Public relations is a planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public. PR assumes two forms: a) Pro-active: this involves engaging events/activities head on and/or confronting controversial issues before they run out of control (forestalling). b) Re-active: its entails countering matters that are already in the public domain. (damage control measures).
It shall be noted that once a reputation is gone, it cannot be bought back. No amount (monetary or otherwise) can purchase it. Some schools of thought define PR as a good deed well told. In this case, the incumbent must at all times defend the image of the institution in the right perspective, regardless of the true picture at the workstation.
Publicity results from information being made known. It may be uncontrollable, good or bad for the subject concerned. Behavior has a great bearing on whether publicity is good or bad for the subject concerned.
The Service marketing managers have found out that the traditional 4 Ps of marketing are inadequate to describe the key aspects of the service marketers’ job.
The unique aspect of marketing requires marketers to attend to the three additional Ps.
• This includes all the human actors who play a part in service delivery and their influence on the buyers’ perception namely the personnel and other customers.
• I.e. personal interactions and those interactions that influence customer perception of service quality.
• This is achieved by the employees’ qualities and employer motivating the employee.
• This addresses the tangible components of the service experience.i.e environment.
• These are the actual processes and mechanisms and flow of activities by which the source is delivered.
Ultimately, completeness, conciseness-expressing in the fewest words possible, consideration-preparing messages with the recipient needs in mind, concreteness -being specific, definite, vivid and accurate, clarity-using words that are short/familiar.
Good PR Management creates a better understanding of the company, its vision, roles, goals, policies etc. It gives quicker response to messages, accurate flow of information, better relations between management-staff, enhances corporate image, eliminates negative Image, reluctance to execute instructions, frustration (nobody told us to do it), rumours (filling the vacuum), distortion of facts, time wastage and negative corporate image.