Functions of Public Relations

Essay by alvinchang June 2006

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An organization's image can depend on the degree on the public's support its organizational missions, strategies, and goals. Public relations professionals serve as communicator between organization and its public. Public relations also provides message and educate the public about the activities of an organization. The functions of public relations can categorized as organizational or as societal. This paper will explain the similarities and differences exist between the organizational functions and societal functions of public relations.

Media Relations

Media relations is one of the many organizational functions of public relations. The mass media is a unique feature of modern business world. One of public relations fundamental characteristics is the practice of influencing public through the media. The most effective way to attract public attention is using the widespread reach of the media. Media relations includes a variety of methods to contact and provide information to the media. Oftentimes, public relations professionals conduct public relations activities such as promote a company's product and a favorable organization image to their target audience through different media including newspaper, television, magazines, and radios.

Therefore, organizations must understand the importance of media relations. Maintain a good media relations could even help an organization to safeguard its public image and profitability.

Employee Relations

The impact of globalization has changed how organizations increase productivity as a way of improving competitiveness. As stated in the textbook "Public Relation", an effective communication between the organization and its employee results important benefits. Employee is the most important asset of any organization. However, employees often find themselves working in the dark with little information about organization's direction; employees need to know the truth from their organizations. "Well-informed employees are usually satisfied employees. They are better, more productive workers who get more out of their work and do a better job for...