Currently, PR is seen as an activity that includes many subdisciplines and specializations. Because of this, methodological disputes often arise. Evaluating a specific campaign, experts find it difficult to even determine the difference between PR and advertising campaigns, not to mention more “subtle” differences. At the same time, the activities of PR specialists are becoming more complicated, new methods and concepts are emerging, also the companies start using different scheduling software and the ideas about public relations are changing accordingly. There is a need for new explanatory schemes.
The problem, which usually involves PR specialists in the area of organizations – many other areas of communications are controlled by other subdivisions. For example, the marketing communications department manages the marketing department, the personnel department can manage the communications department with employees, for digital communications is used digital marketing strategy, all of which can be accessed by a full-fledged manager in the administration, with a new financial department in place.
PR – for what? Who? When?
People do public relations because they want to:
- stimulate action;
- stimulate desire;
- raise awareness and increase interest.
PR is often used to “support” marketing – this can be, for example, providing information support in the media when a new product enters the market. But PR is not limited to this. Essentially, marketing helps sell products and services, and PR creates the conditions (environment) to make those sales possible. There are several points of view on whether there are boundaries between the “territories” of marketing and PR. Marketers argue that the main thing is to improve sales, and PR performs auxiliary functions, forming and strengthening good relationships with consumers. Marketers often don’t care too much about internal communications structure or media strategy. PR people are not interested in pricing and distribution. Of course, you should not forget about the right management here, be sure to read books about project management․
The role of PR in establishing relations with the authorities lies in the active public position of the company and the creation of a positive opinion in society, in relation to the work and products of the company. Investors, shareholders, partners, and employees are the so-called internal public of the organization. The importance of reliable ties with them is clear. For example, for a concern consisting of several companies, or for an enterprise, using a task management tool that owns dozens of branches in the region, the most significant corporate events (conferences, holidays, seminars, congresses) are for team building, creating a sense of team unity
However, public relations, on the contrary, recognizes a long-term responsibility and seeks to clarify and achieve understanding through the adoption of positions and ideas voluntarily. PR activities will be successful only if they are based on moral standards and values and carried out in worthy ways. In public relations, the goal should not justify the use of dangerous or dishonest methods.
Advertising is more directly related to marketing. The most important words in this definition are persuasion, sale, and value. Advertising is always a paid message and the consumer knows it. Before starting a new small business, the entrepreneur must take into account the need for marketing, advertising, and PR differences and necessary. Therefore, trust in advertising is always less than in a correctly placed and informative PR news or article. However, most companies use both PR and advertising to produce a “multidimensional message”. Today, the demand for PR specialists is very high, especially in the above-mentioned areas, just as the WordPress Developer salary is considered to be one of the most highly paid specialists in modern times.
As a rule, large industrial enterprises and holdings do not need bright advertising. Rather, they are interested in a sound reputation in the business community, and reliable and established relationships with partners, investors, and other types of public. Only reputation today is the main competitive advantage that is most difficult for competitors to eliminate. On the other hand, reputation is a margin of safety, a credit of trust in a company in times of crisis. PR in this case is a purposeful work that begins from the moment the enterprise is launched (and sometimes even well in advance) and does not end until the company is operating.
Based on the above, it can be argued that there is a fairly wide range of types of PR activities that accompany the activities of an industrial company. For an industrial enterprise, the main thing is not conspicuous and memorable advertising, but reputation and recognition in the society. The creation of a PR department is an important moment in an industrial enterprise.
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