Public relations can and should make an important contribution in helping to form an organization’s ideas about what it is, what it should do and what its publics want and expect from it.

Communication Management

A fundamental technique used in public relations is to identify the target audience and to tailor messages to be relevant to each audience. The public relations role calls for developing communications objectives that are consistent with the organization’s overall objectives. As two-way communicators, public relations professionals interact directly with key publics, relaying the resulting information (with recommendations) to other members of the management team.

Crisis Management

Public relations establishes methods and policies to be used when the operations of the organization become involved in an emergency affecting the public. This includes policies and procedures for the distribution of information to employees, media, government and other key publics.

Issues Management

This involves identifying problems, issues and trends relevant to the organization and then developing and executing a program to deal with them. This also includes the study of public policy matters of concern to the organization.

PR in marketing management

PR role in marketing management includes product publicity, product placement, third party endorsement, use of spokespersons, participation in trade exhibitions, and cause related marketing.

Relationship Management

This involves the role of public relations in identifying key publics and establishing strategies for building and maintaining mutually beneficial relationships with those publics.

Reputation or Image Management

The planning and implementing of policies, procedures and strategies that demonstrate the commitment of the organization to public and social responsibility, ethical behaviour, corporate identity and reputation with key publics.

Resource Management

Public relations management of human and financial resources revolves around setting objectives, planning, budgeting, recruiting and hiring PR employees and administering of these resources.

Risk Management

As preventive PR, this role involves making the organization recognize areas of potential danger so that needed changes can be made before potential dangers develop into crises.

Strategic Management

Acting as a counselor, the PR professional helps the management team in developing sound policies that are in the best interests of the public as well as the organization. The PR professional integrates an understanding of the concerns and attitudes of key publics into the organization’s managerial decision-making process. Advantages and disadvantages of Public Relations.