Analyzing the Impact of Public Relations on Business Development

This feature article elucidates the significance of public relations in the realm of business development, particularly in today's competitive landscape where effective information exchange is paramount. It highlights that PR, often mistaken for marketing, is crucial for building authority, fostering relationships, and managing market reputation. The essay underscores the importance of PR in creating awareness, building trust, and mitigating crises. It emphasizes that consistent publicity and image building are essential for establishing a strong market presence and maintaining visibility. Furthermore, the article discusses the role of PR in nurturing partnerships and leveraging technological tools and media, such as social media, for effective communication. While acknowledging the challenges of creating newsworthy content and the potential risks of inaccurate information, the article concludes that strategic and authentic PR practices can significantly enhance customer engagement and foster strong partner relationships, ultimately driving business growth. Desklib provides a platform for students to access similar assignments and study resources.

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21 Mar 2019
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In the present feature article, the explanation for the importance of public relations in
business development is narrated. In the present competitive business world, the manager of
any company used to get a lot of information to share. This can be viewed as the exchange of
information, which is vital for the organization because, from the perspective of partners and
customers, the objective is to choose reliable information to collaborate (Bocken & Short,
2016).
According to Ferguson, “PR is often confused with marketing and thus the importance of
public relations is overlooked” (Ferguson, 2018). PR is about raising the authorities,
relationships, and managing the market reputation. Thus, PR is about informing the public
which includes both potential customers and business partners. However, the objective here is
to gain trust, customers, and to increase sales. There are many reasons that argument the
importance of PR for any company. Firstly, it helps you in making people aware of working
standards, the support provided into the market, season to trust, and benefits of
collaborations. On the other hand, this also helps during a crisis situation. For instance, when
rumors outreach to the public as contributed from competitors, you can minimize the level of
damage, through the trust developed with PR strategies (Ott & Theunissen, 2015).
Importantly, to become a brand in the market, it requires effort for publicity and making an
image of quality. Because customers and partners always choose leading brands, it helps in
making clear authority in the market and develops a strong positioning. It requires effort for
any company to stay visible among the public. This also provides an opportunity to keep
them on track, inform regularly about the activities, explained the motivation behind current
affairs, and asking them for suggestions to improve the relationship. In this way, you can not
only improve the customer experience but your customers will also be aware of your core
strength and market mission. Hence, it would not be inappropriate to state that with PR,
customers will be unable to forget your existence. On the other hand, among the partners and
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collaborators, it is important to stay connected, video motivation to grow the business. Here,
PR steps in to create and maintain connections. Later, these partnerships were transformed
into opportunities, and ultimately it benefits both parties (Bocken & Short, 2016).
It is also important to mention that, you can use public relations to describe stories that can
explain your business. However, there also exist certain disadvantages to this framework. We
know that the goal of public relations is to present newsworthy information periodically.
However, to come up with an interesting and worthy release is not an easy task. Furthermore,
grand opening, press release, product launch, and promotional events are not successful all
the time, though you invest significantly. To note, when you release information, it always
goes into the hand of journalists and business analyst. As a result of falling into the trap of
inaccurate or misleading information can significantly destroy the organizational image in the
market.
In this section, we will discuss about important technological tools and media that helps in
creating effective PR. Firstly, social media is one of the best platforms to skyrocket business
information (Trayner, 2017). Moreover, it also offers the opportunity of active engagement,
creating a social profile, communicate messages, and increase visibility among the customers.
Choosing appropriate media is also an important parameter that can be optimized to outreach
the message to public and collaborators (Smith & Gallicano, 2015). As for example, the use
of social media is highly relevant when you are public relationship objective is aligned
towards young customers. However, for other sectors such as healthcare, PR approach should
select advertising and newspaper or television broadcast (Valentini, 2015). Moreover, it also
requires the company to hire an appropriate consultant that can assist you in communicating.
This is highly relevant because pitching appropriate information can increase the chances of
obtaining better coverage. As a result of which, any company can easily establish
partnerships, attract customers, and achieve competitive advantage.
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In summary, this feature article summarizes the importance of PR and suitable measures that
should be adopted to bring effectiveness in practices. PR can boost the growth in quick
succession, however, it requires precision. For instance, you need to select appropriate media,
take support from the consultant, and should communicate only authentic information. As a
result of this, using appropriate PR measures, you can obtain significant opportunities for
enhancing your customer segments and build a strong relationship with partners.
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References:
Bocken, N. M., & Short, S. W. (2016). Towards a sufficiency-driven business model:
Experiences and opportunities. Environmental Innovation and Societal
Transitions, 18, 41-61.
Ferguson, M. A. (2018). Building theory in public relations: Interorganizational relationships
as a public relations paradigm. Journal of Public Relations Research, 30(4), 164-178.
Ott, L., & Theunissen, P. (2015). Reputations at risk: Engagement during social media
crises. Public Relations Review, 41(1), 97-102.
Smith, B. G., & Gallicano, T. D. (2015). Terms of engagement: Analyzing public
engagement with organizations through social media. Computers in Human
Behavior, 53, 82-90.
Trayner, G. (2017). Why values matter–how public relations professionals can draw on moral
foundations theory. Public Relations Review, 43(1), 123-129.
Valentini, C. (2015). Is using social media “good” for the public relations profession? A
critical reflection. Public Relations Review, 41(2), 170-177.
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