Strategic public relations refers to the communication process that is built to benefit the organization and the public (Hallahan, Kirk, et al, 3). Through PR, the organization can anticipate, analyze and interpret the public opinion on issues and plans for the organization. Then organization can also plan and implement their efforts to influence the public policies. For most businesses, developing a strategic public relation plan is key. Setting objectives, and formulating a clear, and well-defined plan that helps achieve the best results from the media and the public. Strategic planning involves considering a plan for months ahead approximately six months which can be revised after three months (Hallahan, Kirk, et al, 20). Therefore, the plans should be flexible and accommodative to changes that may happen over time. To get all these intends to work for any organization strategic communication should be enhanced and made possible.
According to "What Is Strategic Communications?", Strategic communication involves creating news and pushing them to the public through the media. This means that the organization will infuse the best information to the public through the right channels and ensure that the message lies within the goals and objectives of the organization. Strategic communication differentiates between the communication of things and the right communication of things.
Strategic communication has several factors involved. First, there is a need for new methods for outreach. The public needs to be reached out in many different ways. Social media is the new trend in all organizations to reach the people. The other types of media are becoming less relevant every day, and it would be a disaster to keep reaching the public through, for instance, newspapers. Business organizations, for example, might post their new products on Facebook and Twitter and test the reactions. Communication also needs to be coordinated and consistent. The public today is in a position to Google online about the organizations they wish to learn more about. Therefore, coordination is crucial in having then sane communication channels such as through Facebook to educate, market and advocate among many other organizational goals. The organizations need to balance the messages they intend for the public based on importance and attracting more people. What the organization communicates to the public can break or build them. Thus, there is a need for a plan and not just releasing information for the sake.
If an organization needs to get credible information to the public, then they might consider more professionalism. It can be of great disadvantage to business if an amateur is allowed to publish anything about the company (Hallahan, Kirk, et al, 30). It is easily possible to embarrass the organization if the information published is unprofessional. Let the company or the organization get an expert, for instance in todays world; some social media experts ensure that the company looks good in the social media and what is posted is related to the objectives of the company. The followers on Facebook or Twitter want to see an impression of the company through what they post. The end goals of the company should be the concrete outcomes that came from the communication delivered to the public.
Strategic communication can range from marketing to the policies of an organization (Hallahan, Kirk, et al, 32). For instance in non-profit organizations, strategic communication inclined more on the use of channels of communication to influence public policies and promote agendas. On the other hand in business corporations, the strategic communication is geared towards promoting the goods and services offered. Therefore, depending on the goals of the company, communication should be planned to get the best result. The public needs to see a good image of the company. Thus the company needs to brand itself tactically. It is important for the organization to get its brand out there and influence the public. This type of brand communication helps in instilling the credibility of the organization. Organizations should consider positioning themselves through branding. Branding enables the organization to reach the media and maximize their impact to the public, by considering the short-term and long-term goals of the organization.
Strategic communication is also used in cases of crisis when the reputation of the company is jeopardized (What Is Strategic Communications). Crisis communication is all about ensuring that the business survives the negative image that has already been put out there (Coombs and Timothy 145). In this case, it does not consider marketing or policies, just dealing with the problems. For example, strikes and layoffs put the organizations in an awkward position or case of an accident such as an oil spill, fire or racial bias and violence in the company. The organization needs to plan and have proper media relations during and after such incidences to reduce the impact that such actions may have on the image of the company.
Evidently, strategic communication is crucial for the company. It is essential to plan, on how to deal with how the public views a company, and communication is one of the strategies that any organization needs to capitalize. Strategic communication is all about public diplomacy, ensuring that the public has a better view of the company about the organizations objectives.
"What Is Strategic Communications?". IDEA. N.p., 2011. Web. 23 Sept. 2016.
Coombs, W. Timothy. "The value of communication during a crisis: Insights from strategic communication research." Business Horizons 58.2 (2015): 141-148.
Hallahan, Kirk, et al. "Defining strategic communication." International Journal of Strategic Communication 1.1 (2007): 3-35.
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