WHY IS PUBLIC RELATIONS NEEDED IN TODAYS COMPETITIVE ENVIRONMENTTPublic relations are the practices of managing the flow of an organization’s information between the organization and the public. It is mostly intended to create and maintain goodwill for a person or an institution.
It promotes goodwill
PR campaigns are to enhance the company’s goodwill with its market. Goodwill means a generally positive rapport with the communities in which you do business. Having this strong connection helps drive customers to your business and also aids in building long-term loyal relationships with key customers. Delta Beverages is involved in community activities and participating in charitable programs which are common techniques to promote goodwill with the community.
Public Relation campaign is important to the company to raise awareness of its brand and products. Raising awareness is an important step especially for new companies or businesses that have not yet established strong recognition in the marketplace.
Newspaper articles, featured news stories and participation in community events can all help boost the recognition of a brand within the market place.
Sometimes referred to as attitudinal change objectives, Delta Beverages PR campaigns have a purpose of improving or reshaping customer attitudes about its brand. Companies that struggle with negative perceptions in the market often use public relations to promote a message of community involvement, charitable giving or product benefits for the common good. Public relations can sometimes serve better with this objective because when a company pays to build its image, audiences understand the message and it is less subtle (indirect) than some PR efforts.
Though information PR objective often coincide with more direct business benefits, many PR efforts have a direct goal of informing audiences. For instance, a consulting company may send out weekly email newsletters to offer free advice to businesses. The hope is that regularly staying in front of customers with messages that are useful will help you maintain top-of-mind awareness. Delta Beverages is providing free and useful information which can generate positive sentiments from the market.
Organizations have undertaken a variety of programs to educate consumers, building good will and helping avoid misunderstandings in the process. Educating consumers include sponsoring television and radio programs, producing manuals and other printed materials, producing materials for classroom use, and releasing the results of surveys. In addition to focusing on specific issues or industries, public relations educational programs may seek to inform consumers about economic matters and business in general.
Credible form of Promotion
PR is regarded as a highly credible form of promotion. For instance, if a positive story about a company’s product showcased by a business daily is likely to generate greater impact and awareness than a full page advertisement in the newspaper. People find the cover story more genuine and reliable than the payment based advertisement thus promotes the brand awareness; improve brand perception and goodwill of a company.