Scope of PR
As a management function, the discipline of public relations encompasses the following:
- Anticipating, analyzing and interpreting public opinion and issues that might impact, for good or ill, the reputation, operations and plans of the organization.
- Counseling management at all levels in the organization with regard to policy decisions, courses of action and communications, taking into account their public ramifications and the organization’s social or citizenship responsibilities.
- Researching, conducting and evaluating, on a continuing basis, programmes of action and communication to achieve the informed public understanding necessary for the success of an organization’s aims. These may include marketing, financial, fund-raising, employee, community or government relations and other programmes.
- Planning and implementing the organization’s efforts to influence or change public policy.
- Setting objectives, planning, budgeting, recruiting and training staff, developing facilities – in short, managing the resources needed to perform all of the above.
- Since PR is the only marketing tool that builds credibility, a brand or an organization can generate interest and impact in the marketplace as well as create enthusiasm and momentum internally, with the support of a well-designed public relations plan.
The management of institutions needs to understand the attitudes and values of their publics in order to achieve their goals. The external environment along with many other factors shapes the goals themselves. Public relations determines the attitudes and behavior of publics and their causes in order to plan, implement and measure activities to influence or change these attitudes and behavior through various communication channels, including the media.