Importance Of public relations for Organizational  Effectiveness

By Mbuna Basil

Regardless of how effective an organization is, it doesn't have the desired impact if the public and consumers are not aware of the business’s brand, successes or contributions. A public relations campaign that educates and informs people about the contributions of the organization enhances its brand recognition and makes it more relevant in the public eye.

Products and Services

A good public relations campaign highlights a small business’s products and services through creative means. For example, a publicity campaign that highlights a new product launch also promotes the business as a whole. A press conference held to discuss an expansion has the added benefit of introducing key decision-makers to the general public and putting a public face with the company name. These types of outreach efforts can help improve the overall impression of an organization.

Innovation

A public relations initiative that touts a small business’s innovations can attract attention, investors and potential business partners. Regular forms of communication in the form of feature news articles, public appearances and presentations, and service on expert industry panels establish a small business’s place in their industry’s spotlight. This positive perception can help improve overall effectiveness by demonstrating the company's ongoing successes.

Related Reading: A Questionnaire for Measuring Organizational Effectiveness

Charitable Work

When the general public is aware of a small business’s charitable contributions and community support, it can make it more interested in patronizing the business. For example, a public relations outreach effort that notifies the community about a small business's cash donation to a local school paints the business as a good corporate citizen. This can help elevate an image of trust and respect, which can translate to a better overall perception of a company.

Economic Impact

Regularly touting a company's earnings, job creation and overall economic impact can help establish it as an important part of a city's economic engine. For example, releasing quarterly employment figures or contributing to economic development reports is an effective way to show the benefit the company brings to the community. This can raise awareness of the importance of the organization and better position it for expansion funding and business-to-business opportunities, and even make it be seen as a viable employer.

Internal Perceptions

Internal public relations campaigns have the potential to bolster staff morale, improve communications and motivate employees. Public relations efforts that keep all employees in the loop about company activities and strategic plans and invite feedback can get significant buy-in from employees. This can make them more supportive of the company’s efforts and more effective performing their jobs.