Since the origins of human history, people always used Public Relations as a tool or strategy, depending on the case, to communicate better. That reality has not changed over time, only tactics have changed, using new and modern methods, even technologies such as software to manage reputational risks.
Precisely, with the use of modern methodology, the institutional or corporate image acquires importance to identify and build the excellent reputation that business, public, social and even religious organizations need.
However, public relations are the most effective tool 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 that directors and managers have, including people who work in sensitive areas such as Public Relations, Corporate Image, Corporate Affairs, Press and Protocol or simply Office of Communications.
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 corporate image management include, in globalized times, image auditing, management of reputational risks, management of institutional crises and the functionality of the social communicators who assume these tasks. Now that we live in globalized times, public relations is an excellent tool that the management and board of directors of any company in any economic sector can use.
Let's not confuse the roles in the institutions. Public relations are not pretty faces, especially of pretty women, miniskirts, and other female attractions. Neither entertainments, parties or gifts. Public Relations is a social communication tool that has strategies, tactics and plans that contribute to the reputation of organizations, especially in the microfinance industry.
The professional practice of Public Relations requires a planned action, supported by research, systematic communication and programmed participation, to raise the level of understanding and solidarity and collaboration between an entity, public or private, and the groups social organizations linked to it, in a process of integration of legitimate interests, to promote its development and that of the community to which it belongs.
Undoubtedly, Public Relations must always be at the service of specific purposes, especially attending to the diversity of business or socio-economic and political activities. This profile represents the axis of any development, and is attached to the progress and well-being of the people and their institutions.
