Answer to Question #238732 in Political Science for Omphile

Question #238732
Explain the importance of public relation practitioner within the organisation
Expert's answer

Importance of public relation practitioner

Consider the following instances of the work performed by public relations professional. A public relations practitioner can take on a variety of roles, one of which is customer liaison. Businesses require public support to succeed. To earn the public's respect and acceptance, public relations practitioners must be able to develop a favorable company image and effectively communicate firm objectives. To encourage consumers to purchase Mark's energy drinks, his publicist must convey a favorable image of the brand (Berger & Park, 2003).

Additionally, a public relations expert can function as a mediator. The objective of public relations is to foster a positive image and relationship with all stakeholders by responding to their needs. To attract customers and generate revenue, a business's image and brand must be well-liked by the general public. A public relations expert builds and maintains a positive brand image and a strong relationship with the target audience by developing a specific communication plan and utilizing media and other direct and indirect strategies. Simply said, public relations is the deliberate distribution and dissemination of information about an organization to the broader public in order to maintain the business's and its brands' favorable reputations (Berger & Park, 2003).

The overwhelming majority of practitioners begin their careers as information technology professionals. News releases, employee newsletters, position papers, media placements, Web site content, speeches, blogs, and social media messaging are all obligations of this function. Typically, practitioners in this field are not involved in problem creation or solution generation, relying instead on writing as a technical ability. The function of the expert prescriber is comparable to that of a physician with a patient: He or she is an expert in a particular industry, subject, or aspect of public relations and is tasked with administering this function as a consultant or with limited input or participation from other senior management. According to the survey, the majority of technicians' time is spent creating, generating, and delivering communication messages (Berger & Park, 2003).

The communication manager contributes to the strategic thinking of the organization and must be capable of conducting research, measuring, and sharing data in order to make more informed judgments about how to manage critical public relationships (Berger & Park, 2003).The communications manager thinks strategically, which means he or she will be focused on organizational actions that result in mutually beneficial connections that help the business achieve its bottom-line goals.


Berger, B. K., & Park, D. J. (2003). Public relation (ship) s or private controls? Practitioner perspectives on the uses and benefits of new technologies. Atlantic Journal of Communication11(1), 76-99.

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