7.6. Functions of PR

Develop and recommend corporate public relations policy and share it with top management and all departments. This is truer for PR agencies.

This function emphasizes the establishment of a clear public relations policy that aligns with the overall goals of the organization. The PR department must develop guidelines on how the company communicates with various audiences, including the media, shareholders, and the public. Once the policy is established, it needs to be communicated effectively to top management and all relevant departments to ensure everyone is on the same page.

Imagine a school principal deciding on the communication method for addressing parents during a crisis, like a school closure due to weather. The principal drafts a clear policy on how and when to inform parents, ensuring consistent messaging. By sharing this policy with teachers and staff, everyone can convey the same information without confusion.

Preparation of corporate statements, sometimes speeches for executives and press releases are to be prepared by the PR personnel. In the process, they are in a position to articulate and project positive image of the company or product or policies.

PR personnel are responsible for crafting various types of communication that reflect the organization's views and policy decisions. This includes preparing press releases and official statements that can be distributed to the media, as well as speeches for executives. These communications aim to present the organization in a positive light, addressing public interests and concerns effectively.

Consider a company that has just achieved a significant milestone, like launching a new product. The PR team writes a press release announcing this event, highlighting its benefits and how it aligns with customer needs. This press release is sent out to media outlets, ensuring that the information reaches a broad audience and paints the company positively.

Issuing announcements of company activities and products to media and community. Planning promotional campaign using media is also a vital function. Handling inquiries from press and people at large is a part of the function.

Publicity involves engaging with the media and the community to promote information about the company’s activities and products. This can include organizing promotional campaigns that leverage various media channels. The PR team also fields inquiries from journalists and the general public, providing necessary information and clarifying doubts to maintain a positive image.

Think of a local bakery that has just started selling gluten-free products. The bakery can issue a press release and conduct a tasting event to attract media attention and community participation. By doing so, they not only inform locals about the new offerings but also generate excitement and increase foot traffic, leading to potential sales boosts.

The PR personnel are expected to maintain liaisons with Government units at local, national and international levels. They are expected to uphold good relations with the community as ‘good neighbours’. This includes compliance with environment protection standards, giving employment opportunities to locals, and cooperating and participating in locality development programmes.

Maintaining relations involves fostering connections between the organization and various stakeholders, such as government entities and local communities. PR professionals work to ensure that the company adheres to social responsibilities, like environmental regulations, and actively participates in local development initiatives. Good relations can enhance the organization's reputation and create a supportive environment for its operations.

Imagine a technology firm that engages with local schools to provide internships and learning programs for students. By doing this, not only does the company fulfill its social responsibility, but it also builds a good reputation within the community, creating goodwill that can be beneficial for future business opportunities.

Preparing and publishing in-house magazines is also sometimes the function of a PR agency.

A key function of PR is creating publications that inform and engage both internal and external audiences. In-house magazines can serve to update employees about company news, achievements, and culture, while also acting as a tool to enhance the organization's brand and strengthen internal communication.

Consider a monthly bulletin published by a nonprofit organization that highlights their efforts in community service, showcases employee achievements, and shares upcoming events. This communication tool not only keeps employees informed but also boosts morale and engages them in the mission of the organization.

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