Here's why public relations is important for organisations

In an increasingly globalized age, knowing how to position oneself and establish an effective corporate communication strategy is a determining factor in the search for success. Reaching the greatest number of clients and knowing the characteristics of the market will also be key to this objective. So, why is public relations so important for an organisation? Because PR professionals are the ones who deal with these matters.

Times have changed, and the relationship between companies and the general public takes place through different communication channels. Companies need to know how to exploit and take advantage of them, according to their objectives. This is where a public relations agency usually comes in.

Planning a communication strategy both inside and outside the company is the best way to work in an orderly way and project short-term and long-term goals.

Regardless of their industry or function, companies have similar goals, including: reaching as many customers as possible, positioning the brand, making money and expanding as much as possible in a given market.

While the end goal may be the same for all, picking the best, most effective route is key. A public relations agency will take care of a company’s communication strategy and plan possible outcomes, including any difficulties which may arise during the process.

What does a public relations agency do? According to our specialists, PR is concerned with analyzing, interpreting and anticipating public opinion, and helping to evaluate the methods and decisions within the company which may affect it.

In this sense, developing a message and unifying communication criteria is essential. Strategic planning and consulting should be in the hands of specialists who will analyze how to proceed in the market.

When examining why public relations is important for organisations, it should not be confused with advertising.

What are the differences between advertising and public relations? The purpose of advertising is to sell. On the other hand, a public relations agency will act as a company’s voice, and plan a strategy to fortify its image and establish relationships with the media.

Using media relations, brands can reach a wider range of customers, in a number of different ways: through journalists, influencers, press releases and distribution in traditional and social media. 

Public relations specialists aim to design a strategy that will persuade the media to disseminate a brand’s messages. In advertising, on the other hand, the brand speaks for itself. 

A company may work hard and with the best intentions, but if it doesn’t know how to communicate its actions, its reach will be limited.

Here are some of the main reasons why PR is important for  organisations:

1) Brand equity

Our identity is what defines us, and also what sets us apart from the competition. Highlighting an organisation’s virtues and targeting a specific audience will strengthen its influence in the market.

2) Access to traditional media and social media

One of the key aspects of public relations is getting others to speak on behalf of the brand – ideally, by targeting specialists in the same area, such as influencers. But contact with the media is still key, since they will act as a bridge to the audience.

And we aren’t just talking about traditional media such as newspapers, magazines and radio. Nowadays, all companies should seek to take advantage of the vast expanse that is social media.

3) Crisis management

Organisations will often hire a public relations agency when they are going through a crisis. This isn’t ideal. But one reason why public relations is so important to companies is that it helps to put an end to bad times.

Most companies go through adverse cycles, and public relations experts are able to minimize the impacts of a given crisis. Knowing how to act quickly and respond effectively will limit the potential damage.

4) Access to new markets

If an organisation is aiming to expand into other countries, hiring a PR agency with regional reach is the best way to go about it. They typically boast teams of local specialists in each country, which helps to optimize the overall strategy and target several audiences.

Both companies and PR agencies have to adapt to local markets. That is why it is important for organisations to hire an agency that knows the lay of the land.

This will make all the difference when a company seeks to expand its horizons to one or more new countries, and consolidate its reputation there.

A local public relations agency can offer guidance on media characteristics, and the best ways to reach target audiences. It can also offer insight into market regulations in the region, and how to plan communication strategies accordingly.

Why is public relations important for an organisation? Because communication is everything. And this simple phrase is a double-edged sword: poor communication will hold a company back, while communication that is handled by reliable specialists can make all your dreams come true.