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The True Importance of Public Relations

Every company, regardless of its area of performance and development, must have a public relations department, or PR, as we know it colloquially.

Public relations, nowadays, is considered a fundamental element to maintain the good image and prestige of a company, before the public that follows it and the public in general.

Nowadays, it is essential for companies to maintain good communication with customers, investors and, in general, all the public who might at some point be interested in the brand and its products or services.

Public relations is in charge of these aspects, favouring the results for the company and the clients, in all senses.

Why is public relations important?

For any company, one of its main objectives is to have and maintain the credibility of its customers and related parties; having a public relations staff allows it to have good strategies for achieving the proposed objectives.

When a company obtains favourable opinions, with respect to the competition, it manages, in addition to surviving and maintaining itself in the market, to become a leader in the community or sector.

Public relations is a valuable instrument in the management of company prestige.

PR is important for several reasons, as we shall now see.

-They reinforce the positioning of the company
-They generate potential clients
-They collaborate in increasing brand awareness.
-They have a wide response and reaction capacity
-They offer many benefits over time

What is public relations in marketing?

When PR work is well conducted and well executed, the public can easily get to know a company, its values, objectives and what it offers; PR aims to establish relationships of mutual trust between the customer and the company.

Public relations acts directly, logistically and strategically; in marketing, it does so with new, risky and indirect elements.

Public relations and marketing are indispensable for the good functioning of any company, therefore, it is important that both aspects are well founded and carried out in an excellent way.

By combining strategies, knowledge of communication, economics, management and administration, it is possible to have a complete vision of what is needed, making the right decisions for the company.

Importance of public relations in a company

 A company needs to make itself known and establish links with the community and the general public, for which it is essential to have people who manage its public relations.

The people in charge of public relations are responsible for making the company known, what it does, what it has to offer in terms of products or services, as well as being supportive and responsible to the public.

For a company to position itself, rise to a valuable level of prestige and maintain it, it is necessary that those in charge of public relations carry out the appropriate communication and dissemination work, so that everyone knows what the company does and how it does it,

In addition, public relations workers take care of helping the staff to have a good working environment, knowing their needs, looking for options and alternatives so that the good mood and efficiency of the worker is maintained and is beneficial to the company.

Indispensable elements of public relations

The elements that are part of public relations are:


Sets or groups of people working towards a common goal.


Like organisations, audiences are diverse and come from various levels and social backgrounds.

Communication process 

All communication involves at least two parties; the same is true of public relations.

Non-linear processes

Here it is the opposite, they happen naturally, spontaneously and multilaterally. Public relations is a way to understand and optimise them.

Exchange relations

Companies or organizations and the public always maintain a relationship through various strategies or dynamics, which offer value to the parties and to human relations.

FINZEL PR | Your Communication Agency

We offer customised PR and digital content services

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Working in Public Relations, Where to Start?

You may have heard someone say they work in public relations, or PR as it is commonly known, so you may have wondered what a PR job is all about.

People who work in public relations are specialists in a set of strategic communications actions, dealing with the dissemination, prestige and positioning of a company’s or an individual’s public image through the use of marketing campaigns.

To do their job properly, a person who works in PR deals with public and private institutions, associations, influencers and companies, among others.


Studies to become a public relations officer

To get to work in PR, you can follow several paths, one of the most used being the Higher Degree in Marketing and Advertising, which has some advantages such as:

Practical component

The training to work in PR has a practical component, not only because of the internships in companies, but also because the official content of the syllabus promotes a highly practical learning.

Hold a degree in two years

Unlike other professional qualifications, in this case you can obtain a professional qualification in just two years and can enter the labour market quickly.

Increase in the number of recruitments

According to official SEPE data, the number of people with a Higher Degree in Marketing and Advertising has doubled in recent years; this is a clear indication of the interest of companies in this type of professional.

Academic continuity

A Higher Degree in Marketing and Advertising allows students to continue their training in other areas, obtaining higher qualifications and specialising in institutional communication.

In addition, iFP offers training in languages, technologies, professional skills and company contents, as a complement to the official contents of the Ministry of Education.

Activities to be carried out by a public relations officer

Consultancy in communication strategies and campaigns

It is about building the best strategy to reach the company’s target audience.

Media relations 

These are all the activities carried out by a press office to prepare and organize press conferences, manage publications and interviews with the various media.

Internal communication

Participation in internal company activities, e.g. internal magazine, conventions and intranet, internal communications network.

Integrated marketing communication

Sometimes a PR professional is in charge of managing the communications during the launch of a new product or service; they hire influencers, celebrities, make press calls, etc.

Online communication

Thanks to the rise of online communications, a PR professional must make optimal use of digital channels to communicate with the company’s target audience.

This can be done through websites, online press rooms or blogs.

Lobbying and institutional relations 

PR professionals are in charge of maintaining the institutional relations of the companies that hire them on good terms and are up to date on legislative and regulatory initiatives that may affect the company’s activity and its specific public.

Design, management and implementation of events

This is one of the areas in which a large number of public relations professionals are involved; it is an important aspect, as this is how the image of the brand is created, which will then enhance the success or failure of the company.

You might be interested in this: Growing a business through public relations

FINZEL PR | Your Communication Agency

We offer customised PR and digital content services