Since the origins of human history, people have always used public relations as a tool or strategy, depending on the case, to better communicate between clans. This reality has not changed over time, only tactics and strategies have changed, using new and modern methods, even technologies such as software to manage reputational risks.
There are those who confuse "social communication" with "journalism" and believe that hiring the services of a journalist is enough. The journalist can help a lot, but if he lacks social communication techniques and methodologies, he can do little to build the image of a person or institution.
Now, if the journalist is a "social communicator" or the social communicator is a person who knows how to deal with the news, the advantages are greater for the institution. Journalism is linked to the social communication media and these are its dissemination tool, after analysis and writing work.
For its part, social communication is a social tool that has as one of its elements the media. A social communicator can carry out his management work without using any means, such as the use of reputational risks. Let's not forget that of all risk management (operational, credit, strategic, financial, etc.), reputational risk is the most lethal if it is not treated properly.
From this perspective, the modern public relations officer, not only deals with journalists, but also with all the public of the institution such as suppliers, clients, shareholders, workers, users in general, etc.
Precisely using modern methodology, institutional or corporate image becomes important to identify and build the excellent reputation they need the organizations business, public, social and even religious. Regardless of doctrinal or faith beliefs, I strongly believe that congregations need to develop a communications strategy to better convey their message to the community they serve.
However, public relations are the most effective tools of the modern century to do better business and improve relationships between people. Every organization is abstract and only works through the wills and decisions of people. In such a way that the public or private organization will be a true reflection of the vision and mission of its directors and managers, including people who work in sensitive areas such as " Public Relations ", "Institutional Image", "Corporate Affairs", "Press and Protocol" or simply "Communications Office". Nor do we confuse these areas with marketing, which has other functions for promoting the product or service.
There are those who believe that these offices or departments are only for writing press releases for the media, celebrating birthdays, putting together the bulletin board, and taking pictures, recording or filming when the boss is in a very important meeting. The worst of the case is that some social communicators also believe that this is their role, because they learned it from their teachers or because it was part of the university program. How far from the truth are the offices of many companies and social institutions.
Current public relations and institutional image management, in globalized times, include image auditing, management of reputational risks, management of institutional crises and the use of communication technologies. Only then will it be possible for organizations to convey their message effectively and efficiently.
