Function of Public Relation

Functions of Public Relation It has been reported that Public Relations or PR is the art of managing communication between an organization and its key publics to build, manage and sustain a positive image (â€Å"†, 2006), and is an important function in the desire of any business organization or company to establish its reputation and brand image to its target market. For this reason, it is essential to determine the several functions of public relations, categorized as organizational and societal. This paper seeks to discuss the organizational and societal functions of public relation. In addition, it also seeks to explain the differences and similarities that exist between the two functions. Organizational Functions of Public Relations Organizational functions of public relations are activities that interact with or affect organizations, and these include functions, such as communications management, media, government affairs, publicity, investor relations, community relations, consumer relations, and employee relations (â€Å"†, 2006). These functions involve processes or actions that unite the different teams or functions within the business organization or company. The company can use them these functions to distribute or dissipate useful information to the employees of the company, to stakeholders and to other organizations involved in the company. The organizational functions can be used for fostering an effective and efficient workforce, to increase the productivity of the company, and to establish its reputation in the market. One of its important functions is employee relations or human resource management. Human Resource Management is concerned with all the activities that contribute to successfully attracting, developing, motivating, planning systematic approaches, and maintaining a high-performing workforce that result in organizational success (, 2002). In addition, it gives an increasing emphasis on the personal needs of the organization and its members, where the challenge is to create an organizational environment in which each employee can grow and develop to his or her fullest extent, and it aims at developing strategies for the total organization focused on clarifying an organization’s current and potential problems and developing solutions for them (, 2002). Another important function is managing customer relations or customer service. This strategy is used by business organizations or companies to learn more about the needs and behaviors of customers to develop stronger relationships with them. Managing customer relations is essential for companies for they need to value its customers based on the total value of their relationship with the company, the potential value of their relationship, the profitability of their relationship, the insights they can provide the company, and the influence that they exercise over other customers (, 2000). With proper management of customer relations, the company and its customers will be able to create a good relationship and benefit from one another. Both the employee and customer relations are functions of the organizational function of public relations because both functions are processes that involve distributing useful information. Employee relations are responsible in dissipating useful information within the company, while customer relations is responsible for giving out information regarding the company and the company’s products and services. In addition, both functions are essential in the company’s aim to sustain and maintain their operation, and with these processes, the whole organization will be able to continue to produce products or render services, both internally and externally. Societal Functions of Public Relations In contrast to the organizational function of public relations, societal functions of public relations have to do with actions that connect to the public, and these functions include marketing communications, consumer relations, public affairs, and issues management plus social responsibility (â€Å"†, 2006). These are mainly external functions, for these involve the processes that would enable the company or the business organization to relate to the public properly. Without the external or societal functions of public relations, companies will not be able to have the chance to communicate with their consumers or clients. Effective communication includes giving out information regarding the company’s products or rendered services and receiving feedbacks from the consumers. One of the important functions of public relations’ societal functions is marketing communications. It has been reported that marketing communication consists of the messages and related media used to communicate with a market (â€Å"†, 2006), and this includes disciplines such as advertising, sales promotion, marketing public relations, personal selling, direct marketing, sponsorship, and Internet communications (â€Å"†, 2006). The use of marketing communications is important because through its use, companies or business organizations will be able to effectively and efficiently distribute information to their customers, and with the use of the various promotional disciplines mentioned, companies will be able to generate ideas, use their creativity and encourage effective communication and relationship with their customers. Another important function of the societal functions of public relations is social responsibility, for this element encompasses its entire function. At present, companies relate effectively with their consumers using many forms of media. With this, they have the social responsibility of distributing and informing their customers of useful and relevant information regarding their products and services. Moreover, companies have the social responsibility of setting a good example to other companies, through being true to their words and to their actions, by using available forms and means of media and communication. With the use of effective public relations and dissipation of proper information, companies will be able to communicate effectively with their consumers, in line with their desire to establish their reputation in the market and in the industry. Both marketing communications and social responsibility are functions of public relations’ societal functions because both elements are external means of distributing information and data to the consumers of the company. Both are also responsible with the main aim of public relations, which is to build and manage information and the reputation of the company to the public. Differences and Similarities Both the organizational and societal functions of public relations are involved in conveying messages and encouraging communication of a business organization, internally and externally. Both functions serve as good means of developing communications and gathering data, and both use different forms of media for better creativity and convenience. The scope of organizational functions of public relations involves actions concerning the company, while societal functions are interested in activities regarding the society (â€Å"†, 2006). The organizational functions of public relations are involved in internal development of communication, while societal functions are involved in dissipating useful information towards consumers. From the functions discussed above, it can be deduced that it is crucial for any business organization or company to use both the organizational and societal functions of public relations. With its use, companies will be able to encourage effective communication and distribute information to their employees and to their consumers. Using these functions, companies will be able to efficiently establish its reputation to the market and to the industry, and also establish its brand image and brand identity to its consumers. Professionally speaking, public relations means the activities that management undertakes to evaluate and measure the attitudes, opinions, and sentiments of the public toward your organization. A public relations plan will be an integral part of who determines policies, processes, and procedures with regard to public interest that your organization will follow and implement. In conventional marketing public relations is employed to influence customers and their buying habits. Public relations is also part of a comprehensive marketing communications amalgam which also includes advertising, sales promotion, and direct sales. The effective use and practice of public relations theory which results in the organization being viewed in the general publics’ eyes as a responsible and ethical company that is concerned about the welfare of its customers will soon manifest itself in the organization’s bottom line. What Are The Functions of Public Relations? Community Relations. Any organization must be seen as a good community citizen and should have the goodwill of the community in which it operates. An effective community relations program will need to be continuing and comprehensive. Organizations can implement various programs to improve community relations on a regular or even ongoing basis. So, clearly, one of the major functions of public relations is to bridge the business/community gap. When organizations support activities and programs that improve quality of life in their communities their image and reputation will be enhanced. Employee Relations. Maybe the most important resource that a company has are its employees and the customer service they provide. The functions of public relations in regards to the company’s employees is the maintenance of employee goodwill. The image and reputation of a company among its employees is also another responsibility of public relations in its function of employee relations. Product Public Relations. When new products are introduced to the market the role that public relations plays is crucial for creating awareness and differentiating the product in the public’s eyes from other similar products. When existing products need a push public relations is often called on the improve product visibility. Sometimes there are changes instituted in existing products and public relations has to focus the attention of consumers on the product. If a product needs to be positioned in the market a properly executed public relations campaign, much like an effective viral marketing campaign, it can overcome buyer inertia and remove negative perceptions on the part of the public. Financial Relations. This function involves communication with the wide variety of individuals and groups that the company deals with in the course of its operations. This includes the stockholders and investors but is not limited to them. Financial analysts and potential investors have to be informed about the company’s finances. A well planned and executed financial relations campaign can increase the value of the company’s stock because of improved image and reputation. This improved image can also make it easier to gather additional capital. And if you are seeking free money for your small business, your pr will put you in a better position to be seen in a good light, by the people that write the checks. Political and Government Relations. The wide range of activities that public relations has to cover in the political arena includes influencing legislation that can be hindrances to the proper operation of the company. Public relations in politics may have to stage debates and seminars for government officials. So one of the functions of public relations can actually be to not only change the way your community works, but your state, and even your nation. Crisis Communications. When anything untoward happens like an accident in a production plant it is the job of public relations to provide honest and accurate information so that the uncertainty by the people involved directly or indirectly can be assuaged. Natural disasters, management wrongdoings, bankruptcies and product failures are crises which public relations must play a large part. We all want justice, and the truth to come out. That is why it is nice to know that one of the functions of public relations – crisi communication – makes this happen. 1. ) OBJECTIVES OF PUBLIC RELATION 1)To promote mutual understanding. 2)To persuade individuals, groups etc. 3)Help in fund raising. 4)Change the behavior and attitude of the public. 5) Influence people. 6)To win friends. 7) Avoid risk involved in misunderstanding. 8) Prepare and supply the public with information about the organization like price, quality, export, employment and other special features. 10) Provide infor mation about the activities of the company, to the press and writers. 11) Liaise, counsel and advise. 12) Improve internal staff relations. 3) Help the public to love life and work for better or for worse without conditions. 14) Undertake a public relation education programme. 15) Forestall attack by the competitors or opponents. 16) Create and maintain image and reputation of the company. 17) Promote goodwill. 18) Correct misconceptions and clarify on criticisms of its policies and practices. 19) Establish relations with the federal and state legislators, agencies. 20) Undertake a campaign of public education about an industry or profession and its contribution to the public. 1) Communicate with the employees on their benefits, accident prevention, labor relations and collective bargaining. 22) Establish press relations, publicity articles preparation, press release, photographs. 23) Undertake programmes like sales training courses for retailers, whole sellers. 23) Undertake progra mmes like sales training courses for retailers, wholesalers. 24) Sponsor dealer and distributor relations schemes. 25) Ascertain public opinion, conduct opinion research and understand public attitudes on the organization, profession and practice.