Introduction
The public relations of an organization is like the air in the tires of a taxi. Nobody is really concerned about or notices the air in the tires until there is a puncture or a blow out. It is the taxi driver who should check and maintain the correct tire pressure. Public relations are the functions that provide benefits to the organization and its strategy and marketing functions. Organizational functions are those distinct advantages that a good PR campaign provides to an organization such as brand building, creating public awareness, providing feedback, etc.
Public Relations
Public relations are a constantly evolving and dynamic profession. It has come a long way from its image as a glamorous but anyone can do it job. In fact, as little as 20 years ago, it was highly recommended that to enter the profession, one needed nothing more than secretarial training. But public relations have grown beyond this image. Today, public relations are a sophisticated industry that needs individuals who are confident in their abilities and skills and are aware that they are well suited to a highly demanding profession. Today’s public relations practitioners have a range of tertiary qualifications and constantly try to improve and expand their knowledge and skills.
“ Public relations specialists handle organizational functions such as media, community, consumer, industry, and governmental relations; political campaigns; interest-group representation; conflict mediation; and employee and investor relations” (.Freitag, 2009). They do more than "tell the organization's story." They must understand the attitudes and concerns of community, consumer, employee, and public interest groups and establish and maintain cooperative relationships with them and with representatives from print and broadcast journalism.
Societal functions of a PR campaign are those functions