Using a chosen organisation, identify how the role of PR contributes Essay

Using a chosen organisation, identify how the role of PR contributes to the achievements of the organisations corporate mission and objectives - Essay Example These challenges have resulted in bad publicity for the company, which is the last thing it needs as it tries to forge ahead with its objectives. This is where PR comes in. Google’s PR policy, developed and implemented by some of the most dynamic practitioners in the US, has been influential in countering the negative press generated by its legal and ethical problems. The company’s PR policy is designed to encourage closer and more personalised interactions with its customers. For example, its Gmail service has been used in recent years to emphasise its understanding of users’ needs and habits. Google has, in recent years, started sponsoring charities and actively participating in CSR initiatives that generate positive publicity and counter the negative press created by its ethical and legal problems (Moore, 2014:34). In Africa, for example, the company is collaborating with local start-ups and NGOs to improve various conditions. Finally, Google’s PR policy has portrayed it as transparent and sustainable; probably the most sustainable technology company in the world. Although this may not be necessarily true, it resonates with customers and capitalises on the current clamour for and attractiveness of sustainability and longevity in the corporate world (Moore, 2014:36). In the duration of this coursework, I have learned that PR is more than just about publicity. In fact, I have learned that the notion that PR equals publicity ended in the beginning of the 21st century. Currently, PR is a wide field that comprises many different disciplines and plays a role at all levels of society and government. I have also learned that PR starts with me. We engage, many times, in PR-related activities without our knowledge. For example, the way we relate to each other is a case of good or bad PR, and it defines our approaches to the subject as we become more experienced (Moore, 2014:39). In practising PR, I have adopted a