“Public relations is about reputation – the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics” (CIPR, 2013).
‘Excellent organizations’ stay close to their customers, employees and other constituencies. Public relations leaders should be members of the dominant coalition / board, helping to ensure that there’s effective two-way communication between the organization and its publics.
Self assessment:
- Do you know what your customers, suppliers, employees and competitors think of you?
- Do you have a strong employer brand?
- Do you have a social media governance policy?
- When was the last time your company conducted a communications audit?
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