1. CHAPTER 14
PUBLIC RELATIONS

2. Public relations
While unfavourable judgements can be challenged in a court of law, public opinion is much harder to sway.
Should public opinion move against a business, it can lead to severe damage to the reputation of the business.
Therefore, it is important that the business have public relations strategies to maintain public opinion in their favour.

3. Public relations and its relationship to business objectives
Public relations (PR) is the process of ‘deliberate, planned and sustained effort’ to increase the reputation and recognition of an organisation in the public arena.
PR should be seen as an important part of business strategy as it will increase business recognition while helping the customer to accept the businesses brand.

4. Public relations and its relationship to business objectives
The goals of PR can be defined as:
Developing relationships with the community
Providing information to the public
Managing issues and crisis
Gaining free publicity
Promoting the business.

5. Public relations strategies
It is important to note that the public that one business markets to is not necessarily the same as the public another business markets to.
The PR strategies need to reflect this, with the strategy of a large department store different to that of a small café.

6. Public relations strategies
Some of the strategies used in PR are:
Free publicity
Develop relationships within the community
Public information
Media releases
Brochures, pamphlets and newsletters
Open days and tours
Seminars and conferences
Sponsorships.

7. Public relations strategies
It’s important that businesses have a crisis management plan in place to deal with possible crises.
This plan should have a guide on how to avoid the crisis, address issues before the crisis escalates and turn the crisis into a new opportunity.
Once the crisis has been addressed, the business has the opportunity to learn from the crisis to ensure a similar issue does not occur again.

8. Maintaining a positive relationship with customers and possible implications
It is important for a business to maintain a positive relationship with its customers.
If a business does not address the issues that customers have, it could lead to damage to the businesses reputation which can take time to overcome.