{"id":79,"date":"2014-11-04T01:38:11","date_gmt":"2014-11-04T01:38:11","guid":{"rendered":"https:\/\/courses.candelalearning.com\/cfacontrolthemessage\/?post_type=chapter&#038;p=79"},"modified":"2014-11-04T01:38:11","modified_gmt":"2014-11-04T01:38:11","slug":"the-function-of-public-relations","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/snhu-cfacontrolthemessage\/chapter\/the-function-of-public-relations\/","title":{"raw":"The Function of Public Relations","rendered":"The Function of Public Relations"},"content":{"raw":"<div id=\"book-content\">\r\n<div id=\"bowen_1.0-ch02_s02\" class=\"section\" lang=\"en\">\r\n\r\nIn 2011\/12, PRSAg defined public relations the following way:\r\n\r\n<strong>\u201cPublic relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.\u201d<\/strong>\r\n\r\nSimple and straightforward, this definition focuses on the basic concept of public relations \u2014 as a communication process, one that is strategic in nature and emphasizing \u201cmutually beneficial relationships.\u201d\r\n\r\n\u201cProcess\u201d is preferable to \u201cmanagement function,\u201d which can evoke ideas of control and top-down, one-way communications.\r\n\r\n\u201cRelationships\u201d relates to public relations\u2019 role in helping to bring together organizations and individuals with their key stakeholders.\r\n\r\n\u201cPublics\u201d is preferable to \u201cstakeholders,\u201d as the former relates to the very \u201cpublic\u201d nature of public relations, whereas \u201cstakeholders\u201d has connotations of publicly-traded companies.\r\n\r\nAs a management function, public relations also encompasses the following:\r\n<ul>\r\n\t<li>Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization.<\/li>\r\n\t<li>Counseling management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramifications and the organization\u2019s social or citizenship responsibilities.<\/li>\r\n\t<li>Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization\u2019s aims. These may include marketing; financial; fund raising; employee, community or government relations; and other programs.<\/li>\r\n\t<li>Planning and implementing the organization\u2019s efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities \u2014 in short, managing the resources needed to perform all of the above.<\/li>\r\n<\/ul>\r\n<p class=\"title editable block\"><\/p>\r\n<p id=\"bowen_1.0-ch02_s02_p02\" class=\"para editable block\">As such, the public relations <em class=\"emphasis\">field<\/em> has grown to encompass the building of important relationships between an organization and its key publics through its actions and its communication. This perspective defines the field as a management function and offers insight into the roles and responsibilities of public relations professionals. [footnote]\"What is Public Relations\". The Public Relations Society of America, Inc. November 3, 2014.[http:\/\/www.prsa.org\/AboutPRSA\/PublicRelationsDefined\/#.VFgsnudRF58].[\/footnote]<\/p>\r\n<p id=\"bowen_1.0-ch02_s02_p03\" class=\"para editable block\">The unique management function of public relations is critical to the success of any organization that engages people in its operation, whether they are shareholders, employees, or customers. Although many people think of publicity as the sole purpose of public relations, this text will help you understand that publicity is a subfunction of the overall purpose of public relations and should not be confused with the broader function.<\/p>\r\n\r\n<\/div>\r\n<\/div>","rendered":"<div id=\"book-content\">\n<div id=\"bowen_1.0-ch02_s02\" class=\"section\" lang=\"en\">\n<p>In 2011\/12, PRSAg defined public relations the following way:<\/p>\n<p><strong>\u201cPublic relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.\u201d<\/strong><\/p>\n<p>Simple and straightforward, this definition focuses on the basic concept of public relations \u2014 as a communication process, one that is strategic in nature and emphasizing \u201cmutually beneficial relationships.\u201d<\/p>\n<p>\u201cProcess\u201d is preferable to \u201cmanagement function,\u201d which can evoke ideas of control and top-down, one-way communications.<\/p>\n<p>\u201cRelationships\u201d relates to public relations\u2019 role in helping to bring together organizations and individuals with their key stakeholders.<\/p>\n<p>\u201cPublics\u201d is preferable to \u201cstakeholders,\u201d as the former relates to the very \u201cpublic\u201d nature of public relations, whereas \u201cstakeholders\u201d has connotations of publicly-traded companies.<\/p>\n<p>As a management function, public relations also encompasses the following:<\/p>\n<ul>\n<li>Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization.<\/li>\n<li>Counseling management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramifications and the organization\u2019s social or citizenship responsibilities.<\/li>\n<li>Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization\u2019s aims. These may include marketing; financial; fund raising; employee, community or government relations; and other programs.<\/li>\n<li>Planning and implementing the organization\u2019s efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities \u2014 in short, managing the resources needed to perform all of the above.<\/li>\n<\/ul>\n<p class=\"title editable block\">\n<p id=\"bowen_1.0-ch02_s02_p02\" class=\"para editable block\">As such, the public relations <em class=\"emphasis\">field<\/em> has grown to encompass the building of important relationships between an organization and its key publics through its actions and its communication. This perspective defines the field as a management function and offers insight into the roles and responsibilities of public relations professionals. <a class=\"footnote\" title=\"&quot;What is Public Relations&quot;. The Public Relations Society of America, Inc. November 3, 2014.[http:\/\/www.prsa.org\/AboutPRSA\/PublicRelationsDefined\/#.VFgsnudRF58].\" id=\"return-footnote-79-1\" href=\"#footnote-79-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/p>\n<p id=\"bowen_1.0-ch02_s02_p03\" class=\"para editable block\">The unique management function of public relations is critical to the success of any organization that engages people in its operation, whether they are shareholders, employees, or customers. Although many people think of publicity as the sole purpose of public relations, this text will help you understand that publicity is a subfunction of the overall purpose of public relations and should not be confused with the broader function.<\/p>\n<\/div>\n<\/div>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-79\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Public Relations. <strong>Authored by<\/strong>: Anonymous. <strong>Provided by<\/strong>: Lardbucket. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/2012books.lardbucket.org\/books\/public-relations\/index.html\">http:\/\/2012books.lardbucket.org\/books\/public-relations\/index.html<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">CC BY-NC-SA: Attribution-NonCommercial-ShareAlike<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-79-1\">\"What is Public Relations\". The Public Relations Society of America, Inc. November 3, 2014.[http:\/\/www.prsa.org\/AboutPRSA\/PublicRelationsDefined\/#.VFgsnudRF58]. <a href=\"#return-footnote-79-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":9,"menu_order":3,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Public Relations\",\"author\":\"Anonymous\",\"organization\":\"Lardbucket\",\"url\":\"http:\/\/2012books.lardbucket.org\/books\/public-relations\/index.html\",\"project\":\"\",\"license\":\"cc-by-nc-sa\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-79","chapter","type-chapter","status-publish","hentry"],"part":20,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacontrolthemessage\/wp-json\/pressbooks\/v2\/chapters\/79","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacontrolthemessage\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacontrolthemessage\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacontrolthemessage\/wp-json\/wp\/v2\/users\/9"}],"version-history":[{"count":1,"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacontrolthemessage\/wp-json\/pressbooks\/v2\/chapters\/79\/revisions"}],"predecessor-version":[{"id":80,"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacontrolthemessage\/wp-json\/pressbooks\/v2\/chapters\/79\/revisions\/80"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacontrolthemessage\/wp-json\/pressbooks\/v2\/parts\/20"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacontrolthemessage\/wp-json\/pressbooks\/v2\/chapters\/79\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacontrolthemessage\/wp-json\/wp\/v2\/media?parent=79"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacontrolthemessage\/wp-json\/pressbooks\/v2\/chapter-type?post=79"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacontrolthemessage\/wp-json\/wp\/v2\/contributor?post=79"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacontrolthemessage\/wp-json\/wp\/v2\/license?post=79"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}