Public Relations & PR Functions!

Public Relations departments are responsible for monitoring and evaluating public sentiment and promoting mutual respect and understanding.

Its purpose is to improve communication channels and provide innovative methods to ensure a two-way flow of information and understanding between the parties.

In today’s world, the public image of most organizations represents 63 percent of their total value. 

A company’s reputation can be damaged through error or bad publicity, affecting its entire corporate existence, including its subsidiaries and affiliates.

A positive public image is also advantageous for the company. The entire foundation would be severely compromised if the organization’s reputation was tarnished.

It usually takes between 4 and 7 years to erase a bad reputation. As a result, it has become critical for businesses to invest in effective public relations techniques to retain a positive relationship with the general public.

Your organization needs these functions to establish trust and credibility with vital groups.

The role of social media is to help raise the knowledge about your organization and control and distribute your organization’s message to those within and outside the organization.

You may also benefit from effective public relations functions if your organization advertises itself, communicates effectively during times of crisis, and defends itself from attacks in the media.

What Is Public Relations?

A public relation is a form of strategic communication in which businesses, individuals, and organizations work together to develop mutually advantageous connections with the public.

The job of a public relations professional is to develop a communication strategy and use media and other direct and indirect methods to make a strong impact on your target audience and build a positive brand image.

Public relations are a form of communication in which corporations and organizations develop a positive and helpful relationship with the general public.

In its simplest terms, public relations entails the strategic management of the release and dissemination of information about an organization to the general public on behalf of the organization and its brands.

The process of public relations focuses on:

  • Which information should be made public.
  • How it should be written.
  • How it should be distributed.
  • Increasing public knowledge of the company through numerous media outlets and written content
  • Keep an eye on the media for public reactions to the company’s products.
  • Then, if an occurrence occurs, manage the crisis.
  • Organize events and charity initiatives to promote the company’s image.

What Are The Objectives of Public Relations?

The primary goal of public relations is to protect and maintain your organization’s public image and give you a positive image that makes your organization appear honest, successful, significant, and relevant.

Public Relations Functions

Here is the list of objectives of Public Relations:

Promotion of products

Your business now makes its product or service available to the general public, as its name implies.

Marketers use advertisement and promotion efforts to attract the attention of their target audience.

Creating interest in the Brand

Once you have captured the attention of your target market, you must then generate interest in the company’s products or services through events and publications.

Example: A corporation develops an exclusive food menu, which is then promoted to its target market by distributing an advertisement in a trade journal or other media outlet.

Providing Information.

The objective of public relations is to give accurate and complete information about a brand’s product or service to the public. 

Media, publications, press releases, and the company’s website are some of how the company disseminates information.

Increase the amount of demand.

When your target customers learn more about your products and services through media, publications, events, or promotional activities, their likelihood of purchasing them increases. Thus, the chances of selling the company products increase.

Brand Building

The overall goal of public relations is to develop and strengthen the company’s brand image while simultaneously increasing sales.

A company must develop, maintain, and establish relationships with its customers to enhance its brand reputation.

What Are Functions of Public Relations?

Public relations is not synonymous with advertising. A public relations firm does not buy advertisements, compose stories for reporters, or seek paid promotions.

Public Relations primarily consists of press releases and editorial content published in periodicals, newspapers, television programs, websites, blogs, and news channels.

The use of earned or free media for promoting a product or service offers numerous benefits since no money is spent on the information on these platforms.

It has been validated by a third party and hence is not viewed with suspicion by the public.

Public relations managers and public relations firms perform the following functions:

Media Relations

Media relations involve cultivating relationships with the media, whether through interviews, press releases, public announcements, or press conferences.

  • Creating position papers on critical organizational topics
  • Publicity management
  • Disseminating information about initiatives to external audiences
  • Developing and maintaining relationships with the news media
  • Responding to media queries
  • Coordination of press conferences and tour appearances
  • Monitoring and analyzing media coverage

Communal Relations.

It is here where you can start to build relationships with community members. The purpose is to raise public awareness, launch a new product, get customer feedback and respond to an event.

  • Activities for the welcoming guests
  • Creating a visit plan and resolving other visit-related issues
  • University tours
  • Creating brochures, tour guides, audiotapes, videotapes, and maps, as well as other communications materials for guests
  • Preparation of gifts for visitors

Social accountability.

Corporations also have a social obligation that goes beyond maximizing profits and sales. Essentially, it involves conducting all business operations in a way that benefits society as a whole.

  • Making public new products and services, as well as improvements to existing products and services, using mass media editorial channels
  • Create and implement promotional materials
  • Marketing events and exhibitions

Government Relations

The local government must be able to develop an appropriate relationship with us to ensure a smooth and efficient operation.

It might involve legal, financial, or any other kind of relationship. Its purpose is to gain government approval.

Crisis Management

Public relations professionals should be prepared to handle a wide range of circumstances, and procedures for each one should be in place.

Social Media

A business’ marketing strategy has also included utilizing social media since it allows them to keep their audience informed of any details and advancements the firm makes.

Public Relations Functions

Employee Relationships.

Employees are a company’s most precious asset. Therefore, public relations professionals must devise ways to keep employees informed about an organization’s goals and their respective responsibilities.

A company’s productivity increases when its employees are happy and informed.

  • Creating a positive work environment at the university
  • Providing public relations support to other departments
  • Organizing events for the PMU
  • On request, provide public information and give visitors cards to access the pmu library, buildings, and grounds.
  • Sponsorship management
  • Relationship building and management with other businesses

What Are The Outcomes of Public Relations?

Public Assistance.

An organization’s public relations department is responsible for cultivating and obtaining public support. 

People are more likely to choose your brand over your competitors if they have a favorable opinion of your brand.

Positive Public Relations.

Sometimes, your brand’s product is negatively perceived due to competitors’ marketing campaigns. 

It is necessary to periodically set the record straight and maintain a favorable relationship with the public.

A satisfying relationship.

Many stakeholders in a business, including employees, investors, shareholders, the general public, and consumers, so it is important for public relations to bring them together.

It is a continuous process.

A business’ public relations program is continuous and recurring. A public relations department must speak to the media whenever something important or negative occurs, like when a new product or service is launched.


Public relations has to deal with journalists and media personnel, so each word of your message is thoroughly analyzed. Despite its apparent simplicity, public relations is quite complex. 

Thus, public relations efforts require the assistance of a professional communication specialist.

What Are The Importance Of Public Relations?

In today’s society, public relations has emerged as a very important topic for various reasons. Most organizations rely on their public image for more than 63 percent of their total worth.

Brand Building

Third-party media outlets enhance and strengthen a brand’s image by informing target buyers about the brand.

A successful public relations plan assists the brand in developing its image in the manner it desires.

Brand Values Promotion

Public relations is utilized for communicating positive messages consistent with the brand’s values and image. As a result, the brand’s reputation is enhanced.

The strategy is opportunistic.

Public relations techniques enable the brand to take advantage of new opportunities. 

Google made headlines for its donation to the Ebola relief effort. Facebook advocated for the rights of LGBTQ people. Coca-Cola conducted a public relations stunt to raise awareness about obesity.

Why Did LimeWire Shut Down?

These prospects have even attracted many influencers who are willing to share the brand’s story with their followers.

Building community relations

Public relations methods are employed to portray to the target audience that the brand is just as much a part of society as they are. As a result, the brand develops a strong bond with the general population.

What Are The Benefits of Public Relations?


Public confidence in communication from a reputable third party is higher than confidence in material marketed by the company.


Public relations professionals should connect with customers directly instead of using sponsored advertisements and indirect promotions to increase their credibility.


Public relations can attract many news outlets, which exposes the content to a huge number of readers. 

It is also possible for the organization to leverage certain organic touchpoints that would otherwise be difficult to utilize.


Compared with sponsored promotions, public relations is a more cost-efficient way to reach a large audience.

What Happened To Myspace?

Public relations is far less expensive and more cost-effective than paid advertisements and promotional activities, as you will discover when comparing the costs.

Communication That Works

Public relations helps the company communicate more information with the general public than any other form of communication.

What Are The Disadvantages of Public Relations?

  • There is no direct control over the information produced through earned media, unlike sponsored media, which allows for greater flexibility. This is the most significant risk associated with investing in public relations.
  • It Is Difficult To Monitor Success: It is extremely difficult to measure and analyze the performance of a public relations effort.
  • Because the brand does not pay for publishing a press release, there is no guarantee that it will be published. It is only published by a media outlet if the outlet believes that it will appeal to its target audience.
  • The effectiveness of public relations cannot be assessed quantitatively because there are no well-defined standards. There is no way to determine whether your public relations efforts are effective in many cases.