Public relations can and should make an important contribution in helping to form an organization’s ideas about what it is, what it should do and what its publics want and expect from it.
Communication Management – Developing communications
objectives that are aligned with an organization’s overall objectives. As
two-way communicators, public relations practitioners interact directly with
key publics, relaying the resulting information (with recommendations) to other
members of the management team.
Crisis Management – Establishing methods and
policies to be used when an organization’s operations become involved in an
emergency affecting the public. This includes policies and procedures for the
distribution of information to employees, media, government and other key
publics.
Issues Management – This involves identifying
problems, issues and trends relevant to an organization and then developing and
executing a program to deal with them. Included is the study of public policy
matters of concern to an organization.
Relationship Management – This involves the role of
public relations in identifying key publics and establishing strategies for
building and maintaining mutually beneficial relationships with those publics.
Reputation Management – The planning and implementing
of policies, procedures and strategies that demonstrate an organization’s
commitment to public and social responsibility, ethical behaviour, corporate
identity and reputation with key publics.
Resource
Management – PR’s management of human and financial
resources revolves around setting objectives, planning, budgeting, recruiting
and hiring PR staff and administering those resources.
Risk
Management – As preventive PR, this role involves helping
an organization recognize areas of potential danger and recommending needed
changes before potential dangers develop into crises.
Strategic
Management – Acting as a counselor, the PR practitioner
serves on the management team helping the organization develop sound policies that
are in the best interests of the public as well as the organization. The PR
practitioner integrates an understanding of the concerns and attitudes of key
publics into the organization’s managerial decision-making process.
जनसंपर्क और प्रबंधन
जनसंपर्क किसी
संगठन के विचारों को बनाने में मदद करने में महत्वपूर्ण योगदान दे सकता है और देना
भी चाहिए कि यह क्या है, इसे क्या करना चाहिए और इसकी जनता क्या चाहती
है और इससे क्या अपेक्षा करती है।
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