Why corporate PR is necessary?

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Importance of Corporate Public Relations
in Businesses
A corporate entity, like any other individual, exists in a society. It needs to
establish, nourish and maintain relationships with various members of the society
for its existence. For establishing, nourishing and maintaining healthy and
sustaining relationships one needs to communicate effectively and consistently.
Here comes the role of Corporate Public Relations. According to the book
Essentials of Corporate Communication by Cees van Riel and Charles Fombrun
the term Corporate Communication can be defined as “the set of activities
involved in managing and orchestrating all internal and external communications
aimed at creating favorable starting points with stakeholders on which the
company depends.”
The role of a Public Relations Officer (PRO) in communicating the right
information, in the right way to the right group of people is very crucial. A PRO
must be able to disseminate accurate information on a timely basis to the
concerned group of “Public”. By doing so he/she will earn reputation, credibility
and authenticity for the respective corporate entity. A PRO deals with various
“Publics”. “Publics” include employees, stakeholders, government, channel
partners, educational institutes, media, industry bodies and institutes, agencies,
customers and general public. A PRO is in short the face of a corporate entity
and helps build a Corporate Image that is unique to the company.
Corporate Public Relations sometimes act like a firefighter for the company. It
emerges as a savior at the time of crisis. It was just because of a strong PR

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strategic campaign that the Cadbury worm controversy was put out. Similar is the
case with Nokia battery blast case. A PR campaign begins with the identification
of the problem or challenge, setting the public relations’ goal and priorities, and
executing the plan efficiently and accuracy. In the process of executing the PR
campaign a PRO must be swift in conceptualizing relevant messages and
disseminate them through proper channels to the concerned party.
Corporate Communications Department of a company helps to connect with the
pulse of its public. It can be personified as five senses, as far as a company is
concerned. It feels, communicates and senses, the joy, threats and opportunities
lurking in the society, waiting to be explored.