Role of Public Relations Management in an Organization...

Role of Public Relations Management in an Organization It is in every organization’s interest to maintain a positive public image. Whether it is a public sector organization or a private sector organization, both types of organizations can only be benefit from proper management of their publics’ perceptions of the organization. Both types of organizations can reap benefits from a positive public image which not only helps to increase confidence in the organization on the behalf of the organization’s publics and key stakeholders but also reinforce trust in the organization’s capabilities towards success. It is often misunderstood that the organizations practice public relations only for the purpose of publicity. But instead, the discipline of public relations (PR) deals with shaping and maintaining the image and reputation of the organization in the eyes of its various publics. It is the deliberate, planned and sustained effort to institute and maintain mutual understanding between the organization and its publics. It uses information to influence opinion for creating and maintaining goodwill. It is the practice of managing communication between the organization and its publics. Publics, in PR terms, are the ones who ever have or ever will form an opinion about the organization. Publics are the interested audiences that are important in some way to an organization including current and potential customers, current and potential employees and management, investors, vendors and suppliers, media, government, and opinion leaders etc. They can be internal within the organization or external to the organization. As an example typical composition of publics of a multinational organization is given in Fig 1. Fig 1 Typical composition of publics in a multinational organization Definition of public relations Public relations activities are planned and sustained to establish and maintain goodwill and mutual understanding between an organization and its publics. Generally there is...