Individual functions of public relations

Essay by CkritzA, April 2008

download word file, 6 pages 5.0

The functions of Public Relations (PR) can be grouped into two categories: Organizational and Societal. Many viewpoints of the functions fall into both categories and are not mutually limited. The scope of organizational functions of PR involves actions concerning the company, and societal functions of PR interests' activities regarding society. Organizational functions of PR are activities that interact with or affect organizations while societal functions of PR have to do with actions that connect to the public. Communications management, media relations, government affairs, publicity, investor relations, community relations, consumer relations, and employee relations are organizational functions while marketing communications, consumer relations, public affairs and issues management plus social responsibility are societal functions. An industry must develop a positive image to the public and within the industry (Sitel 2006). To present this image successfully, a corporation must take need action in both categories.

Public RelationsPublic relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics; involves the management of problems or issues; helps management to keep informed on and responsible to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound and ethical communication techniques as its principal tools.

Organizational FunctionsPublicity: The publicity and promotional aspect paves the way for the sale of products or services, so much so that some companies have placed sales quotas on their product publicity people. Internal motivation is a vital factor which affects the bottom line by building morale, enhancing productivity, and creating team spirit. It also helps recruit qualified people and retain them (HSR, 2006). Public relations also provides...