There is still a distorted idea of the importance of Public Relations and its analogy with increasing production, sales and obtaining higher profits in a corporation. To this day there are still businessmen who see them as a set of superfluous tasks lacking correlation with the most “urgent” objectives of the company.
Without a doubt, its true dimension and contribution is not always understood. Of the sciences that emerged in the twentieth century, there is none so little understood. Neither those who use them, nor those to whom they are addressed have a precise concept of their structure, operation and technique. They continue to make wrong assumptions about their goal and profit, and therefore confusion about their scope is perceived.
In this sense, there is the belief that, only, Public Relations fulfills social, journalistic, protocol and related functions. They consider it a covert form of advertising, establishing institutional contacts, customer service, dealing with the media, developing events, etc. For others, on the contrary, it is the area to which they resort -such as a fire station- to solve conflicts generated, with the external and internal public, by some department of the company.
The lack of understanding about its importance has produced, in almost all countries, a distortion of its purposes. There are those who presume that it is an office with employees dedicated to providing information to the interested party, preparing institutional presentation materials, organizing press conferences, etc. In short, they remain (including Peru) misinterpreted that are reflected in their performance in the public and private sectors.
Within this context, the Public Relations specialist has certain amusing characteristics. They are looking for someone of excellent appearance, tall stature, elegant clothes, with a gift of people, who smiles frequently, wide range of contacts, vast connections in the press and, by the way, who radiates sympathy. On multiple occasions these are the determining "conditions" in the selection of the public relations officer. Nothing more absurd and frivolous.
«Las Relaciones Públicas son la promoción de simpatía y buena voluntad entre una persona, empresa o institución y otras personas, público especial o la comunidad en su conjunto, mediante la distribución de material interpretativo, el desarrollo del intercambio amistoso y la evaluación de la reacción pública», señala la prestigiosa y documentada tercera edición del Webster’s New International Dictionary.
I must emphasize that Public Relations does not sell, nor does it (directly) generate economic benefits. Its purpose is to create and sustain -through different mechanisms- the "climate" of sympathy, respect, trust and credibility of the company with its public (clients, community, local authorities, unions). It is a "bridge" of rapprochement between the entity and its environment to promote an image that facilitates, among other intentions, subsequent sales processes.
Public Relations includes preventive and corrective roles. It not only assists in the resolution of problems in various instances of the corporation that affect its internal and / or external image. It also advises and studies the reaction of audiences to certain company measures (reduction of personnel, unfounded rumors, strategic alliances) and develops communication strategies and community relations plans.
It is recommended to grant it the tools that facilitate its mission and scope, even when its results are not perceived in the short term. In addition, it establishes the conditions for the performance of projects in the marketing and advertising areas, with which it must coordinate and not compete. It is usual to find that Public Relations has an unnecessary confrontation with instances that, due to ignorance, find the interference of the corporate image commission "interventionist".
All the members of an institution do good or bad Public Relations. When we go to an establishment and are properly cared for, we get an impression that, finally, helps in defining our image of the entity. If you visit a store and the caretaker, the receptionist and the salesperson or employee treat you badly, you will have a poor experience. This is how the image formation process works, which can influence - for or against - the opinion of others.
The development of Public Relations should not be individualized, as is often the case. It is a task shared and assumed by all the sections of the corporation, under the guidance of the specialized area. Its successful application involves collective participation and, therefore, a coherent and consistent action with the various audiences to which the company's product and / or service is intended.
The correct exercise of internal Public Relations strengthens the good work “atmosphere”, the integration and socialization of its members, the establishment of corporate governance and the loyalty of the collaborators. In the external sphere, it contributes to conquering markets, forging ties with the environment and exhibiting institutional achievements. It is one of the most effective "weapons", in current times, of a society with a vision of the future.
