External and Internal Measures of PR
External and Internal Measures of PR: Internal and external factors impact the activities and decisions of public relations (PR). Within the company, an internal climate is created, which drives PR decision-making. Personnel, infrastructural facilities, organisation facilities, and so on are controllable elements.
An organisation has no influence over the external environment. It might include externally associated elements such as competition, industrial challenges, the danger of replacements, social cultural aspects, political considerations, economic concerns, and many more. It is an uncontrolled component that the corporate organisation can only strive to reduce but not eliminate.
External and Internal Measures of PR
- Cultural and Social:
PR practitioners’ social perspectives/trends may be interpreted from at least four angles.
Stakeholders Are a Part of Society: Stakeholders are a part of society as well. Their attitudes and views are influenced by social factors. For example, society’s interest in health and fitness has created several possibilities for fitness centres, nutritional goods, and fitness sectors.
The key variables influencing the business are a social system with a high degree of civilization, mobility, industrialisation, and urbanisation. For all of the necessary inputs, business relies on the social environment. As a result, it is correct to say that business is a component of the whole social structure. No corporation can completely control social beliefs, culture, legacy, family structures, religion, or other aspects of society, but they may affect them to a degree. As a result, developing a social relationship with the public is critical for PR practitioners.
For example, in the late 1990s, Bill Gates, the creator of Microsoft, was confronted with growing social concern over Microsoft’s tremendous earnings, so in 1999, he contributed $ 3.35 billion to the William Gates Foundation, which makes grants to health and human service organisations. The Gates Learning Foundation now provides low-income libraries with software, computers, and services.
Restrictive Legislation: It is critical for public relations professionals to lead organisations along ethical pathways. It will assist them in avoiding any significant legislative action. For example, as many enterprises began to generate profits and sales, they separated their operations or diversified into other fields.
Changes in Demographic and Economic Factors: Many businesses have benefited from changes in demographic and economic factors. As many women aspire to achieve high levels in their lives, the concept of “DINK (Double Income and No Kids)” has brought significant changes in couple lifestyles, the standard of living, and so on. Today, many women choose to have children later in life because they want to achieve high levels in their lives. As a result, they spent more on baby accessories, bettering their lives, child care midwives, and education. It also paves the path for movies and television series to create family-friendly serials.
- Economic:
The most important economic determinants include economic growth, interest rates, government policies, support agencies, contributions, inflation rates, fiscal policies, foreign currency rates, and foreign trade balances. Consumer demand for goods and services is also influenced by the economy.
Organizations often use numerous scenarios to simulate their business environments in order to examine the impact of economic variables. Growth strategy, labour laws, industrial relations, stock exchange and its rules, commodity exchange, pricing policy, exit policy, export promotion, technical environment, and so on are some of the important economic elements that have a significant impact on company. All of these concepts should be familiar to the public relations professional, and he or she should apply them while making PR choices in the workplace.
- Political Concerns:
Politics and business are inextricably linked. A political system has developed a political boy in the form of the government. The government has adopted a variety of business laws to control company activities. On a broader scale, the present shifts in political dynamics have an influence on enterprises.
The government in power makes appropriate or favourable adjustments in the economy that benefit companies and the country as a whole. A good public relations strategy begins with an analysis of the current political environment, followed by the formulation of plans to take advantage of the possibilities that arise as a result of the political system.
- Legal Situation:
Both economic and noneconomic concerns are regulated by legal elements of business. For example, the government’s decision to demonetize the Indian rupee has had a significant influence on several commercial sectors. Many times, the government has introduced legislation to bring about improvements in the Indian economy and to benefit the people. As a result, PR professionals must pay close attention to the legal issues that impact the execution of their duties and play a positive role in this relationship.
The Indian Contract Act 1872, the Indian Partnership Act 1932, the Sale of Goods Act 1930, the Negotiable Instrument Act 1881, the Law of Insurance, Arbitration Act, 1899, the Law of Carriage, the Essential Commodities Act, 1955, the Securities Contracts (Regulation) Act, 1956, and the Consumer Protection Act, 1986 are just a few of the laws passed by the Indian government that deal with business and economic issues.