Public Relations: A Management Function

What Is Public Relations?

     Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the public's on whom its success or failure depends. (Boom, 2009, Effective Public Relations, page 7).

Functions of Public Relations
The typical 12 functions of public relations can be categorized by competencies, the four-step process, and others.

• Competency Functions

1. Trusted counsel – Advise and anticipate.
2. Internal communication – Engage employees.
3. Media relations – Develop public trust.
4. Community relations – Establish public support.
5. External communication – Build public support 
6. and trust.

• Four-Step Process Functions

1. Research
2. Strategize and plan
3. Implement, execute and communicate
4. Evaluate 

• Other Functions

1. Publicity and special events
2. Issues management
3. Crisis communication