Therefore the pubic relations specialist has to be conscious and fully aware of his or her role as intermediary between the organization and the public. This is particularly true of PR specialists who work for government and organizations affecting health and the environment. An example of social responsible PR marketing is marketing that;

Identifies areas where the firm can make a positive difference.

Makes sure local media are aware.

Informs and involve employees.

Invests in advertising and public relations to highlight the firm's efforts.

Public Relations, Regulations and Sponsorship Programs)

In terms of the external responsibilities and functions of the PR officer in an organization, media relations often take priority. The PR specialist is trained to communicate and to enable the media to write and present the organization in a light that is conducive to the good image of the company.

In order to achieve these functions the public relations specialist must "... understand the attitudes and concerns of community, consumer, employee, and public interest groups and establish and maintain cooperative relationships with them and with representatives from print and broadcast journalism." (Public Relations Specialists)

Media relations also involve the cognizance of certain ethics and elements of social responsibly that the PR specialist must be aware of and adhere to. The media is an essential public relations avenue to broadcast the information and views of the organization - but at the same it is an area that can have both positive and negative effects in terms of public reception and influence.

4. Conclusion

The difference between the social and organizational functions of public relations lies more in their aims and objective than in their methods.

The ability to...

In societal communication there is a greater PR emphasis on "selling" or promoting the image and information of the organization. The internal or organizational focus is more on functionality and ensuring the smooth flow of information and functioning of the organization.
On the other hand the functional responsibilities that surround societal PR have a different trajectory to the more internal responsibilities of the public relations specialist. These social responsibilities involve the public relations officer in interacting between the needs and the goals of the organization and the ethical and social requirements in the community and society in which the organization functions; as well as endeavoring to support and foster the values of that community or society. In the final analysis the public relations officer in any organization has to contend with responsibilities that involve both organizational and social requirements and objectives.