The functions of public relations are usually divided into the two large groups: societal functions and organizational functions. It is crucial to evaluate the importance of both functional aspects of public relations. Functions of Public Relations Introduction The functions of public relations are traditionally divided into the two large groups: organizational and societal. While media relations and consumer relations are referred to the organizational aspect of public relations, social responsibility and publicity are the societal function of PR.
However, as social responsibility and publicity may possess well determined social limits, the organizational aspects of media relations and consumer relations often border on the ethical and societal contexts of public relations. All these functions display both societal and organizational attributes within the general structure of PR functions. “Media relations include ongoing activities to ensure the organization has a strong public image. Public relations activities include helping the public to understand the organization and its products” (Ledingham & Bruning, 2000).
The Essay on Public Relations & The Impact of New Media
Public Relations is a pivotal part of any business because it is the most direct communication between the business and the public. For a business to enjoy long term success it has to have the ability to evolve and adapt with the ever changing trends of the public in order to understand the needs and concerns of the general public. Author and entrepreneur Deirdre K. Breakenridge (2008) states in ...
Media relations do not simply determine the place of a particular organization in the structure of social attitudes; media relations are designed to change and improve this organizational position of an enterprise. Consumer relations in PR play critical role in determining the organizational image among customers. Organizations rarely possess sufficient power to control the messages they deliver to the public and to their customers, this is why the role of public relations is to manage these messages, and to guarantee that they promote successful organizational performance on the market.
Although media and consumer relations are traditionally considered to be organizational functions of public relations, they can also be transferred into the societal functional domain. Media and consumer relations in the organizational context are aimed at determining the proper amount of advertising, the specific advertising media, the means of meeting the stakeholders’ expectations as a result of media campaigns, making the customers aware of new products and organizational policies, etc (Parsons, 2004).
In the societal context, media and consumer relations are aimed at determining the reasonable limits of publicity and ethical dimensions of advertising and relations between the organization and its consumers. This is why media and consumer relations ultimately combine both societal and organizational aspects of PR functions. The societal function of PR is to facilitate the adjustment and maintenance of harmony within the social system, through which we satisfy our physical and social needs.
[…] The social point of view for right behavior reminds us that both practitioners and the profession in general are responsible for the prosperity of the greater part of the society (Parsons, 2004).
The societal prism of public relations makes it possible to view the PR functions from a different angle. Eventually, the societal role of PR is in promoting the social responsibility and publicity by the PR professionals.
Successful implementation of PR principles is integrally linked to, and actually depends on the way organizations perceive the importance of their social responsibility and publicity. Social responsibility and publicity are the critical elements of PR, which help evaluate various ethical decisions and social attitudes within and outside the particular organization (Parsons, 2004).
The Essay on Defining Public Relations Definition Organization Publics
... Public Relations, which reads: Public relations is a leadership and management function that helps achieve organizational objectives, define philosophy, and facilitate organizational change. Public relations ... organizational goals and societal expectations. Public relations practitioners develop, execute, and evaluate organizational ... same strategies applied to social theories. Macnamara's theory places ...
Social responsibility and publicity are not purely societal functions of PR, as they do impact the organizational structure and performance of particular business entity.
As soon as certain organization decides to promote responsible publicity and social responsibility, this organization will have no other choice but to change its basic policies and organizational structures (Ledingham & Bruning, 2000).
Social responsibility and publicity combine societal and organizational aspects of public relations: implementing the principles of social and public responsibility logically requires changing the organizational structure of business entities.
The PR professional can and should take part in the process of organizational decision making: his critical thinking and the ability to objectively evaluate the moods and attitudes of the public will ultimately determine the direction in which organization should move to look more responsible in public. Conclusion PR specialists traditionally divide the PR functions into the two major categories: organizational functions and societal functions. Having discussed several different functions of PR, we have realized that there is no clear distinction between the societal and organizational contexts in the PR domain.
They are closely interlinked, border on each other, and represent a complex set of meanings, implications, practices, and procedures, which ultimately foster better public image and societal position of specific organization.
References
Ledingham, John A. & Bruning, S. D. (2000).
Public relations as relationship management: a relational approach to the study and practice of public relations. Lawrence Erlbaum Associates. Parsons, P. J. (2004).
Ethics in public relations: A guide to best practice. Kogan Page.
