2. PR ORGANIZATION
At the present time, tense of thousands of male and female PR
persons are at work through out the globe in the service of public
corporations, commercial and industrial companies, professional
association , non-profit organization, international governmental and
non governmental bodies; in short, in all sectors of the
social, economic, political, cultural and scientific life of the present the
society.
Yet, in spite of its vigorous growth the profession of public relation its
role in an organization its aim and guiding principles are not fully and
usually understood by the public.
The management, the organization, the authorities, the media, and the
public must have confidence in the role, professionalism and the
standards of ethical behavior of the PR persons.
3. To evaluate and interpret the opinions, attitudes and aspirations of
the various public- internal and external and convey this feedback to
the management.
PR has to present an accurate image of the organization's
services, product, personnel and disseminate information to the
public, legislators, stockholders, employees and also influence
decision making within organization.
To implement policies and programmers with a view to maintain
goodwill between an organization and its publics.
To plan and carry out short, medium and long-term PR plans to
create better knowledge and appreciation of organizational goals
and activities and its problems as well.
4. PR DEPARTMENTS
A planning committee determines program objectives and
necessary research prepare time schedule, select the media
communication, assign production tasks, and arrive, a [pl at a
budget for the program. If outside counsel is retain in an
advisory capacity, a representative of the counseling firms
meets with the planning committee to ensure effective
coordination of the program. A planning committee meets
regularly with the public relations manager to plan the work of
the department. To secure more effective coordination of the
research planning and promotion of public relation
programs, a planning committee composed of the section head
in the public relation department is recommended.
5. FUNCTIONS OF PR DEPARTMENT
Functions are determined by the number, size, and importance
of the public involved; the attitude of the public toward the
organization; the size and financial resources of the enterprise;
and the economic, social, and political climate in which the
organization operates.
If performing its functions, a public relation department
conducts opinion research, planned programmes, coordinates all
the elements of a program, produces media of communication.
Evaluate the impact of the program on public opinion, and
advices management on public relation activities .
6. FIELDS OF PR DEPARTMENT
• Labor Unions
• Business Corporations
• Associations
• Schools and Colleges
• Volunteer Agencies
• Government
• Public Relation Firms
A PR department must work in close cooperation with all
departments of an enterprise. These departments are mutually
interested in developing good employees relations; the public
relations department should maintain continuous relationships.
7. PR CONSULTANTS
In India, a major complaint against consultancies is that they are
mostly headed and manned by non-professionals. PR
Consultancy has changed dramatically in recent years but it is
getting more difficult also the reason is that the client needs are
becoming more complex.
The truth is that even in India most of the pr consultancies have
a good number of clients and are financially viable. The trend
indicates that the corporate sector today is showing keen interest
in pr agencies even though many companies have their own pr
departments
PR as profession and provided a much needed market
orientation to its outlook and performance.
8. PROS AND CONS OF PR CONSULTANCY
PROS CONS
Consultancy firms are like
advertising agencies who
can be dispensed with if
found inadequate and
inefficient.
The normally possess
wider range of experience
and exposure by working
with many organizations.
Lack of continuous
functioning is a hindrance to
effective build-up of
reputation and attachment for
the consultant.
Lack of sufficient knowledge
about the organization for
which the consultant is
working.
9. PROS (CONTD.) CONS (CONTD.)
Consultants can provided
unbiased, impartial service
facilitating correct
assessment of situation by
the management.
They will have locational
advantage enabling
companies situated at distant
places for maintaining line
of contact with
govt., media, and other
agencies.
While dealing with the press
and govt., a consultant will
be needed to make frequent
reference to the
management for seeking
approval.
Partial service and divided
loyalties of consultants
create barriers of
communication for an
organization.
