Module 1.

- A management function

What is PR?

According to Broom and Cutlip and Centers, PR is the management, art and science of building
and maintaining relationships between organizations and stakeholder publics.

How do we maintain relationships between the organizations and publics? By finding common
interests through communication.

According to Public Relations Society of America, the definitions of PR could be:

Functions of PR:

Activity 1.6 Function and role of public relations professionals

 Can you describe your function as a professional in public relations to a CEO in one
sentence? Connect the organization and external stakeholders.
 Can you identify the functions of Public Relations, in relation to Marketing, Advertising,
Journalism, etc? This discussion is designed to help you fine tune your personal
understanding of the role, responsibility and function within an organization.

 After you have completed your reading for this module, take one of these functions
and create one sentence that shows how you would describe the function within your
organization, or a future responsibility. Include a reference to a text and an example to
illustrate the function:
o Trusted counsel — advise and anticipate
o Internal communication — engage employees and build trust
o Media relations — public trust and support
o Community relations — public trust and support
o External communication to customers/stakeholders/investors, etc. – public
trust and support
o Research and strategy
o Plan and implement/execute
o Evaluate
o Publicity and special events
o Issues management
o Crisis communication

 Is there an additional specific public relations function that you fulfill in your
organization that is not encompassed above? Explain that and discuss with other
candidates.