Public Relations Functions

Essay by kingjohnUniversity, Master'sA+, October 2006

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An organization's reputation, profitability, and its continued existence can depend on the degree to which its targeted "publics" support its goals and policies. Public relations specialists also known as communications specialists and media specialists, among other titles serve as advocates for businesses, nonprofit associations, universities, hospitals, and other organizations, and build and maintain positive relationships with the public. As managers begin to recognize the importance of good public relations with the success of their organizations, they increasingly rely on public relations specialists for advice. The advice most often sought is on the strategy and policy of such programs. The purpose of this paper is to explore the different functions of P.R. and how they relate to the employees, the media, consumers and organizational business.

Public relations specialists are responsible for handling organizational functions such as media, community, consumer, and industry. (Bilke, 2005) The other functions of P.R. are governmental relations, political campaigns, interest-group representation, conflict mediation, and employee and investor relations.

They do more than just tell the organization's story. They have to 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 are responsible drafting press releases and contacting people in the media who might print or broadcast their material. Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists. Sometimes the subject is an organization and its policies toward its employees or its role in the community. Often the subject is a public issue, such as health, energy, or the environment, and what an organization does to advance and communicate that issue.

Public relations specialists also arrange and conduct programs to keep communication going between organization representatives...