1.2: The Function of Public Relations
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(The following Chapter section was remixed from 2.2: The Function of Public Relations, which is shared under a CC BY-NC-SA license and was authored, remixed, and/or curated by Anonymous.)
In 1982, the Public Relations Society of America (PRSA) adopted a definition that focuses on the purpose of PR: “Public relations helps an organization and its publics adapt mutually to each other.”
This definition emphasizes that PR is not just an internal management function, it plays a social role. Public relations helps organizations and communities understand one another, resolve disagreements, and function more effectively in a complex society. PR becomes a mechanism for facilitating communication among institutions ranging from corporations and unions to schools, hospitals, government agencies, and religious organizations.
Public Relations Across Institutions
PR is not limited to corporations. Organizations throughout society depend on PR to build trust, explain decisions, and address concerns. Examples include:
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Local governments communicating during natural disasters
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Nonprofits mobilizing volunteers or advocating for legislation
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Schools and universities addressing student, parent, and community expectations
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Health institutions sharing guidance on safety and public health
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Religious and community organizations engaging members and responding to social issues
Each institution faces its own pressures, publics, and communication challenges. As a result, PR strategies vary widely. Corporate PR may focus on shareholder confidence and brand reputation. Government PR often prioritizes transparency and public safety. Nonprofit PR may focus on advocacy and mission alignment. Schools and hospitals must often emphasize crisis communication and trust-building.
These differences show that PR is not a single set of tactics, it is a flexible social function that adapts to the needs of different institutions.
The Defining Elements of Public Relations
1. Public Relations as a Management Function
PR professionals advise management by analyzing public expectations, anticipating potential issues, guiding policy decisions, and identifying communication risks. Their responsibilities include:
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helping leaders understand how decisions will be interpreted,
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ensuring communication reflects public values,
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providing ethical perspectives,
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preparing organizations for emerging issues,
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and evaluating communication outcomes.
PR is most effective when it is involved early in the decision-making process—not only after an organization has something to announce.
2. Public Relations as a Mediating Function
PR professionals act as mediators between organizations and their publics. They interpret organizational decisions for the public and bring the public’s concerns back to decision-makers. This mediating role becomes especially vital when interests conflict.
PR practitioners help:
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translate organizational goals into publicly understandable messages,
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encourage compromise,
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address misinformation or confusion,
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and maintain communication even when full agreement isn’t possible.
Limitations of the PRSA Definition
The PRSA definition assumes that harmony and mutual adaptation are always achievable, but this is not the case. Many PR situations involve conflict rather than alignment. PR professionals may manage relationships during:
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class-action lawsuits,
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community protests,
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product boycotts,
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political or legislative battles,
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or environmental and social activism.
In these cases, PR is not about “bringing policies into harmony” but about managing disagreement, ensuring transparency, protecting trust, and navigating ethical dilemmas.
Understanding this reality prepares students for the complexities of the profession.
The Broader Responsibilities of PR
Publicity is often the most visible part of PR, but it is only one tool. PR also includes:
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internal communication
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community engagement
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public affairs and government relations
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investor communication
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crisis and risk communication
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advocacy and coalition building
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stakeholder engagement
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issues management
Focusing only on publicity limits PR to promotion and ignores its essential role in organizational decision-making and societal communication.
PRSA’s 1982 definition of public relations highlights the field's role in fostering mutual understanding and aligning private and public policies. However, the definition also presents challenges, such as the assumption that public relations should always bring policies into harmony and act in the best interest of both organizations and their publics, which might not always be feasible.
Consider the following questions for discussion:
1. Harmony vs. Realistic Relationships: The PRSA definition suggests that public relations should harmonize private and public policies. Reflecting on real-world scenarios, such as class action lawsuits, boycotts, or lobbying efforts, how can public relations professionals manage situations where organizational interests are in direct conflict with those of their publics? What strategies can be employed to address such conflicts while still maintaining effective communication and relationships?
2. Broader Functions Beyond Publicity: The text emphasizes that publicity is just one subfunction within the broader scope of public relations. How does focusing solely on publicity limit the understanding and effectiveness of public relations? Discuss how public relations professionals can balance the need for visibility with their broader responsibilities of managing relationships, advising management, and aligning policies.
3. Role of Public Relations in Various Institutions: Public relations serves a wide range of institutions, from businesses and government agencies to schools and religious organizations. How do the goals and challenges of public relations differ across these diverse sectors? Provide examples of how public relations strategies might be tailored to fit the unique needs of different types of institutions.
4. Counselor and Mediator Roles: The PRSA definition describes public relations practitioners as counselors to management and mediators between organizations and their publics. How do these dual roles influence the practice of public relations? In what ways can a public relations professional effectively fulfill these roles while balancing the often competing interests of an organization and its various publics?