Functions of Public Relations

Two organizational functions of public relations are communications management and media relations. These are two such entities are handle by the public relations specialist. An organization’s reputation, profitability, and even its continued existence can depend on the degree to which its targeted “publics” support its goals and policies. Communications management and media relations along with others help an organization and its public adapt mutually to each other. However, public relations are not only about “telling the organization’s story.” Understanding the attitudes and concerns of consumers, employees, and various other groups also is a vital part of the job. A company must establish and maintain cooperative relationships with representatives of community, consumer, employee, and public interest groups, and with representatives from print and broadcast journalism to improve communication.

Informing the public, interest groups, and stockholders of an organization’s policies, activities, and accomplishments is an important part of the communication function. The work also involves keeping management aware of public attitudes and the concerns of the many groups and organizations with which they must deal.

Media specialists draft press releases and contact people in the media who might print or broadcast their material. Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists. Sometimes, the subject is an organization and its policies towards its employees or its role in the community.