Communication Management and Public Relations in Business - Vadim Dumitrascu

PR is the management of communication between the organization and its audiences. Audiences are groups of people important to the organization, who influence, through their decisions and behaviors, organizational evolutions and performances.

The PR's mission is to gain the public's attention in ways that are beneficial to the organization. Therefore, PR must be seen first of all as a systematic effort aimed at creating and maintaining mutual goodwill between the organization and its audiences. Goodwill has become an economic asset worthy of taking into account in the substantiation of managerial decisions, it is the one that strengthens relations, broadens the horizon of business cooperation, affirms and promotes brand values, etc.

PR helps the organization and its audiences to adapt to each other's needs, embodying the organization's effort to obtain constructive cooperation from well-defined groups of people. Thus, PR supports the organization to interact and communicate effectively with key audiences. It is important to remember that a company can choose its markets, but not always all key audiences.

The main purpose of PR is to convince. A good PR essentially means convincing and getting a positive result for the party initiating the communication. Therefore, PR influences opinions and beliefs to determine, at the level of key audiences, reactions and behaviors favorable to the organization.

The messages conveyed by PR are, above all, persuasive, regardless of the way they are communicated. But, unlike manipulation, PR seeks to gain voluntary acceptance, which will positively influence attitudes and behaviors. The credibility, both of the message and of the sender, is the decisive factor of the success of the PR activity.