Public
relations for DaimlerChrysler
How Public Relations Helps Management
The
publicity and promotional aspect paves the way for the sale of products or
services, so much so that some companies have placed sales quotas on their
product publicity people. Internal motivation is a vital factor which affects
the bottom line by building morale, enhancing productivity and creating team
spirit. It also helps recruit qualified people and retain them.
·
Public
relations provides an early warning system by avoiding disruptions which may
occur when a single surprise issue or unplanned-for social/political change
arises.
·
Public
relations provides an organization with new opportunities because the people
involved in public relations interact with more internal and external audiences
than anyone else in the organization. Public relations people have a conning
tower from which to identify new markets, new products, new methods.
·
Public
relations helps to protect the present position when an organization is under
attack. For instance, Proctor and Gamble did not suffer declining sales, morale
or stock values during the tampon debacle largely because of their expert
public relations handling of the problem -communicating the company's position.
·
Public
relations helps to overcome executive isolation, something that can affect
every organization sooner or later. An inescapable assignment of every public
relations practitioner is opening the eyes and ears of management to what's
really happening "out there."
·
Public
relations helps organizations manage change, something they must do to stay
competitive and efficient. But since change is threatening and often resisted,
smooth transition through a necessary change guided by public relations
professionals is a real dollar-saver.
· The phrase "double bottom line" was coined to explain the relationship between an organization and its social responsibility. It's now well understood and accepted that social responsibility does have a traceable effect on economic success for every type organization. The leading role in "social accountancy" is usually played by public relations staff.