While there are many types of public relations that can be maintained and created between organizations and audiences, most share the following characteristics. Take note!
They are a planned and structured activity.
They are based on the identity and image of a company.
They seek to gain the trust of the public they address.
They are persuasive in nature.
They are carried out regularly and permanently.
Do you still have any questions? Don't worry, I'll explain in a few lines what each of these characteristics refers to.
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1. They are a planned and structured activity
Each of the actions belonging to a public relations strategy is carried out through careful planning, in which several areas of the company often collaborate for its correct execution.
2. They are based on the identity and image of a company
The map of actions to be executed is made based on the company's identity, so that each element helps to transmit the true image of the company, whether in the organization of an event, in the subject of a press release or in the strategy with the media.
3. They try to gain the trust of the public they address
A good public relations strategy does not necessarily seek immediate benefit, but rather the generation of a favorable opinion towards a company and, hopefully, this positive vote will translate into a predisposition to make a purchase or support the brand.
4. They are persuasive in nature
Although they may be subtle and perhaps not so obvious, all public relations actions maintain a persuasive character, seeking to influence the audience for the benefit of the company. Even those that seem to be informative in nature carry with them a dose of persuasion.
5. They are carried out regularly and permanently
Every public relations strategy must maintain a constant frequency and rhythm, so that it is possible to remain in the minds of the audience and on the media agenda.
Functions of public relations
Now that you have a clear definition and some of its characteristics, let's talk about the functions of public relations in a company . Below, I list the most common ones.
Project and support the construction of a corporate image.
Identify the communication needs of an organization.
Prepare and disseminate news to various media outlets.
Organize events that contribute to brand awareness.
Manage relationships with external stakeholders, journalists, influencers and media.
Detect and create strategic alliances between the company and potential allies.
And many more functions! It is not for nothing that there is a whole career that helps train public relations professionals. Depending on the needs of the company, it is likely that tasks will be added or exchanged to help achieve the organization's objectives, hand in hand with a good strategy.