1.2: The Function of Public Relations

Figure \(\PageIndex{1}\): Live media presentation. (Unsplash free-to-use license; Flipsnack)

(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 the following definition of public relations that helps identify its purpose: “Public relations helps an organization and its publics adapt mutually to each other” (Public Relations Society of America, 2009). In its “Official Statement on Public Relations,” PRSA goes on to clarify the function of public relations:

• Public relations helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions. It serves to bring private and public policies into harmony.
• Public relations serves a wide variety of institutions in society such as businesses, trade unions, government agencies, voluntary associations, foundations, hospitals, schools, colleges and religious institutions. To achieve their goals, these institutions must develop effective relationships with many different audiences or publics such as employees, members, customers, local communities, shareholders and other institutions, and with society at large.
• The management teams of institutions need to understand the attitudes and values of their publics in order to achieve institutional goals. The goals themselves are shaped by the external environment. The public relations practitioner acts as a counselor to management and as a mediator, helping to translate private aims into reasonable, publicly acceptable policy and action. (Public Relations Society of America, 2009).

As such, the public relations field 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. The PRSA definition, however, is not perfect: A main weakness of that definition is that it requires public relations “to bring private and public policies into harmony” (Public Relations Society of America, 2009). In reality, we know that the relationships an organization has with all of its publics cannot always be harmonious. Further, that definition obligates us to act in the best interest of both the organization and its publics, which could be logically impossible if those interests are diametrically opposed. A few examples would be class action litigation, boycotts, and oppositional research and lobbying; despite the negative nature of those relationships, they still require public relations management and communication.

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.

Discussion

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?