Un equipo que suele ser el primero en recortar en caso de crisis, pero con un valor incalculable, pues puede hacer una empresa se ponga en pie luego de una caída

Las Relaciones Públicas (RR PP) se definen como las acciones que se efectúan para crear y mantener una buena imagen de la empresa para el público externo y el interno. A pesar de que suman muchísimos puntos al posicionamiento de una empresa, una gran mayoría no le da el valor que merecen.

Según el portal Crece Negocios, “la importancia de las Relaciones Públicas radica en que permiten crear y mantener una imagen positiva de la empresa, lo que genera una buena promoción de ésta, y lo que a su vez genera un clima favorable para las ventas”.

Este departamento es mucho más que organizar eventos y actividades culturales. Te permite hacer que tu negocio sea conocido a través de los medios de comunicación: prensa escrita y digital, televisión y radio.

Una estrategia de relaciones públicas puede repuntar las ventas de una empresa, simplemente haciendo que un periodista o comunicador pruebe el producto que ofertan y cree una publicación en el medio en el que labora.

El relacionador público debe hacer que la marca esté presente en los eventos donde esté la audiencia que le interesa a la empresa. Puede apoyarse del departamento de mercadeo y publicidad para crea un stand donde estén los productos y ofrecerlos gratuitamente.

Otra de sus tareas es la redacción y distribución de notas de prensa, que estén redactadas de forma informativa y que le facilite la vida al periodista, será más seguro que la publiquen.

Desde este departamento, se encargan de programar entrevistas en los programas y periódicos que más se acerquen a los valores y objetivos de la empresa. Esta acción es conocida como Media tour y ayudan a desarrollar la marca de un líder de la institución.

También debe fomentar la creación de una página donde colgar todas las noticias y datos de interés sobre el negocio. Así como el uso de las redes sociales como un canal de comunicación.

Pero esto no es todo lo que puede hacer las Relaciones Públicas por tu negocio, ya que con estas acciones se crean valores intangibles, tanto para los empleados como para los consumidores de la marca.

El crear una imagen sólida y de calidad a través de la prensa, los clientes van desarrollando  confianza y credibilidad con lo que se oferta desde el establecimiento. Además, les ayuda a distinguir tus productos de la competencia. No solo fideliza los compradores que ya tienes, sino que te permite captar nuevos.

¿Cómo hacer que funcionen en mi negocio?

Recuerda que buscas darle una buena imagen a tu empresa y, sobre todo, hacer que sea prestigiosa. Por eso no puedes buscar a cualquier persona para que te lleve las relaciones públicas, busca a un periodista o una agencia. Tendrán el paquete que se adapte a tu presupuesto.

Se debe elaborar un plan detallado que incluya las acciones que se deben ejecutar en cada caso. Por ejemplo, si tendrán el lanzamiento de un nueva bebida, en el departamento deben tener claro cuáles son los periodistas que cubren el área de entretenimiento.

El encargado debe entablar buenas relaciones los medios de comunicación. Sí, es muy importante, porque podrán hacer que tus notas de prensa siempre salgan publicadas, o todo lo contrario.

Crea una alerta en Google para que cada vez que salga una publicación sobre tu empresa, sepas qué se publicó, dónde y quién. Esto es necesario porque así sabrás cuando esté circulando una noticia negativa sobre tu marca.

Para que los empleados estén al tanto de todo, se debe enviar comunicaciones sobre las actividades de la empresa y las noticias que se relacionen. Así ellos estarán informados y podrán hablar de la marca con toda la propiedad.

Bríndales a tus consumidores la oportunidad de aprender y conocer más sobre la parte humana del negocio. Prepara a alguien del equipo para que imparta charlas y conferencias. Si eres un producto de belleza, tu colaborador puede hablar sobre el cuidado de la piel.

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