Crisis Management

PR is a management function that evaluates public attitudes, identifies the policies and procedures of an individual or an organisation with public interest, plans, and executes a program of action to earn public understanding and acceptance.

PR practice is a deliberate, planned, and sustained effort to establish and maintain mutual understanding between an organisation and its public. It is the art and social science of analysing trends, predicting their consequences, counselling organisation leaders, and implementing planned programs of action that will serve both the organisation and the public interest.

Public relations consist of all forms of planned communication, outward and inward, between an organisation and its publics for the purpose of achieving specific objectives concerning mutual understanding. The fundamental purpose of public relations is to establish a two-way mutual understanding based on truth, knowledge, and full information.

Employee Relations

PR, as said above, is a management function that helps not only in establishing and maintaining mutually beneficial relationships between an organisation and its publics but also involves crisis management, better employee relations, community-investor relations, helping the management to keep informed and responsive to customers’ and the public’s opinion, defining and emphasising the responsibility of management to serve the public interest, helping management keep abreast of and effectively utilise change, and using research and ethical communication techniques as its prime tools.

Community Relations

PR comes in especially when a corporation has to interact with the rest of society. In fact, PR is the face of the corporation to society. To know the environment better and let the environment know you better are PR’s distinctive contributions to the realisation of corporate governance principles such as openness, transparency, clarity, responsibility, and accountability.

Therefore, corporate PR should effectively use the channels of communication, which are a prerequisite for quality corporate governance. Corporates’ have realised that effective corporate governance programs must include a broad, proactive communication program that maximises the effectiveness of traditional forms of communication.

Stakeholder Engagement

The basis of quality corporate governance is interactivity. If a corporation is not in an interactive communication process with its stakeholders, then it is impossible to talk about the quality of corporate governance. Quality corporate governance can be obtained through an effective communication process with the stakeholders—internal as well as external. Both internal and external stakeholders play an important role in contributing to the long-term success and performance of a corporation.

Good corporate governance is dependent on stakeholder relations, and all the decisions and operations are formed according to these relations. PR is aimed at creating and maintaining positive stakeholder’ relations and a constructive dialogue between a corporation and its stakeholders through a deliberate and planned flow of information.

Numerous stakeholders, such as managers, employees, suppliers, and consumers, all influence the quality of corporate governance. Within that context, communication and PR efforts devoted to internal and external stakeholders assume a vital role in order to improve and sustain the quality of corporate governance.

Functioning as a link between a corporation and its stakeholders, PR undertakes vital responsibilities for a sustainable, constructive interaction through a two-way symmetrical information flow, which, in the long run, improves and sustains quality corporate governance through consistent and continuous PR activities’.