Functions of Public Relations
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Functions of Public Relations.

Riverplate is bringing you this series of pages on the theme of public relations as a service to our customers, the business owner. We understand that the more information that is made available to businesses to market using the most current technologies and avenues the better chance they have of being successful. The services we provide (Pick and Pack in Southern California, Nationwide Trucking, and fulfillment in California...to name a couple) could not be done without our loyal customers. It is because of them that Riverplate continues to grow year after year. Our goal is 100% satisfaction on the work and service we provide to all of our customers.

Functions of Public Relations / The Good and the Bad

Public relations play a big and important role in the success of a business. Publicity, whether positive or negative, can make a big impact in a company. And while some businesses can handle negative feedback, there are also a few who cannot. However, for businesses that face the latter scenario, good public relations practices can help. This is where educating yourself about the functions of public relations comes into picture.

So, what are the functions?

According to The Public Relations Society of America (PRSA), "the essential functions of public relations include research, planning, communications dialogue and evaluation." If a company plans to launch a new PR campaign, people in the field or particularly the PR practitioners, will initially conduct a study of the product that will be launched, the target market, competitors, and other essential data needed.

Once it has been proven that the project is feasible, planning is the next step. This function of public relations is the most critical part because this will serve as the foundation of your PR campaign. The budget for the project and how the company will attack a particular issue that is included in the PR plan are just two of the many factors that PR specialists need to consider.

Communications dialogue, on the other hand, will include your actions in implementing your plan to the public. This will involve information dissemination not only to consumers but also to the press (the media). This function will entail the exchange of information between you and the public. Communications dialogue is when the consumer can give comments regarding the PR release.

Lastly, the evaluation function will determine whether the public relations campaign is a success or a failure. In this way, the company will be able to find out if the publicity has brought them something that is positive. If it is not positive, then they will also be able to assess on where they commit mistakes.

The London School of Public Relations also has a list of some functions of public relations:

Media relations: gaining editorial coverage
Issues and risk management
Crisis management
CEO reputation management
Change management
Internal communications
Corporate identity and image management
Managing stakeholder conflicts: NGOs and managing activists
Corporate social responsibility
Publications of Annual Reports: corporate reporting
Corporation reputation management
Financial and investor relations
Managing shareholder expectations
Exhibition and event management
Brand building
Promoting professional services and business to business services
Managing sponsorship
Managing relationship with suppliers and distributors
Building relationships with various buyers
Media and competitor analysis
Public affairs and lobbying
Supporting other elements of the mix

Communication is Key

The aforementioned functions of public relations are as important as launching a new product or developing a new one. This will not only improve the channels of communication between your business and your audience, but will also mean greater exposure for your company.

Cheathouse.com relates that the functions of PR are grouped into two categories: organizational and societal. Organizational functions are described as those that benefit the company from within. Societal, in contrast, benefit the company externally.

With this in mind, the functions of public relations for a company are to maintain and promote the positive image of the business as much as possible. It does not matter if the function is organizational or societal; PR is committed to building and maintaining an organization’s reputation.

Riverplate Fulfillment

As a strong supporter of delivering what our customers need, Riverplate is happy to support all of your fulfillment needs. And Riverplate is a full service trucking company as well. Please think of us for your shrinkwrap, warehousing, trucking, shipping and all your other order fulfillment needs. This leading southern California Fulfillment House serves all over the country and some international destinations. These are just a few of the locations your San Fernando Valley Fulfillment House, Riverplate serves:

Chatsworth, Bell Gardens, Malibu, Westlake Village, Thousand Oaks, Camarillo, Adelanto, Antelope Valley, Beverly Hills, Beaumont, Northridge, Bellflower, Anaheim, San Diego, Santa Cruz, Palm Springs, Orange, Baldwin Park, Banning, Barstow, Lakewood, Loma Linda, Lucerne Valley, Monrovia, Manhattan Beach, Maywood, Long Beach, Lompoc, Burbank, Coronado, Blythe, Covina, Costa Mesa, Corona, Compton, Commerce, Colton, Coachella, Claremont, Chula Vista, Chino, Cerritos, Carlsbad....and many more.

Learn more about public relations and how it can help your business. Just follow these links:

Public Relations Definition

Public Relations Theory

Public Relations Plan

Public Relations History

Advertising vs. Public Relations

Ethics in Public Relations

Writing For Public Relations

Product Public Relations

Public Relations Proposal

Public Relations Articles

Public Relations Theories

Public Realtions Tips

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