The Value And Necessity Of Public Relations

1790 words - 8 pages

Public Relations are the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc. Things we learned from Public Relations are provides a better understanding of the company, promotes brand image, and it is helps the company keep a good reputation. Public relations provides a better understanding of the company because it provides insight on what the company is up to and how things are running. Customers can always find out if the company is planning to launch a new product or thinking of innovations on already made products. Additionally, customers can find out about events revolving around a ...view middle of the document...

A huge event that Hershey has played a part in for the past four years is the NCAA Men’s Final Four. The candy associated with the NCAA Basketball games are Reese’s Cups. A promotion they ran was “Perfect Pick,” it gave people the opportunity to win tickets to the 2013 Men’s Final Four game. All the fans had to do was text “RESSES” to a number. This allows Reese’s to get more known and also this is a chance to target a certain audience. Finally, there have been downfalls where PR had to step in and make sure the reputation of the Hershey Company was not demolished. An incident that happened recently was that Hershey was accused of causing students to endure “low pay and physically draining work.” The story entails students that came to the U.S. participate in a summer visa arrangement as part of a longtime State Department program that allows the students to work for two months, then get some travel and cultural enrichment in the U.S.. Hershey hard tried to deflect the blame from itself to subcontractors.
Public relations are not as influenced as advertisements because you aren’t trying to sell a product to the audience. You aren’t trying to be persuaded to buy an item, you are given information about a company or product or current event. There is no set time limit there is no 30 second cap to provide the information like an advertisement. Advertising costs air time and the cost to create it, where as PR may rely on newspapers, social media for endorsements. Although it is a chance that it may not be used in the paper, the price is unbeatable. Advertising you have to pay for air time, the cost to create and the cost of the copyright.
One of the biggest aspects of public relations is providing information so the public can know what the company is about. “The business world can be extremely competitive. Companies typically want to have something that makes them stand out from the crowd, something that makes them more appealing and interesting to both members of the public and the media. A favorable image can help increase a company's sales, and negative publicity can damage a company's reputation and decrease sales. “(http://www.wisegeek.com/what-is-public-relations.htm)
Public relations also has potential to make the company look better to the public by doing charity events, community events, and by trying to build an emotional relationship with the public by building a sense of trust with them. Most of these events fall under a category called “CSR” Corporate Social Responsibility. “Building on Milton Hershey's legacy of commitment to consumers, community and children, we provide high-quality Hershey products while conducting our business in a socially responsible and environmentally sustainable manner.” (http://www.thehersheycompany.com/social-responsibility/csr-report.aspx ) This was quoted from the company’s website. Hershey has shown a great deal of effort when it comes to giving back. For example the Hershey Track & Field Games is a...

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