PUBLIC RELATIONS MANAGEMENT
PUBLIC RELATIONS MANAGEMENT
‘Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends. Marketing understands that organizations’ depend on relationships with customers. No customers, no business.
PR Management Role
The role of PR in any organization is to identify the internal and external key publics, with whom the organization must operate effectively, and to strategically develop and maintain a relationship with these publics for the benefit of both the organization and the publics.
Public relations can and should make an important contribution in helping to form an organization’s ideas about what it is, what it should do and what its publics want and expect from it.
Communication Management – Developing communications objectives that are aligned with an organization’s overall objectives. As two-way communicators, public relations practitioners interact directly with key publics, relaying the resulting information (with recommendations) to other members of the management team.
Crisis Management – Establishing methods and policies to be used when an organization’s operations become involved in an emergency affecting the public. This includes policies and procedures for the distribution of information to employees, media, government and other key publics.
Issues Management – This involves identifying problems, issues and trends relevant to an organization and then developing and executing a program to deal with them. Included is the study of public policy matters of concern to an organization.
Relationship Management – This involves the role of public relations in identifying key publics and establishing strategies for building and maintaining mutually beneficial relationships with those publics.
Reputation Management – The planning and implementing of policies, procedures and strategies that demonstrate an organization’s commitment to public and social responsibility, ethical behaviour, corporate identity and reputation with key publics.
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