Effective Public Relations [Archives:2003/53/Business & Economy]

The Roa Ahead
BY RAIDAN A. AL-SAQQAF
[email protected]
Very few companies know the importance of creating effective public relations. In fact, the potential of effective public relations acts as a strategic competitive advantage, which can boost the company’s image. It is a very important yet sensitive task and has to be handled efficiently and professionally.
While many companies have PR specialists, minimum efforts are made in spite of the enormous potential. It is respectable for a company to find its name referred to regularly in press and in news services; the audience would be more likely to think of that company whenever they have any kind of needs for that company’s products and services.
Effective public relations include any kind of reference in the media that results in creating a positive impression of the business. This may take the form of a news story focused around some development in the company, business expansion, new staff appointment, charity fund-raising or a special promotion linked with a local occasion. In fact, effective public relations improves the company’s brand awareness by means of continuous reference given to that brand through Press coverage of different events such as a new product launch, winning an industry award or sponsorship of a local charity event, for example, “this school fair is sponsored by Al-Hana juice”.
Another advantage is in recruitment, if a company succeeded in creating a positive image, more people would like to work for it and hence the company has more applicants to select the best candidates. In other words, Effective PR can therefore help attract more applicants for advertised job vacancies.
Building effective Public Relations takes time. The first thing to do is to establish strong relationships with appropriate local and national journalists and news services. Then target stories to appropriate media, For example a comment from the company’s management about an issue being regularly discussed in the press. Such a comment might work as a reminder about the company and in turn sustains good public relations.
Good relations with the media helps in putting an interesting angle on the business activities, whether in a written press release or local news article, it can catch the readers’ attention especially when accompanied with a photograph. On the other hand, an organization must respond promptly to press enquiries and try to think about interesting angles for ordinary events. For example active participation from tobacco companies in the world environmental day can help in creating a positive image about them.
On few occasions, some published news articles in the press and in news services may upset a business due to negative publicity. In such situations the Public Relations specialists should prepare adequate response to what is being published in order to sustain their positive image in the public.
Endnote: Effective Public Relations creates a positive image with the help of the media. It is critical yet sensitive and must be handled professionally.

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