The Functions of Public Relations PR 201

The Functions of Public Relations

There is a fundamental difference between the functions of public relations and the

functions of marketing and advertising. Marketing and advertising promote an individual

product or a service. Public relations promotes an entire organization.

The functions associated with public relations work are numerous. Among

them are:

. Writing—a fundamental public relations skill, with written vehicles from

news releases to speeches and from brochures to advertisements falling within

the field’s purview.

. Media relations—dealing with the press is another frontline public relations

function.

. Planning—of special events, media events, management functions, and the like.

. Counseling—in dealing with management and its interactions with key

publics.

. Researching — of attitudes and opinions that influence behavior and beliefs.

. Publicity—the marketing-related function, most commonly misunderstood as the “only” function of public relations, generating positive publicity for a client or employer.

. Marketing communications—other marketing-related functions, such as creating brochures, sales literature, meeting displays, and promotions.

. Community relations — positively putting forth the organization’s messages and image within the community.

. Consumer relations —interfacing with consumers through written and verbal communications.

. Employee relations —communicating with the all-important internal publics of the organization, those managers and employees who work for the firm.

. Government affairs—dealing with legislators, regulators, and local, state, and federal officials—all of those who have governmental interface with the organization.

. Investor relations—for public companies, communicating with stockholders and those who advise them.

. Special publics relations—dealing with those publics uniquely critical to particular organizations, from African Americans to women to Asians to senior citizens.