Defining public relations

They are shaping and maintaining the image of the company, organization or individual from the perspective of the customer's different audiences or customers, the audience of the company or organization depends on the nature of the customer's business, and can include current customers, potential customers, voters, community members, media members, students, student guardians, online people, foreign citizens, Others, where good reputation is one of the most important assets of each organization, which can give it a competitive advantage over others, effective public relations can help manage reputation by communicating, and building good relationships with all stakeholders in the organization, with the aim of gaining support and influencing public opinion and behavior.

 The role of public relations 

Public relations are an administrative function and are responsible for many things:

·       Protect a good company's reputation. 

·       Anticipate, analyze, and interpret public opinion, attitudes, and good or bad issues, which can affect the organization's processes and plans.

·       Management of consultation at all levels of the Organization, and with respect to policy decisions, work decisions and communications, taking into account their general implications and social responsibilities or their citizens.

·       Ongoing research and evaluation of work and communication programs to achieve a conscious public understanding necessary for the success of the Organization's objectives, which may include several ways. 

·       Planning and implementing the Organization's efforts to influence or change policy. 

·       Target-setting and planning, recruitment and training of staff and development of the Organization's facilities.

·       Oversee the development of the company to increase customer engagement and attract potential customers.

Tools and techniques for public relations

Public relations and business professionals often use a number of tools and techniques that help enhance and improve the overall customer image, and help them to forge a good relationship with the target audience, or potential, and tools that are used:

·       Newsletters, media data and newsletters. 

·       Organize and participate in public events conferences, conventions and awards. 

·       Internet, such as: Social networks, BLOGS.  

Public relations functions

The application of public relations depends on the following functions: 

·       Measuring people's views in the community about the continuity of the business. 

·       Set property policies to match the views of target customers.  Make sure you're delivering new offers that attract more customers. 

·       Participate in proposing solutions to community problems. 

·       Support for domestic economic development. 

·       Promoting administrative decentralization and supporting the role of the Department in decision-making. 

·       Building communication with other administrative functions, particularly production and marketing functions.