Successful firms attribute great significance to PR work and reputation management.
The principal function of public relations is to maintain and protect the image of a company or an institution. A company with a poor reputation will sell less; an unknown association will not find any new members.
Therefore, good PR work starts by clarifying the key issues:
How do we want to be perceived?
What are our core topics?
What is the communication objective?
When put into operation, a company needs to establish the principle of “One message, many voices”. Formerly, the press spokesperson had sole responsibility for the content of the company; today, messages are communicated by many voices across many channels. The task of the communicator today is managing the process along their own position.
