PR ASSIGNMENT

Public relations is about reputation, the result of what you do, what you say and what others
says about you. Discuss this statement using clear examples

Public Relations(PR) refers to both outward and inward communication between an

organization and its publics for the purpose of mutual understanding
Furthermore, it strives to maintain the image or brand of an organization e.g. a campus may
employ a PR Practitioner to guide them on the best way to achieve and maintain a good image
to the publics
Honesty, truth and timeliness are the general basics of PR
PR AS A RESULT OF WHAT YOU DO
Organizations exist only by publics consent. Therefore, to gain a mutual understanding
communication should be clear.
Clarity is important so as to manage expectations without exaggerations. For instance, if an
organization decides to introduce a discount to some items, it should be clear which items are
on sale and the period of time they will be on offer.
This is to avoid confusing the publics and maintain the reputation of the organization.
Marketing and advertising should also not be exaggerated.
When marketing food products, some companies use very big photos of food to show that their
portions are large while in reality the portions are very small.
This is short term since publics leave to its competitor with a better marketing strategy
Media relations in PR is also another essential tool to maintaining a positive brand. The media
may include news reporters, bloggers, interviewers etc.
They aid in brand awareness, improving and maintaining a brands positive review, handle crisis
and provide a platform for a two-way communication between the publics and organization.
For example, a hotel may need to advertise themselves as star hotel with scenic view of wild
animals and great food.
Thus images and a video will be needed as a proof of what they are advertising. Through media
like television and newspapers, the publics will be able to get an idea of how the place looks
like.
Government relations are also important as the play a role in policy making. These policies are
supposed to help the organizations attract prospective customers, investors, stakeholders and
partners.
Customer relations is also another factor is Pr. Customers are the reason why an organization
would want to build their reputation.
Thus, an organization with research the market trends, evaluate, analyze public demands and
understand the needs of their customers
PR AS A RESULT OF WHAT YOU SAY
Crisis Communication
The objective of PR is to maintain a positive reputation of an organization
The Organization should practice proactive Communication PR other than reactive
Being the bridge in PR is more important and not the barrier. Bridge uses two-way
communication. It connects an organization with its publics. Responds swiftly to public’s needs
and forms mutually beneficial relationships.
Barrier uses one-way communication. It “protects” organization from its publics, doesn’t listen
to its publics and doesn’t take responsibility to its publics. Relationships are usually short term
For example an event where a gas explodes in a hotel and ends up causing serious damages to
some employees and other businesses or buildings across it, a PR Practitioner should be
involved to do a reported speech on how to sort damages.
They should do this while at the same time still talking positively and maintaining the
reputation of the hotel.
The government relations come handy her like Members of Parliament where they organize for
donations and funding.
The media relations is also important to report such incidences and involve people in raising
donations and contributions towards the affected families
Good communication also helps in investor relations that is; attract investors and donors, get
goods on credit and ease of access to loans, credit and funding
This actions may involve the use of both internal and external PR practitioners
They should also be able to tell what the organization is capable of doing and what it cannot
PR AS A RESULT OF WHAT OTHERS SAY ABOUT YOU
The key to help healthy relationship is to manage expectations and perceptions
Customers, media, investors and partners all have an opinion about the organizations
reputation. These perceptions should drive their decisions about whether they want to work
with you or not.
For example, a bank like KCB can decide to give direct to scholarships to needy students in a
school that is well known for good performance.
The formed perception that the school performs well is formed out of their previous marks
PR is essentially important in all organizations as it helps build, manage and maintain the
reputation of an organization