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Unlike what some people may think, all companies are now seeking to establish a corporate image in the public's mind through the art of public relations, especially those companies that deal directly with the public.
Perhaps there was no clear name for this position before, but it has existed since the inception of governments and the emergence of large commercial entities, and even since the inception of trade itself. We are talking about: Public Relations.
In the past with the merchant who was keen on his appearance in front of his customers in the market, and now with multinational companies that are trying to establish a certain mental image for their brand.
Even on the political level, the ancient Egyptians and Assyrians were keen to depict their victories on the walls of temples, and on the surfaces of artifacts and collectibles to establish their political ideas in the minds of the public.
Well.. The function of public relations has not changed over history, but it has evolved to keep pace with modern developments, which are imposed by the traditions of society first, and technology second.
This article will discuss in detail public relations, its role, its impact on the development of your business, and the maximization of the size and position of your company in the markets.
What is the concept of public relations?
According to the definition of public relations in the Oxford Dictionary, it is:
“A science-based art of researching the most appropriate methods of successful mutual interaction between the organization and its internal and external audiences,
to achieve its goals, while taking into account the social values, norms, laws, and general ethics in the society.”
And if you want a simpler definition, the science of public relations - which has become an academic science by the way - refers to the efforts that the institution makes to communicate internally with the internal departments in the company, and to improve the brand image externally with customers.
That is, it is the activity that takes care of the image that people know you by. How do you see the public? What is the amount of space you occupy in their attention in relation to what you offer of products and services? And on this concept, put the definitions that you find appropriate.
Types of public relations
From the functional performance, public relations are divided into:
Internal public relations:
It is concerned with taking care of employees to achieve the goals of the establishment. Activities such as raising awareness and awareness of employees about the company's activity, training them to develop their performance, improving internal relations between employees and each other,
clarifying the goals of the institution, helping employees to achieve these goals, knowing the needs of employees and meeting them, involving them in setting the policies and goals of the company,
showing care for the personal side of employees, honesty and transparency with them, and other practices that would raise the loyalty of employees to their company.
The real success of the company starts from the inside, where the internal structure is cohesive. Therefore, internal public relations have a special importance in order to preserve the external success of the company.
External public relations:
It is the external activity that the company undertakes to maintain the image of its brand, which is the concept that appears from the definition mentioned.
The public relations department is concerned with communicating externally with any entity that contributes to deepening the company's message in the minds of the public, such as organizing seminars and press conferences, dealing with the press and media,
receiving guests and delegations, broadcasting inspiring positive stories, publishing advertising that supports the values and ethics of society, and other activities that develop the company's brand.
As for modernity, it is divided into:
Traditional public relations (classics):
It refers to relying on old means in performing its function. Conferences, television, newspapers, paper advertisements, and billboard advertisements are considered classic means of advertising, despite their technological development.
Electronic public relations (modern):
It is the one that is done entirely based on the Internet, and modern social media. It is a department that has become experts in promoting and establishing the brand image in the minds of the public through various channels on the Internet, especially social networks.
The importance of public relations for the company
Millions of companies are registered annually in the commercial register bodies in all countries of the world, but how many of them last in the market for 10 years? 15 years? 25 years? Or even 50 years and perhaps 100 years?
There is a direct relationship between the company's attention to the public relations item, and the length of its duration in the markets. The more positive the