Why Do We Need Public Relations?

DSM Digital School of Marketing - public relations

The function of public relations is to help to manage a business’ reputation. How? Let’s have an idea about it. Trusted media connections are prerequisite reputation management. For an instance in your business journey, you will confront terrible situations such as advertising gone wrong or unhappy customers hitting out on social media about how bad that feel your product is. In times like these, media connections can assist you to repair the damage through a straightforward press release. The role of public relations is to provide businesses the opportunity to build such connections.

What Is Public Relations?

PR is short for “public relations”. The functions of public relations are the strategic communication from an organisation to the public in order to maintain or cultivate public image and/or react to public discourse.

There’s an age-old saying: “Advertising is what you pay for and publicity is what you pray for.” The role of public relations isn’t an easy to define. In fact, a number of years ago, the Public Relations Society of America (PRSA) accepted a few thousand suggestions before finally agreeing on one:

What Is Public Relations? Official Definition from PRSASo how can an organisation take its beneficial relationship to the public and turn it around into good press? Are you really “praying” for something, such as the old saying goes, if you’re using a strategic process in order to get results? If PR is a bridge for that relationship, then public relations professionals are the bridge builders.

What Is Public Relations Management?”

PR management is seen as relationship management. An organisation’s survival depends on these PR relationships.

There’s a body of relationship management theory and scholarship, centred around the work of John Ledingham and Stephen Bruning, arguing for public relations to be understood as PR relationship management.

Marketing understands that organisations depend on relationships with customers. No customers, no business. But PR also consider non-market groups such as regulators, politicians, activists, investors, trades unions and employees (collectively, citizens).

What Are The Functions Of Public Relations?

The PR department supervises – as well as assesses – public attitudes in addition to maintaining mutual relations and awareness between an organisation and its public. The role of PR is to improves channels of communication and to establish new ways of setting up a two-way stream of information as well as understanding.

Media Relations

  • Preparing position papers regarding issues of importance to the organisation,
  • Handling publicity,
  • Distributing news of activities to external audiences,
  • Forming and maintaining contacts with the mass media,
  • Managing responses to inquiries from the mass media,
  • Coordinating media conferences as well as tours, and
  • Tracking and assessing media

Guest Relations

  • Guest reception activities,
  • Planning visit agendas and other visit0related matters,
  • Leading university tours,
  • Putting together brochures, tour guides, tapes, videos, maps as well as other guest-related communications materials, and
  • Preparing gift items for the visitors.


  • Putting together and publishing materials for public as well as dealers, agents, advisory bodies and employees, and
  • Assisting other departments to promote as well as publish event announcements and other event related advertisement materials.

Marketing Publicity

  • Revealing new products or services as well as enhancements in products and services, though editorial channels of mass media,
  • Developing and executing promotional materials, and
  • Participating in exhibits and marketing events.

Other Functions Of The Public Relations Industry

  • Developing a good working climate for university,
  • Providing PR Services to other departments (photographic services, providing gift items, and etc.),
  • Organising PMU events,
  • Providing public information and issue visitors cards to access PMU library, buildings and grounds on request,
  • Managing sponsorship, and
  • Building and managing relationships with other companies.

Get in touch with the Digital School of Marketing

Do you want to become a digital public relations expert? If you do, then you need to do our Digital Public Relations Course. Follow this link to find out more.