Organizational structure of PR

Strictly speaking, there is no international

formula which can guide the basic
structure of a public relations department.
The nature of the PR set up varies
enormously if the organization is different
in size, objective, geographical dispersion,
nature of ownership, technology and
competitive environment.
The emerging trends in business and societal
demands have thus opened up a new vista for
PR to review its own status and position in the
organizational structure.
In a model situation, the public relations chief
should report directly to the chief Executive, and
the department under him should enjoy an
independent status like the other components of
management organization.
This is applicable to any multi-unit or single unit
industrial, commercial or even large trading
organization.
In the government or statutory department, there
are age-old public relations and information
bureaucracies who have to work within a strict of
control and guidelines.
In House PR
The ideal set up for an in house PR department
envisages coverage of all aspects of public
relations and communication activities.
The department is expected to possess
adequate infrastructure, resources and capacity
to fulfill its assigned tasks independently.
Public relations departments employee
specialists who do a better and effective job by
identifying and anticipating attitudes and trends
formulating plans and programmes,
implementing them and finally co-coordinating
all public relations activities of an organization.
Public Relations departments are organized on
the basis of the functions to the carried out , on
the basis of staff, or on the basis of the 'media'
of ' communication', 'publics' , geographic areas
etc.
When organized on the basis of media of
communication a PR department has different
divisions for print media, radio, T.V., films,
Exhibitions, advertising etc.
For example - in India the government PR
departments are organized this way the ministry
of information & Broadcasting has several wings
like Press Information Bureau. All India Radio
Doordarshan. Films Division, Directorate of filed
Publicity, Directorate of Advertising and Visual
Publicity etc.
The second type divides the PR department on the basis
of public so PR departments or many organizations,
particularly private sector organizations- have such
divisions as Employee Relations, Share holder
Relations, Investor Relations, Media Relations,
Government Relations, Community Relations etc.

Some very big organizations which have branches in
many parts of the country or the globe have PR divisions
in various geographic locations as part of the PR
department.

Also the organization structure of PR departments differ
on the basis of the size of the parent organizations,, the
management philosophy, the policies and also the areas
of operations the size and structure of the of the PR
department depend on the degree of importance given to
PR by the organization.
Functions of PR Personnels - These include
public speaking or addressing the various public,
writing and editing publicity material, news
letters, house journals, speeches (for others )
reports, articles etc, PR personal deal with the
internal and external relationship and various
publics.
They also answer and deal with complaints, act
upon suggestions and of course, they plan and
organize special events ranging from annual day
functions, anniversaries, foundation day
celebration etc.
PROS
1. Organizations having people oriented
structures will require in-house PR more to
promote and maintain good relationship with
emphasis on people aspects at all levels of
working.

2. In-house PR provides full time service with
continuity of functions. Theyve direct access to
decision makers with in the org.

3. Management can easily ensure value for time
and money spent on PR activity in diverse fields.
4. Relations with the media will be more
direct which will ensure immediate
feedback and prompt action.

5. PR personnel become identified with
the aims and objectives of the org. They
product interest of the org. Letter in
important PR activities like crisis
communicator relations and consumer
communications.
CONS
1. As a seal of loyalty to the org. many PR
Persons lose unbiased behaviors, an essential
requirement in the profession.

2. In-house PR people normally do not have, nor
are they interested in knowing the good aspects
of PR activity in other org.

3. Chief Executives of many org. are easily
bored by the professional talk and appearance
of consultant while ignoring the in-house PR
capabilities.
4. Employment condition prohibits doing
away with inefficient PR persons and in
effect they become redundant.

5. In-house PR persons normally fail to
elicit information of value from various
sources involved and are at a
disadvantage pertaining to national or
global communication matters.
ESSENTIALS OF GOOD PUBLIC RELATIONS
1. Human Relations
It is getting along well with the 'public', both
internal and external.
No man can work in a vacuum. Each person
who works in an organisation has to get along
with the other; he should be aware of the other
and show interest in his progress as you do for
your own.
Human element is present behind the facade of
every person working in an organisation. Every
human being is in some way unique and
generalisations about humanity are subject
automatically of all sorts of qualifications and
exceptions
The human personality is an entity, an incredibly
complex blending of many qualities. Human relations is
often mixed up with psychometry which includes the
science of measuring individual or group behaviour,
human engineering and management discipline. Human
relations deals with feelings and attitudes of people as
they interact with each other. Each should be aware of
others and so sincere interest in his official and personal
progress. The fundamentals of human relations may not
be ignored in public relations. There are three basic
needs of individuals.

There is the man's sense of dignity, the conviction that he has
basic human rights that others must respect,
The need for security and
The need of humans is recognising an appreciation of what
another has done or achieved.

2. Empathy
Empathy is a feeling towards the other and
person feeling sorry for him is sympathy.
Empathy can be regarded as the primary
prerequisite for a satisfying experience in a
relationship where a certain degree of depth of
understanding is expected.
It is an imaginative projection of one's own
conciousness in another's viewing. There is a
great need for
empathy in the operations of activities of public
relations. Empathy is quite different from
sympathy. Empathy
contributes to the Public Relations manager's
success in different ways.

In empathy, the psychological
stance taken by a person is that of being with
another on an equal footing.

Empathy should be present in
day-to-day interactions of the manager of public
relations which promotes the quality of
understanding.

Empathetic understanding can be expressed
verbally as well as non-verbally. When this level
of understanding is achieved, the person has a
sense of emotional satisfaction that has been
understood. In empathy, there is no judgement
involved.
3. Persuasion

There are two forms of intercourse between individuals and
between groups: force and persuasion.
If one party compels another to do something instead of
persuading him, this is despotism it is against the principles of
proper conduct, sanctioned by society. A sense of human interest
on the person who is being persuaded will understand and
appreciate the cause and effect of his action.
Persuation is a wise man's argument. A person with strength of
character can listen with persuasion, weigh, what is said and
arrive at informed conclusions. It is usually a weakling who runs
away from persuasion. A person usually does not want to risk
being persuaded against his prejudice.
In selling, the person who relies upon argument is learning and
walking on a weak road. Persuasion in the prospect's interest is
what wins sales. It is based largely upon knowing what makes
people think. This knowledge may be put to use through words or
in pictures that appeal to one of the senses. Persuasion avoids a
head-on-collision about some doubtful points. It does not talk
down to a person or a group.

4. Dialogue

It is conversation with a purpose. It is reason's only
weapon. It is not a bargainbasement transaction with
haggling and bickering; it is a low form of negotiation.
Dialogue is a reasonable exchange of ideas bringing into
being a new form of knowledge; the use of dialogue is
for influencing behaviourfor selling goods or inspiring
ideas.
'Conciliation' and 'compromise' are generally involved in
dialogue. When speaking to an unfavourably
disposed group or person, the first talk is to conciliate
people and break down prejudice if any. He is a clever
person who, under any circumstances, succeeds in
bringing a state of urbanity into a gathering that is
marked by high profile discussions. - '

People have different reasons for opposing compromise.
A fanatical person may object because he Jooks upon it
as a sign of ignoble weakness. One who believes that he
holds the key to truth and virtue can make no
concessions to what he regards as vice or error. We
cannot succeed in persuading people unless we
communicate clearly and accurately. Make the image
you seek to convey clean-out. Place the image in &e
environment, not in some remote settinghence mental
effort is needed to draw it into the picture. Making things
simple does not mean that a person who speaks to
persuade must follow the rule once popular in books for
children.

5. Communication
There can be no 'mutual understanding' without
communication; and mutual understanding is at the
heart of public relations.
There are few problems in life that real communication cannot
resolve. If that notion sounds far-fetched, perhaps that is
because what we normally call communication is not real
communication. We generally think of communication in terms
of exchanging information, public speaking, expressing our
feeling honestly or being sincere or persuasive. So we think
effective communication depends on having special talent, a
good vocabulary, the 'right' circumstances and especially on
the receptivity of other people. Effective and true
communication does not depend on any of these things, but
rather on uncovering within ourselves the ability to
communicate.

Real communication is that experience of being totally
understood by another person.

It is a profound understanding not merely of the words being
said, but of the experience and the meaning behind the
words. Real communication produces results and in a
relationship, it produces harmony, resolves problems and
dissolves feeling of seperateness. It is a mutual experience of
being 'known' and results in partnership and a sense of well
being.


Human Relations and Public Relations

There are two important expressions namely public relations
and human relations. The nature and scope of public relations
has been discussed earlier. The concept of human relations
needs to be analysed to understand the correct concept of
public relations.

Human relations is not an exact science because it is not
dealing with inanimate objects like in physical sciences, but as
a branch of social sciences it deals with human behaviour
which is not predictable but changes from time to time. That is
the reason why people find it difficult to define the term human
relation because it denotes different things to different people.
Human relations seek to emphasise not only human aspects
of relations but also institutions like government, financial
institutions in so far as public relations is concerned. In so far
as relations with the internal public i.e. employees is
concerned, it deals with human relations. Even in government
and financial institutions, the human element cannot be
ignored, because organisations are composed of human
beings. They are potential resources for an organisation.

Public relations programme and activities represent an attempt to
give boost to and improve good employee morale including
motivation through improved communication and through employee
participation in the decision-making process within an organisation.
Every field of activity whether in private, public, cooperative
commercial or non-commercial, is associated with the human
element and public relations seek to emphasise human aspects of
work life and activities. The human relations approach in public
relations emphasises policies and techniques designed to improve
relations with the varied public as stated in public relations and
policy decisions as a social philosophy of management.

It is believed that this will be accompained by increased efficiency
with the external public and reducec employee unrest as with the
internal public. Thus, human relations is persuading and informing
people within the organisation and outside to develop long-lasting
relations which effectively fulfils the needs anc interests of the
different groups and achieving the objectives and goals of the
organisation. The scope o human relations is relevant for the
management of internal public as well as external public. It is the
hutnai relations with which both the management, employees and
related external public mutually co-operate t< achieve their
respective objectives.

Human relations is the study of people in action which exactly suits
the theme of public relation whicl believes in action. The job of the
public relations manager is to coordinate and integrate the efforts o
various public with a proper understanding of human relationship.
The survival and growth of an organisatioi would depend to a great
extent upon the integration of individual goals of the public with
those of an organisation. Human relations is a term which is wide
and comprehensive in nature and commonly applied to the process
of focussing on the methodology and findings of a number of
behavioural sciences and disciplines on human problems. This
approach is, therefore, inter-disciplinary or multi-disciplinary.

The public relations department, as one of the functional areas of
the management, adopts the human relations approach to
determine a social philosophy for unravelling aspects of human
relations in a complex and inter-dependent, civilised social system.
Public relations policies and follow up action through human
relations requires the application of behavioural science principles to
promote human relations.

The importance of public relations management in achieving good
human relations cannot be ignored. Most of the problems associated
with human relations can be removed by relating the human factor
to the actual functions of the public relations department.



Men are Interdependent
It is a simple fact that we depend upon one another. We are
constantly influenced by our surroundings; our character is moulded
in part by those about us, and we in turn affect and influence our
fellowmen. In a word, the world is social. Life is organic. Specifically,
this is as true of economic life as it is of life in generaleconomic
life today is interdependent. Most companies depend upon scores of
others for supplies, materials and outlets. Within the factory there
are complex relationships among the various levels of the
management and labour.

The idea that business is impersonal is a fiction. In business, as
elsewhere, we deal with our fellowmen and with all aspirations of
their nature. There is no 'economic man', motivated only by thoughts
of gain. Men are social creatures, sensitive to considerations of
pride, achievement, desire for esteem and affection and similar non-
economic drives. They do not change their nature when they put on
their business suits or working clothes.

These facts may be looked at from either of the two points. We may
consider them in their psychological or in their moral aspects. Both
approaches, however, are important in what they mean for the
businessman

Human Nature Demands Teamwork

The fundamentals of human nature may not be ignored in
human relations. Although man's actions in detail may be
unpredictable, there are broad drives that profoundly influence
conduct. Generally speaking, there are four basic needs of
individuals.

(i) Dignity. There is man's sense of 'dignity', the conviction
that he has basic human rights that others must respect.
There are complex emotions connected with self-esteem: the
seeking for self-expression, opportunity to advance, success
in one's endeavours and the satisfaction of attaining a useful
place in the world.

(ii) Security. The need for security is important. This security
can be economic or psychological. The former can be given
and received. Any attempt to give the latter only breeds
dependence, fosters imitation or prevents the receiver from
thinking and feeling on his own. Denying security is not the
same as denying acceptance and warmth. Infact, it is only in a
climate of affection that a person can understand why he is
insecure and build up confidence that is generated from within
rather than borrowed from outside.

(iii) Recognition. The basic need of a human being is
recognition and an appreciation of what another has
done or achieved. Since a human being does not live in
isolation, he wants others to be interested in what he is
and what he has done. Honest appreciation can act as a
tonic. Recognition, however, is not to be mixed up with
status. Status consciousness creates jealousies and
conflicts. Although there might be organisational
hierarchy in an enterprise, this hierarchy is purely
functional and has nothing to do with status, which is a
feeling of personal superiority or inferiority. From this
point of view, leadership in the industry is only a function,
not a status.

(iv) Challenge. Another important need of human beings
is challengeopportunity to participate, freedom to
express one's capacities and facilities to widen the
perimeter of one's job. Where these are given, the
individual tends to reach the full height of maturity and
understanding.

OBJECTIVES OF PUBLIC RELATIONS

The main objective of the public relations is to
establish good understanding by sharing a
common problem or interest with the public.

Here by public, we mean both internal and
external public to the organisation. Mutual
understanding can be established only by
sharing common interests, by communication
and good relations.

If there is no communication, there is no mutual
understanding and mutual understanding is the
core of public relations.
The objectives of public relations differ from organisation to
organisation based on the nature and objects of the organisation.

For instance, the objectives of the public relations programme of
social welfare organisations are quite different from commercial
organisations.

The objectives of a public relations department of the
Government are different from non-profit organisations and so
on. A hospital has its own objectives etc.

The major objective of public relations management is to to
promote good relations, understanding with not only employees
within the organisation but also varied public outside the
organisation, so that the organisation may get their support to
achieve the objectives of the organisation and to promote
economic interests the varied public.

A business organisation is started with a long-term perspective in
view. So its main objective is survival and growth. The
employees of the organisation put their best efforts in order to
achieve these objectives.


However, following are the broad objectives of public relations.

1. Human Relations
The job of communication is to help and promote human
relations, making use of it among other things, in the media
be it print or electronic. There can be no mutual
understanding in human relations without communication.

2. Empathy
Empathy is a feeling with the other person expressed by
speech. Sympathy is feeling sorry for a person, expressed by
words.

3. Persuasion
Persuasion is a process of convincing and motivating to get
things done. Speech is one of the methods to persuade a
person. A sense of human interest towards the person who is
being persuaded will understand and appreciate the cause
and effect of his action.


4. Dialogue
Dialogue is a process of conversation or speech with a
purpose. It involves exchange of ideas and subsequently
influencing behaviour. Concilliation and compromise are also
generally involved. Dialogue is a democratic, civilised and
constructive weapon. It takes the form of discussion. Others'
viewpoints should be considered and there is no place for
monopoly of the conversation in dialogue.

5. Information
In the new information order of the word, information
transmission is the process of getting things done. In complex
business organisations, effective decisions depend upon
collection, storage and supply of information. Information
taking and information giving is a continuous process in
organisations.

6. To Influence
The object of transmitting information is to change the
behaviour of the recipient. Communication is aimed at
influencing, persuading, motivating or activating people
towards desired goals.

7. Understanding
The main cause for conflict in an interpersonal situation is lack
of mutual understanding. The problems of communication
pertain mainly to the problems of understanding people. The
most important managerial function to bridge the gap is,
possibly, communication, and without it, mutual understanding
cannot be achieved.

8. To Discourage Mis-information
The objective of communication is not only to pass and
exchange policies, rules, orders, procedures and objectives
but also to avoid distortions in communication. This objective
includes discouraging the spread of mis-information, rumours,
gossip and release of emotional tensions by the workers.

9. Suggestions and Complaints
Another objective is to encourage ideas and suggestions from
subordinates for improvement in the product and working
conditions for the reduction in the time or cost involved and for
avoidance of waste of raw material.

10. Free Exchange
The two-way communication model ensures free
exchange of information and ideas which gives an
opportunity to all the employees in understanding and
accepting the messages, acting accordingly and giving a
feedback.

11. Better Relations
Communication improves employees' and
management's relations by keeping both in contact with
each other. House journals and other labour union
publications promote good understanding by the mutual
exchange of ideas.

12. Fostering Attitude
Motivation, cooperation and job satisfaction are more
essential to achieve organisational objectives. The
purpose of communication is to foster an attitude which
is necessary for motivation, co-operation and job
satisfaction.

Values of the Public
Philip Lesly identified the emerging of the following values
from Public Relations to the public:

Public relations is a means for the public to have its
desires and interests felt by the institutions in our
society. It interprets and speaks for the public to
otherwise unresponsive organisation as well as speaking
for those organisations to the public.

It works as a means to achieve mutual adjustment
between institutions and groups, establishing
smoother relationships that benefit the public.

It is a safety value for freedom. By providing means of
working out accommodations, it makes arbitrary action
or coersion less likely.

It is an essential element in the communications system
that enables individuals to be informed on many aspects
of subjects that affect their lives.

Public relations personnel can help to activate the
organisation's social conscience.

Public relations (either systematic or unconscious) is a
universal activity.It functions in all aspects of life.

Reasons for Growth of Public Relations
The causes for rapid growth of public relations are many
and they have assumed greater importance in recent
years because of many known factors.
The enlighted and big organisations have separate
public relations department to look after this specialised
function.
This, however, does not mean that the managers of
other departments are not required to perform the
functions of public relations affairs. Infact, the public
relations department's function is also a pervasive
function of management.
The executives, at the middle level and at all other levels
are engaged in performing public relations functions.

The growth of public relations in USA and UK
was evolutionary in nature.
The scope of public relations and its
management function has expanded
considerably throughout the world over the last a
few decades or so, and new techniques and
style of managing public relations affairs have
been developed as a result of research and
experience in the field.
Under the influence of media and technological
development, public relations activities and
operations too are growing in different
dimensions. The impact of awareness,
complexity of management, competition,
consumer movement etc. are visible and
inevitable.
The various reasons which have increased the significance of public
relations are discussed below

(i) Multi-Disciplinary Subject: Public relations has grown as a
separate field of study i.e. as a discipline taking help of so many
other disciplines such as management, media, journalism,
advertising etc. Much of the PR management literature is the result
of the association of these disciplines. For instance, advertising
orientation drew its inspiration from communication, commerce,
management, journalism etc. Similarly sociology, social behaviour
and law have also contributed to the development of public relations.

(ii) Universality: Public relations principles and objectives are
universal in character. The techniques and standards of the code of
conduct of public relations are equally applicable in the field of
business, both of commercial and non-commercial organisations,
irrespective of private, public and co-operative sectors, education,
hospitals, government etc. The principles and techniques needed
would apply more or less in every situation. The principles are
working guidelines which are flexible and capable of adoption to
every organisation where the efforts of human beings are
coordinated and motivated.

(iii) Growth in Size of Organisation: Advancement of science and
technology have given rise to the large scale company form of
business organisation employing thousands of workers. The
performance of employees and their productivity depends on the
quality, character, motivation and good relations between the
employees and between the employees and the management. This
has increased the significance of internal public relations. With large
scale production and employing large number of persons,
organisations subsequently faced the problem of good relations.

(iv) Population Growth: Population has been growing at a faster
rate. Population explosion is a significant factor contributing to the
realisation in the development of public relations. Increase in
population would result in establishing more in number and
expansion of all types of business, social and political organisations.
There is increase in population, distribution and consequently
involving more inter-dependence and relations. When the number of
employees, stockholders, investors, suppliers, communities
increase, contact and relations with the management is no longer
possible. Misunderstandings take place and goodwill is affected
when various groups of public are not aware of the policies and
decisions of the management affecting their interest.

(v) Public Relations Society of India : The establishment of Public
Relations Society of India (PRSI) in 1958 is a significant
development in public relations education. Affiliating to it, a number
of chapters of PRSIs have been established throughout the country
at the district level and state levels.

The purpose of PRSI is to develop public relations for the benefit of
practice in commerce and industryboth commercial and non-
commercial as well as government organisations. It cultivates a
favourable and mutually advantageous relationship.

Prestige, position and attractive remuneration of public relations
practitioners is evident in private, public, co-operative, both in
business, social welfare, government, communities and nations. The
public relations manager reports directly to the president and the
managing director and occupies a strategic in the Executive
Committee. Infact, public relations managers have a voice in policy
decisions and the decision-making process.


(vi) Political Environment : There are certain political
factors too which have helped the growth of public
relations.

The concept of the welfare state also contributed a lot in
the process of development of the public relations
profession.

There is a greater interference on the part of the
Government in business to safeguard the interests of
varied public like workers, consumers, investors,
suppliers, communities and the public at large.

Government's participation will also pose many
challenges before the management of public affairs. The
Government likes to protect the interest of various
categories of the public by way of enacting a number of
business legislations.

(vii) Development of Varied Media : There has been a
vast development in communication media.

Today we are employing electronic media for fast,
effective and correct transmission of information.

There is a tremendous growth in video and cable
systems. Television has become a popular mass
medium. Tekconferening, computer-aided conferences,
video cassettes, audio cassettes, floppy discs, paging
and radio paging facilities, electronic mail message
system and a host of other developments in information
technology, have made possible rapid and widespread
transmission of formation.

Therefore, these new developments in communication
media are giving new challenges and new
responsibilities which ultimately fall on the public
relations department.

(viii)Increasing Aspiration of Employees : Increase in
the number of employees and good relations with the
management is difficult.

Considerable changes have been noted in lie
organisations of today in comparison to the counterpart
of the 1940s like increase in awareness, level of
education, union activities and labour laws.

In fulfilling social responsibilities, corporations today
have to serve the interests of the internal public whose
needs, wants and interests differ from time to time and
result to conflict.
Good employer-employee relations is indispensable
continuously over for a period of time. The public
relations manager would be required to solve
appropriate techniques to satisfy their needs, motivate
them and promote good relations between the
management and the workers.

(ix) Economic Legislations : The Government has
enacted a number of business legislations and potential
business operating fully under legal environment.

Controls, regulations, licensing, pricing and other matters
are in focus in which the Government has been
interfering.

Increasing government interference in various
functions of business operations has been adversely
affecting business.

Raising taxes and corporate donations have become
important responsibilities to be handled by a separate
professional department i.e.
the PR department.

Thus, managing of public affairs resulted in the
expansion of public relations with local,
state and the governments.

(x) Communication Gap : The honest and truthful
communication between different categories of public
and organisations is necessary for good public relations.

The communication gap has been recognised and
attested by the fact that public relations occupies a
dominant role.

It is a basic function in which the public relations
department exists as an essential source of
communication between the organisation and its public.

It is the responsibility and function of the PR department
to employ tools like mass media, publicity, advertising,
lobbying, public speaking, press relations, editorials etc.

(xi) Public Relations Education : Greater emphasis has
been given on public relations education.

The subject has been considered as a separate
discipline in social sciencesa special branch of
knowledge.

To meet these requirements, the subject has been
offered in colleges, universities and other autonomous
institutions. Thus, increasing emphasis on public
relations education is greatly responsible for the
increasing prestige of the discipline.

There are forty six institutions like Indian Institute of
Mass Communication, New Delhi, Orissa, Madhya
Pradesh and Kerala, offering instructions in this inter-
disciplinary subject.
(xii) Social Responsibility : Corporations, both
commercial and non-commercial, private, public and
cooperatives have recognised by themselves that they
have a social responsibility to serve different public.

Public relations as a discipline and in terms of
professionalism has grown in importance as business
enterprises recognise that they have social
responsibility.

Social responsibility towards public services of business
enterprises include social activity like social welfare,
health, unemployment, donations, financial contributions
to community, youth organisations, pollution! and
environmental control, sponsorship of cultural education,
consumer activities, community services etc.

(xiii) Consumerism : The core of consumerism is the right to
safety, right to choose, the right to
complain and the right for redressal.

We are on the verge of consumer satisfaction and protection
of their rights. The consumer movement has been
progressing and extending with a tremendous growth.

The Consumer Protection Act, 1986, is a step forward
towards the consumer movement, increasing awareness
and emphasis on consumer service has caused many
business enterprises to work towards seeking the
goodwill and support of the consumers.

New tasks and challenges and new responsibilities relating
to consumers have accordingly fallen on the public relations
department to respond by the application of
consumer affairs activities, and the consumer movement has
been exercising its power and pressure points
on business.
(xiv) Human Relations : Human relations activities
represent an attempt to improve employee morale and
motivation through improved communication and
participation in the decision-making process.

Human relations seek to emphasise on the human
aspects of work rather than technical or econmomic
aspects. The right type of atmosphere should also be
created for the workers to contribute to the achievement
of organisational objectives.

By performing the relations function, the managers of
public relations can show the significance it attaches to
the human relations in the enterprise.

The managers of public relations can also use their
knowledge, skills and behavioural aspects in moulding
the behaviour of the employees.



(xv) Ownership is Separate from Management: There
is a clear divorce of corporate management and
ownership.

A corporation is regarded as an entity quite distinct and
separate from its owners.

The affairs of a corporate organisation are managed by
their paid servants and the members, owners or
shareholders have no right to take part in the
management. As such, a corporation is a professionally
managed enterprise.

So there has been a pronounced shift from owner-
managers to employee-managers. Among the various
manaerial personnel, the public relations manager's role
is a distinct function having persuasion skills and'a
unified body of knowledge.

(xvi) International Relations : In recent years, the expansion of
inter-governmental activities, emerging multi-national corporations
and their growing at accelerated rate resulted in international
public relations activities.

All the countries of the globe are becoming increasingly involved
in cultural relation, education and exchange in addition to foreign
trade.

Thus the countries are becoming increasingly involved in
international relations and engage in more public relations
activities to promote favourable world-wide image, goodwill and
public opinion.

The rapid changes in international economics, political and social
affairs are marked by a great interchange of techniques are
potentially emerging as a profession, in which professionals are
employing public relations techniques to inform people all over the
world and to cultivate international understanding and goodwill.

The evolution of the profession of public relations is also reflected
in the formation of International Public Relations Associations
(IPRAs).

Scope of Public Relations

The subject matter of public relations is human beings,
because it is that part of the management
function which is concerned with human relations.

The proper or improper relations with the varied public
depend upon public relations management. Earlier the
scope of public relations was very limited.

The business organisations were mainly a one man
show or with a few managers who used to look after
several functions. But with the development of large
scale organisations, complexity and interdependence
managing human relations also became complex.

Due to the increased dependence on the varied public
and increase in the size of the industrial units, their
expansion and development, an important feature is of
indirect management i.e. indirect relationship among the
public.

Besides, there were significant changes in the view
points and attitudes of the employees, public and the
management. Because of all these changes and
developments, the scope of the public relations function
has become very wide and complex.

The major divisions usually functional in the public
relations department of a modern industrial organisation
are : press relations, advertisement, publicity, press,
television, radio, photography, journalism and cinema,
documentary films, animation, electronic media and
various oral and written media etc.


Thus we see that the scope of public relations
management is very wide. It is also very important to
note that the public relations function is not limited to
industrial and business fields only.

Its principles and techniques are equally extended to
every type of organisationwhether commercial,
religious, social, political, whether private, public, co-
operative, joint sectors and muti-national corporations,
wherein there is interdependence between the
organisation and the varied public. Where more than one
public or group is associated with organisation, the
problem of public relations invariably arises.

There is plenty of scope to reach out to the student
population to help industry and institution. The scope of
public relations is to interest itself in issues of national
importancethat is city imnrovement, curbing
environment pollution, ecological balance and the like.



Those involved in public relations are aware of the
challenges inherent in the situation.

Likewise, political leaders, entrepreneurs, managers, social
workers, teachers, students, even religious heads and all
the rest, will become aware of this challenge.

Similarly international public relations for global
understanding cannot be ignored. Public relations is most
highly developed in all industrialised countries.

Evidence of the spread of public relations throughout the
global corporate canvas and other areas of communication
is the establishment of international and national
organisations. For instance, International Public Relations
Association (IPRA), International Association of Business
Communicators (IABC), International Public Relations of
US Corporations, the British Institute of Public Relations,
Inter American Federation of Public Relations Association,
Public Relations society of Africa etc.


There has been misconceived opinion about the scope
or field of public relations activities.

In lectures and articles published, one is apt to gain the
impression that public relations concern mostly industry
and commerce only.

In such an instance, it can be only said that the person
has tended to overlook the fact that public relations,
practically in this decade, entered all sectors of public
life, not excluding religion, and now it has a virtually
unlimited field of application.

the basic functional roles of PR in modern business has
been clearly defined and applied in many organisations
and proved successful. Public relations has become an
integral part of the top management group along with
such other staff to provide guidance. At the same time, it
must be geared to provide publicity planning and serve
both the organisation and the public.

Public relations activity may support marketing.
In its various forms, it may contribute decisively
to successful frictionless business activity.

The principles of reciprocity underlying public
relations is for the corporation an incentive to
improve performance, because it helps the
corporation to overcome a difficult situation.

The fundamental laws and the necessity of
public relations can be expressed in three
words, according to one of the pioneers of Public
Relations. He is Edward L. Bernays, the most
respected public relations practitioner : these
words are information, adjustment and
integration.
Both business organisations and non-business
organisations, non-profit organisations and
service bodies have accepted public relations.

The objects and functions will, however, remain
with business, whether it is government or
private.

The scope of public relations is wide which
includes political field as well political leaders,
entrepreneurs, managers, social workers,
teachers, and even religious leaders are
involved in public relations day in, day out.
These are the days of change and they are
dynamic. Wherever there is change, there is
public relations.

Significance of Public Relations Management

The public relations function of management deals with the
proper handling of the varied public connected with the
organisation.

If the varied public having relations with an organisation
have to be handled and managed properly to develop good
relations for survival of the enterprise, it is not possible to
build up a corporate image and goodwill without talented
efforts of the staff working in the department of public
relations.

The significance of public relations management has
gained importance with increasing complexity and more
interdependence between an organisation and the varied
public. Now it has come to be recognised that public
relations management is not only the responsibility of the
public relations officer, but also of all the functional
executives in the organisation.



The particular operative functions of the public relations
department are to promote mutual understanding with
varied public external to the organisation and amicable
long-term internal relations.

Though every functional manager has some
responsibilities towards these activities, it has now been
recognised that these activities cannot be the speciality
of evey functional line executive.

Therefore, it is very common to create a public relations
department either under a public relations officer,
Director of Public Relations or Manager of Public
Relations. The specific designation may vary from
organisation to organisation.

Good public relations is by far the greatest asset of an
organisation.

Internal public and external public have an important place.

Employees coordinate all other factors of production towards
more production and lesser cost, resulting in more profits.

Public Relations management is that special part and function
of management which is primarily concerned with the task of
managing human relationship.

It seeks to provide fair terms with the employees, fair prices and
continuous supply of commodities, long run good relations with
customers, favourable sales position, fair return to shareholders
and satisfying all those who are concerned with organisations.

In a nutshell, the public relations function is basically concerned
with the relationship of the management to the employment and
of the employees and in all the matters other than the actual
work itself with the general public.


Public Relation Department and Functions

In most commercial and non commercial organisations, separate
public relations departments are set up under the leadership of the
public relations officer.

Sometimes he is also designated as the public relations manager
who has specialised knowledge and skills in dealing with the public.

The public relation manager perform certain operative managerial
functions as well as operative functions. Since the officer is a
manager like other functional managers, he too performs the basic
functions of management like planning, organising or directing to
manage his department.

He is also to perform certain operative functions like conferences,
media strategy, advertising, press release, contacts with different
public etc. which the top management may entrust to him.

The goal of big organisations may be termed as growth,
development or stability in the market.

The production, marketing and purchase departments can not
alone contribute towards the achievement of these goals.

The functions of public relations delas with human resources,
externally and within the organisation to achieve
organisational objectives.

If human relational are not motivated and encouraged, as a
result, it may endanger the growth and stability of the
organisation.

It is true to say that with the increasing complexity of the
organisation, creation of more similar organisational
structures, increasing inter-dependence and understanding of
human behavior has assumed greater significance.

The ambitious public relation manager, desire to be
successful in managing this function, must possess rhe
knowledge of science, and the art of public relations to
deal with varied and complex level of varied interests.

This is an important part of public relation functions and
is mainly the responsibility of the public relations
manager abd partly of the all other functional manager.

The public relations department headed by manager
itself does not directly produce what is tangible and
visible, but its functions may help all other department to
contribute towards the achievements of organisational
objectives.

In this complex system, functions pertaining to public
relations this difficult task has been entrusted to person
who is well convergent with the principles and
techniques of the management of public relations.
The public relation manager organises the public
relation department to carry on the advisory as
well as managerial functions entrusted to him.

The officer designs techniques suitable for the
organisation to promote good relations.

His responsibility extends to identifying the need
and training and development of people working
in the department.

He also helps other departments in evaluating
behavioural aspects of the employees.
Determining the wages and salaries to be paid to skilled
employees in his department is another important function of PR
department.

This includes devising suitable incentives to reward the efficient
people like those handling media and electronic media.

The performance of functions of the public relations management
require some particular types of skills, talent and techniques. So
the responsibility of the public relation department should be
entrusted only to those persons who possess such qualities.

In the present day nature of business and social awareness, an
organisation has no choice but to set up a saperate department
under the banner of public relations.

The main objectives of the public relations department are to
promote mutual understanding, build up goodwill and image, and
design a communication system to maintain good press relation.

Role of Public relation Manager

To help the management in the preparation, interpretation,
adoption and evaluation of public relations programmes and
policies.
To undertake personnel relations research that will keep the
management continously informed, so that sound decision may be
made on matters relating to public relation policies.
To design an effective performance appraisal system for the use
of management to provide a current inventory of media relating to
public relations in organisation.

To undertake a programme of education, training the staff of the
public relations department to develop them.

To develop mechanism of personally meeting varied public
periodically like buyers meet, investors meet, community,
consumer organisations etc.

To develop effective internal and external communication systems
for timely interaction.


To establish the mechanism for the administration of personnel services
tha t are delegated to the public relations department.

Controlling PR department and presenting and implementing, all public
relations policies and activities.

Conveying and interpreting to the management information on public
atttitudes and views about the company ot industry it serves
Preparing all policy and financial statements on comapany affairs to the
press, TV and radio. Handling day to day inquiries from the press and
the initiation of the press interest in the affiairs, services and production
of the company, regularly issuing news material on all companies
activities.

Advising on the prepation of prestige publications, institutional
advertising, films, exhibitions, shareholder relations, house style,
community relations and other relavan activities.

Instructing the companys financial advertising agents on all matters
relating to financial and annual reports, advertising and publicity.

Liasion with the personnel department on all matters relating to the
dissemination of internal information and the companys employee
publications.


PUBLIC RELATION DEPARTMENT

The public relations function is one of the important functional areas
of the management.

It is basically concerened with the management, employees and
external public, in all matters other than the actual and specially the
main work of the organisation. This function is called publicity,
advertising and industrial relation in part.

In large sized business organisation, a saperate department of public
relations is formed to perform this function.

This department is taken care of by an experienced and trained public
relations manager.

The department comprises of the following divisions. They are
journal, media, communication, press relations, writing and editing,
area divisions etc.

here a simple question arises in the mind of a common man as
regards to the justification pertaining to the importance of public
relations in the whole business organisation.
The dawn of modern technology, electronic media, and all systems and
controls require people to use them for mass communication.

None of these techniques are useful and effective unless they
administered and carried out by competent and specialists of the
department like this.

These techniques require the services of well trained staff in public
relations administration skills, and here there is a justification of a public
relation department.

A separate public relations department is set up with the purpose of
achieving the twin objectives of implementing the policies of the top
management and the establishment of good relations.

The department is headed by a specialist who may be designated by
different names in different organisations.

The manager or executive of a public relations department generally has
the titles like : Officer, Manager or Director of Public Relations, Director of
Public Relations & Promotion of PR & service & of Advertising and
Publicity etc.
Objectives of the PR department can be achieved
only when the best oganisation structure is
designed, department is a work group combined
together for performing certain functions of similar
nature.

The departmentalisation of public relations function
is delineation of executive responsibilities.

The objectives of (departmentalisation is to increase
efficiency, fixing of accountability and responsibility,
development of nagerial faculties, better control and
performance appraisal.
Designation

Every functional department in a corporate organisation structure is
headed by a professional specialist in a particular area.

For instance, the head of the material department is called as
materials manager or stores manager as the case may be. Similarly,
the head of the personnel department is called as the personnel
manager. The head of the production department is designated as
production manager and so on.

Like other departments, the PR department is a liaison department in
a corporation, which is headed by a professional in PR functions.

The designation under the PR department is known as public
relations officer. However in recent years, it has become a tendency
in a number of companies to move to other designations and
nomenclatures, probably to reflect the coverage of a wide range of
responsibilities.

The selection of an alternative designation will again depend upon the
size, type and reputation of the organisation.
Such new nomenclatures may include public relations manager,
director of public relations, public affairs, public relations and
information, corporate communications, director of corporate
relations, vice president, public relations.

The trend towards the new terms noticed in the recent years is
primarily to satisfy their ego, and to maintain equality of
designations between functional heads. But in practice, the
designation of the public relation officer has been widely used,
having world-wide acceptance.

Organisation of the public relations department requires the
creation of structural relationship among diffferent departments,
human beings and other resources to achieve the desired
objectives.

The formal relationship among human beings in the organisation
is the most important factor for its success. The process of
organisation of the public relations department in relation with
other departments involves co-operating and co-ordinating the
efforts of the human beings working at different levels.
The Public Relations manager is to advise the operating
officials about the policies of public relations drafted and
approved by the top management.

In order to co-operate and co-ordinate the efforts of officials
working at different levels in the organisation, proper
relationship among them in terms of authority and
responsibility should be set up. For this, the following types
of organisation structure may be set up.

Line structure, staff structure and line and staff structure.
PUBLIC RELATIONS: A STAFF FUNCTION

The PR department, which is headed by an experienced
public relations manager, contributes substantially in the
direction of creating an atmosphere of good relations,
understanding, co-operation, goodwill and mutuality in the
organisation.

He is a specialist in human relations, and other related
behavioural aspects. Thus he enjoys a unique position in the
entire organisational structure.

One of the best indicators of the status of a public relations
department is the rank of a person to whom this department
reports. Generally, in fairly large organisations, the public
relations manager reports directly to the chairman or vice-
chairman of the concern.
The important aspect to be examined is whether
public relations is a 'staff function or not.

Before explaining the nature of the public relations
department, it would be appropriate to examine the
other associated term 'line'.

Unless we understand this term, it is not possible to
know the nature of staff function.

These two words, perhaps the most widely used,
are also confused concepts in the organisational
theory. Line and staff are both organisational
functions.
Line

Line functions are those which have direct
responsibility for accomplishing the major
objectives of the enterprise.

It refers to those positions and elements of
the organisation which have responsibility
and authority and are accountable for the
achievement of primary objectives.

The people responsible for this are called as
line authority or line managers.
Staff

In organisational terminology, the term 'staff refers to those functions that
help the line authority in accomplishing these objectives and as such
they are only indirectly related to the achievement of major objectives.

Thus 'staff refers to those elements of the organisation that help the line
managers to work most effectively in accomplishing the objectives of the
enterprise.

Staff elements are those which have responsibility and authority for
providing advice and service to the line authority in the attainment of the]
objectives. It is an adjunct reinforcement and a sort of extension of the
manager's personality.

Public relations department performs staff functions but not line
functions. It is because of the fact that the public relations department is
not directly responsible for accomplishing the objectives of the
enterprise.
According to this concept, the public relations department performs staff
functions. In an organisation,! there may be many such departments
which perform these functions. Such departments are:

Production control department,
Personnel department,
Accounting department,
Quality control department,
Research and development department,
Legal department,
Organisational planning department,
Welfare department and
Public relations department.

Therefore, production, finance, marketing and selling are strategically
operating line departments. The department of public relations,
consisting of staff officers who are functional experts, are engaged to
advise the line officers like production manager, amrketing manager in
the performance of their duties for which they are not suitable.
The Manager of this department becomes the thought-initiator in the
field of public relations of the line manager.

The use of the public relations staff involves cost, because it is a
service department and it is usually created at the higher level of the
organisation.

The main purpose of creating a specialised public relations staff
position is generally to relieve all line departments of the necessity of
performing these functions which are common to all.

Public relations functions are assigned to a single well qualified
agency to secure the advantages of specialised attention, better
relations, closer co-ordination etc.

Therefore, the public relations department is a specialised function
and it is considered as the staff function department. It gives advice
and extends services to all line managers on whether the current
organisation and their activities are helping to achieve the current
public relations policy of the management and the programme of
action.
The main function of a PR manager is to advise the General
Manager, Board of Directors or the chairman in public
relations matters.

He helps by providing information for formulating sound
public relations policies, maintaining good relations between
an organisation and both internal and external public.
Besides, extends his assistance and serves the workers and
other departments too.

He acts as a mediator, counsellor is in liaison between the
management and the varied public. Its function is to facilitate
activities such as planing, recommending, advising,
assisting, liaison, counselling, persuasion and advice etc.

In large business anisations the managers of other
departments alone cannot handle the public relations affairs
because they have been already overloaded with the
increasing number of problems of their own. It implies that it
should be handled by the staff specialist.
Organisational Features of Staff Function

The following are the features of the public relations
department performing staff function.

It provides advice and service to the line managers in the attainment
of organisational objectives.
The staff are experts and specialised in the discipline of public
relations capable of assisting and advising the line officials.
There is a loose discipline.
There is always a risk of conflict and friction between the line and
staff people in respect of their roles, positions and status. It is
because line and staff functions both exist in conjunction to each
other.
In case of line and staff organisation, the staff officials always share
credit with line officials.
It develops sources of competent technical and expert application
ofaechniques and media from inside and outside the organisation.
No Power to Direct

No doubt, public relations function is a staff function which
has staff authority. But its scope is very limited.

The manager of public relations, though an authority, has no
right to direct or command. The staff manager cannot issue
orders. All orders must be issued by the line managers
following the regular chain of command.

According to the principles or organisation, organisation
chart and hierarchy, the managers of other departments are
under no obligation to accept the advice and counsel of the
public relations department.

They may accept it or completely reject and disregard it.
Functional Relationship with Line

When functional relationship is established with other
departments of the organisation, it enables the public
relations department to exercise authority over line
managers who are not normally its subordinates and at the
same time.

So when functional authority has been granted to the public
relations department, the question often arises as to whom
its orders should be directed. It means whether they should
be directed only to line executives of equal level or to
persons at any level below or above the public relations
department where implementation of the order is to be done.

According to Koontz, in order to preserve some balance of
unity of command, the functional authority of a staff
department should not extend beyond persons at its own
level.
Public RelationsAs Line Function

The PR Manager has a line authority within the public relations
department. Line function with reference to this department
implies those functions for which this department has direct
responsibility for accomplishing
the policy of public relations contemplated by the top
management.

The manager is empowered to make
decisions directly related to the attainment of the end results of his
department.

The public relations manager may be given other staff to assist
him for the achievement of the goals of the department.

The assistant public relations officers will have subordinate staff
working under them. But the overall management of the public
relations department is the duty of its manager.
He is empowered to exercise his authority in his department
for achievements of his departments.

The PR manager occupies the place of a staff executive,
whose job is to advise and assist other departments with his
specialised knowledge, whenever required.

In case of line authority, there is unity of command and there
is a strict discipline in the enterprise. It forces line executives
in their individual areas to perform duties requiring their
expertise.

The line officials are in the direct chain of commandthey
are viewed having direct and unlimited authority over the
subordinates and they can contact them through line officials
only. Hence the public relations department can rightly be
said to be a line department.
As a pure line authority, it has right command within the staff department
itself. Orders may be issued by the manager of public relations following
the regular chain of command.

The following are the features of the line organisation of public relations
department:

It is the direct responsibility of the public relations department in
achieving the objectives of the organisation;
It has the right to command;
The officials are in the direct chain of command;
There are no experts to assist and advise line officials;
There is strict discipline;
It follows the principle of scalar chain, wherein the line authority is
vertical;
As there is no separate staff, there is no scope of friction between line
and staff authority;
Line organisation is not based upon planned specialisation;
The authority is highest at the top and reduces at each successive level
down the hierarchy.
It facilitates prompt decision-making and
The manager cannot shift his decision-making to others.
The line executive is often described as the
individual who stands in the primary chain of
command as he is directly concerned with the
accomplishment of primary objectives.

It provides a channel for the flow of communication
through a scalar chain of authority. It is the oldest
and the simplest form of organisation structure and
is also know as military organisation.

A sharp line of demarcation separates one
department from the other. So the line structure is
not flexible.
Public RelationsBoth Line and Staff

From the above discussion, we can draw the conclusion that public
relations function is both a staff activity as well as line function. But in
comparison to other departments, it has occupied a more important
function as a specialist function.

In order to achieve the benefits of both the line and staff, the line and
staff structure has been devised. The organisational structure is basically
line, but staff specialists, who are functional experts, are engaged to
advise the line officers in the performance of their duties outside their
field.

This department as a staff department advises all other departments on
nublic relation matters. Thus there should be no confusion about the
meanings of the terms line and staff.

Line refers to those positions and elements of the organisation which
have the responsibility and authority and are accountable for the
accomplishment of primary objectives. Staff elements are those which
have responsibility and authority for providing advice and service to the
line authority in the attainment of its objectives.
Advantages of Line and Staff

An organisation which has line and staff functions has some
advantages:

(i) Specialists : Public relation professionals have
specialised knowledge and the managers of other
atpartments can to a great extent benefit from this
specialised knowledge.

(ii) Relieving Burden : Staff specialists in public relations
relieve the managers of all departments from performing
those functions which are common to all. It secures the
advantages of specialised attention.

(iii) Weightage : In a line and staff system of organisation,
staff specialists on public relations are available who solve
all problems which are ignored or inefficiently handled.
(iv) Decision Making : The Manager of the PR department
helps the line executives in taking sound decisions. It is
possible because it provides them with adequate information
of the right type at the right time and extends expert advice.

(v) Flexibility : It incorporates strict discipline, loose
discipline, rigidity and flexibility. So this type organisation is
more flexible as compared to the line organisation.

(vi) Unity of Command: Under this system, the experts
provide special guidance without giving orders. It is the line
manager who only has got the right to give orders. The result
is that the enterprise takes advantage of the functional
organisation while maintaining the unity of command i.e. one
subordinate recetving orders from one boss only.

Functions of PR

The specialist manager, as one of the members of the staff of the organisation,
must discharge three basic types of responsibilities to be precise, PR functions :
Managerial, operative and advisory functions. He has to perform these strategic
PR functions. They are mentioned below:

Managerial Functions
Planning
Organising
Directing
Controlling
Coordinating
Motivating
Operative Functions
Policy -Promotion programmes -Donations
Publicity -Employee publications -Guest relations
Product publicity -Communicator -Administrator
Relations with Government -Research and evaluation
Community relations -Liaison activity
Shareholders' relations
Advisory Functions
To the top management
To departmental heads
Managerial Functions

Planning
Effective public relations planning should be responsive to
the organisational needs. Planning the
activities involves development of specific objectives and
means of reaching these objectives.

It is the process of deciding futurity or in advance what to do,
how to do, where to do and who is to do it. For the
public relations manager, planning means determination in
advance of the PR programme.

It pertains to the step taken in determining a course of
action. It is concerned with media planning, studying,
existing public relation structure, forecasting the future
requirements and planning for press conferences,
advertising campaigns etc.
Organisation

Organisation is the second important function of
public relations management. In order to carry out
plans, strategic organisation must be established.

This function, therefore, calls for grouping of public
relation activities, assignment of different groups of
activities to different individuals, delegation of
authority to carry them out and provision for co-
ordination of authority and relationship horizontally
and vertically in the organisational structure.

It is a creation of a framework of authority and
responsibility within which the functions of the
managers will be discharged.
Directing

Under this function, the PR manager is involved in guiding
and supervising the people working in his department.

Public relations management is also directly concerned with
the function of direction this involves issuing orders,
instructions and motivation of the people working in the
department to execute orders. The manager directs activities
of the sub-ordinates of his department to get its functions
performed.

He must inculcate in the employees a keen appreciation of
the enterprises public relations policies. He has to guide
them towards improved performance and motivate them to
work with zeal and confidence. Directing as a function
motivates and activates people to follow the properly laid
down path.
Controlling

PR department helps in controlling also, being
concerned with the regulation of activities in
accordance with its policies, plans and programmes
formulated.

This function involves establishment of standards,
comparison of actual results with these standards,
deviations if any and causes for the deviation that
may occur. It also assists to suggest remedial
measures to rectify the mistakes.

Controlling also helps the public relations manager
to evaluate the performance of the department in
doing the various operative functions.
Co-ordinating

It is a basic function of the public relations manager
specifically being the first principle of organisation
as a vital phase of controlling, calling for effort on
the part of the manager.

It is an orderly arrangement of group efforts to
provide unity of action in the pursuit of common
objectives.

It is broader in scope than cooperation, involving
whole-hearted support of employees within the
department and between departments. It is
essential where all managers work together for a
common purpose of public relations.

Motivating

The public relations manager can get the desired results
from the people working in the oganisation towards the
establishment of public relations by providing them with
proper stimulation.

The employees should always be adequately motivated.
Motivation means inspiring the sub-ordinates with a zeal to
do work for the accomplishment of organisational objectives.

The PR manager helps various departmental managers to
design a system of financial and non-financial rewards to
motivate the employees. It is a process of indoctrinating
employees with unity of purpose and the need to maintain
continuous harmonious relationships.

Operative Functions

The operative functions of the public relations
manager vary widely according to the nature and
size of the organisation with which he is associated.

The functions to be performed also depend on the
scope of its public relations programme.

Generally, the department's activities broadly
include advising, house jounals, community
relations, government relations, media relations,
writing, editing, public speaking, enteraining
complaints, supplying information, administering
donations and making arrangements for special
events etc.


Policy
Public relations policy is required for every organisation. A
policy is a statement of guidelines to be
followed in the company. The department has to develop and
recommend corporate public relations policies.
It has to contribute viewpoints pertaining to public relations,
which help in the formulation of decisions. Its
function is not merely to provide the policy mainly to the top
management but also to other sections and
divisions in an organisation.

Publicity
Corporate publicity is necessary to interact with the public. The
PR department has to undertake the development and
issuance of announcements of corporate activities to the
external communication media, It also has to handle inquiries
from the PRESS. It forms part of the function of the
department to develop and ensure placement of promotional
publicity about the company as a whole or any of its units.

Product Publicity
Corporate publicity is different from product publicity. In this,
focus is on the product and to popularise the product. It
includes both new products as well as existing products. It
includes announcement of new products through editorial
channels of the communications media. The department has
to develop and strategically execute the promotional product
publicity campaigns.

Relations with Government
Relations with the Government cannot be overlooked. In all
spheres of activities, the Government participates to
regulate, control and supervise. It is necessary to maintain
liaison with appropriate government depatments. It covers
both at the local level, state level and national level. Besides,
the governmental relations include :
advise action as needed;
reports trends in the government affecting the compay;
direct programmes designed to promote the company's point of view in
legislative or regulatory matters.
Community Relations
Coomunity contacts should be planned. It is the performance
and/or coordination of corporate good neighbour activities,
including compliance with environmental protection
standards, fostering equal employment opportunity and
cooperating in urban improvement programmes,
development of community and understanding of the
companys probem and needs.

Shareholders Relations

It is more important to attract public money. It takes the form
of communication between the company and the
shareholders in particular and the investment community in
general. It is necessary to accept development of a company
among investors via broadening exposure of the companys
policies and financial results in the investment community. It
includes preparation of annual reports, quarterly reports,
dividend cheque inserts etc.
Promotion Programmes
Public relations promotion programmes should be
formulated and implemented at regular intervals. It
may cover institutional promotion programmes
designed to build corporate acceptance among key
policies, institutional advertising, public relations
literature, and special events.

Donations
Corporate donation policy should be developed for
company contribution. Various aspects involved in
this function are processing donation requests,
administering companys foundation etc.

Employees Publications
The public relations department has to prepare and publish
magazines for employses including newspaper, bulletin and
other printed matter for management communications etc.

Guest Relations
Undertake guest reception activities.

Evaluator
A public relations manager has been considered as an
evaluator of values, beliefs and attitudes.

Counsellor
As a counsellor, the PR manager has to counsel and advise
the top management on policies, financial and governmental
relations, opinion research, community relations,
publications, and education related serv ices. He acts as a
counsellor to the management on policies and practices, that
influence public relations.

Communication
The PR manager has been described as an expert in communication.
Public relations is a model of communication. It invloves communication
process including interchange of facts, viewpoints, figures, opinions,
ideas between profit and non-profit organisation and their public to
achieve goals.

Administrator
Th PR officer is also an administrator because he has to perform
adminisrtative functions. He has to organise his own departmental staff,
establish inter-relationships, delegate authority and supervise the
methods of communication, media and execution of programme.

Production
Production of brochures, annual reports, special reports, chairmans
speech, film etc

There are also other functions like liasion activity, research and
evaluation, advisory , public relation education programme, to prapare
annual PR budget, conveying and interpreting etc.

Advisory Functions

The PR manager offers his advice to:

To Top Management: He advice top managemenet in the formulation
and evaluation of public relations programmes, policies and procedures.
He also helps in interpretation, conveying, report writing, media strategy,
press relation etc. he also gives advice for achieving and maintaining
good human relations. He formulates and presents to the MD for
approval, the major objectives in respect to the companys public relation
programme, involving the general public, shareholders, employees,
public institutions, customers, opinion makers and government bodies.

TO department Heads: It is not the responsibilty of the PR manager
entirely in managing the affairs of public relations. The managers of all
functional areas are also in part responsible for the achievement of public
relations policies. But the PR manager advises manager of various
department on whether their functioning is actually helping to achieve the
planned programme of action. The PR manager works in close co-
operation and co-ordination with all department of an enterprise. Effective
public relations is not possible without the understanding and active
support of other departments. He has to advise all the departments,
because they directly, indirectly and mutually are intersted in developing
good employee relations and public relations.
STAFFING
Staffing is one of the important functions of
management.

It has been now well recognised that staffing
is a separate management function. Earlier it was
considered to be a part of the organisational
function of management.

Like planning and organisation, the staffing of an
organisation is as important as the structure itself
because successful performance by individuals
determines whether the structure can produce it
results successfully or not.

An enterprise can do anything with suitable people.

The term staffing includes activities like recruitment
selection, development, training and compensation
of personnel of the PR department.

In case of new enterpries, staffing is the third
function next to planning and organisation but in
case of the existing concern, staffing is a continuous
function.

It is also concerned with placement, growth and
development of all members of the organisation.

The quality of the staff especially managers
of a concern is of strategic importance.

It is a process to fill the roles designed into an
organisational structure.

It is clearly a function of all managers, who
are responsible for strategies manning
various positions in the organisation or
equipping it with potential manpower.


Definitions

Koontz and O' Donnell
"The managerial function of staffing involves
manning the organisational structure, through
proper and effective selection, appraisal and
development of personnel to fill the roles designed
into the structure".

Theo Heimann
"Staffing function is concerned with the placement,
growth and development of all those members of
the organisation whose function it is to get things
done through the efforts of other individuals".

Responsibility for Staffing

Like all other functional managers who have
a responsibility for staffing, the manager of
the PR departme; is equally responsible for
staffing its own department.

The PR department has assumed in recent
year greater significance for the staffing
function because of a number of factors.

The staffing functions includes recruitment,
selection, training, development, appraisal
and the remuneration of personnel.

It is the tendency in modern enterprises to create a
separate department known as the personn
department to perform the staffing function.

But, however, it does not mean that the public
relations manager does not have the responsibility
for staffing.

The Personnel Department is created to provide
essential help to the PR manager in performing the
staffing or personnel function.

Almost all the big organisations today have a
separate personnel department. The PR
department is also required in part to perform the
staffing function. As a matter of fact, staffing is also
a function of management.

The public relations manager is also engaged
in performing the staffing function when he
participates in selecting, training and
evaluating his subordinates.

Similarly, in these activities, the chief
executive middle level managers and other
managers equally participate in the selection
process.

The responsibility for staffing rests upon the chief executive
officer and others who comprise of the internal policy making
group of executives.

In policy making, they must consider how to develop a
staffing programme for the PR department, whether to
promote from within non-professional but having experience
or secure personnel from outside.

When once staffing policies have been set, putting them into
effect may be assigned to an independent body known as
the personnel department under the control of personnel
director, because he has expertise in the staffing function,
facilities and procedural knowledge.

This department may make use of public relations specialists
in discharging the staffing function. He can be helpful in
innumerable ways.
For instance the PR manager assists the personnel manager
in the appraisal of people working in the public relations
department, in determining their training needs, and helps in
devising suitable programmes in individual cases.

He might advise the personnel director for coaching and
counselling his subordinates and he may keep record of the
various training facilities.

So the immediate and ultimate responsibility for efficient
execution of the staffing function rests upon the PR manager
in so far as his department is concerned, but the role of the
personnel department cannot be ignored.

Staff assistance of the personnel department will be
available in staffing the PR department.

Staffing Functions

The primary responsibility for the staffing management of the
public relations department is generally assumed by the top
management of an enterprise. The top management must
establish broad objectives, plans and policies of the
department.

The top management cannot perform all the functions of the
staffing management. In most big organisations, a separate
personnel department is constituted and entrusted with
detailed functions.

The personnel department performs much of the staffing
function. Though its contribution is great, its role is only that
of a companion to the public relations manager.
The staffing function is also in part performed by the public
relations manager rather than wholly by the personnel
department.

If a PR manager is to get the best of his people, he must
perform this function.

He has to undertake the basic responsibility of selecting
people who would work under him and to develop, motivate
and integrate them and build up their morale.

Thus the staffing functions as far as public relations
department is concerned is the prime responsibility of its
manager. The manager of the personnel department can do
a great deal by assisting the PR manager in discharging this
responsibility.

Broadly speaking, the staffing involves the following sub-
functions:

Manpower Planning : The manpower resources is the most
vital factor for the survival of any enterprise. Planning
manpower is one of the main functions of the staffing.
Manpower planning has two aspects that is short term and
long term. It is the systematic projection of manpower
requirements for the future, taking into consideration the
expected man power demand, employment, trends,
replacement needs, expansion and growth.

Employment: After planning manpower requirements, the
next important staffing function is employment. The process
consists of appointing the best possible talents suitable to
work in the public relations department. This function
includes various activities like job analysis, manpower
demand analysis, recruitment, selection and placement.
Here placement agencies contribute in a big way. These
agencies keep records of t potential candidates needed by
various oranisations.

Training and Development : Training is essential to maintain
an adequate work force. Training and development mould the
employees to enable to shoulder responsibility in future. It is the
function of the staffing to train where necessary each employee
and also to prepare him for higher jobs. Proper training and
development of the personnel is necessary to improve their
skills in doing their jobs and in satisfying their future growth
needs. The PR department prepares appropriate training
programmes to generate potential work force. There are
several on the job and off the job methods available for training
purposes.

Employment Standards : Determination of employment
standards is also a staffing function. In this function, job
analysis is made and job descriptions and job specifications are
set. Each job process conference, communication and media
handling, (advertising) entails a set of objectives, duties,
relationships and results. Job standards are to be very clearly
described and related to other jobs and to the total
organisational jobs. When once jobs are clearly described, they
open the way for scientific selection and training.

Compensation : The staffing function of compensation is
concerned with the determination of adequate, eligible and
equitable remuneration for the employees in the department
for their contribution to the organisational goals. The
employees of the public relations department can be
compensated both in terms of monetary as well as non-
monetary rewards. Factors which must be born in mind while
fixing the remuneration of personnel of the public relations
department are their nature of duties and responsibilities.

Integration : It is a process of reconciliation of the interests
of the staff of the department with those of the organisation.
Effective two-way communication is the best solution to the
problem related to integration. The public relations manager
and personnel manager both must provide an efficient
system of communication to ensure to and fro application of
programmes and policies. In many cases, disputes arise
because of poor communication. This subsequently affects
integration within an organisationthus ensuring strategies
to maintain the integration.

Working Conditions: The employees must
be provided with good working conditions so
that they ^jpreciate their work and work place
and maintain their efficiency. The staffing
function is not complete merely with the
appointment and training of employees.

Welfare Services : This pertains to providing
various welfare services to the employees
like health, education, counselling, recreation
facilities, social security measures etc. This
includes maintaining personal records and
promoting industrial relations.