In today's business world, faced with the challenges and demands of globalization, companies require their human resources to develop communication skills, competencies and capabilities. It is not enough to provide personnel with the appropriate physical and technological resources to carry out their work; it is also necessary for them to behave in a cohesive manner, transmitting the same image and the same message. Often, when faced with turbulent scenarios, companies act in an improvised manner and fail in their positioning strategies because they do not know how to relate to the environment.
In this context, Public Relations (PR), the set of activities and initiatives developed and carried out by an organization to provide a positive image of itself in order to secure the trust and sympathy of the public, are becoming increasingly important in the globalized society, since they are essential to improve the internal and external communication of the organization. For this reason, at Sobretesis we are more and more frequently requested to work in this attractive area of business and, to some extent, personal work, since public relations is nowadays practiced 24 hours a day.
For the performance of this activity, words such as credibility, trust, mutual understanding, truthful information, perception and harmony must be continuously present in the theory and practice of those who carry it out. A characteristic of Public Relations that cannot be overlooked is that it takes the form of a two-way communication, since it not only addresses an audience (both internal and external) but also requires feedback, listening and attending to the needs of the internal and external clients, thus favoring mutual understanding between the organization and its audiences. Public Relations is an activity based mainly on a thorough knowledge of the different environments (economic, demographic, political, legal, socio-cultural, technological and physical) in which the public (internal and external) operate, in order to know their lifestyles, social class, behaviors, tastes and needs; in this way, policies and strategies will be generated and established to reach those audiences in a favorable way and obtain a positive response from them.
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