This report approves that Public Relations as a discipline has evolved over the period of time as more and more variations were added to it. In its essence, Public Relations or PR is a function of organizational communication wherein a firm tends to communicate with its public. Over the period of time, the way firms approach PR has changed and the role of PR has further dramatically changed during financial crisis. Many now argue that role of PR is more of that of an intelligence and analytic role to provide strategic insights to the higher management of the firm. PR managers therefore now need to properly and regularly communicate with the managers to inform them the strategic significance of PR related issues.
This paper makes a conclusion that in times of financial crisis, firms can increase their PR efforts by directly communicating with their target market. However, given the general sentiments about the firms, it is important that firms must accept the responsibility and become accountable for the crisis which has engulfed many developed countries. The use of social media can also be one of the key strategic assets available to PR managers to actually penetrate further into their target markets and develop one to one communication with their customers. Social media can also offer an opportunity to spread word of mouth hence PR managers need to design their strategies in a manner which can give them most exposure. Higher level of exposure can result into better marketing and improved sales for the firms. ...Show more