Public Relations in an Organization's Integrated Marketing Communications (IMC) Plan

Public Relation
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Public Relation
Public relations is strategic and well-thought communication from an organization to its public to promote a positive image and beneficial relationship between a company and its public. When an organization goes through a crisis, the person handling the issue is a public relation expert. This professional turn negative publicity into positive one (Ogden, 2014). Public relations professionals determine the outcome of the crisis.
This professional plays several roles within an organization's integrated marketing communications. They can appeal to several different audiences; it creates high credibility and builds goodwill in people through forming relationships and implementing communications strategies. Additionally, it generates good influence from external sources like media; it helps create awareness in the population that is hard to reach (Ogden, 2014). Media such as radio stations are listened to...