The British Institute of Public Relations defines PR as 'The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its public'.
Public relations is an ongoing inclusive activity and required planning. A cheerful greeting by a receptionist, an efficient clerk, a polite peon, a well drafted letter, social undertakings, all contribute toward better Public Relations. Thus every person in an organisation directly or indirectly is a PR person. However, due to increasing competition, most large organisations have a dedicated PR Department or Officer or they outsource their PR needs to a PR agency or company.
FUNCTIONS OF THE PR DEPARTMENT
1. PRESS RELATIONS - The PR department disseminates information to the press about the various events, activities, social undertakings etc. This enables increase in publicity.
2. PRODUCT PUBLICITY - Information about the product is presented to the media in the 'Paid sapce'. This is read or heard by a company's customers and prospective customers. It can also publicise the product through sponsorships
3. CORPORATE COMMUNICATION - PR departments promote the understanding of the company and its prodcts and services through internal and external communication.
4. LOBBYING - It means dealing with legislators and governmental officials to promote regulations to the advantage of the company.
5. COUNSELING - PR departments advise the top management on matters related to PR. This also includes advising the company in the event of product mishap. e.g. Maggi
6. IN-HOUSE JOURNALS / NEWSLETTERS / BROUCHERS / ANNUAL REPORTS - Many institutions distribute these to stakeholders as these enable spread information about the company and its products.
7. SPECIAL EVENTS - PR departments also help organisations attract media attention by arranging events, sponsoring events, funding NGOs etc.
8. STAFF WELFARE - Activities for members of the staff are also organised in order to increase their morale. e,g. Achievement recognition, best employee awards, etc
Public relations is an ongoing inclusive activity and required planning. A cheerful greeting by a receptionist, an efficient clerk, a polite peon, a well drafted letter, social undertakings, all contribute toward better Public Relations. Thus every person in an organisation directly or indirectly is a PR person. However, due to increasing competition, most large organisations have a dedicated PR Department or Officer or they outsource their PR needs to a PR agency or company.
FUNCTIONS OF THE PR DEPARTMENT
1. PRESS RELATIONS - The PR department disseminates information to the press about the various events, activities, social undertakings etc. This enables increase in publicity.
2. PRODUCT PUBLICITY - Information about the product is presented to the media in the 'Paid sapce'. This is read or heard by a company's customers and prospective customers. It can also publicise the product through sponsorships
3. CORPORATE COMMUNICATION - PR departments promote the understanding of the company and its prodcts and services through internal and external communication.
4. LOBBYING - It means dealing with legislators and governmental officials to promote regulations to the advantage of the company.
5. COUNSELING - PR departments advise the top management on matters related to PR. This also includes advising the company in the event of product mishap. e.g. Maggi
6. IN-HOUSE JOURNALS / NEWSLETTERS / BROUCHERS / ANNUAL REPORTS - Many institutions distribute these to stakeholders as these enable spread information about the company and its products.
7. SPECIAL EVENTS - PR departments also help organisations attract media attention by arranging events, sponsoring events, funding NGOs etc.
8. STAFF WELFARE - Activities for members of the staff are also organised in order to increase their morale. e,g. Achievement recognition, best employee awards, etc
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