Helps management achieve organizational objectives.

The public relations seeking, among other things, maintain good relations between the company and its publics. It is a business management facilitates the achievement of the objectives of a company and create value. Good management of these relationships helps to streamline decision-making within companies, to prevent and reduce the impact of problems that may arise and create a climate of cooperation and positive predisposition toward the organization.As stated Anthony Viceroy President and CFO of the firm Porter Novelli Public Relations, “Public relations are important not only for their benefit in terms of cost but because they help the growth of the brands and manage corporate reputation and brand. ”

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Audiences

The Ph.D. in communication, Maria Isabel Gonzalez Miguez, University of Vigo, explains that a company public are classified primarily into two main groups can be internal or external and are included under the term stakeholders: are groups that can influence or be affected by company this. According to the relationship they have with the company, the stakeholders can be classified into:

1. Enablers, those who provide capital;
2. Functional who carry out the work (employees),
3. Policy, those who in one way or another work with the company (shareholders, suppliers, government, etc..)
4. Diffuse within this group are the media.

You can also sort the public attending situational aspects, phenomena that may arise at the time and that affect a particular segment of some of the stakeholders, these include: non-public, public latent informed and active. Depending on the goals the company wants to achieve the communication campaign, may address this last two groups (informed and active) and within these are the people who will support us to achieve the proposed objectives and those that represent a obstacle, either because they are against or by their apathy, allowing to design specific actions for each one and find concrete means to realize them.

Generating commitment and stakeholder value

For a company to generate and maintain interest or “engagement” with stakeholders, is necessary to have four outstanding, according to the IMB Executive Business School resident, Nadine B. Hack:

* Build relationships of value: In case of conflict situations, people must be found both within the organization as part of the stakeholder, able to find points of synergy and see beyond the conflict to facilitate a dialogue channel to enable reliable and efficient see the human side of both parties.
* Preventing obstacles: Anticipate situations that may damage the relationship and possible solutions.
* Make the commitment to endure always remembering that unite the reasons and benefits for both parties, creates the relationship.
* Create teams catalysts that build trust and empowerment within the various stakeholders.

To foster and maintain good relations with our Stakeholders can design actions to see the human side of the company. These range from days together, training sessions, environmental campaigns to corporate tactics as regular meetings with leaders of each group where important issues are addressed from both sides, news outlets and conflicts arise, grow leaders within the company able to generate empathy and channel solutions using the points of synergy to identify, create and maintain constant communication flows and transparent.

Virtual Tactics

The phenomenon of getting and keeping stakeholders also applies to the virtual environment in general. The use of social networks and blogs can increase the engagement between companies and stakeholders. The content we post on blogs or the social networking profiles to build a particular perception of us to the stakeholders.

For the social networking profiles not boring must develop a strategy to keep audiences engaged, such as displaying a mix of corporate information or interesting stories, Related or unrelated to the normal course of business of the company. The same can include videos or photos that show the day of the company or with a touch of humor to stop seeing the human side of the business and create a favorable emotional connection.

Corporate social responsibility is another way to generate value

The most traditional way of generate value within our stakeholders through programs in Corporate Social Responsibility (CSR). These are programs to a specific social context and allow the company to get more financial considerations. The European Commission defines CSR as the voluntary integration, by enterprises, social and environmental concerns in their business operations and their relationships with their partners.

The Quality Management-Consulting website defines it as “set of obligations and commitments, legal and ethical issues, both domestic and international, arising from the impacts that organizations produce activity in social, occupational, environmental and human rights.
In short, build a good reputation among the various stakeholders of a company organization and develop and maintain a good relationship with them is an action win, as it benefits the organization favorable climate for the negotiations that result in benefits for all (companies and stakeholders).