Organizational and Societal Functions of Public Relations - Essay Example

? Organizational and Societal Functions of Public Relations Public Relation is a part of Integrated Marketing Communications, Integrated Marketing communications guarantees that all types of communications are care connected. Basically, (IMC) implies that all the promotional tools are incorporated to enable the function in harmony. Therefore, public relations varies in meaning depending on is the purpose in organizations. Additionally, it executes several organizational and societal functions. Thus, PR can be defined as the management function that recognizes, ascertains and upholds communally valuable relationships between an organization and the various publics on whom its success or failure depends (Lattimore et al, 2004). Categorically, organizational functions of PR are activities carried out by an organization for its own benefit. On the other hand, societal functions of PR are activities carried out by a business for the advantage of the society alone. I have chosen Metro Toronto Inc as an organization, Metro Toronto Inc is a retail company operating in the food industry in Montreal, Canada. Metro Toronto Company is one of the largest grocers in Canada having over 200 locations all over the cities of Ontario and Quebec. Metro Toronto Inc buying group is currently created in a specific economic context. Moreover, in order to fulfill the functions of PR, Metro Toronto Inc considers factors such as the type of product market, the channel intentions, the consumer promptness to purchase, the company’s focus and the cost. On the other hand, according to Lam, (2000) the organizational functions of public relations comprises of community relations, the media, consumer relations, exposure, industry relations, governmental and political campaigns in which each carries out its own function. Therefore, most of the organizational functions entail keeping the public and the organizational shareholders alongside each other (Bizcovering, 2010). Among the organizational functions, the most vital one is media relations, which need formulation of suitable media mix through channels like, television, newspapers, and magazines. In addition, media relations frequently depend on planning and executing a well-designed plan. Hence, when talking about media relations, an organization has to decide the type of media that is most preferable for them to use in terms of accessibility and affordability, as well as to messages that are most appealing to their targeted audience, in addition to understanding of the audience's requirements, sensations, concerns and activities to guarantee the accuracy and significance of any message (Karpf, n.d). Furthermore, publicity is the responsibility of reporters and writers to choose what will be publicized and not the organization itself. As per Metro Toronto Inc website, excellent business and good values go hand-in-hand with each other. Therefore, Metro Toronto Inc accomplish following to heed consumer needs. Firstly, it listens to its clients through regular meetings and seeking their suggestions. The business accomplishes this by offering high quality products that are delicious and enjoyed by consumers. Secondly, the business converse with the clients directly and this enables it understand their trends. Additionally, the business has set aside an office that deals with consumers’ uncertainty and grievances. Thirdly, the business responds promptly to the clients’ needs to ensure they are satisfied with their quality of products and services. Nevertheless, this is accomplished by producing a variety of products through suggestions from clients (Sriramesh and Vercic, 2012). Conversely, societal functions of public relations are social liability and publicity. In other words, the purpose of societal public relations is to sustain a reliable relationship with the organizations structures (Bizcovering, 2010). Thus, to accomplish this, Metro Toronto Inc carries out diverse tasks to satisfy the public; firstly, it ensures the increasing community value so as to attain its core objective of working hand in hand with the community, and to produce brands that satisfy the clients. The products of Metro Toronto Incorporation have been processed to meet the various demands of the customers. For example, the appealing brands are intended for customers who require items that are exclusive and current. There is a special care given to the ingredients that are used in the manufacture of the various products. Thus, due to the growth of the business, the prospects of clients and employees, and the society at large has also increased. Besides that, Metro Toronto Inc has invested on the community so as to build and protect its reputation. Besides that, they invest on the community so as to support the company’s customs. This is because, through the community, the business is able to get in touch with its potential investors and clients. Additionally, it enables the business improve its skills in various creative manners. Metro company has upgraded its various networks such as having renovations of its 17 stores. There are new Metro stores that enable customers to have an easier experience while shopping that is pleasurable. The company has been able to consolidate its operations in the warehouse by installing a satellite facility, having a new state of the art facility in one of its stores in Belleville to enable them focus on their customers, their superior extension control on costs which will assist them in having a competitive advantage. An issue within that organizational that would have both organizational and societal implications Metro Toronto incorporation has managed to standardize its products into two main brands with over 40,000 products. Enticing is one of their brands which ensures products of high quality, there is a special care given to the ingredients in these products such as the availability of fat free sorbets, the organic, gluten-free, the health and certified peanut-free products. The guidelines for healthy eating that is present in Life Smart include insulin, antibiotics, prebiotics and Omega-3. These products contain low amounts of fat, calorie and sodium and are a great source of vitamins, fibres and even minerals. Bio organics or Biologique is also an Irresistible product that is industry certified and is rich in terms of quality and taste because they are produced by the use of agricultural practices. Gluten Free is another Irresistible brand catering for common dietary brands. The greatest threat faced in this industry is the employment regulation and sanitation, including the issues of both sanitation and safety plans put in place by the company. Regulation, sanitation and safety costs the consumers more that the commodities they purchase. Besides these, many of the regulations that are enhanced are only a checklist for a bureaucrat. Most retail industries are faced with the challenge of maintaining the market share acquired while at the same time trying to attempt new concepts so as to differentiate themselves from their competitors. Majority of the demographic customers and transforms in their lifestyles affects how they purchase and the place to shop and eat the meals. How to address both the organizational and societal audiences Metro Toronto Incorporation has established various differentiation points as one of the best way that is offensive for an environment that is competitive in terms of price and value. The products offered have been made available to the customers of different lifestyles at fair prices and at the same time giving the customers good treatment as a key to their successful growth. The company has developed destination stores with an aim of providing a shopping experience that is different. The grocery stores offer customers services that are personalized with products that have good quality, varieties to select from and a wide variety of foods. The company sells the products the customers need and they ensure the stock is available at all times. Information is provided to the customer to enable them make a decision swiftly on what they want to purchase. The company has also made the customers to have staff who assist them in all possible ways to make their shopping experience pleasant. References Lam, A. (2000). Tacit Knowledge, Organizational Learning and Societal Institutions: An Integrated Framework. Organization Studies (Walter De Gruyter Gmbh & Co. KG.), 21(3), 487. Lattimore, D, et al. (2004). Public relations. Upper Saddle River, NJ: Pearson Education. Karpf, J. (n.d). Organizational and Societal Functions of Public Relations. Retrieved from https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CC0QFjAA&url=https%3A%2F%2Fportfolio.du.edu%2Fportfolio%2Fgetportfoliofile%3Fuid%3D163081&ei=7GecUa_ZN4GNO5H_gNgF&usg=AFQjCNEiLlkkqkUV1dgkezxCPFSi_NaJ8A&sig2=o_yDp9HvlpOY56wRvlSWNg&bvm=bv.46751780,d.d2k Bizcovering, (2010). Organizational and Societal Functions of PR. Retrieved from http://bizcovering.com/marketing-and-advertising/organizational-and-societal-functions-of-pr/ Sriramesh, K., & Vercic, D. (2012). Culture and Public Relations: Links and Implications. New York: Routledge. Read More