A PR department (Public Relations department) is a very important sector that almost every business and company has.
It supervises and assesses attitudes of the organization toward the public. Also, the PR department is in charge of the channels of communication.
They always look for new ways to set up channels of information and understand the people.
What Does A Public Relations Department Do?
While a PR department’s most important function is supervising communication, there are other important tasks. These functions are very relevant and crucial for an organization since they can help target an audience.
- Press Relations
- Product Publicity
- Corporate Comms
- Public Activities
- In-house Journals
1. Press Relations
Public Relations departments create and disseminate different types of information to the press. This is the public role of an organization.
These departments build relationships with different members of the press, making mutually beneficial deals. This improves the image of the company thanks to the journalists, and the latter gets paid for this advertisement.
2. Product Publicity
This is another form of showing off. The difference with the first one is that organizations pay for “paid spaces” to get their product advertised. These product sponsoring efforts are commonly seen on TV, radio, and in magazines.
3. Corporate Comms
Public Relations departments also manage the communications between the organization and the public. They also take charge of the business’s internal communication, including managers, staff, and more.
Departments related to media and communication often realize activities such as advising on pubic-related matters. Pieces of advice during the stage of development and production of the product also happen.
5. Public Activities
These kinds of sectors in an organization are often in charge of setting up events and charities. They build goodwill and a good opinion of the company while contributing to a good cause.
Larger corporations are usually involved in supporting community affairs too, depending on how much money and reputation they have.
Dealing with legislators and working with the state to reach different agreements or promote legislation is called lobbying. The same goes for advocating an amendment or passage of a law.
These professionals in charge of that task know the needs and interests of their clients and use them to influence the decision-makers. Lobbyists often represent labor unions, religious organizations, and, naturally, PR departments of different organizations.
7. In-house Journals
Certain organizations, especially service ones, publish their own magazines for customers developed by the PR department. Places like hospitals, health care, and beauty parlors show their reports, articles, and newsletter there.
Along with magazines, sometimes websites are created to show the history of the company or organization. This shows the development progress and serves to influence certain markets.
Known as the backbone of public relations, special events are the cherry on top to attract attention. Arranging newsworthy organizations attracts a lot of media attention during these kinds of events.
The Importance Of Customer Value Optimization
Customer service allows a business to retain its customers and creates the devoted follower base that any organization needs to succeed. But there are other ways to gain and grow an audience. This is thanks to Customer Value Optimization (CVO).
Just as finding valuable clients for your company is of utmost importance, so is building customer loyalty. The more trustworthy a company is, the less likely it will need certain ads and PR to succeed.
Customer value optimization increases the customer lifetime value (LTV) in many ways. It optimizes customer acquisition, engagement, and retention rates. This allows an organization to keep or retain its buying base by building long-term relationships.
Once the optimization tests are run, some changes are done. The implementation is usually done through marketing campaigns, an overhaul of websites, or restructuring certain prices of products.
All of these modifications will eventually help build trust between the customers since all the changes are for good. The outcome not only will retain the previous buyer base, but also attract new people thanks to fitting prices, proper engagement, and promotion.
Other Tasks That Public Relations Perform
A Public Relations department is not only in charge of communication. It also performs other tasks besides promotion. The ability to persuade, promote and allow agents to tell a story. Agents create these narratives and enhance and build a reputation for the organization from that.
When the stories and news are not good, PR agents try to reformulate these stories. Doing so allows them to get the best answer and avoid the maximum damage possible for a company.
Minor, but not less important tasks, are also: company’s speech writing, writing and delivering press releases, expanding business, and more. Some advertise a company through social media or write articles for different blogs.
The Difference Between Public Relations And Advertising
There’s a huge difference between what a Public Relations department does and paying for advertising. While both are ways to increase a company’s influence or reputation, these gaps need to be addressed.
The first and most noticeable variant is that ads are paid, meanwhile, public relations are earned. This kind of earned credibility is better since people can check if it was not purchased. Another difference is pricing. PR prices vary from month to month, while ads are really expensive.
Managing Client Base With PR Communication
PR campaigns are very important since they serve to find valuable clients for your company. Building a trusting follower base thanks to proper management and good assistance is a part of success.
PR agents need to realize so to achieve good customer service and keep it up with the positive reviews of an organization.
Dealing with Customer Complaints
There will always be a complaint or a bad review from someone. The important thing is acknowledging why and how to make it impact the least possible on the company.
Rating platforms and reviews can be risky for companies since they can be read by potential and actual customers. Ensuring everyone is as happy as possible can prevent it.
Customer service needs to ask themselves what’s wrong in order to fix it. Addressing if they are offering proper service to issues, or if the employees are showing goodwill to solve a problem, for example. These little details can make a huge difference.
A Public Relations department has many important tasks that significantly help a company. It is in charge of managing many sectors of communication and activities that show off the organization to the media and press.
Of course, other tasks also involve elaborating speeches for the company or dealing with the customer service sector. This latter one is crucial since it is the face of a business towards the clients who buy and consume the product.
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