Organizational Functions of Public Relations - Essay Example

The focus of organizational functions of public relations is on protecting the company’s reputation and making sure that it maintains a cordial relationship with its stakeholders. Following are some of the functions of the Public Relations department in an organization:

INTERNAL RELATIONS
This is one of the most crucial aspects of public relations. Establishing a bond of trust between the employees and the employers can be a difficult job; however, it is very important. This directly affects the productivity of the organization while at the same creating valuable and irreplaceable assets for the employers (Lordan, 2003). Analysis has indicated that internal relations managers are responsible for internal communication in an organization that particularly focuses on the avoidance of any conflicts, as well as resolution to ensure a good reputation of the organization. Secondly, another imperative function of the internal relations managers is to ensure the distribution of information to all members of the organization through the company’s newsletter and e-platforms. It has been observed that such managers also are responsible for arranging and organizing different events and activities that work as motivation for the employees.

RELATIONS WITH STAKEHOLDERS/INVESTORS

It is the prime responsibility of a public relations manager to maintain a healthy relationship between the organization and its investors. They make sure that all the relevant data required to maintain this relationship reaches their investors on time. In addition to that, the manager is also responsible for analyzing propositions and decisions for the benefit of the organization as well as stakeholders. The idea of gaining profit maintains stakeholders’ interest in the organization. Other responsibilities of the manager include arranging shareholders' meetings, compiling an annual report, making sure that all the deals are legal, and ensuring the financial credibility of investors and stakeholders.

COMMUNICATIONS RESEARCH

Communication research managers are responsible for quantitative and qualitative evaluation of the advertising campaigns. For this purpose, they conduct surveys, content analysis, and interviews with the clients to find out the most efficient means to communicate with the masses. These reports form the basis of the organization’s marketing strategy (Jacquie & Pieczka, 2006).

SOCIETAL FUNCTIONS OF PUBLIC RELATIONS
Societal functions concentrate on actions that can benefit the society. Every organization has a moral responsibility towards society; public relations managers are the face of that organization that fulfills these responsibilities on their behalf. There is no denying the fact that the activities of corporate organizations have a significant impact on the public as they are the trendsetters and their products inspire people to look up to them (Lamme & Land, 2008).

Public relations have two basic societal functions:
COMMUNITY RELATIONS
It involves evaluating the main community of your target market and making assessments based on their lifestyles, identities, and attitudes. Based on these assessments programs are developed and executed to gain the trust and acceptance of the community. In short, a business or organization cannot fully develop unless it is acknowledged by the community. Public relations make sure that their organization does not have to face this setback (Heath & Vasquez, 2001).

SOCIAL RESPONSIBILITY
Public relations managers make sure that the products or services launched by the organization do not harm society in any way; that includes people as well the animals. This involves interacting with the public through social media, taking initiatives to do well for the society and environment, and last but not least maintaining a harmonious relationship between the society and the organization (Gruning & Hunt, 1984).
CASE STUDY
Let us take the example of the U.S.-based company Lake Champion Chocolates. The chocolates manufactured by this company are imported to India. One dispatched batch suffered worm infestations. By the time it reached India, the Diwali season was at its peak and the complete batch was sold, generating significant revenue. However, this incident ruined the company’s reputation. It had drastic social and organizational implications.

RESOLVING THE ISSUE
The company will approach the issue by addressing the masses through social media and designing a strong media campaign to rectify the damage caused to the people. In addition, the best way is to address the instincts of human nature and explain to them with PR campaigns that it was the result of an error rather than a usual occurrence.

CONCLUSION
Public relations managers are the face of the organization. They represent the organization or company in print and electronic media. This is not only essential in maintaining a business's reputation but also affects its output and efficiency. They do this by arranging meetings with journalists and representing the organization at interviews and talk shows
Decisions taken by any organization have a significant impact on the employees as well as the audience. It is the responsibility of the public relations managers to take both of their points of view into consideration. Moreover, design a solution that is beneficial for the organization and can generate significant revenue. Read More