By: Triyo Saputra – Account Manager of Fortune PR
The role of PR in any organization is to identify the internal and external key publics, with whom the organization must operate effectively, and to strategically develop and maintain a relationship with these publics for the benefit of both the organization and the publics.
PR is practiced in many different organizational contexts. From in-house government or public affairs roles to corporate communications roles in small, medium, large, listed, and not-for-profit organizations. An effective PR, according to UNDP, can create and build up the image of an individual or an organization. At the time of adverse publicity or when the organization is under crisis, an effective PR can remove the misunderstanding and can create mutual understanding between the organization and the publics.
Through their communication planning and management, PR practitioners build and enhance organizational reputation, also build and maintain relationships that are important to the organization and its goals. Most PR departments are responsible for monitoring and responding to changes in the external environment. This includes issues, expectations, relationships, and reputation, and maintaining effective working environments within the organization through employee communication.
In some organizations, the PR department is also known as the corporate communication department. According to Oxford University Press, corporate communication offers a framework and vocabulary for the effective coordination of all means of communications with the overall purpose of establishing and maintaining favorable reputations with stakeholder groups upon which the organization is dependent.
Moreover, PR undertook a few tasks such as monitoring and evaluation, issues management, policy and strategy advice, as well as trouble shooting and problem-solving. The scope of corporate communication is divided into internal and external communication. Internal communication focuses on communication among organization’s management and internal stakeholders, whereas external communication is the one focusing on the audiences outside the organization. For the success of the business in the long run, a company should have an ideal PR management to engage with their internal and external stakeholders.
On July 25th 2017, Fortune PR got a visit from students of Universitas Hasanuddin, Makassar. During the two-hour visit, all the students gained a rich insight and knowledge about the role of PR management from a sharing session delivered by Triyo Saputra, the Account Manager of Fortune PR. All the students who participated in the sharing session actively raised their opinions and questions.