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The functions of Public Relations.

The functions of Public Relations.
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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