The image of a company in the eyes of customers, potential business partners, media or employees has a huge impact on its reputation and success. Public relations is a tool for managing reputation. What are the main functions of PR?
The overriding goal public relations is to build and maintain a positive image of the company among all target groups. However, this is not the only PR task. Public relations covers many areas of the company's activity and fulfills various functions - both towards the company itself and society. PR functions interact with each other. They cannot exist separately. The fulfillment of one of them enables the fulfillment of the next.
3 basic PR functions
Wojciech Budzyński, author of the book Public relations. Image. Reputation., lists 3 basic functions of PR:
- integration,
- coordination,
- communication.
The integration function consists in integrating the company with entities operating in its environment. Integration should be understood as adapting the enterprise to social groups. The task is to understand the company's goals and activities by the environment, accept them and connect them with one's own goals.
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The coordinating function is the need to harmonize all the promotion elements that the company uses in its public relations program. In other words - all the company's activities must be coherent and harmonized.
The communication function is considered the most important. It means planned, two-way contact between the company and the environment in which it operates. The aim is to gain support for the conducted activity and build a positive image of the company.
Knowledge of the PR function is crucial when it comes to managing a company's public relations. On their basis, decisions are made regarding the shape of PR structures in the company. Choosing the right PR strategy is a recipe for success on the market. How to do it? Professional PR agency will certainly prove to be invaluable support.
