It’s impossible to imagine any well known company without PR manager in our days. PR managers could be presented as the bridge between the company and the media members as well. Moreover, PR manager is the person who can be presented as an essential person for the company who is eligible to communicate with stakeholders, shareholders, customers and other main people for the company. In other words, PR manager is not a person who just tells the story of organization to the media; this is a person who helps to shape the organization and the way it works. If to use strongest words, in this case PR manager must be depicted as the life blood of the company. PR manager must wear many different hats: that of a journalist, marketer and sociologist to keep things running in a right way.
But, there is a depiction of the companies, or organizations which really understand the importance of PR manager in it as well as they are open to media relations and work mutually with them. Center and Broom mention that effective Public Relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the public on whom its success and failure depends. What seems that core features of PR involve some degree of mutual communication and understanding, process a long term function and involve cooperation. This sentence found its identity in CIPR’s (Chartered Institute of Public Relations) definition where it is said that PR is about reputation- the result of what you do, what you say and what others say about you.
Public Relations has various definitions. In 1976 Harlow declared that had found 472 definitions of PR coined between 1900 and 1976. Public Relations specialists Practitioners define Tench.R & Yeomans.L PR as the distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between and organization and its publics. In other words, PR is a two way and mutual understanding. Other than that, there should be mentioned that PR is a strategy that determines the long term direction of the company and is an effort which continues to generate a significant impact on various organization’s decision making.
PR designation teams out various and interesting points around itself. Media relations, press releases, speeches, briefings, press conferences, long or short term projects and other essential issues are the main direction of PR. Consequently, PR manager is a person who is responsible as well as creator of all previously mentioned directions of it.
From the point of PR specialist Anne Gregory if company has a good reputation, in this case people are more likely to try it’s new products, buy its shares, believe its advertising, want to work for it, do business with it when all other things are equal, support it in difficult times, give it a higher financial value. Widening this theory there should be added that reputation of company in most cases depends on PR manager’s activity there. If a PR manager is able to create a good, as well as close relationship with stakeholder, shareholder and media members it will positively effect to the reputation of the company. In other words, if the company has a good reputation in this case media members will accept it as one of the serious and professionally working one. Moreover, success and reputation are vital goals that all business wants to obtain and maintain.
Actually, the main purpose to write this article was due to some problems occurred between companies and media members recent years. If the company is faced with the problems and negative articles by journalists, there could be asked one question: How well PR manager actually knows its job or maybe the boss is not so open person to media? In all cases there is one answer: For media none of them is interesting as if there is a question so there should be an answer to it as well. Meanwhile, experience shows that while ignoring media questions some journalists prefer to say that their boss doesn’t open one to media and this is a big problem for PR manager. In this case there should be mentioned that especially PR manager has to convince his/her boss to go to media when this is another ability as sell as a topic of different question.
In this case Jefkins’s transfer process which undoubtedly focuses on wider and essential aspects PR come to mind: PR where hostility transfers to sympathy, prejudice to acceptance, apathy to interest and ignorance to knowledge.
So the company must select which side of Jefkin’s transfer is more important for them.
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