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Public Relations

Not only must the company relate constructively to customers, suppliers, and dealers, it must also relate to a large number of interested publics. A public is any group that has an actual or potential interest in or impact on a company’s ability to achieve its objectives. Public relations (PR) includes a variety of programs to promote or protect a company’s image or individual products.

The wise company takes concrete steps to manage successful relationships with its key publics. Most have a public relations department that monitors the attitudes of the organization’s publics and distributes information and communications to build goodwill. The best PR departments counsel top management to adopt positive programs and eliminate questionable practices so negative publicity doesn’t arise in the first place. They perform the following five functions:

  • 1. Press relations—Presenting news and information about the organization in the most positive light
  • 2. Product publicity—Sponsoring efforts to publicize specific products
  • 3. Corporate communications—Promoting understanding of the organization through internal and external communications
  • 4. Lobbying—Dealing with legislators and government officials to promote or defeat legislation and regulation
  • 5. Counseling—Advising management about public issues as well as company positions and image during good times and bad
 
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