods. When faced with various threats (both current and potential) or a critical situation arises that can be overcome to protect a particular brand, the public relations committee does its job. And fourthly, public relations is necessary wheninfluencing the decisions and activities of legislative bodies, which can have a significant impact on business.
The use of public relations as a link between the organization and some audiences that can have a beneficial effect on its activities is quite effective in modern economic conditions. It is in this role that public relations often perform certain functions.
