Every organisation, no matter how large or small, ultimately depends on its reputation for survival and success.
Customers, suppliers, employees, investors, journalists and regulators can have a powerful impact. They all have an opinion about the organisations they come into contact with – whether good or bad, right or wrong. These perceptions will drive their decisions about whether they want to work with, shop with and support these organisations.
In today’s competitive market, reputation can be a company’s biggest asset – the thing that makes you stand out from the crowd and gives you a competitive edge. Effective PR can help manage reputation by communicating and building good relationships with all organisation stakeholders.
Public Relations professionals help a business or individual cultivate a positive reputation with the public through various unpaid or earned communications, including traditional media, social media, and in-person engagements. They also help clients defend their reputation during a crisis that threatens their credibility.
You can find public relations in virtually every industry, government, and nonprofit organization. Its broad scope makes it impossible to understand without some attention to the taxonomy of this diverse and dynamic profession. Learning the lexicon of public relations in this course will help you master the discipline and help your study move quicker in subsequent reading.