The Importance Of Communication In Public Relations

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In the past decade, corporate used to sustain their business through traditional media by using advertising and company event as informative purpose to approach their audience to know more about their company. Through having developed a relationship with audiences over the course of many decades, traditional media became a trusted source that how audience used to recognize corporate company. The technological advancement of the 21st century has revolutionized the business environment in such a way that corporate communication has been migrated from offline into online (Quainoo & Antwi 2015, p.37). Public relations are no longer just stay in office send press release or focus more on paper work, now they will need to change their pitching all …show more content…

In the past decade, public relations need to have a good writing skills just like the piece of paper telling their public a story of their company. With the evolution of technology era, public relations will also need to know how to handle social media as to build up their brand reputation and also communicate with their customers. A good PR communication is all about deliver a message as to gain allies, advocates, supporters and others in the community and the institution as build relationships to advance, promote, and benefit the reputation of you yourself, your department and institution (APS Physics 2017). Communication plays a vital role in effective public relations. It’s very important to communicate between both parties so that both organizations are on the same page. The message that is being sent out must impact the consumer behavior of the customers so that they become loyal to the brand. Communication needs to have a strong influence on the target market for them to remain loyal to that brand or organization (Prescription PR 2017). Often PR is used to mitigate or reduce the effects of unfavorable publicity and it is an important and very flexible marketing communications element. It can be used both within and outside the organization, although many feel that it is an external marketing tool, with the firm trying to communicate with a range of external …show more content…

With the current trend, most of the company use Facebook as their main social media channel to engage with their public. People use Facebook to stay in touch with friends and family, to explore what is going on in the world, and to share and express what matters to them (Quainoo & Antwi 2015, p.37). Besides that, nowadays a company’s reputation, brand image, success or failure all depends on the image built by the company in social media and also their own performance in the globalised market system. However the future of PR and corporate communication depends on how well communication professionals learn and adapt new technologies and practices (Breakenridge

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