Answer to Question #176496 in Economics for Esther Gathenya

Question

IDENTIFY THE MOST APPROPRIATE MEDIA A PR FIRM CAN USE WHEN DEALING WITH

a) Internal publics in PR

b) External publics in PR

2. Evaluate the importance of ACTIVE publics in Project Planning and Management IN PR

Answer 1

Distinguish between external and internal PR. The difference lies in the audience of the impact. The audience for the impact of internal PR will be employees working in a particular organization.

Based on the above, internal PR is a management function designed to establish and maintain a mutually beneficial relationship between an organization and its staff. In its activity, internal PR uses, in fact, the same mechanisms as external PR.

However, there are some specifics. Since the audience of internal PR are employees of the organization, those whose life and well-being are essentially dependent on the success of the company, it is natural that their need for information is significantly higher than that of any external group. Technologies of "silence", "permutation of accents" and "shifting the focus of attention", adopted in external PR, when working with this audience are unacceptable techniques. The lack of official information will certainly be replaced by rumors and gossip, which could lead to a serious crisis. Internal PR is necessary both for organizing correct communications within the company, and for resolving crisis situations, maintaining corporate culture, and, most importantly, for motivating and developing commitment (high loyalty) among employees to their company.

Formal channels:

from the head of the company at general meetings and personal meetings;

through the heads of departments;

through a direct supervisor;

internal newspaper;

general bulletin board;

bulletin boards by the department.

Informal channels

through colleagues

through casual out-of-company contacts

External PR is about creating an attractive company image and improving public relations. He is directed to work with the external environment of the enterprise, namely with the target audience (most often with clients). External PR includes the following activities: Working with the media (creating a database on media, writing press materials, distributing and placing them, preparing and conducting press events, interviews, etc.) Business communications (compiling a calendar of important and significant events, participation in specialized exhibitions, forums, etc.) Internet communications (development and implementation of programs for promoting the company on the Internet) Repositioning and rebranding (changing the name of the company, its range of goods and services, brands, creating a new concept of the company, developing a presentation in accordance with expectations and consumer requests). DEFINITION 3 Internal or intracorporate PR is the creation of trusting and favorable relations between the management of the enterprise and its employees. In internal PR, corporate culture is of great importance. The main components of internal corporate PR: Efficiency of the system of interaction between departments and employees in the company (exchange of necessary information at all levels of the enterprise structure, creation of working groups for projects, involvement of employees in the decision-making process); Motivation of activity (employees should be focused on achieving the goals of the company; Employees are the main intangible asset of the company.