IMPORTANCE AND 5 FUBCTIONS OF PUBLIC RELATIONS

Introduction

Public Relation has been defined in different dimensions by different scholars. It is an embattled term. But the most widely accepted definition is that given by the British Institute of Public Relations (BIPR). It defines Public Relations as the deliberate and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its public.

The following are the five major functions of public relations and their importance. On the whole, Public Relations Department supervises and assesses public attitudes, and maintaining mutual relations and understanding between an organization and its public. It improves channels to institute new ways of setting up a two-way flow of information and understanding.

 

Below listed are the five functions of Public Relations and their importance:

1.     Media representation

2.     Crisis communication

3.     Content development

4.     Marketing publicity

5.     Media relations

 

 

Explanation of the Importance of the above five Functions of Public Relations:

 

1.     Media Representation:  Representing a company or individual to the media is one of the more well-known functions of public relations. Media management includes developing and distributing both written and video news releases pitching stories to journalists and responding to reporter inquiries. Depending on the organization, spokesperson duties may also be handled by the public relations department. Media representation also includes monitoring and measuring news coverage of the organization or individual.

2.     Crisis Communication: Protecting a company from a threat to its reputation is another public relations function. While media representation is part of crisis communication, preparing a crisis communication plan and training leadership and employees on its components is handled by a public relations department.

A crisis communication plan developed by a public relations team typically includes determining specific logistics for expected reporters, the designation of an official speaksperson for messages for internal and external audiences and training for company leadership on how to handle tough or hostile questions.

3.     Content Development: Preparing documents, written and electronic, is another function of public relations. Examples of content development by a public relations department include company newsletters, blogs, speeches and annual reports. Content may also be written for another member of the company, such as a letter to employees from the CEO.

 

Often, a public relations department will work with another department to ensure a project fits with an overall company message. For example, a public relations department may work with advertising and marketing departments on creating a description, report or other content about a new product or service.

 

4.     Marketing Publicity: As a function of public relations, marketing publicity announces new products or services and enhancements in products and services, though editorial channels of mass media developing and executing promotional materials. Participating in exhibits and marketing events.

5.     Media Relations: This function includes:

·        Preparing position papers on issues of importance to the organization

·        Handling publicity

·        Issuing news of activities to external audiences

·        Establishing and maintaining contacts with the mass media

·        Handling responses to inquiries from the mass media

·        Coordinating media conferences and tours

·        Tracking and evaluating media coverage

 

Conclusively, Public relation functions are designed to help build trust and credibility with groups that are important to your organization. They help raise awareness about one’s organization as well as give it a chance to define, control and distribute its message to those both outside your company.

Effective Public Relation functions can also promote your organization, help communicate during a crisis or defend its reputation from attacks people make on it in the media.