STUDENT NAME: Nelson bwalya

LECTURER: Mrs Margret Dube

PROGRAM OF STUDY: BBA

Question.

Discuss the role of business communication in public relations active?

-business communication: Business communication is the process of sharing information between

The importance of business communication also lies in:

-Presenting options/new business ideas

-Making plans and proposals (business writing)

-Executing decisions

-Reaching agreements

-Sending and fulfilling orders

-Successful selling

-Effective meetings

-Providing feedback to employees and customers

All organized activity in a company relies on the process of business communication and your
communication strategy. This could be anything from managerial communication to technical
communication with vendors. And once communication becomes unclear, the company’s core
systems risk falling apart. Data shows that 60% of internal communications professionals do not
measure internal communications. Potential reasons include not knowing where to start the next
step.

A strong communication strategy in a company will likely result in higher employee engagement. And
companies with connected employees in the workplace have seen a spike in productivity of up to 25%.
Companies with an engaged workforce see a 19.2% growth in operating income over a 12-month
period. Those with low engagement scores earn 32.7% less.
-PUBLIC RELATIONS: is a strategic communication technique where any individual, company, or
business builds a long-term beneficial relationship with internal & external stakeholders.Speaking of
stakeholders, external stakeholders are your clients, potential customers, and people who have
invested in your company’s projects so much so to the extent of having a say in the overall
processes.Internal stakeholders are usually people in the senior management who have some kind of
influence over ongoing projects. Regardless of whatever the affected parties may be, it is the role of
a public relations agency to draft a specialized communication plan. This plan should ideally consist of
different functions of public relations with direct and indirect mediums to relay information, build
relationships, and impact business scalability from time to time.

Although there are numerous reasons associated with the importance of public relations functions,
we’re going to take a look at the significant ones.

-Brand Reputation management: The job of a public relations company under such public relations
functions is to manage the positive perception of the brand. Given that people may have questions
related to the brand operations, workflows, or the types of ingredients it uses in the products, the PR
firm can communicate accordingly to maintain the reputation of the business.

-Business Value Promotion: Talk about portraying a positive image of your business and its core values
among consumers from all over the world, and you have got this particular PR function to deal with.

Your company’s core values entail a mission statement that you can use in a couple of press releases
to create a storyline for the people. Such strategies are important to uphold the goodness, prosperity,
and common welfare aspects of any business in question.

-Community Relationship Management: For any prospering business, it is important to create and
maintain a positive relationship with the community. There are times when companies want to be
seen partaking in public welfare programs and such activities which help to promote a positive image-
based.

Crisis communication is all about managing media representation and relationships whenever some
kind of threat befalls a company’s reputation. This is where a crisis communication plan comes into
action.

The components of a crisis communication plan are handled by people in the public relations
department. They are well versed in designating an official spokesperson, content strategy, and
logistics to avert the crisis from happening in the future again. This function of public relations entails
the development and targeted release of messages, both for the internal and external audience.

Communication plays an essential role in effective public relations

Two way communication between both the parties is essential and information must flow in its
desired form between the organization and public. The receiver must understand what the sender
intends to communicate for an effective public relation. The receivers (public, target audience,
stakeholders, employees, investors) must clearly understand the sender’s message. (organization in
this case).

The message/information needs to create an impact in the minds of customers for an effective brand
positioning
Communication needs to have a strong influence on the target audience for them to remain loyal
towards the organization.

In public relations, the receivers play a crucial role than the sender. The sender (organization) must
ensure that the receivers interpret the information correctly and also give necessary feedbacks and
reviews. It is really essential for the sender to understand its target audience. Public relations experts
must do extensive research and gather as much information as they can before planning any public
relation activity. Public relation activities would go unnoticed if receivers to not understand it well.
Public relation activities must be designed keeping in mind the benefits of the target audience for a
better brand positioning For example n cases of hospitals, public relation activities would ensure a
smooth flow of information between the hospital authorities or management and the patients and
their immediate family members or relatives. Public relations experts from a hospital in a rural area
must plan and design their activities in the local language for receivers to interpret and respond well.
If the hospital authorities interact in a language not understood by the patients, no real
communication takes place and eventually the effect of public relation activities get nullified.

Further the needs of the target audience must be understood well. Remember public relation
activities are designed to position an organization in the best light. This happens only when the target
audiences are fully satisfied with its services/products. Understand what your target audiences expect
from you to design public relations activities for the maximum and desired impact. Make sure your
target audiences understand what you intend to communicate.

A solid business communication process is essential for the happiness of your employees and
customers. Ultimately, this leads to financial stability.

One report discovered 29% of employees believe their current internal comms tools aren’t working.

Here are some of the reasons they listed:

Irrelevant information, exclusion, dishonesty, and lack of access to key information is something your
own workforce likely experienced, too.

A study by Salesforce found that 86% of executives, employees, and educators consider inefficient
communication to be the reason behind workplace failures.

We can no longer ignore the importance of teamwork and chemistry and their impact on employee
productivity, engagement, and advocacy.

No matter the stage of your business, you need a business communication plan in place.

However, you will make it the most useful if you focus on the areas that need the biggest improvement
right now and work your way to all other areas later on.

For example, these might be some of the reasons your communication needs revisiting:

-Low employee satisfaction or high turnover

-Lower than expected outputs across the company

-Fast growth, which leads to losing track of information

You might experience more than one of these or a completely different scenario. Identify it and set
goals for your business communication process based on it. For example, your goals can include:

-A specific employee turnover or satisfaction rate

-Customer satisfaction rate

-Number of projects completed

-Number of interactions between departments