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Essay / Discussion on the dimensions of public relations in the modern world
In the context of globalization, the views of consumers and the public have changed their perspectives. From the original relationships involved to a more complex relationship. Public relations is increasingly involved under this pressure. This includes crisis management, customer relationship management and goodwill management. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essay According to the Journal, public relations responsibilities are manifold. Everyone will benefit the company from continued development under the storm of globalization. For crisis management, since the crisis arises from a poorly managed problem, the management of the problem and the crisis is therefore important. It is used to prevent the rise of an event and to decrease affection towards the company as a whole. Public relations can help detect threats and opportunities, strengths and weaknesses. Not only, from the beginning, to resolve the problem, but also to consolidate the potential customer relationship. For customer relationship management, customer relationship management is today considered an increasingly important factor in a business. Because not only can it retain customers, but competitors in the business world also do as much as we do. Customer relationship management focuses mainly on the customer himself and guarantees his satisfaction in the purchasing process and even in after-sales service. For reputation management, it refers to the core of the business as well as the core value and mission statement. It provides the employee and customers with a framework on everything the company aims to do. Every company’s reputation is its unique brand. Creating a clear mission statement and branding can not only benefit daily operations, but also attract potential customers and build employee morale. There are four dimensions of public relations. Managerial, Operational, Reflective and Pedagogical. The managerial role means that when working in public relations, certain managerial skills are also required. For example, all levels of the company (front-line, middle and senior management) need public relations skills. This results in the need for managerial skills to carry out public relations. For example, front-line staff can actively help customers build a long-term sustainable relationship and build loyalty, while management can implement programs or plans that research consumer preferences and strengthen the relationship. For the operational dimension, it is the daily running of the company's operation which requires the existence of public relations. Since the influx of inventory, pricing and selling includes the ability to maintain the relationship with third parties. It is necessary for operational uses. For the reflective dimension, this means that the company has the capacity to evaluate its performance, adapt to society's expectations and fulfill its public responsibility. For the educational dimension, this refers to the fact that as a company, upper, middle and lower level employees can learn throughout the duration of the campaign. So, also encourage customers to inquire about the new program that the company is promoting. Not only does this increase consistency among all employees, but it also makes it easier to promote and allow customers to learn about the new campaign.