Project Management & Public RelationsProject Management & Public Relations

Public relations is very important for organisations of any size, advertising is not the only way through which a company can brand itself in a market. When public relations as a field emerged, it was done primarily to foster a relationship with employees over the years it has evolved into a form of communication, which is both internal and external. Companies need to have either internal public relations offices or should use project management solutions offered by management consultants. Public relations involve understanding trends and predicting consequences of actions and bringing change within an organisation. The HR and PR departments usually work hand in hand for internal forms of public relations. In essence public relations are planned and sustained effort to establish and maintain goodwill and understanding between an organisation and its publics.

Building and fostering relations is the primary goal of public relations. Publics are either internal or external publics; these are the set of individuals that are directly related to the organisation. Public relations are done intentionally, it must be planned and performed effectively, and it must help in reinforcing organisational goals.

Internal communication is a form of public relations that involves communicating with employees and management. Here internal relations are fostered. It is usually done through in-house newsletters and out bund training programmes where individuals are allowed to interact at a personal level. Corporate PR is an activity where a department communicates on the behalf of whole organisations, here goods and services are not marketed. These are usually done through annual and monthly reports.

Media relations are very important function of public relations project management. Communicating with journalists and other forms of media is a must editor from newspapers, magazines, radio and web-based communications needs to be kept in goodwill, articles and shows would have to be made to keep the public informed about the organisations and the activities they have been doing recently.

Organisations need to have good relationships with opinion leaders; these could be other institutions such as local or national politicians. Monitoring political environment is a must, at times certain leaders promote certain industries and certain policies might be changed which might affect the company adversely. The public relations consultant needs to understand the environment before conducting relationship-building activities.

Corporate social responsibility is an activity, which the PR department usually executes by communicating with local community, elected representative, local areas and so on. This is done usually through activities such as exhibitions, presentations, sports activities and sponsorship programmes.

Crisis management is a very important activity of the public relations department, when an emergency occurs the organisation must communicate quickly and accurately. A clear message must be disseminated in the fast changing emergency. These crises' could be caused by the organisation or could be an external threat such as a natural disaster. Organisations usually inform hospitals and police or other local authorities of these issues. Handling a crisis is very important, the organisation needs to send a message, which reduces the anxiety of individuals who have been affected by it.

Project management for public relations activity is a must; at times an internal department may not be able to handle situations. External or management consultants would be able to guide organisations to have a public relations plan. Maintaining good relations with different publics are a must, depending on the size of the organisation a public relations team needs to be created to manage different relations. Internal public relations is a must for organisation with several employees, it helps in creating mutual lines of trust between both the organisation and the individuals who are a part of it. External public relation helps in maintaining relations with groups and individuals who are affected by the organisation.

by Rodney Wincaster
References and Bibliography
MBA & Company offers public relations project management solutions for organisations. Fostering relationship with individuals and organisations are a must.
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