Public Relation Contribution to Organizations - Assignment Example

?PUBLIC RELATIONS INTRODUCTION Nowadays, Public relations are considered a very important part of organizational strategy. A large number of organizations are moving towards the public relations activities to engage the stakeholders with company. Customer engagement and getting consumer insights are the basic purpose of public relations activities (Phillips, 2001). This report is conducted to analyze the role and importance of public relations activities in the organizational and industry and it will specifically examine the role of public relations Powering Queensland firm which is concerned for its dirty energy provision to the residents and business in Brisvegas, Queensland. PUBLIC RELATION Public relation is concerned with reputation of the company. It is the result of the organizations’ perception that is developed from the organization’s conduct, attempt of an organization to derive certain perception and behavior towards its products and services. Also it is aimed at extracting the perception of stakeholders about the organization. This in turn enables organization to build the mutual understanding and goodwill with stakeholders. Stakeholders include customers, employees, suppliers, investors, regulators and journalist (Green, 2009). Nowadays the competition in every industry has been highly increased. Every company in the industry seeks to get the competitive advantage by differentiation and reputation management is considered as one of the most effective tool to get the competitive edge. Two factors are very important in public relations i.e. communication with all the stakeholders and the relationships with all stakeholders which is also the central idea of above definition. The comments and opinion of stakeholders actually defines the company’s reputation. The comments are derived from activities of public relation which include (Pieczka, 2002): Media conference Sales promotion Opening day Product testing websites Press release News letters Political and non-profit organization’s perspective etc For example, organizations constantly engage in CSR activities to generate positive perspective about the business. Coca-Cola, well known soft drink brand, aired 2 minute commercial on different channels during the event of super bowl to highlight its efforts to deal with the obesity epidemic. This advertisement was designed with the purpose of reducing the impact of the rising debate regarding the public health concerns over soda products (Daily News, 2013). The message was conveyed about the Coca-Cola’s record of giving drinks with smaller amount of calories since it is available in the market. It also lobbied against comments that gaining weight is the outcome of consuming too many calories of any type-it’s not just soda (Daily News, 2013). Similarly, Apple, tech giant of USA, is lobbying with government and other politicians for zero percent tax rate (Steimle, 2013). Hence, PR plays has gained critical position in business. PUBLIC RELATION CONTRIBUTION TO ORGANIZATIONS The stiff competition in all the industries has made the companies to focus on its public image to get the competitive advantage. The following are the functions of public relations that can impact on any kind of business or organization. The application of public relation is discussed in the general view. DEVELOPING IMAGE AND RELATIONS Public relation employees works with the top level executives of the company to formulate an overview of how the organization desires to be perceived in the consumers’ perception, suppliers, government and other regulatory bodies as well other pressure groups.. This focused engagement develops on precise the accurate message or communication. Organizations make a plan on the extensive yet focused outlines of a reputation building campaign to spread that message in to the desired set of group (L'Etang, 2006a). OUTREACH STAKEHODLERS COLLECTIVELY THROUGH EVENTS AND EXPAND CUSTMOER BASE The professionals of public relations organize events to lift up the image or profile of the organization For example, Sponsorship in the Olympics event or a hospital arranging a free children health care day etc contribute immensely positive to the organization’s reputation among general public which includes current and potential customers as well as pressure groups. This in turn brings wider customers base to organization which then positively contributes to the financial performance (Gregory, 2004). POSITIVE MEDIA RELATIONS The core benefit of public relation professionals is to ensure effective dealing the media including print, TVC and other mediums. The positively developed public relations by with the news reporters, magazine reviews and interviews reporter as well as press releases to aware media with company’s future events and campaigns are important dimensions as role of media needs no assertion in today’s competitive market Such relations also contribute significant support in dealing with crises as well negative marketing against company (L'Etang, 2006b). NEW DIMENSION OF SOCIAL MEDIA Nowadays a highly emerging function of public relations is social media. Public relations management ensures quick and pure feedback of stakeholders specially customers through digital market. Managing a Facebook page, Twitter feed and YouTube channel are also effectual in targeting new prospects or stakeholders. Interaction of stakeholders with the company on social networks enables the organization to get information about the performance of product and company in the perception and view of stakeholders. This aspect provides first hand information which can be incorporated in the organizational product or services to effectively deal customers’ needs (Gregory, 2004). HANDLING EMERGENCIES At times a business is struck by an unfortunate incident that gives a worst impact on its public image, in such cases well established public relations pays-off true benefit in terms of resisting the bad word about the company. For example, spill out of oil from the oil tanker because of the accident, or a chemical manufacturing factory causing death etc. Public relations professionals in the company plays effective role to mend the damage to its public image by effective communication (Van Leuven, 2012). Hence, the public relations have a very influential impact on the image of an organization, therefore it is very important for the organizations to realize the importance of public relation and use this approach according to their business requirement and utilize its benefits. PUBLIC RELATION CONTRIBUTION TO ORGANIZATIONS Public relation with its constantly growing importance is now being designed to effectively deal with government or public affairs, the industry and value chain peers and pressures groups and non-profit organization. Nowadays most of the companies are working effectively on their public relations to build a good positive and long terms public relationship with these sectors. The rising trend of digital marketing has given a new platform to the companies to utilize cost effective domain for public relation. With effective PR companies can play an important in driving the government policy in favor of industry. Similarly, effective PR can enable business in developing industry peer relations to safeguard the business (Ledingham, 2003). Some of the current examples of PR are stated below: EXAMPLE 1 Country Crock Company had built its Facebook appearance few years back. With the passage of time the appearance of the company on Facebook achieved a remarkable success. 677,000 fans with hundred at a time sharing their content and producing conversation on the company’s Facebook page is the justification of its success on social media. . This customer activity puts the company’s brand in front of chain of thousands of fans’ family and friend circle. Behind the Facebook page success there is involved a great effort of PR team.. Different questions based activity, the interactive activity conducted to make a call for action generated customers view about the good and bad of the company. Also comments providing example of competitor provide insight about the feature of the competitor that is more worth. Such insights provide company direction to the future. Be focused on to deliver an attractive and useful content and they would share the content by their selves. This is another strategy that company uses for developing its PR (Miller, n.d.). Also by using this medium business can lobby and generated poll of customers perspective in certain dimension. For instance, pressure groups in Queensland have forced government to filter out-door adverts that are having bad impact on children mental health (Ironside, 2013). EXAMPLE 2 Red Bull has always been a successful organization in PR activities. Innovative ideas are the identification of Red Bull PR team that managed to accelerate the demand of energy drinks despite questions pertaining to its impact on health. The company has managed its position as a brand that ‘gives content wings’. The campaigns of Red Bull have never directly advertised the actual flavor; instead it promoted the value that is delivered to customers and associated energy, some stunt or adventurous activity. Hence, curbed the association of negative image associated with energy drinks. In October 2012, the record-breaking jump of Felix Baumgartner was sponsored by Red Bull (Patterson, 2013). The campaign received a remarkable response on social media and also mainstream media coverage of the event was conducted by some international channels and newspapers. The arrangement of such type of event is a sparkling of positive word of mouth. The news was spread everywhere and everyone was talking about the stunt. Various TV programs, newspapers, radio channels, magazines and online publications talked about the progress on the strategy formulation of the jump before the real time of jump. The records were broken down; eight million people saw not only the stunt but also the logo and branding of Red Bull. The event campaign achieved a huge number of followers and fans on different social networks, with the recorded 3 million tweets on twitter and it was the most talked about topic on the Facebook for those days (IliyanaStareva, 2013). Hence, Red Bull developed PR with large number of people as sport supporter which it can use in lobbying itself as a concerned contributor in society. For instance, as the government in Australia bans the soft drinks in schools, support of such events will save energy drinks from ban as has won public support and likings (Hector et al., 2009). RECOMMENDATIONS FOR THE POWERING QUEENSLAND It supplies the majority power or energy to Queensland. The large and growing power needs of Brisvegas (Brisbane) residents and businesses are partially fulfilled by Powering Queensland. Powering Queensland is a ‘dirty energy’ producer in the Queensland state of Australia. It has been discussed in the initial parts of report about the role and importance of public relation in improving and developing a positive image of the firm in the consumers’ and other stakeholders’ perception. With these benefits highlighted, the public relation is the way that can effectively manage the current issue of Powering Queensland. With PR management through different channels and across different sectors, Powering Queensland can developed the review of the public as well as other stakeholders about the dirty power , changing climate and emission related schemes of the government. The issue with the company is connected with health of people in the state as well rising climatic concerns in the government and non-government circles.. Public relations activities with customers, regulatory bodies of the state, and the society can play an effective role in addressing all the problems of awareness and future climate of operations for the organization. For the company’s perception that the people in Brisvegas perceives a dirty energy as a bad alternative of clean energy because it is emitting a huge amount of carbon dioxide in the air that causes badly on the life of human. To get the insights of Brisvegas consumers’ and businesses the company shall adapt the public relation strategy that in initial phases collects indirect insight. The indirect insight is important for the purpose as direct information collection may lead to eruption of information which can accelerate the pace of effect negatively to the company. The public relation activity for getting the consumer insights is discussed below: The company needs to build its logical appearance on social media because at present social media is considered as the most interactive media by the majority of organizations around the world. The connectivity of the company on Facebook, Twitter and on other social networks will give a chance to a company to interact with people and justify its beneficial position by interacting with the Brisvegas people and businesses. The events to inculcate the practices for safeguarding oneself and family from the pollution will develop the reputation of the company as one that who company cares about health. The information about causes of the harms specifically in terms of financials and damage to apparatus should be guided to the customers and along with preventive measures for it. Effectiveness of following such practices shall be associated with price cost savings that will ultimately enable company to invest in the alternative save systems. Another big concern for Powering Queensland is to determine the views of political parties, politicians, and other industries about the company’s reputation and potential issues associated with proposed. Public relation is again the best fit to resolve this concern. The seminar will be conducted by the company in which rulers of political parties, industrialists and other regulatory authorities will be invited and the agenda will be presented to them. The role and contribution of Powering Queensland in the economy will be presented to them for them. This will lead to identification of intensity of matter and perspective of the government and related authorities for future. The .The reviews of attendants will give the company a proper knowledge of their perception regarding the company’s reputation. Such meetings and efforts will be covered by the media and reviews in print and TVC media from experts regarding the climate change and emissions trading scheme will give the information about the future business conditions for the dirty energy producers. On the basis of respondents’ insights the company will formulate its strategies to overcome future concerns. For example, the percentage of tolerance for the dirty energy due to its cost effectiveness; hence, company can count on such measures and yardsticks that are goes in the favor of the company. Debating on regular intervals as well as supporting events which are important to the society will contribute effectively in developing the Public relations on the company, customers and all stakeholders’ perspectives. With public relations activities the company will be able to identify the insights of consumers, businesses, and other authorities. Another big advantage of public relations is that the company will be able to justify its cost effective role in the country’s economy. Along with public relations a company can conduct activities of corporate social responsibilities to get some good remarks about its reputation and role in society specially to convince pressure groups or NGO that can any time affect the company over its weakness of dirty. The CSR activity generates a very positive impression of a corporation among the consumers and general public. Consumers and general public perceives that the firm who is involved in corporate social responsibility activities really takes care for the society. However, this domain of Public relations is very critical especially in times when digital media has provided open platform for immediate and uncontrolled feedback. Hence, for conducting good public relations activities the company initially needs to hire highly skillful and competent public relations employees for devising effective strategy. The employees will then evaluate the effectiveness of public relation activities by analyzing the response of consumers, businesses, and other regulatory authorities in public relations activities. Also these services can be obtained from the companies offering expertise in domain. This will benefit the company in achieving the objective within short period of time. It will also provide Powering Queensland with an opportunity to train their employees in line and developing capabilities of extract the insight and future potential from such relations. The company can also get the idea of activities of corporate social responsibilities for the public relation services firm for making good contribution to the society. CONCLUSION It has been identified that the public relations activities plays a very important role in the firms’ success. It can be considered as the most effective tool that can engage customers with the company. Some public relations activities have been suggested to the Powering Queensland for developing a good reputation among the consumers and other bodies. Some examples of reputed companies are also cited to shed light on the practical implication and the importance of public relations in the business success. Hence, employing the public relation activities as an strategic imperative of the Powering Queensland will offer company comprehensive opportunity to view the company’s current and future status from stakeholders’ perspective. References Daily News. (2013). Coca-cola hopes to drum up good PR in fight against obesity with ‘happy calories’ ad campaign. Retrieved October 28, 2013, from http://www.nydailynews.com/life-style/health/new-coca-cola-commercials-address-obesity-epidemic-article-1.1239697 Green, A. (2009). Creativity in public relations. London: Kogan Page. Gregory, A. (Ed.). (2004). Public relations in practice. Kogan Page Publishers. Hector, D., Rangan, A., Gill, T., Louie, J., & Flood, V. M. (2009). Soft drinks, weight status and health: a review. Retrieved October 28, 2013, from http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1317&context=hbspapers IliyanaStareva. (2013). The most successful PR campaign of 2012. 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