Public Relations (PR) or Public Affairs is often misunderstood and considered less important in most cases. The fact is that PR plays a major role in marketing and communication. It’s not limited to customer-business interaction. It is also a bridge connecting two or more companies and stakeholders together. It involves people like civil servants, clients, business groups and trade associations.
The main objective of public relations is to achieve responsible and respectable reputation in those involved in business. Public affairs/relations compounds media communication, social and corporate responsibilities, business government relations and issue management. People in the public affairs handle stakeholders to acquaint them with company policies. They inform stakeholders about policies, statistics and other information regarding sensitive issues associated with the business.
Best practices in PR continue to change as business strategies to get attention for business evolve. With social media and web content taking the lead in marketing, challenges for PR also get tougher. According to some PR analysts, there are five crucial factors that influence the success of public affairs/relations best practices. These best practices target connecting people in order to increase chances of financial success.
1. Be Current:
PR personnel must be current and up-to-date with information about the business. It is part of the job to research current affairs to update stakeholders. There are day-to-day developments in the market that can influence business decisions. Through newspapers and media, PR personnel can get the latest about government policies and changes in regulations. Besides, for international businesses it is a best practice to be current with political news.
2. Target and Connect with Media:
It is an important practice for businesses to share company information. Sharing information is the key to transparency of the business, which is important to stakeholders. Although there are specific guidelines on what kind of information can and should be shared. As a PR person, one must know what kind of information must be presented to specific people. This has direct impact on the failure or success of any business. For businesses, you must know what form of media in order to use to share important information.
3. Time is of the Essence:
Public affairs are all about timely decisions and developments. You have to be current with information. Old information can lead to poor decision making and loss of public interest. The same applies to information on social media and web pages. Stakeholders need the latest development, immediately it happens.
4. Be Trendy and Savvy:
This is an important best practice that is highly recommended. Being business information savvy is necessary for PR practices. You have to present rich and important information to stakeholders and the public. For businesses, knowing the latest trends in marketing and social media is important. This helps in making advertising and marketing decisions easy.
5. Be Credible:
It is a required best practice that PR personnel must be able to write and communicate effectively. Maintain a concise, genuine and brief writing style. There must be no fluff and choice of words must be professional and corporate. It is an essential best practice to make sure there is no grammatical and formatting error in the publication.
Therefore, PR is a small but powerful component of any business organization. Abiding by these best practices in public affairs is highly recommended. The better the public affairs department performs the more the financial success.