The functions of Public Relations. |
“Image is everything” a
popular tagline of the Institute of Public Relations, Ghana.
When we talk about image, according
to the concise oxford dictionary, it is the general picture that a person,
organization or product exhibits to the public. Public Relations abbreviated as
PR mainly concerns improving and sustaining the image of businesses,
non-profit organizations, events or high-profile people such as superstars and
political figures.
The World Assembly of Public Relations
Association defines public relations as the art and social science of analyzing
trends, predicting their consequences, counselling organizational leaders and
implementing planned programs of action, which will serve both the organization
and the public interest. The practice of managing communication between an
organization and its publics wouldn't materialize without the
observance of certain functions. They are as follows:
1. PR concerns itself with the art of
writing to tell your story. Writing about one’s organization or firm seeks to
promote its image and credibility to the general audience as well as
the news media who consider such information as newsworthy. Materials such as
press releases, speeches, newsletters, rejoinders, technical letters and
brochures are some examples. Information on company profile, history, growth
strategies and goal strategies are contents of PR worth.
2. Media relations relates to establishing a working relationship
between one’s organisation and the media. It’s important to know the various
forms of media in terms of their operations, location, respective philosophies
and technologies deployed in the dissemination of information. Media
engagement, media management tools and media interactions are some modules
under media relations.
3. Counselling management as part of the PR functions points to
giving advice and counsel to management on policies related to the development
of the organisation with respect to its image. It is therefore
necessary to understand the society and people around you to broaden your scope
of knowledge and tactics in dealing with the public. This aids in giving
effective counsel to management.
4. Governmental relations refer to
building rapport between one’s organization and the government of the day; a
critical function of PR. This is done in order for the organization to have
government support in terms of providing the enabling environment the
organization needs to survive.
5. Web content management also referred to as online content
management refers to a set of tools that offer an establishment with a way to
control digital information on a website. This constitutes part of the function
of the Public Relations practitioner with respect to managing communication
flow; what goes out to the general public through the website or online.
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Also Read: The elements of Public Relations.
Source: HR Forum Media
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