Functions of Public Relations (PR)

Functions of Public Relations (PR)

The importance of public relations and the public relations specialist in any organization is well-known.

Essentially, the PR specialist acts as a conduit between the organization and the outside world.

He or she has the task of communicating and promoting the aims and image of the organization to the public. "An organization's reputation, profitability, and even its continued existence can depend on the degree to which its targeted "publics" support its goals and policies. " (Public Relations Specialists) Public relations specialists are also known as communications and media specialists and as "... advocates for businesses, nonprofit associations, universities, hospitals, and other organizations..." who "...build and maintain positive relationships with the public." (Public Relations Specialists)

However within the framework of this central function of PR there are other functions and categories which constitute the special role that the public relations specialist plays in both society and the organization or company. On the one hand public relations have the primary task of establishing communication between the community and society and the organization. On the other hand and often in tandem with its social function, there are certain essential organizational functions that the public relations expert or specialist is responsible for; such as communicating and promoting policies and ideas within the organization itself.

2. Organizational functions

Under the rubric of the organizational functions of PR I have chosen the following two categories that best express this function: communications management and employee relations.

The public relations specialist is in the first instance a specialist in communications. In order to promote and market the products, policies and information related to the organization, the PR specialist must be able to communicate or transmit ideas and concepts correctly and understandably. This is often referred to as marketing communication. However the PR specialist is involved in a wider area of communication management, which also involves internal aspects and the presentation of the policies of the organization.

PR specialists are often responsible for setting up meetings and developing programs that are aimed at sustaining the interaction between the representatives of the organization and the public. For example, "...they set up speaking engagements and often prepare speeches for company officials." (Public Relations Specialists)

This also applies to internal presentations and meetings within the organization. The public relations specialist is also responsible for activities such as preparing film and slide shows and annual reports and writing proposals for various projects within the organization. (Public Relations Specialists)

Communication is also an important element in ensuring the smooth running of the organization and the interaction between the different structures or elements of the organization. The PR specialist must also be able to communicate important directives and policy to the employees. This leads to various functions that can be categorized under the term employee relations. The PR officer in a large organization also plays a vital role in establishing communication between the different areas of the organization and also in updating and making management aware of possible problem areas within the area of employee relations.

3. Societal functions

Under the heading of societal functions I have chosen media relations and social responsibly as two of the most prominent examples of this category. Social responsibility is a function that is extremely important in out modern age of mass communication and ubiquitous communication technologies. In terms of the social responsibilities of PR the following statement succinctly sums up one of the essential point about PR and social responsibility. "Public relations practice requires involvement in the public sphere as it plays a role in public opinion formation." (Virtual Communities - Social Implications of Public Relations)

In other words, while the PR specialist is primarily involved in promotion and advocating his or her organization, it must always be remembered that the PR person plays an important role in developing and forming opinions which have an effect on the general public. 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.