Question

PRACTICAL/APPLICATION Question 2: In organisational communications, as in everyday life, the exchange of information has to be a two-way process. Public relations is not just about providing information about new products, services, and happenings in organisations. Feedback from both inside and outside sources is equally important. As a communications professional, how will you use the following mechanisms to promote two-way communication and obtain feedback in your public relations communications: i. Social media (5 marks) ii. Corporate Website (5 marks) iii. Telephone lines (5 marks) iv. Audience survey (5 marks)

Answer 1

Following mechanisms will be used to promote two-way communication and obtain feedback in public relations communications :

i. Social media - Social media will be used for two-way communication with posting messages on social media platforms and replying to queries and customer posts. Regular updates can be put on social media platforms regarding the product and its uses. The customers can revert on them with their responses. Any queries or feedback can be shared with customers on the same.

ii. Corporate Website - Corporate website can share lot of information with customers related to products and important initiatives of the company. Websites have sections to encourage customers to put their queries and get them answered through emails or live chats.

iii. Telephone lines - Telephone lines are also an option for two way communication as the customers can interact over phone and give their feedback directly. Customers can be called directly from the customer database and enquired about their feedback and interest in company's products and initiatives. It can help in finding the levels of customer satisfaction. It is also an effective tool for sharing information with customers.

iv. Audience survey - Audience Survey helps in getting the response from customers for the given set of questions. The target audience will be identified for the activity and customers will be asked to give their feedback on the questions asked from them. The choices in terms of multiple options or ratings on a given scale will be given for answering so that it helps in prompt answering.