The document discusses organizational structures for public relations (PR) departments. It provides several key points:
1) There is no single formula for structuring a PR department, as it depends on factors like the organization's size, goals, geographic reach, and industry.
2) Ideally, the PR head reports directly to the CEO and has independent status similar to other management functions.
3) PR departments can be organized based on their functions, staff, media/communication channels, target audiences, or geographic locations they serve.
4) The size and structure of the PR department depends on how important the parent organization views PR. In-house PR can provide benefits like direct access to decision-makers,
The document discusses organizational structures for public relations (PR) departments. It provides several key points:
1) There is no single formula for structuring a PR department, as it depends on factors like the organization's size, goals, geographic reach, and industry.
2) Ideally, the PR head reports directly to the CEO and has independent status similar to other management functions.
3) PR departments can be organized based on their functions, staff, media/communication channels, target audiences, or geographic locations they serve.
4) The size and structure of the PR department depends on how important the parent organization views PR. In-house PR can provide benefits like direct access to decision-makers,
The document discusses organizational structures for public relations (PR) departments. It provides several key points:
1) There is no single formula for structuring a PR department, as it depends on factors like the organization's size, goals, geographic reach, and industry.
2) Ideally, the PR head reports directly to the CEO and has independent status similar to other management functions.
3) PR departments can be organized based on their functions, staff, media/communication channels, target audiences, or geographic locations they serve.
4) The size and structure of the PR department depends on how important the parent organization views PR. In-house PR can provide benefits like direct access to decision-makers,
formula which can guide the basic structure of a public relations department. The nature of the PR set up varies enormously if the organization is different in size, objective, geographical dispersion, nature of ownership, technology and competitive environment. The emerging trends in business and societal demands have thus opened up a new vista for PR to review its own status and position in the organizational structure. In a model situation, the public relations chief should report directly to the chief Executive, and the department under him should enjoy an independent status like the other components of management organization. This is applicable to any multi-unit or single unit industrial, commercial or even large trading organization. In the government or statutory department, there are age-old public relations and information bureaucracies who have to work within a strict of control and guidelines. In House PR The ideal set up for an in house PR department envisages coverage of all aspects of public relations and communication activities. The department is expected to possess adequate infrastructure, resources and capacity to fulfill its assigned tasks independently. Public relations departments employee specialists who do a better and effective job by identifying and anticipating attitudes and trends formulating plans and programmes, implementing them and finally co-coordinating all public relations activities of an organization. Public Relations departments are organized on the basis of the functions to the carried out , on the basis of staff, or on the basis of the 'media' of ' communication', 'publics' , geographic areas etc. When organized on the basis of media of communication a PR department has different divisions for print media, radio, T.V., films, Exhibitions, advertising etc. For example - in India the government PR departments are organized this way the ministry of information & Broadcasting has several wings like Press Information Bureau. All India Radio Doordarshan. Films Division, Directorate of filed Publicity, Directorate of Advertising and Visual Publicity etc. The second type divides the PR department on the basis of public so PR departments or many organizations, particularly private sector organizations- have such divisions as Employee Relations, Share holder Relations, Investor Relations, Media Relations, Government Relations, Community Relations etc.
Some very big organizations which have branches in many parts of the country or the globe have PR divisions in various geographic locations as part of the PR department.
Also the organization structure of PR departments differ on the basis of the size of the parent organizations,, the management philosophy, the policies and also the areas of operations the size and structure of the of the PR department depend on the degree of importance given to PR by the organization. Functions of PR Personnels - These include public speaking or addressing the various public, writing and editing publicity material, news letters, house journals, speeches (for others ) reports, articles etc, PR personal deal with the internal and external relationship and various publics. They also answer and deal with complaints, act upon suggestions and of course, they plan and organize special events ranging from annual day functions, anniversaries, foundation day celebration etc. PROS 1. Organizations having people oriented structures will require in-house PR more to promote and maintain good relationship with emphasis on people aspects at all levels of working.
2. In-house PR provides full time service with continuity of functions. Theyve direct access to decision makers with in the org.
3. Management can easily ensure value for time and money spent on PR activity in diverse fields. 4. Relations with the media will be more direct which will ensure immediate feedback and prompt action.
5. PR personnel become identified with the aims and objectives of the org. They product interest of the org. Letter in important PR activities like crisis communicator relations and consumer communications. CONS 1. As a seal of loyalty to the org. many PR Persons lose unbiased behaviors, an essential requirement in the profession.
2. In-house PR people normally do not have, nor are they interested in knowing the good aspects of PR activity in other org.
3. Chief Executives of many org. are easily bored by the professional talk and appearance of consultant while ignoring the in-house PR capabilities. 4. Employment condition prohibits doing away with inefficient PR persons and in effect they become redundant.
5. In-house PR persons normally fail to elicit information of value from various sources involved and are at a disadvantage pertaining to national or global communication matters. ESSENTIALS OF GOOD PUBLIC RELATIONS 1. Human Relations It is getting along well with the 'public', both internal and external. No man can work in a vacuum. Each person who works in an organisation has to get along with the other; he should be aware of the other and show interest in his progress as you do for your own. Human element is present behind the facade of every person working in an organisation. Every human being is in some way unique and generalisations about humanity are subject automatically of all sorts of qualifications and exceptions The human personality is an entity, an incredibly complex blending of many qualities. Human relations is often mixed up with psychometry which includes the science of measuring individual or group behaviour, human engineering and management discipline. Human relations deals with feelings and attitudes of people as they interact with each other. Each should be aware of others and so sincere interest in his official and personal progress. The fundamentals of human relations may not be ignored in public relations. There are three basic needs of individuals.
There is the man's sense of dignity, the conviction that he has basic human rights that others must respect, The need for security and The need of humans is recognising an appreciation of what another has done or achieved.
2. Empathy Empathy is a feeling towards the other and person feeling sorry for him is sympathy. Empathy can be regarded as the primary prerequisite for a satisfying experience in a relationship where a certain degree of depth of understanding is expected. It is an imaginative projection of one's own conciousness in another's viewing. There is a great need for empathy in the operations of activities of public relations. Empathy is quite different from sympathy. Empathy contributes to the Public Relations manager's success in different ways.
In empathy, the psychological stance taken by a person is that of being with another on an equal footing.
Empathy should be present in day-to-day interactions of the manager of public relations which promotes the quality of understanding.
Empathetic understanding can be expressed verbally as well as non-verbally. When this level of understanding is achieved, the person has a sense of emotional satisfaction that has been understood. In empathy, there is no judgement involved. 3. Persuasion
There are two forms of intercourse between individuals and between groups: force and persuasion. If one party compels another to do something instead of persuading him, this is despotism it is against the principles of proper conduct, sanctioned by society. A sense of human interest on the person who is being persuaded will understand and appreciate the cause and effect of his action. Persuation is a wise man's argument. A person with strength of character can listen with persuasion, weigh, what is said and arrive at informed conclusions. It is usually a weakling who runs away from persuasion. A person usually does not want to risk being persuaded against his prejudice. In selling, the person who relies upon argument is learning and walking on a weak road. Persuasion in the prospect's interest is what wins sales. It is based largely upon knowing what makes people think. This knowledge may be put to use through words or in pictures that appeal to one of the senses. Persuasion avoids a head-on-collision about some doubtful points. It does not talk down to a person or a group.
4. Dialogue
It is conversation with a purpose. It is reason's only weapon. It is not a bargainbasement transaction with haggling and bickering; it is a low form of negotiation. Dialogue is a reasonable exchange of ideas bringing into being a new form of knowledge; the use of dialogue is for influencing behaviourfor selling goods or inspiring ideas. 'Conciliation' and 'compromise' are generally involved in dialogue. When speaking to an unfavourably disposed group or person, the first talk is to conciliate people and break down prejudice if any. He is a clever person who, under any circumstances, succeeds in bringing a state of urbanity into a gathering that is marked by high profile discussions. - '
People have different reasons for opposing compromise. A fanatical person may object because he Jooks upon it as a sign of ignoble weakness. One who believes that he holds the key to truth and virtue can make no concessions to what he regards as vice or error. We cannot succeed in persuading people unless we communicate clearly and accurately. Make the image you seek to convey clean-out. Place the image in &e environment, not in some remote settinghence mental effort is needed to draw it into the picture. Making things simple does not mean that a person who speaks to persuade must follow the rule once popular in books for children.
5. Communication There can be no 'mutual understanding' without communication; and mutual understanding is at the heart of public relations. There are few problems in life that real communication cannot resolve. If that notion sounds far-fetched, perhaps that is because what we normally call communication is not real communication. We generally think of communication in terms of exchanging information, public speaking, expressing our feeling honestly or being sincere or persuasive. So we think effective communication depends on having special talent, a good vocabulary, the 'right' circumstances and especially on the receptivity of other people. Effective and true communication does not depend on any of these things, but rather on uncovering within ourselves the ability to communicate.
Real communication is that experience of being totally understood by another person.
It is a profound understanding not merely of the words being said, but of the experience and the meaning behind the words. Real communication produces results and in a relationship, it produces harmony, resolves problems and dissolves feeling of seperateness. It is a mutual experience of being 'known' and results in partnership and a sense of well being.
Human Relations and Public Relations
There are two important expressions namely public relations and human relations. The nature and scope of public relations has been discussed earlier. The concept of human relations needs to be analysed to understand the correct concept of public relations.
Human relations is not an exact science because it is not dealing with inanimate objects like in physical sciences, but as a branch of social sciences it deals with human behaviour which is not predictable but changes from time to time. That is the reason why people find it difficult to define the term human relation because it denotes different things to different people. Human relations seek to emphasise not only human aspects of relations but also institutions like government, financial institutions in so far as public relations is concerned. In so far as relations with the internal public i.e. employees is concerned, it deals with human relations. Even in government and financial institutions, the human element cannot be ignored, because organisations are composed of human beings. They are potential resources for an organisation.
Public relations programme and activities represent an attempt to give boost to and improve good employee morale including motivation through improved communication and through employee participation in the decision-making process within an organisation. Every field of activity whether in private, public, cooperative commercial or non-commercial, is associated with the human element and public relations seek to emphasise human aspects of work life and activities. The human relations approach in public relations emphasises policies and techniques designed to improve relations with the varied public as stated in public relations and policy decisions as a social philosophy of management.
It is believed that this will be accompained by increased efficiency with the external public and reducec employee unrest as with the internal public. Thus, human relations is persuading and informing people within the organisation and outside to develop long-lasting relations which effectively fulfils the needs anc interests of the different groups and achieving the objectives and goals of the organisation. The scope o human relations is relevant for the management of internal public as well as external public. It is the hutnai relations with which both the management, employees and related external public mutually co-operate t< achieve their respective objectives.
Human relations is the study of people in action which exactly suits the theme of public relation whicl believes in action. The job of the public relations manager is to coordinate and integrate the efforts o various public with a proper understanding of human relationship. The survival and growth of an organisatioi would depend to a great extent upon the integration of individual goals of the public with those of an organisation. Human relations is a term which is wide and comprehensive in nature and commonly applied to the process of focussing on the methodology and findings of a number of behavioural sciences and disciplines on human problems. This approach is, therefore, inter-disciplinary or multi-disciplinary.
The public relations department, as one of the functional areas of the management, adopts the human relations approach to determine a social philosophy for unravelling aspects of human relations in a complex and inter-dependent, civilised social system. Public relations policies and follow up action through human relations requires the application of behavioural science principles to promote human relations.
The importance of public relations management in achieving good human relations cannot be ignored. Most of the problems associated with human relations can be removed by relating the human factor to the actual functions of the public relations department.
Men are Interdependent It is a simple fact that we depend upon one another. We are constantly influenced by our surroundings; our character is moulded in part by those about us, and we in turn affect and influence our fellowmen. In a word, the world is social. Life is organic. Specifically, this is as true of economic life as it is of life in generaleconomic life today is interdependent. Most companies depend upon scores of others for supplies, materials and outlets. Within the factory there are complex relationships among the various levels of the management and labour.
The idea that business is impersonal is a fiction. In business, as elsewhere, we deal with our fellowmen and with all aspirations of their nature. There is no 'economic man', motivated only by thoughts of gain. Men are social creatures, sensitive to considerations of pride, achievement, desire for esteem and affection and similar non- economic drives. They do not change their nature when they put on their business suits or working clothes.
These facts may be looked at from either of the two points. We may consider them in their psychological or in their moral aspects. Both approaches, however, are important in what they mean for the businessman
Human Nature Demands Teamwork
The fundamentals of human nature may not be ignored in human relations. Although man's actions in detail may be unpredictable, there are broad drives that profoundly influence conduct. Generally speaking, there are four basic needs of individuals.
(i) Dignity. There is man's sense of 'dignity', the conviction that he has basic human rights that others must respect. There are complex emotions connected with self-esteem: the seeking for self-expression, opportunity to advance, success in one's endeavours and the satisfaction of attaining a useful place in the world.
(ii) Security. The need for security is important. This security can be economic or psychological. The former can be given and received. Any attempt to give the latter only breeds dependence, fosters imitation or prevents the receiver from thinking and feeling on his own. Denying security is not the same as denying acceptance and warmth. Infact, it is only in a climate of affection that a person can understand why he is insecure and build up confidence that is generated from within rather than borrowed from outside.
(iii) Recognition. The basic need of a human being is recognition and an appreciation of what another has done or achieved. Since a human being does not live in isolation, he wants others to be interested in what he is and what he has done. Honest appreciation can act as a tonic. Recognition, however, is not to be mixed up with status. Status consciousness creates jealousies and conflicts. Although there might be organisational hierarchy in an enterprise, this hierarchy is purely functional and has nothing to do with status, which is a feeling of personal superiority or inferiority. From this point of view, leadership in the industry is only a function, not a status.
(iv) Challenge. Another important need of human beings is challengeopportunity to participate, freedom to express one's capacities and facilities to widen the perimeter of one's job. Where these are given, the individual tends to reach the full height of maturity and understanding.
OBJECTIVES OF PUBLIC RELATIONS
The main objective of the public relations is to establish good understanding by sharing a common problem or interest with the public.
Here by public, we mean both internal and external public to the organisation. Mutual understanding can be established only by sharing common interests, by communication and good relations.
If there is no communication, there is no mutual understanding and mutual understanding is the core of public relations. The objectives of public relations differ from organisation to organisation based on the nature and objects of the organisation.
For instance, the objectives of the public relations programme of social welfare organisations are quite different from commercial organisations.
The objectives of a public relations department of the Government are different from non-profit organisations and so on. A hospital has its own objectives etc.
The major objective of public relations management is to to promote good relations, understanding with not only employees within the organisation but also varied public outside the organisation, so that the organisation may get their support to achieve the objectives of the organisation and to promote economic interests the varied public.
A business organisation is started with a long-term perspective in view. So its main objective is survival and growth. The employees of the organisation put their best efforts in order to achieve these objectives.
However, following are the broad objectives of public relations.
1. Human Relations The job of communication is to help and promote human relations, making use of it among other things, in the media be it print or electronic. There can be no mutual understanding in human relations without communication.
2. Empathy Empathy is a feeling with the other person expressed by speech. Sympathy is feeling sorry for a person, expressed by words.
3. Persuasion Persuasion is a process of convincing and motivating to get things done. Speech is one of the methods to persuade a person. A sense of human interest towards the person who is being persuaded will understand and appreciate the cause and effect of his action.
4. Dialogue Dialogue is a process of conversation or speech with a purpose. It involves exchange of ideas and subsequently influencing behaviour. Concilliation and compromise are also generally involved. Dialogue is a democratic, civilised and constructive weapon. It takes the form of discussion. Others' viewpoints should be considered and there is no place for monopoly of the conversation in dialogue.
5. Information In the new information order of the word, information transmission is the process of getting things done. In complex business organisations, effective decisions depend upon collection, storage and supply of information. Information taking and information giving is a continuous process in organisations.
6. To Influence The object of transmitting information is to change the behaviour of the recipient. Communication is aimed at influencing, persuading, motivating or activating people towards desired goals.
7. Understanding The main cause for conflict in an interpersonal situation is lack of mutual understanding. The problems of communication pertain mainly to the problems of understanding people. The most important managerial function to bridge the gap is, possibly, communication, and without it, mutual understanding cannot be achieved.
8. To Discourage Mis-information The objective of communication is not only to pass and exchange policies, rules, orders, procedures and objectives but also to avoid distortions in communication. This objective includes discouraging the spread of mis-information, rumours, gossip and release of emotional tensions by the workers.
9. Suggestions and Complaints Another objective is to encourage ideas and suggestions from subordinates for improvement in the product and working conditions for the reduction in the time or cost involved and for avoidance of waste of raw material.
10. Free Exchange The two-way communication model ensures free exchange of information and ideas which gives an opportunity to all the employees in understanding and accepting the messages, acting accordingly and giving a feedback.
11. Better Relations Communication improves employees' and management's relations by keeping both in contact with each other. House journals and other labour union publications promote good understanding by the mutual exchange of ideas.
12. Fostering Attitude Motivation, cooperation and job satisfaction are more essential to achieve organisational objectives. The purpose of communication is to foster an attitude which is necessary for motivation, co-operation and job satisfaction.
Values of the Public Philip Lesly identified the emerging of the following values from Public Relations to the public:
Public relations is a means for the public to have its desires and interests felt by the institutions in our society. It interprets and speaks for the public to otherwise unresponsive organisation as well as speaking for those organisations to the public.
It works as a means to achieve mutual adjustment between institutions and groups, establishing smoother relationships that benefit the public.
It is a safety value for freedom. By providing means of working out accommodations, it makes arbitrary action or coersion less likely.
It is an essential element in the communications system that enables individuals to be informed on many aspects of subjects that affect their lives.
Public relations personnel can help to activate the organisation's social conscience.
Public relations (either systematic or unconscious) is a universal activity.It functions in all aspects of life.
Reasons for Growth of Public Relations The causes for rapid growth of public relations are many and they have assumed greater importance in recent years because of many known factors. The enlighted and big organisations have separate public relations department to look after this specialised function. This, however, does not mean that the managers of other departments are not required to perform the functions of public relations affairs. Infact, the public relations department's function is also a pervasive function of management. The executives, at the middle level and at all other levels are engaged in performing public relations functions.
The growth of public relations in USA and UK was evolutionary in nature. The scope of public relations and its management function has expanded considerably throughout the world over the last a few decades or so, and new techniques and style of managing public relations affairs have been developed as a result of research and experience in the field. Under the influence of media and technological development, public relations activities and operations too are growing in different dimensions. The impact of awareness, complexity of management, competition, consumer movement etc. are visible and inevitable. The various reasons which have increased the significance of public relations are discussed below
(i) Multi-Disciplinary Subject: Public relations has grown as a separate field of study i.e. as a discipline taking help of so many other disciplines such as management, media, journalism, advertising etc. Much of the PR management literature is the result of the association of these disciplines. For instance, advertising orientation drew its inspiration from communication, commerce, management, journalism etc. Similarly sociology, social behaviour and law have also contributed to the development of public relations.
(ii) Universality: Public relations principles and objectives are universal in character. The techniques and standards of the code of conduct of public relations are equally applicable in the field of business, both of commercial and non-commercial organisations, irrespective of private, public and co-operative sectors, education, hospitals, government etc. The principles and techniques needed would apply more or less in every situation. The principles are working guidelines which are flexible and capable of adoption to every organisation where the efforts of human beings are coordinated and motivated.
(iii) Growth in Size of Organisation: Advancement of science and technology have given rise to the large scale company form of business organisation employing thousands of workers. The performance of employees and their productivity depends on the quality, character, motivation and good relations between the employees and between the employees and the management. This has increased the significance of internal public relations. With large scale production and employing large number of persons, organisations subsequently faced the problem of good relations.
(iv) Population Growth: Population has been growing at a faster rate. Population explosion is a significant factor contributing to the realisation in the development of public relations. Increase in population would result in establishing more in number and expansion of all types of business, social and political organisations. There is increase in population, distribution and consequently involving more inter-dependence and relations. When the number of employees, stockholders, investors, suppliers, communities increase, contact and relations with the management is no longer possible. Misunderstandings take place and goodwill is affected when various groups of public are not aware of the policies and decisions of the management affecting their interest.
(v) Public Relations Society of India : The establishment of Public Relations Society of India (PRSI) in 1958 is a significant development in public relations education. Affiliating to it, a number of chapters of PRSIs have been established throughout the country at the district level and state levels.
The purpose of PRSI is to develop public relations for the benefit of practice in commerce and industryboth commercial and non- commercial as well as government organisations. It cultivates a favourable and mutually advantageous relationship.
Prestige, position and attractive remuneration of public relations practitioners is evident in private, public, co-operative, both in business, social welfare, government, communities and nations. The public relations manager reports directly to the president and the managing director and occupies a strategic in the Executive Committee. Infact, public relations managers have a voice in policy decisions and the decision-making process.
(vi) Political Environment : There are certain political factors too which have helped the growth of public relations.
The concept of the welfare state also contributed a lot in the process of development of the public relations profession.
There is a greater interference on the part of the Government in business to safeguard the interests of varied public like workers, consumers, investors, suppliers, communities and the public at large.
Government's participation will also pose many challenges before the management of public affairs. The Government likes to protect the interest of various categories of the public by way of enacting a number of business legislations.
(vii) Development of Varied Media : There has been a vast development in communication media.
Today we are employing electronic media for fast, effective and correct transmission of information.
There is a tremendous growth in video and cable systems. Television has become a popular mass medium. Tekconferening, computer-aided conferences, video cassettes, audio cassettes, floppy discs, paging and radio paging facilities, electronic mail message system and a host of other developments in information technology, have made possible rapid and widespread transmission of formation.
Therefore, these new developments in communication media are giving new challenges and new responsibilities which ultimately fall on the public relations department.
(viii)Increasing Aspiration of Employees : Increase in the number of employees and good relations with the management is difficult.
Considerable changes have been noted in lie organisations of today in comparison to the counterpart of the 1940s like increase in awareness, level of education, union activities and labour laws.
In fulfilling social responsibilities, corporations today have to serve the interests of the internal public whose needs, wants and interests differ from time to time and result to conflict. Good employer-employee relations is indispensable continuously over for a period of time. The public relations manager would be required to solve appropriate techniques to satisfy their needs, motivate them and promote good relations between the management and the workers.
(ix) Economic Legislations : The Government has enacted a number of business legislations and potential business operating fully under legal environment.
Controls, regulations, licensing, pricing and other matters are in focus in which the Government has been interfering.
Increasing government interference in various functions of business operations has been adversely affecting business.
Raising taxes and corporate donations have become important responsibilities to be handled by a separate professional department i.e. the PR department.
Thus, managing of public affairs resulted in the expansion of public relations with local, state and the governments.
(x) Communication Gap : The honest and truthful communication between different categories of public and organisations is necessary for good public relations.
The communication gap has been recognised and attested by the fact that public relations occupies a dominant role.
It is a basic function in which the public relations department exists as an essential source of communication between the organisation and its public.
It is the responsibility and function of the PR department to employ tools like mass media, publicity, advertising, lobbying, public speaking, press relations, editorials etc.
(xi) Public Relations Education : Greater emphasis has been given on public relations education.
The subject has been considered as a separate discipline in social sciencesa special branch of knowledge.
To meet these requirements, the subject has been offered in colleges, universities and other autonomous institutions. Thus, increasing emphasis on public relations education is greatly responsible for the increasing prestige of the discipline.
There are forty six institutions like Indian Institute of Mass Communication, New Delhi, Orissa, Madhya Pradesh and Kerala, offering instructions in this inter- disciplinary subject. (xii) Social Responsibility : Corporations, both commercial and non-commercial, private, public and cooperatives have recognised by themselves that they have a social responsibility to serve different public.
Public relations as a discipline and in terms of professionalism has grown in importance as business enterprises recognise that they have social responsibility.
Social responsibility towards public services of business enterprises include social activity like social welfare, health, unemployment, donations, financial contributions to community, youth organisations, pollution! and environmental control, sponsorship of cultural education, consumer activities, community services etc.
(xiii) Consumerism : The core of consumerism is the right to safety, right to choose, the right to complain and the right for redressal.
We are on the verge of consumer satisfaction and protection of their rights. The consumer movement has been progressing and extending with a tremendous growth.
The Consumer Protection Act, 1986, is a step forward towards the consumer movement, increasing awareness and emphasis on consumer service has caused many business enterprises to work towards seeking the goodwill and support of the consumers.
New tasks and challenges and new responsibilities relating to consumers have accordingly fallen on the public relations department to respond by the application of consumer affairs activities, and the consumer movement has been exercising its power and pressure points on business. (xiv) Human Relations : Human relations activities represent an attempt to improve employee morale and motivation through improved communication and participation in the decision-making process.
Human relations seek to emphasise on the human aspects of work rather than technical or econmomic aspects. The right type of atmosphere should also be created for the workers to contribute to the achievement of organisational objectives.
By performing the relations function, the managers of public relations can show the significance it attaches to the human relations in the enterprise.
The managers of public relations can also use their knowledge, skills and behavioural aspects in moulding the behaviour of the employees.
(xv) Ownership is Separate from Management: There is a clear divorce of corporate management and ownership.
A corporation is regarded as an entity quite distinct and separate from its owners.
The affairs of a corporate organisation are managed by their paid servants and the members, owners or shareholders have no right to take part in the management. As such, a corporation is a professionally managed enterprise.
So there has been a pronounced shift from owner- managers to employee-managers. Among the various manaerial personnel, the public relations manager's role is a distinct function having persuasion skills and'a unified body of knowledge.
(xvi) International Relations : In recent years, the expansion of inter-governmental activities, emerging multi-national corporations and their growing at accelerated rate resulted in international public relations activities.
All the countries of the globe are becoming increasingly involved in cultural relation, education and exchange in addition to foreign trade.
Thus the countries are becoming increasingly involved in international relations and engage in more public relations activities to promote favourable world-wide image, goodwill and public opinion.
The rapid changes in international economics, political and social affairs are marked by a great interchange of techniques are potentially emerging as a profession, in which professionals are employing public relations techniques to inform people all over the world and to cultivate international understanding and goodwill.
The evolution of the profession of public relations is also reflected in the formation of International Public Relations Associations (IPRAs).
Scope of Public Relations
The subject matter of public relations is human beings, because it is that part of the management function which is concerned with human relations.
The proper or improper relations with the varied public depend upon public relations management. Earlier the scope of public relations was very limited.
The business organisations were mainly a one man show or with a few managers who used to look after several functions. But with the development of large scale organisations, complexity and interdependence managing human relations also became complex.
Due to the increased dependence on the varied public and increase in the size of the industrial units, their expansion and development, an important feature is of indirect management i.e. indirect relationship among the public.
Besides, there were significant changes in the view points and attitudes of the employees, public and the management. Because of all these changes and developments, the scope of the public relations function has become very wide and complex.
The major divisions usually functional in the public relations department of a modern industrial organisation are : press relations, advertisement, publicity, press, television, radio, photography, journalism and cinema, documentary films, animation, electronic media and various oral and written media etc.
Thus we see that the scope of public relations management is very wide. It is also very important to note that the public relations function is not limited to industrial and business fields only.
Its principles and techniques are equally extended to every type of organisationwhether commercial, religious, social, political, whether private, public, co- operative, joint sectors and muti-national corporations, wherein there is interdependence between the organisation and the varied public. Where more than one public or group is associated with organisation, the problem of public relations invariably arises.
There is plenty of scope to reach out to the student population to help industry and institution. The scope of public relations is to interest itself in issues of national importancethat is city imnrovement, curbing environment pollution, ecological balance and the like.
Those involved in public relations are aware of the challenges inherent in the situation.
Likewise, political leaders, entrepreneurs, managers, social workers, teachers, students, even religious heads and all the rest, will become aware of this challenge.
Similarly international public relations for global understanding cannot be ignored. Public relations is most highly developed in all industrialised countries.
Evidence of the spread of public relations throughout the global corporate canvas and other areas of communication is the establishment of international and national organisations. For instance, International Public Relations Association (IPRA), International Association of Business Communicators (IABC), International Public Relations of US Corporations, the British Institute of Public Relations, Inter American Federation of Public Relations Association, Public Relations society of Africa etc.
There has been misconceived opinion about the scope or field of public relations activities.
In lectures and articles published, one is apt to gain the impression that public relations concern mostly industry and commerce only.
In such an instance, it can be only said that the person has tended to overlook the fact that public relations, practically in this decade, entered all sectors of public life, not excluding religion, and now it has a virtually unlimited field of application.
the basic functional roles of PR in modern business has been clearly defined and applied in many organisations and proved successful. Public relations has become an integral part of the top management group along with such other staff to provide guidance. At the same time, it must be geared to provide publicity planning and serve both the organisation and the public.
Public relations activity may support marketing. In its various forms, it may contribute decisively to successful frictionless business activity.
The principles of reciprocity underlying public relations is for the corporation an incentive to improve performance, because it helps the corporation to overcome a difficult situation.
The fundamental laws and the necessity of public relations can be expressed in three words, according to one of the pioneers of Public Relations. He is Edward L. Bernays, the most respected public relations practitioner : these words are information, adjustment and integration. Both business organisations and non-business organisations, non-profit organisations and service bodies have accepted public relations.
The objects and functions will, however, remain with business, whether it is government or private.
The scope of public relations is wide which includes political field as well political leaders, entrepreneurs, managers, social workers, teachers, and even religious leaders are involved in public relations day in, day out. These are the days of change and they are dynamic. Wherever there is change, there is public relations.
Significance of Public Relations Management
The public relations function of management deals with the proper handling of the varied public connected with the organisation.
If the varied public having relations with an organisation have to be handled and managed properly to develop good relations for survival of the enterprise, it is not possible to build up a corporate image and goodwill without talented efforts of the staff working in the department of public relations.
The significance of public relations management has gained importance with increasing complexity and more interdependence between an organisation and the varied public. Now it has come to be recognised that public relations management is not only the responsibility of the public relations officer, but also of all the functional executives in the organisation.
The particular operative functions of the public relations department are to promote mutual understanding with varied public external to the organisation and amicable long-term internal relations.
Though every functional manager has some responsibilities towards these activities, it has now been recognised that these activities cannot be the speciality of evey functional line executive.
Therefore, it is very common to create a public relations department either under a public relations officer, Director of Public Relations or Manager of Public Relations. The specific designation may vary from organisation to organisation.
Good public relations is by far the greatest asset of an organisation.
Internal public and external public have an important place.
Employees coordinate all other factors of production towards more production and lesser cost, resulting in more profits.
Public Relations management is that special part and function of management which is primarily concerned with the task of managing human relationship.
It seeks to provide fair terms with the employees, fair prices and continuous supply of commodities, long run good relations with customers, favourable sales position, fair return to shareholders and satisfying all those who are concerned with organisations.
In a nutshell, the public relations function is basically concerned with the relationship of the management to the employment and of the employees and in all the matters other than the actual work itself with the general public.
Public Relation Department and Functions
In most commercial and non commercial organisations, separate public relations departments are set up under the leadership of the public relations officer.
Sometimes he is also designated as the public relations manager who has specialised knowledge and skills in dealing with the public.
The public relation manager perform certain operative managerial functions as well as operative functions. Since the officer is a manager like other functional managers, he too performs the basic functions of management like planning, organising or directing to manage his department.
He is also to perform certain operative functions like conferences, media strategy, advertising, press release, contacts with different public etc. which the top management may entrust to him.
The goal of big organisations may be termed as growth, development or stability in the market.
The production, marketing and purchase departments can not alone contribute towards the achievement of these goals.
The functions of public relations delas with human resources, externally and within the organisation to achieve organisational objectives.
If human relational are not motivated and encouraged, as a result, it may endanger the growth and stability of the organisation.
It is true to say that with the increasing complexity of the organisation, creation of more similar organisational structures, increasing inter-dependence and understanding of human behavior has assumed greater significance.
The ambitious public relation manager, desire to be successful in managing this function, must possess rhe knowledge of science, and the art of public relations to deal with varied and complex level of varied interests.
This is an important part of public relation functions and is mainly the responsibility of the public relations manager abd partly of the all other functional manager.
The public relations department headed by manager itself does not directly produce what is tangible and visible, but its functions may help all other department to contribute towards the achievements of organisational objectives.
In this complex system, functions pertaining to public relations this difficult task has been entrusted to person who is well convergent with the principles and techniques of the management of public relations. The public relation manager organises the public relation department to carry on the advisory as well as managerial functions entrusted to him.
The officer designs techniques suitable for the organisation to promote good relations.
His responsibility extends to identifying the need and training and development of people working in the department.
He also helps other departments in evaluating behavioural aspects of the employees. Determining the wages and salaries to be paid to skilled employees in his department is another important function of PR department.
This includes devising suitable incentives to reward the efficient people like those handling media and electronic media.
The performance of functions of the public relations management require some particular types of skills, talent and techniques. So the responsibility of the public relation department should be entrusted only to those persons who possess such qualities.
In the present day nature of business and social awareness, an organisation has no choice but to set up a saperate department under the banner of public relations.
The main objectives of the public relations department are to promote mutual understanding, build up goodwill and image, and design a communication system to maintain good press relation.
Role of Public relation Manager
To help the management in the preparation, interpretation, adoption and evaluation of public relations programmes and policies. To undertake personnel relations research that will keep the management continously informed, so that sound decision may be made on matters relating to public relation policies. To design an effective performance appraisal system for the use of management to provide a current inventory of media relating to public relations in organisation.
To undertake a programme of education, training the staff of the public relations department to develop them.
To develop mechanism of personally meeting varied public periodically like buyers meet, investors meet, community, consumer organisations etc.
To develop effective internal and external communication systems for timely interaction.
To establish the mechanism for the administration of personnel services tha t are delegated to the public relations department.
Controlling PR department and presenting and implementing, all public relations policies and activities.
Conveying and interpreting to the management information on public atttitudes and views about the company ot industry it serves Preparing all policy and financial statements on comapany affairs to the press, TV and radio. Handling day to day inquiries from the press and the initiation of the press interest in the affiairs, services and production of the company, regularly issuing news material on all companies activities.
Advising on the prepation of prestige publications, institutional advertising, films, exhibitions, shareholder relations, house style, community relations and other relavan activities.
Instructing the companys financial advertising agents on all matters relating to financial and annual reports, advertising and publicity.
Liasion with the personnel department on all matters relating to the dissemination of internal information and the companys employee publications.
PUBLIC RELATION DEPARTMENT
The public relations function is one of the important functional areas of the management.
It is basically concerened with the management, employees and external public, in all matters other than the actual and specially the main work of the organisation. This function is called publicity, advertising and industrial relation in part.
In large sized business organisation, a saperate department of public relations is formed to perform this function.
This department is taken care of by an experienced and trained public relations manager.
The department comprises of the following divisions. They are journal, media, communication, press relations, writing and editing, area divisions etc.
here a simple question arises in the mind of a common man as regards to the justification pertaining to the importance of public relations in the whole business organisation. The dawn of modern technology, electronic media, and all systems and controls require people to use them for mass communication.
None of these techniques are useful and effective unless they administered and carried out by competent and specialists of the department like this.
These techniques require the services of well trained staff in public relations administration skills, and here there is a justification of a public relation department.
A separate public relations department is set up with the purpose of achieving the twin objectives of implementing the policies of the top management and the establishment of good relations.
The department is headed by a specialist who may be designated by different names in different organisations.
The manager or executive of a public relations department generally has the titles like : Officer, Manager or Director of Public Relations, Director of Public Relations & Promotion of PR & service & of Advertising and Publicity etc. Objectives of the PR department can be achieved only when the best oganisation structure is designed, department is a work group combined together for performing certain functions of similar nature.
The departmentalisation of public relations function is delineation of executive responsibilities.
The objectives of (departmentalisation is to increase efficiency, fixing of accountability and responsibility, development of nagerial faculties, better control and performance appraisal. Designation
Every functional department in a corporate organisation structure is headed by a professional specialist in a particular area.
For instance, the head of the material department is called as materials manager or stores manager as the case may be. Similarly, the head of the personnel department is called as the personnel manager. The head of the production department is designated as production manager and so on.
Like other departments, the PR department is a liaison department in a corporation, which is headed by a professional in PR functions.
The designation under the PR department is known as public relations officer. However in recent years, it has become a tendency in a number of companies to move to other designations and nomenclatures, probably to reflect the coverage of a wide range of responsibilities.
The selection of an alternative designation will again depend upon the size, type and reputation of the organisation. Such new nomenclatures may include public relations manager, director of public relations, public affairs, public relations and information, corporate communications, director of corporate relations, vice president, public relations.
The trend towards the new terms noticed in the recent years is primarily to satisfy their ego, and to maintain equality of designations between functional heads. But in practice, the designation of the public relation officer has been widely used, having world-wide acceptance.
Organisation of the public relations department requires the creation of structural relationship among diffferent departments, human beings and other resources to achieve the desired objectives.
The formal relationship among human beings in the organisation is the most important factor for its success. The process of organisation of the public relations department in relation with other departments involves co-operating and co-ordinating the efforts of the human beings working at different levels. The Public Relations manager is to advise the operating officials about the policies of public relations drafted and approved by the top management.
In order to co-operate and co-ordinate the efforts of officials working at different levels in the organisation, proper relationship among them in terms of authority and responsibility should be set up. For this, the following types of organisation structure may be set up.
Line structure, staff structure and line and staff structure. PUBLIC RELATIONS: A STAFF FUNCTION
The PR department, which is headed by an experienced public relations manager, contributes substantially in the direction of creating an atmosphere of good relations, understanding, co-operation, goodwill and mutuality in the organisation.
He is a specialist in human relations, and other related behavioural aspects. Thus he enjoys a unique position in the entire organisational structure.
One of the best indicators of the status of a public relations department is the rank of a person to whom this department reports. Generally, in fairly large organisations, the public relations manager reports directly to the chairman or vice- chairman of the concern. The important aspect to be examined is whether public relations is a 'staff function or not.
Before explaining the nature of the public relations department, it would be appropriate to examine the other associated term 'line'.
Unless we understand this term, it is not possible to know the nature of staff function.
These two words, perhaps the most widely used, are also confused concepts in the organisational theory. Line and staff are both organisational functions. Line
Line functions are those which have direct responsibility for accomplishing the major objectives of the enterprise.
It refers to those positions and elements of the organisation which have responsibility and authority and are accountable for the achievement of primary objectives.
The people responsible for this are called as line authority or line managers. Staff
In organisational terminology, the term 'staff refers to those functions that help the line authority in accomplishing these objectives and as such they are only indirectly related to the achievement of major objectives.
Thus 'staff refers to those elements of the organisation that help the line managers to work most effectively in accomplishing the objectives of the enterprise.
Staff elements are those which have responsibility and authority for providing advice and service to the line authority in the attainment of the] objectives. It is an adjunct reinforcement and a sort of extension of the manager's personality.
Public relations department performs staff functions but not line functions. It is because of the fact that the public relations department is not directly responsible for accomplishing the objectives of the enterprise. According to this concept, the public relations department performs staff functions. In an organisation,! there may be many such departments which perform these functions. Such departments are:
Production control department, Personnel department, Accounting department, Quality control department, Research and development department, Legal department, Organisational planning department, Welfare department and Public relations department.
Therefore, production, finance, marketing and selling are strategically operating line departments. The department of public relations, consisting of staff officers who are functional experts, are engaged to advise the line officers like production manager, amrketing manager in the performance of their duties for which they are not suitable. The Manager of this department becomes the thought-initiator in the field of public relations of the line manager.
The use of the public relations staff involves cost, because it is a service department and it is usually created at the higher level of the organisation.
The main purpose of creating a specialised public relations staff position is generally to relieve all line departments of the necessity of performing these functions which are common to all.
Public relations functions are assigned to a single well qualified agency to secure the advantages of specialised attention, better relations, closer co-ordination etc.
Therefore, the public relations department is a specialised function and it is considered as the staff function department. It gives advice and extends services to all line managers on whether the current organisation and their activities are helping to achieve the current public relations policy of the management and the programme of action. The main function of a PR manager is to advise the General Manager, Board of Directors or the chairman in public relations matters.
He helps by providing information for formulating sound public relations policies, maintaining good relations between an organisation and both internal and external public. Besides, extends his assistance and serves the workers and other departments too.
He acts as a mediator, counsellor is in liaison between the management and the varied public. Its function is to facilitate activities such as planing, recommending, advising, assisting, liaison, counselling, persuasion and advice etc.
In large business anisations the managers of other departments alone cannot handle the public relations affairs because they have been already overloaded with the increasing number of problems of their own. It implies that it should be handled by the staff specialist. Organisational Features of Staff Function
The following are the features of the public relations department performing staff function.
It provides advice and service to the line managers in the attainment of organisational objectives. The staff are experts and specialised in the discipline of public relations capable of assisting and advising the line officials. There is a loose discipline. There is always a risk of conflict and friction between the line and staff people in respect of their roles, positions and status. It is because line and staff functions both exist in conjunction to each other. In case of line and staff organisation, the staff officials always share credit with line officials. It develops sources of competent technical and expert application ofaechniques and media from inside and outside the organisation. No Power to Direct
No doubt, public relations function is a staff function which has staff authority. But its scope is very limited.
The manager of public relations, though an authority, has no right to direct or command. The staff manager cannot issue orders. All orders must be issued by the line managers following the regular chain of command.
According to the principles or organisation, organisation chart and hierarchy, the managers of other departments are under no obligation to accept the advice and counsel of the public relations department.
They may accept it or completely reject and disregard it. Functional Relationship with Line
When functional relationship is established with other departments of the organisation, it enables the public relations department to exercise authority over line managers who are not normally its subordinates and at the same time.
So when functional authority has been granted to the public relations department, the question often arises as to whom its orders should be directed. It means whether they should be directed only to line executives of equal level or to persons at any level below or above the public relations department where implementation of the order is to be done.
According to Koontz, in order to preserve some balance of unity of command, the functional authority of a staff department should not extend beyond persons at its own level. Public RelationsAs Line Function
The PR Manager has a line authority within the public relations department. Line function with reference to this department implies those functions for which this department has direct responsibility for accomplishing the policy of public relations contemplated by the top management.
The manager is empowered to make decisions directly related to the attainment of the end results of his department.
The public relations manager may be given other staff to assist him for the achievement of the goals of the department.
The assistant public relations officers will have subordinate staff working under them. But the overall management of the public relations department is the duty of its manager. He is empowered to exercise his authority in his department for achievements of his departments.
The PR manager occupies the place of a staff executive, whose job is to advise and assist other departments with his specialised knowledge, whenever required.
In case of line authority, there is unity of command and there is a strict discipline in the enterprise. It forces line executives in their individual areas to perform duties requiring their expertise.
The line officials are in the direct chain of commandthey are viewed having direct and unlimited authority over the subordinates and they can contact them through line officials only. Hence the public relations department can rightly be said to be a line department. As a pure line authority, it has right command within the staff department itself. Orders may be issued by the manager of public relations following the regular chain of command.
The following are the features of the line organisation of public relations department:
It is the direct responsibility of the public relations department in achieving the objectives of the organisation; It has the right to command; The officials are in the direct chain of command; There are no experts to assist and advise line officials; There is strict discipline; It follows the principle of scalar chain, wherein the line authority is vertical; As there is no separate staff, there is no scope of friction between line and staff authority; Line organisation is not based upon planned specialisation; The authority is highest at the top and reduces at each successive level down the hierarchy. It facilitates prompt decision-making and The manager cannot shift his decision-making to others. The line executive is often described as the individual who stands in the primary chain of command as he is directly concerned with the accomplishment of primary objectives.
It provides a channel for the flow of communication through a scalar chain of authority. It is the oldest and the simplest form of organisation structure and is also know as military organisation.
A sharp line of demarcation separates one department from the other. So the line structure is not flexible. Public RelationsBoth Line and Staff
From the above discussion, we can draw the conclusion that public relations function is both a staff activity as well as line function. But in comparison to other departments, it has occupied a more important function as a specialist function.
In order to achieve the benefits of both the line and staff, the line and staff structure has been devised. The organisational structure is basically line, but staff specialists, who are functional experts, are engaged to advise the line officers in the performance of their duties outside their field.
This department as a staff department advises all other departments on nublic relation matters. Thus there should be no confusion about the meanings of the terms line and staff.
Line refers to those positions and elements of the organisation which have the responsibility and authority and are accountable for the accomplishment of primary objectives. Staff elements are those which have responsibility and authority for providing advice and service to the line authority in the attainment of its objectives. Advantages of Line and Staff
An organisation which has line and staff functions has some advantages:
(i) Specialists : Public relation professionals have specialised knowledge and the managers of other atpartments can to a great extent benefit from this specialised knowledge.
(ii) Relieving Burden : Staff specialists in public relations relieve the managers of all departments from performing those functions which are common to all. It secures the advantages of specialised attention.
(iii) Weightage : In a line and staff system of organisation, staff specialists on public relations are available who solve all problems which are ignored or inefficiently handled. (iv) Decision Making : The Manager of the PR department helps the line executives in taking sound decisions. It is possible because it provides them with adequate information of the right type at the right time and extends expert advice.
(v) Flexibility : It incorporates strict discipline, loose discipline, rigidity and flexibility. So this type organisation is more flexible as compared to the line organisation.
(vi) Unity of Command: Under this system, the experts provide special guidance without giving orders. It is the line manager who only has got the right to give orders. The result is that the enterprise takes advantage of the functional organisation while maintaining the unity of command i.e. one subordinate recetving orders from one boss only.
Functions of PR
The specialist manager, as one of the members of the staff of the organisation, must discharge three basic types of responsibilities to be precise, PR functions : Managerial, operative and advisory functions. He has to perform these strategic PR functions. They are mentioned below:
Managerial Functions Planning Organising Directing Controlling Coordinating Motivating Operative Functions Policy -Promotion programmes -Donations Publicity -Employee publications -Guest relations Product publicity -Communicator -Administrator Relations with Government -Research and evaluation Community relations -Liaison activity Shareholders' relations Advisory Functions To the top management To departmental heads Managerial Functions
Planning Effective public relations planning should be responsive to the organisational needs. Planning the activities involves development of specific objectives and means of reaching these objectives.
It is the process of deciding futurity or in advance what to do, how to do, where to do and who is to do it. For the public relations manager, planning means determination in advance of the PR programme.
It pertains to the step taken in determining a course of action. It is concerned with media planning, studying, existing public relation structure, forecasting the future requirements and planning for press conferences, advertising campaigns etc. Organisation
Organisation is the second important function of public relations management. In order to carry out plans, strategic organisation must be established.
This function, therefore, calls for grouping of public relation activities, assignment of different groups of activities to different individuals, delegation of authority to carry them out and provision for co- ordination of authority and relationship horizontally and vertically in the organisational structure.
It is a creation of a framework of authority and responsibility within which the functions of the managers will be discharged. Directing
Under this function, the PR manager is involved in guiding and supervising the people working in his department.
Public relations management is also directly concerned with the function of direction this involves issuing orders, instructions and motivation of the people working in the department to execute orders. The manager directs activities of the sub-ordinates of his department to get its functions performed.
He must inculcate in the employees a keen appreciation of the enterprises public relations policies. He has to guide them towards improved performance and motivate them to work with zeal and confidence. Directing as a function motivates and activates people to follow the properly laid down path. Controlling
PR department helps in controlling also, being concerned with the regulation of activities in accordance with its policies, plans and programmes formulated.
This function involves establishment of standards, comparison of actual results with these standards, deviations if any and causes for the deviation that may occur. It also assists to suggest remedial measures to rectify the mistakes.
Controlling also helps the public relations manager to evaluate the performance of the department in doing the various operative functions. Co-ordinating
It is a basic function of the public relations manager specifically being the first principle of organisation as a vital phase of controlling, calling for effort on the part of the manager.
It is an orderly arrangement of group efforts to provide unity of action in the pursuit of common objectives.
It is broader in scope than cooperation, involving whole-hearted support of employees within the department and between departments. It is essential where all managers work together for a common purpose of public relations.
Motivating
The public relations manager can get the desired results from the people working in the oganisation towards the establishment of public relations by providing them with proper stimulation.
The employees should always be adequately motivated. Motivation means inspiring the sub-ordinates with a zeal to do work for the accomplishment of organisational objectives.
The PR manager helps various departmental managers to design a system of financial and non-financial rewards to motivate the employees. It is a process of indoctrinating employees with unity of purpose and the need to maintain continuous harmonious relationships.
Operative Functions
The operative functions of the public relations manager vary widely according to the nature and size of the organisation with which he is associated.
The functions to be performed also depend on the scope of its public relations programme.
Generally, the department's activities broadly include advising, house jounals, community relations, government relations, media relations, writing, editing, public speaking, enteraining complaints, supplying information, administering donations and making arrangements for special events etc.
Policy Public relations policy is required for every organisation. A policy is a statement of guidelines to be followed in the company. The department has to develop and recommend corporate public relations policies. It has to contribute viewpoints pertaining to public relations, which help in the formulation of decisions. Its function is not merely to provide the policy mainly to the top management but also to other sections and divisions in an organisation.
Publicity Corporate publicity is necessary to interact with the public. The PR department has to undertake the development and issuance of announcements of corporate activities to the external communication media, It also has to handle inquiries from the PRESS. It forms part of the function of the department to develop and ensure placement of promotional publicity about the company as a whole or any of its units.
Product Publicity Corporate publicity is different from product publicity. In this, focus is on the product and to popularise the product. It includes both new products as well as existing products. It includes announcement of new products through editorial channels of the communications media. The department has to develop and strategically execute the promotional product publicity campaigns.
Relations with Government Relations with the Government cannot be overlooked. In all spheres of activities, the Government participates to regulate, control and supervise. It is necessary to maintain liaison with appropriate government depatments. It covers both at the local level, state level and national level. Besides, the governmental relations include : advise action as needed; reports trends in the government affecting the compay; direct programmes designed to promote the company's point of view in legislative or regulatory matters. Community Relations Coomunity contacts should be planned. It is the performance and/or coordination of corporate good neighbour activities, including compliance with environmental protection standards, fostering equal employment opportunity and cooperating in urban improvement programmes, development of community and understanding of the companys probem and needs.
Shareholders Relations
It is more important to attract public money. It takes the form of communication between the company and the shareholders in particular and the investment community in general. It is necessary to accept development of a company among investors via broadening exposure of the companys policies and financial results in the investment community. It includes preparation of annual reports, quarterly reports, dividend cheque inserts etc. Promotion Programmes Public relations promotion programmes should be formulated and implemented at regular intervals. It may cover institutional promotion programmes designed to build corporate acceptance among key policies, institutional advertising, public relations literature, and special events.
Donations Corporate donation policy should be developed for company contribution. Various aspects involved in this function are processing donation requests, administering companys foundation etc.
Employees Publications The public relations department has to prepare and publish magazines for employses including newspaper, bulletin and other printed matter for management communications etc.
Evaluator A public relations manager has been considered as an evaluator of values, beliefs and attitudes.
Counsellor As a counsellor, the PR manager has to counsel and advise the top management on policies, financial and governmental relations, opinion research, community relations, publications, and education related serv ices. He acts as a counsellor to the management on policies and practices, that influence public relations.
Communication The PR manager has been described as an expert in communication. Public relations is a model of communication. It invloves communication process including interchange of facts, viewpoints, figures, opinions, ideas between profit and non-profit organisation and their public to achieve goals.
Administrator Th PR officer is also an administrator because he has to perform adminisrtative functions. He has to organise his own departmental staff, establish inter-relationships, delegate authority and supervise the methods of communication, media and execution of programme.
Production Production of brochures, annual reports, special reports, chairmans speech, film etc
There are also other functions like liasion activity, research and evaluation, advisory , public relation education programme, to prapare annual PR budget, conveying and interpreting etc.
Advisory Functions
The PR manager offers his advice to:
To Top Management: He advice top managemenet in the formulation and evaluation of public relations programmes, policies and procedures. He also helps in interpretation, conveying, report writing, media strategy, press relation etc. he also gives advice for achieving and maintaining good human relations. He formulates and presents to the MD for approval, the major objectives in respect to the companys public relation programme, involving the general public, shareholders, employees, public institutions, customers, opinion makers and government bodies.
TO department Heads: It is not the responsibilty of the PR manager entirely in managing the affairs of public relations. The managers of all functional areas are also in part responsible for the achievement of public relations policies. But the PR manager advises manager of various department on whether their functioning is actually helping to achieve the planned programme of action. The PR manager works in close co- operation and co-ordination with all department of an enterprise. Effective public relations is not possible without the understanding and active support of other departments. He has to advise all the departments, because they directly, indirectly and mutually are intersted in developing good employee relations and public relations. STAFFING Staffing is one of the important functions of management.
It has been now well recognised that staffing is a separate management function. Earlier it was considered to be a part of the organisational function of management.
Like planning and organisation, the staffing of an organisation is as important as the structure itself because successful performance by individuals determines whether the structure can produce it results successfully or not.
An enterprise can do anything with suitable people.
The term staffing includes activities like recruitment selection, development, training and compensation of personnel of the PR department.
In case of new enterpries, staffing is the third function next to planning and organisation but in case of the existing concern, staffing is a continuous function.
It is also concerned with placement, growth and development of all members of the organisation.
The quality of the staff especially managers of a concern is of strategic importance.
It is a process to fill the roles designed into an organisational structure.
It is clearly a function of all managers, who are responsible for strategies manning various positions in the organisation or equipping it with potential manpower.
Definitions
Koontz and O' Donnell "The managerial function of staffing involves manning the organisational structure, through proper and effective selection, appraisal and development of personnel to fill the roles designed into the structure".
Theo Heimann "Staffing function is concerned with the placement, growth and development of all those members of the organisation whose function it is to get things done through the efforts of other individuals".
Responsibility for Staffing
Like all other functional managers who have a responsibility for staffing, the manager of the PR departme; is equally responsible for staffing its own department.
The PR department has assumed in recent year greater significance for the staffing function because of a number of factors.
The staffing functions includes recruitment, selection, training, development, appraisal and the remuneration of personnel.
It is the tendency in modern enterprises to create a separate department known as the personn department to perform the staffing function.
But, however, it does not mean that the public relations manager does not have the responsibility for staffing.
The Personnel Department is created to provide essential help to the PR manager in performing the staffing or personnel function.
Almost all the big organisations today have a separate personnel department. The PR department is also required in part to perform the staffing function. As a matter of fact, staffing is also a function of management.
The public relations manager is also engaged in performing the staffing function when he participates in selecting, training and evaluating his subordinates.
Similarly, in these activities, the chief executive middle level managers and other managers equally participate in the selection process.
The responsibility for staffing rests upon the chief executive officer and others who comprise of the internal policy making group of executives.
In policy making, they must consider how to develop a staffing programme for the PR department, whether to promote from within non-professional but having experience or secure personnel from outside.
When once staffing policies have been set, putting them into effect may be assigned to an independent body known as the personnel department under the control of personnel director, because he has expertise in the staffing function, facilities and procedural knowledge.
This department may make use of public relations specialists in discharging the staffing function. He can be helpful in innumerable ways. For instance the PR manager assists the personnel manager in the appraisal of people working in the public relations department, in determining their training needs, and helps in devising suitable programmes in individual cases.
He might advise the personnel director for coaching and counselling his subordinates and he may keep record of the various training facilities.
So the immediate and ultimate responsibility for efficient execution of the staffing function rests upon the PR manager in so far as his department is concerned, but the role of the personnel department cannot be ignored.
Staff assistance of the personnel department will be available in staffing the PR department.
Staffing Functions
The primary responsibility for the staffing management of the public relations department is generally assumed by the top management of an enterprise. The top management must establish broad objectives, plans and policies of the department.
The top management cannot perform all the functions of the staffing management. In most big organisations, a separate personnel department is constituted and entrusted with detailed functions.
The personnel department performs much of the staffing function. Though its contribution is great, its role is only that of a companion to the public relations manager. The staffing function is also in part performed by the public relations manager rather than wholly by the personnel department.
If a PR manager is to get the best of his people, he must perform this function.
He has to undertake the basic responsibility of selecting people who would work under him and to develop, motivate and integrate them and build up their morale.
Thus the staffing functions as far as public relations department is concerned is the prime responsibility of its manager. The manager of the personnel department can do a great deal by assisting the PR manager in discharging this responsibility.
Broadly speaking, the staffing involves the following sub- functions:
Manpower Planning : The manpower resources is the most vital factor for the survival of any enterprise. Planning manpower is one of the main functions of the staffing. Manpower planning has two aspects that is short term and long term. It is the systematic projection of manpower requirements for the future, taking into consideration the expected man power demand, employment, trends, replacement needs, expansion and growth.
Employment: After planning manpower requirements, the next important staffing function is employment. The process consists of appointing the best possible talents suitable to work in the public relations department. This function includes various activities like job analysis, manpower demand analysis, recruitment, selection and placement. Here placement agencies contribute in a big way. These agencies keep records of t potential candidates needed by various oranisations.
Training and Development : Training is essential to maintain an adequate work force. Training and development mould the employees to enable to shoulder responsibility in future. It is the function of the staffing to train where necessary each employee and also to prepare him for higher jobs. Proper training and development of the personnel is necessary to improve their skills in doing their jobs and in satisfying their future growth needs. The PR department prepares appropriate training programmes to generate potential work force. There are several on the job and off the job methods available for training purposes.
Employment Standards : Determination of employment standards is also a staffing function. In this function, job analysis is made and job descriptions and job specifications are set. Each job process conference, communication and media handling, (advertising) entails a set of objectives, duties, relationships and results. Job standards are to be very clearly described and related to other jobs and to the total organisational jobs. When once jobs are clearly described, they open the way for scientific selection and training.
Compensation : The staffing function of compensation is concerned with the determination of adequate, eligible and equitable remuneration for the employees in the department for their contribution to the organisational goals. The employees of the public relations department can be compensated both in terms of monetary as well as non- monetary rewards. Factors which must be born in mind while fixing the remuneration of personnel of the public relations department are their nature of duties and responsibilities.
Integration : It is a process of reconciliation of the interests of the staff of the department with those of the organisation. Effective two-way communication is the best solution to the problem related to integration. The public relations manager and personnel manager both must provide an efficient system of communication to ensure to and fro application of programmes and policies. In many cases, disputes arise because of poor communication. This subsequently affects integration within an organisationthus ensuring strategies to maintain the integration.
Working Conditions: The employees must be provided with good working conditions so that they ^jpreciate their work and work place and maintain their efficiency. The staffing function is not complete merely with the appointment and training of employees.
Welfare Services : This pertains to providing various welfare services to the employees like health, education, counselling, recreation facilities, social security measures etc. This includes maintaining personal records and promoting industrial relations.