ABCRP_BGPRA

Public Relations (PR) could be defined as a unique communications approach to obtain the best possible support from a whole range of internal and external stakeholders.

The substantial growth in investment in PR indicates that managers are increasingly aware of the value it adds and its effectiveness compared to other communication disciplines. PR takes into account the expectations and needs of all stakeholders to be convinced, as well as the message to be disseminated.

The added value of Public Relations resides in the comprehensiveness of approach (all interested parties are taken into consideration) combined with the relatively modest level of the investment required.

The role of a Public Relations consultant is to assist his/her client to:

• define the objectives of the communication, both internal and external;
• establish an appropriate communication strategy;
• implement the strategy with adequate resources;
• evaluate the results.

The work of a consultant makes the difference in such varied but essential areas as:

• stimulating productivity within the company or organisation;
• increasing shareholder and/or consumer loyalty;
• acquiring market share:
• obtaining approval for an industrial or municipal project;
• influencing the decision-making process to soften or even stop restrictive legislation from being passed;
• raising awareness of public authorities' decisions:
• preparing and responding to crisis situations;
• etc.

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