A Public Relation Company is responsible for all the interactions a brand or an organization (which is called a PR client) makes with the public or its target group. It generally includes maintaining close ties within its community and providing vital information regarding the company, its products & services, corporate social responsibility, forthcoming events, etc. to the consumers and the media. The primary roles and responsibilities of a Public Relations firm include:
* Having a cordial relationship with the media The people handling the PR of any brand have to maintain best relations with the journalists. It will help the concerned company to get the press releases printed at the right places where it will grab public attention. This will help a brand name, especially if it's a newbie, to explore the opportunity of more and better exposure. The information released in the media should contain contact information for further clarification or to follow up the issue, if the media or customers wish to.
* Maximum use of PR tools to grab positive attention of target group Adequate and effective use of all PR tools, such as press releases, seminars, personal interviews, speeches, mails, web broadcasts, etc. to grab and behold the attention of the target audience. Releasing the highlights of the upcoming press releases and photographs of events, products and services at the right time is the most helpful tool to attract desired interest.
* Being the source of accurate information about a brand A PR firm should present the facts so that they create a positive brand name and image. However, you should not deceive the public with any information you present to them. Disclosure of deceit will do more damage than the issue you may be trying to cover up. Also, before releasing the information, it must be checked thoroughly for accuracy. It's important to understand that a PR company is accountable for its every action and statement.
* Realizing the right time and right window of opportunity When you release the information is equally important. Time the release of the new information with the announcement of new products/services, new ventures, etc. Quality and rich information released at right time leaves a long lasting impact on the minds of the customers.
* Being accessible and dynamic Another important thing is to remain available and to stay active. The more available you are, the more access people have to you. To keep your client's company at the front, it is imperative to remain active in the eyes of the market and the media by finding new ways to keep the audience updated about a brand or a product.
Public relation is an aspect of corporate communication thus it requires proper treatment of both internal and external factors. While PR majorly takes care of external factors, internal factors shouldn't be neglected as well. Employees of a company are its internal factors which too can affect its brand image. Employees should have trust towards their fellow workers, superiors and the organization itself. Similarly, the company must trust them equally. To establish trust, the company must give due credit to everyone involved in the achievement of a task or goal rather than just the seniors hogging the limelight.
Author Bio Amy Williams and Zoe Wilmer set up Samphire Communications as a pr agency in London in May 2010 and it is specialize in food, restaurant and travel PR & Marketing. For more details follow us on twitter.
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