COMMUNICATION IN PR

Hello guys. I am back again, and this time around I would like to share with you the importance of communication in PR field. Communication is a vital tool when it comes to this industry.

It is important for top management to keep the flow of communication with the employees because if there are communication barriers, the employees will talk behind the top management’s back hence leading to gossips.

Two important ways of communication that I think can keep the PR environment a good environment for both employees and employees are open communication and effective communication.

Open Communication

Open communication is another element crucial to success in Public Relations. Its obvious that the flow of information is two-way. In two-way symmetrical communication, understanding is more likely to occur. Salina & Associates PR can use open communication to build an attractive company culture. Effective and open communication can make company a place that people want to join and stay.

“Public Relations makes information available both inside and outside of organizations that would not otherwise be free flowing, contributes to understanding in various publics of organizational policy and issues.” (Toth. 2007)

Team building, a process to enhance the energy and cohesiveness of a group, is one means of accelerating better communication. It helps focus a group on committing to common objectives, striving for high quality results. Team building is an evolving and integrated process. There must be a safe environment to have open, honest communication that is appropriate.

“Through the facilitation of open communication and maintenance of symmetrical relationships with publics, the ethical obligation of dialogue is furthered and society is improved by open flow of communication.” (Toth. 2007) The communal task of PR is to converse in the public concern and for the good of society. Facilitating a free and open flow of information is morally sound and this responsibility belongs to PR practitioners.

Effective Communication

Even though Public Relations is really about communication because effective dialogue lies at its heart, I have observed that there is no effective communication within Salina & Associates PR. “To ensure success, make sure that communication is a two-way process, and be aware of nonverbal and unintentional messages.” (Ali, 2001) So I think the consultancy can have comments cards and suggestion boxes, and also show that they value dialogue by replying promptly to the emails that they receive.

Thank you guys J

GORATA RAMOGALE

LUCT