The business enterprise
needs to improve its relationship among the customers, shareholders,
and workers of the enterprise. Public relation functions are broad one.
The improvement of image building activities of the enterprise, whether
done through advertising or otherwise, is termed as Public relations
The enterprise should make the customer feel comfortable and confident
about their product, by doing so they can maximize their productions
and increase their profit margins. The public should not feel that enterprises
are merely profit-oriented and they are exploiting the customers. Moreover
the management of the enterprise should take care of the shareholders
and the workers to feel comfortable, they should focus on to eliminate
the poor image of the enterprise within and outside the organization.
Thus, building up good relations is dependent on the behavior of the
workers of the enterprise. For example, when a customer meets a sales
person of that enterprise who is marketing a particular product of that
concern, the customer would form an image of the enterprise by his personality,
mannerism towards the customers, gesture, confidence level etc
The good image of
an enterprise can be affected by the manner in which the telephone operator
attends answers the queries to the customers, how the information is
passed to other levels of the enterprise, attitude and behavior of the
workers in the enterprise. All marketing activities, particularly that
of salesman, shareholders of the enterprise, and the advertisement departments
should be improved, which will in turn be helpful in building a good
image of the enterprise. It is therefore for a business enterprise good
products as well as better public relations among the workers and, customers
will lead the company in a right path. A sustained public relations
programme can alone depict the enterprise as a good and useful citizen.
includes behavior towards different groups of people with whom the enterprise
comes into contact in one way or the other. It is important small as
well as large business. How advertising plays a key role in improving
the relationship between the enterprise and the customers? The main
aim of advertising is to make known and build confidence in products
manufactured by the enterprise and there by improving the selling of
the product and not to create awareness among the public about the product,
other important aspect in advertising is to improve the image of the
Some enterprises forget to build a good image of the enterprise, which
also requires communication, this is where advertising plays a key role
for the development of the enterprise. The advertisement should focus
on the importance of the enterprise in the industry and the role it
plays for the development of that industry, it can also indicate the
enterprises achievements in research and product development in
the past, thereby helping the customers, it should focus the enterprise
as a good citizen, neighbors.
programme should be very efficient that it can convey the importance
and role of the enterprise. It should be made clear and should be made
known to all connected with selling of the product. A proper plan should
be formulated which contains the details for which type of customers
it has been developed, appeal to be made to the customers, the cost
factor, and the expected results should be prepared. By coordinating
the productivity and advertisements, resource wastage can be eliminated.
The people who are aimed, can be divided into five groups, these groups
of people are the several publics in public relation.
Consumer goodwill perhaps the most important aspect for the development
of the enterprise, there cannot be a business without the consumer.
Experts say, It is better to lose sale than to lose a customer.
The enterprise should find what are needs of the customer, how it can
meet their demands, and whether the customer is satisfied with product
or not. A favourable image must be created about the product of the
enterprise as well as the enterprise itself among the public.
The other main aspect is Selling of the enterprise itself
is just as important selling a product; this is often forgotten by the
management of the enterprise. Good image of the enterprise is built
up through both action as well as advertising. The consumer relations
activities include proper information regarding the enterprise history,
policies, objectives and more particularly what the enterprise has done
to the public and more particularly what it has done in social welfare.
(b) Dealer relations
Business enterprise which produces large amount of products rely on
the dealers who sell their products, so every manufacturer thus wants
to motivate his distribution channels to sell more of his own products.
Here the manufacturer should view the dealers as customers, rather than
mechanical entities for the flow of his products. Thus good dealer relationship
can only be promoted if the manufacturer is fair to his dealers in his
behaviours. The enterprise should provide the dealer to sell their products
by adequately advertising in his areas, it must offer some trade discounts
and cash discounts, provide display facilities for the dealers.
The good enterprise has to build up a better relationship between the
management and its employers, and there by building up loyalty among
the employers and motivate them for higher productivity and better performance.
The enterprise should provide career planning for their employees, and
reward their work based on merit. Appropriate information about the
enterprise should be given to employees. Thus attitude and behaviours
of the employees within and outside the enterprise play key role.
Shareholder is a person who invested money in the enterprise, so he
expects a reasonable return of his money invested in the enterprise.
Good shareholder relation cannot be built up if the enterprise is not
fair enough to them in the declaration of dividends in particular. The
amount of dividend will also have an effect the prices in the market.
Thus if an enterprise wishes to improve the shareholders relations,
its management can think of many different types of programmes in its
public relations activity.
Many members of the community are its shareholders, consumers, dealers
or employees. Thus previous types of public relation activities are
in a sense tied up with each other for building up better community
relations. However, it is advisable to find the need of the community
and no to force on them something, which they do not want. Thus, community
relations activities must be geared to he actual needs needed by the
community and should not be just a form of glorification of the company.
However it can go still further, by donating to charities, providing
educational facilities etc.
Better public relations
between the publics and the enterprise would enhance the growth and
increase the profits of the enterprise. Hence management should formulate
new ideas, which help to make better relations within and outside the
enterprise. They can push forward themselves to higher levels in the
industry. Coordination among the employees, a good communication system
also plays key role in projecting the enterprise to the publics and
develop good image. The policies or the other factors, which affect
a good relationship of the enterprise, should be eliminated for the
enterprise policies itself.