Corporate Pr

CORPORATE PUBLIC RFELATIONS 28th July 2011

* PR as a Management function/Functions of Public Relations

* Challenges of Public Relations in the Changing Business Environment

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FUNCTIONS OF PUBLIC RELATIONS

PR is a distinct management discipline which helps establish and maintain mutual lines of communication, understanding, acceptance & communication between between an organisation & its publics.

These different definitions and their understanding helps us to draw an outline of functions of public relations practiced in an organisation :

* PR is a top management function and deserves as Much attention as given to the other assets/areas like manpower, money, material, machinery etc.

* PR has the responsibility of establishing relationship between an organisation and its various stakeholders like employees,customers,dealers,vendors, shareholders, media, community,government, opinion builders.

* PR is considered to be eyes and ears of the Management; as it monitors awareness levels, attitudes,behaviours and responses of various publics.

* PR is also expected to evaluate and measure the impact of organisational policies, procedures and actions on various publics.

* Public relations also plays an advisory role of counselling management to modify and adjust those policies, procedures, and actions conflicting with public interest in the interest of smooth functioning of the Organisation.

* Public relations is the watch dog of corporate interests and public expectations and as such counsels the management for the formation of new policies, procedures, and actions which are mutually beneficial to organisation and publics.

* Since the public relations professional is expected to be communications specialist, the job entails the focused responsibility of maintaining a two way communication between publics and organisation.

* Public relations monitors winds of change, has anticipation of the crisis and works as an early warning system, for gearing up the management to face eventualities.

* Scanning the Environment PR Manager scans environent

Organisation is an integral part of society. What happens in social, economic and political fronts have definite impact on the industry. It is therefore, essential that PR professionals act as antennae to the organisation and keep a track of what is happening in the world outside.

* Media are good sources