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Public Relations
PUBLIC RELATIONS IN BUSINESS
The company must formulate good public relations policies to enhance its relationship with its business
publics such as:
- EMPLOYEES: employees want fair wages, good working conditions, steady employment,
opportunity for promotion and retirement programmes. If these wants are satisfied,
management may receive greater productivity, a loyal and stable work force and good
employee relations. - CUSTOMERS: customers want a dependable supply of quality products, good service and
fair prices. In return, they offer more purchases, better product promotion and support of
the company and its policies. - STOCKHOLDERS OR SHAREHOLDERS: this public wants dividends, growth in owners’
equity and a fair return on investment. In return, it offers a ready source of new capital and
support of the company and its actions. - SUPPLIERS: suppliers to the company want fair dealings, adequate profits, and a continuing
relationship. The meeting of these interests by the company will, in return, make suppliers to
deliver on good time, grant credit and give the company favouable word-of-mouth publicity. - FINANCIAL COMMUNITY: this community wants adequate information on the company,
so that it can advise investors about the firm’s record and capabilities. In return, the finance
community offers lower interest rates on debt securities and an active market in equity
securities. - THE PRESS: the communication media want open lines of communication with the
company and fair, honest treatment and in return, the firm enjoys fair and equitable news
coverage and the opportunity to present company’s viewpoints to the general public.
PUBLIC RELATIONS IN GOVERNMENT
In its everyday operations, a company should try to serve the interests of its various governments like
the federal, local and state governments.
GOVERNMENT: local, state and federal governments want the company to obey regulations, pay taxes
on time and act in the public interest. Fair taxes, proper legislation and services are given by government
in return.
LOCAL COMMUNITY: The communities, in which a company maintains plants or offices want the
company to pay its fair share of taxes, provide jobs, support local charities and schools and actively
participate in community affairs. If a company satisfies these wants, it can expect a good business climate,
necessary utilities and police protection and an adequate labour supply.