What are the functions of Public Relations?

Public relation functions are categorized by the methods implemented to appeal and develop relation with the public. The following are some of the competency functions of public relations.

1.       Community relations

An organisation’s planned, active and continuing participation with and within a community, to maintain and enhance its environment, to the benefit of both the organisation and the community is called community relations.

2.      Employee relations

Employee Relations deals with the employees of an organisation. This can include team building, employee empowerment and the maintenance of employee goodwill. The image and reputation of a company among its employees is also another responsibility of public relations in its function of employee relations.

3.      Media Relations

Media relations involve setting up and maintaining a professional and mutually beneficial working relationship with reporters and media personnel. It is commonly performed when seeking publicity or responding to reporters’ questions. Media relations are developed by becoming a credible source and as a provider of factual, expert information.

4.      Product public relations

The role played by PR when a new product is introduced in the market is crucial for creating awareness and differentiating the product in the public’s eyes from other similar products. It is also used for improving the product visibility of an existing product.

5.      Crisis communications

Public relation officers provide honest and accurate information when an accident or mishap happens. It can reduce the uncertainties created by the event in the employees. Public relations play major role in the events of natural disasters, management wrongdoings, bankruptcies and product failures.

6.      Government relations

It is the communications with legislatures and government agencies on behalf of an organisation. It includes influencing legislation that can be hindrances to the proper operation of the company. Public relations in politics may have to stage debates and seminars for government officials.

7.      Financial Relations

Financial relations involve communication with the wide variety of individuals and groups that the company deals with in the course of its operations. This includes the stockholders and investors and many other individuals.

Apart from these, there are also four other functions performed by the public relation officers. They are:

1.       Fact finding

Fact finding is the collection of data on the attitude of people towards the company. This help to identify the problems faced by the company and find its strength and weaknesses. It is the first step towards forming objectives, identifying target audience and creating PR strategies.

2.      Planning

Planning involves the setting of company goals and finding ways to achieve them. It defines the target audience and methods adopted for communicating with them. The means of communication, financial requirements and manpower needed for this process is decided in this stage.

3.      Communication

After the plans are well defined, the next step is to communicate and implement them to the stakeholders. Effective communication and implementation of plans will give good results.

4.      Evaluation and Research

Evaluation of the outcomes of the plans is very much important in public relation process. It helps to rectify the errors and introduce better communication strategies.153