Celebrating World Public Relations Day :The roles of Public Relations

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By Destiny Akunesi Anipr

The World Public Relations Day (PR)Day, which will henceforth be held annually on July 16, is to establish a unified global agenda to make the world understand and utilise the profession better.
The day was created as an opportunity for public relations practitioners and enthusiasts across the world to unite and stake a claim for the practice.
The World Public Relations day has become necessary because the profession is grossly misunderstood and underappreciated.
I believe Nigeria is doing herself a disservice with the level of regard it bears the profession.
I hope things will begin to change with the newly established annual World PR day.
I believe businesses, countries, and people do, not just practitioners, but themselves a huge disservice, if they continue to fail to see PR for what it is and should be: a strategic aspect of business and governance, invaluable in building relationships, preventing crises, achieving business objectives; pushing national interest, and preventing the kind of confusion that could ruin a company or lead nations to war.
The roles of Public Relations in governance, in the society and corporate organizations are very important in nation building and organisations growth
No nation or state should undermine the roles of Public Relations.
Public relations professionals shape an organization’s image. They build the brand, spread the organization’s message and minimize the effect of negative publicity. At a small company, the PR person may have to handle all the roles – cheerleader, media contact person, the deflector of criticism – themselves. At larger companies or big PR firms, staffers can have more specialized roles to handle different organizational needs.
Public Relations practioners are involved in the following management areas:
Crisis management: deals with emergencies affecting the organization. They help establish policies for dealing with emergencies, such as who gets to communicate with the media, and how management shares information with employees.
Relationship management establishes strategies for building and maintaining relationships with important segments of the public such as customers and reporters.
Image management: professionals work to present the company as socially responsible, compassionate and involved in the community.
Resource management:
looks at the budget and resources for the organization’s PR and figures out how to make the best use of it.
An organization usually needs its PR team to fill more than one role. Managing relationships and shaping the company’s image can generate a lot of goodwill. When a crisis or negative news breaks out, the PR role has to be the minimization of any damage or blowback from the events.
I want to use this occasion of World Public Relations Day to appeal to the Governor of Imo state Senator Hope Uzodinma to give the Imo state chapter of Nigerian Institute of Public Relations (NIPR) due recognition.
The Imo state chapter of NIPR need their own Secretariat and vehicle for effective administration as they continue to project the image of the state government

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