THE ROLE AND IMPORTANCE OF PUBLIC RELATIONS IN ORGANIZATIONS SAMUEL TAGAYUN-RAMOS, JR., MCM

LET US BE CLEAR! Are we talking public relations or communications? And do we use the term ʻ communication ʻ (singular) or ʻ communications ʻ (plural)

WHY ORGANIZATIONS COMMUNICATE There are many reasons why communications is such an important part of business strategy. For many organizations the starting point and purpose of communications is to create awareness—of a policy, a service, a product.

GET ORGANIZATIONAL COMMUNICATION RIGHT 1. An increased self-belief of staff and volunteers. 2. Shifting interest so that what seemed like a marginal issue is now mainstream. 3. Influencers get behind you and are prepared to act as advocates. 4. You can set the agenda, online and in the media—and punch above your weight. 5. Support for a policy or approach increases so there is a consensus for action and you can take that action with reduced opposition. 6. Your reputation and credibility are enhanced. 7. You sell more goods and services. 8. Your share price increases.

A SHORT HISTORY OF COMMUNICATIONS Arguably you can ʻ t NOT communicate. Even if your organization ʻ s strategy is to ʻ say nothing ʻ, doesn’t that communicate something ?

THE VERY EARLIEST PR & COMMUNICATIONS The provision of information to precipitate change has been in evidence for thousands of years. Archaeological digs have unearthed shards of tablets written nearly 4,000 years ago which contain information for Mesopotamian farmers-handy hints and tips to help them improve productivity, including information on how to deal with field mice. In the ancient world, the concept of public will and power of public opinion was widely acknowledged as vital to any politician ʻ s success.

INDUSTRIALIZATION OF COMMUNICATIONS

With the industrialization of society and the formations of many new organizations which political or commercial interests came the conscious understanding and widespread use of mass media. First there were manuscripts. Before the invention of printing all books and other written materials had to be written out by hand. This was time consuming and labour- intensive process, and could take months or years. The subject matter was sacred (Lindisfarne Gospels) or political (Magna carta.)

FROM PRINT TO BROADCAST

THE EMERGENCE OF COMMUNICATIONS AS A MANAGEMENT FUNCTION

POLITICAL ROOTS

COMMERCIAL APPLICATIONS

DIGITIZATION, FRAGMENTATION

WHERE ARE WE NOW?

THE EDELMAN TRUST BAROMETER Edelman is the world ʻ s largest independent public relations consultancy. It has offices in 60 cities and employs 4,000 employees worldwide.

CONCLUSION Whatever your job title, whoever you manage whose responsibilities include public relations and communications, it is important and worthwhile to remember the profession ʻ s roots and development and how far it has come in a relatively short time. Public relations, as defined in the 21 st century, is a much more considered profession, not just a sub-set of marketing, not just a way to get people to think well of an organization, and certainly not just a way to get press coverage. If this is the career you have chosen, welcome. The role you play in your organization ʻ s management and development is a crucial one. Keep up with industry developments, remind yourself everyday that the work you do is valuable and important, and make sure you adhere to codes of practice that support us in our quest to act with integrity as fully-fledged, qualified and recognized professionals.

GROUP WORK How do you act on negativity against your organization?