What are the functions of Public Relations?

In every way, today’s business world has grown more competitive. Every company goes above and beyond to keep its diverse public happy by establishing and sustaining mutually beneficial connections. Because public relations have become scientific and technologically driven, it is risky for any company not to recruit suitably skilled individuals to staff its public relations office. Aside from working for a corporation, a qualified public relations professional has other choices for employment. 

Following are the functions that a typical public relations professional performs:

Information Service

The job of delivering information to a range of publics is part of the process of creating a company’s reputation. For example, companies provide press releases to the media to keep the public informed about earnings, acquisitions, and new goods. In addition, companies must react to consumers, distributors, government officials, and community resident queries.

Product Promotion

The introduction of new products and efforts to revitalise the selling of existing items are critical roles in what is commonly referred to as marketing communications. In addition, public relations professionals collaborate closely with the marketing department to create product publicity that complements advertising and promotion activities.

Relations with Investors

Investor relations, also known as shareholder communications, present information to those who own shares or have a specific interest in the firm. Stockholders get detailed yearly reports, quarterly reports distributed with dividend checks, and other printed documents regularly.

Financial Relations

A similar function to investor relations is providing extensive information to the financial community, such as security experts at brokerage firms, central banks, and related organisations, and weighing the information to judge a company’s economic power and opportunities. Institutional investors and brokerage companies purchase and sell a company’s shares based on their suggestions. For a public relations professional specialising in financial relations, a good understanding of money is required.

Community Relations

Because a corporation is an essential component of a community, it owes that different community forms of assistance, such as motivating workers to participate, contributing required equipment to local schools or hospitals, etc. Attempts to enhance the community’s quality of life are included in good community relations.

Employee Relations

In any business, there must be a strong “flow” of communication between management and staff and between staff and management. Therefore, the public relations department frequently collaborates with staff or human resources to improve employee relations through the publication of an employee newsletter, magazine, newspaper, or video news magazine, including the creation of pamphlets to explain corporate policies and perks, audio-visual materials for training and policy transmission, the planning of staff conferences and meetings, the instruction of speakers among supervisors and managers who serve as communicators to staff.

Management of Special Events

Public relations professionals organise and execute special events such as exhibits, game sponsorship, civic or cultural events, and fairs.

Public Affairs

Government activities at the municipal, state and national levels significantly impact how businesses conduct their operations. As a result, many public relations professionals work in what is commonly referred to as governmental relations.

Public affairs executives in this profession strive to influence legislation by interacting with lawmakers and government regulatory authorities.

A lobbyist’s role is more limited since it is involved with direct or indirect ways of exerting influence on the approval or rejection of legislative bills or regulatory acts and to affect their results.

Trade Organizations/Labor Unions

The organisation works to support or oppose the legislation, educates the public about the business, and conducts analytical and other sorts of research for the advantage of its members.

To update members regarding pension plans, insurance programs, and renegotiations, to mention a few things, labour unions must rely heavily on public relations.

Governmental or Military Relations

Individuals from government or military agencies operate as public relations practitioners; however, they are usually known as general information officers (specialists) or public affairs officers.

Publicists for Sports and Entertainment

These people mainly serve as publicity agents, promoting the names and talents of movie stars, singers, rock bands, sports, politicians, and writers, and many others. Promotions directors and managers are two terms used to describe people in the sports and entertainment industries.