The Public Relations Society of America defines the importance of public relations as the idea that they "help an organisation and its public adapt mutually to each other”. In this definition, the publics are any group that may be interested in the organisation or its operations, for example employees, consumers, investors, the news media or voters. The news cycle runs 24 hours a day, 7 days a week, 365 days a year now. With the vast expanse of news networks, magazines, websites and social media, within minutes something that began as an isolated incident can become an international news story. Public relations differs to marketing and advertising as it does execute carefully planned campaigns, rather it monitors and responds to news and public discussion. Public relations also proactively represents business, political and other organisational concerns.
Public relation workers play an important role in crisis management. There are many emergencies that can arise that will directly affect an organisation. These can include competitive issues, actions of activist organisations, health and safety concerns, scandals and accidents. The role of a public relation worker sees them actively looking for sources of potential problems and engaging in contingency planning in case an emergency occurs. Public relation workers need to have the information and a strategy on hand for all circumstances. Public relations also has an important role on proactive messaging. This requires workers to issue press releases and organisational information forward that presents the organisation and its employees in a positive light. This will also include looking for opportunities for the company to engage with the news media and the public. In addition to being prepared to deal with emergencies and working to portray the organisation in a positive way, public relations management can also consult managers and executives on dealing with the press and public speaking engagements. The team will work with marketing and advertising to ensure that the company has a clear image and solid messages.
Public relation workers play an important role in crisis management. There are many emergencies that can arise that will directly affect an organisation. These can include competitive issues, actions of activist organisations, health and safety concerns, scandals and accidents. The role of a public relation worker sees them actively looking for sources of potential problems and engaging in contingency planning in case an emergency occurs. Public relation workers need to have the information and a strategy on hand for all circumstances. Public relations also has an important role on proactive messaging. This requires workers to issue press releases and organisational information forward that presents the organisation and its employees in a positive light. This will also include looking for opportunities for the company to engage with the news media and the public. In addition to being prepared to deal with emergencies and working to portray the organisation in a positive way, public relations management can also consult managers and executives on dealing with the press and public speaking engagements. The team will work with marketing and advertising to ensure that the company has a clear image and solid messages.