Regardless of industry or sector, every organisation, big or small, depends on its reputation for survival and success. In a competitive market, a robust reputation is what gives an organisation the edge over its competitors. Public Relations (PR) can help both build and manage that reputation by assisting organisations to communicate effectively with their publics.

What is PR? 

PR is a planned, sustained and evaluated process, which by means of two-way communications techniques, seeks to build mutually beneficial relationships between an organisation and its public.

What do PR agencies do? 

The role of a PR agency is to influence, inspire and create change in today’s dynamic society. By embracing new technologies and pushing creative boundaries, PR agencies help protect, enhance and build the reputations of their clients through every communications means possible.

As a management function, PR encompasses the following:

  • Anticipating, analysing, interpreting and influencing public opinions, attitudes, behaviours and issues that might impact the operations and plans of an organisation
  • Counselling management within organisations with regard to the establishment of taking into account their possible public consequences
  • Researching, conducting and evaluating programs of action and communication to achieve the informed public understanding necessary to the success of the organisation’s aims
  • Planning and implementing the organisation’s efforts to influence or change public policy
  • Setting objectives, planning , budgeting and managing resources needed to perform all of the above