Functions of Public Relations

An organization's image can depend on the degree on the public's support its organizational missions, strategies, and goals. Public relations professionals serve as communicator between organization and its public. Public relations also provides message and educate the public about the activities of an organization. The functions of public relations can categorized as organizational or as societal.

Community Relations is a societal function of public relations. The relationship that an organization has with its community can be vital to the success of that organization. Organizations can interact with the community in numerous ways, from participating in community activities to putting on events or through donations successful organizations understand that their relationship with the surrounding community is important.

Community relations are the functions of actively planning and participating with and within a community for the benefit of the community and surrounding areas. Activities within this category include community events, volunteer activities and co-sponsorship opportunities with other community organizations. Community relations may also include fundraising and development activities.

One focus of community relations programs is on the geographic area that is home to an organization. Residents of the community, employees, voters, legislators, all of these groups make up the increasingly diverse communities addressed by organizations and corporations.

"Cause marketing" is used by a growing number of companies to build public goodwill and enhance the firm's image. Cause marketing is typically associated with public service activities that have a wide-range public appeal. The best "causes" are those that everyone in the target markets can embrace. These causes enhance the condition of life or the environment that virtually everyone can support. Causes that battle cancer, pollution, child abuse, and support Special Olympics events are examples of winning causes worth considering. Associating an organization, brand, or product with these efforts can be powerful and enduring. (Goodwill, Bill)

As the United States becomes increasingly diverse, organizations are addressing their need to communicate more effectively to diverse internal and external audiences.

In addition to geographically close communities, organizations must also consider groups of people; employees, consumers, and activists, who may not be in close proximity, but are formed into a community through their common interests. For example, McDonald Corporation found itself the target of negative press criticisms and the actions of a particular community when it sued two consumer activists over comments they made about the food chain. (Wikipedia: The Free Encyclopedia)

Public relations, as a management function, helps in defining and achieving organizational objectives and philosophies, while adapting to a changing environment in order to facilitate organizational change. Public Relations professionals communicate with all relevant internal and external publics in the effort to create consistency between organizational goals and societal expectations.

They develop, execute, and evaluate organizational programs, with the goal of promoting the exchange of influence and understanding among an organization’s stakeholders and publics. It is the nature of public relations to constantly adapt to the needs of society. It is practiced in organizations that range in type from giant, multinational companies to small, human service agencies.

Public relations should be seen as a management function in any organization. An effective communication, or public relations, plan for an organization is developed to communicate to an audience (whether internal or external public) in such a way the message coincides with organizational goals and seeks to benefit mutual interests whenever possible.

Employee relations are functions of public relations that include responding to employee concerns and informing and motivating staff. Some practices used for employee relations may include new employee education, employee award programs and recognitions, new-hire press releases and newsletters to name a few.

Employee Relations within an organization is critical in transforming a plan into reality. Achieving deep commitment to the communications process involves building ownership and involvement with those individuals on whom successful implementation depends. Employee Relations is an organizational function that solidifies a team effort, together with participation and collaboration, facilitating a shared sense of ownership and creating a continuous dialogue between stakeholders, both internal and external.

There is also a secondary way that public relations affect employee relations within an organization.