What Are the Functions of Public Relations?

The public image of the business is an important asset in any business. With a positive public image, a big part of marketing the business is already done. On the other hand, any event that may ruin the company’s reputation in the eyes of the public puts the company in great jeopardy, no matter how good their products or services are. This is why no business is immune to having a functioning public relations department. 

Through great PR, the business creates and sustains long-lasting and symbiotic relationships with the public even in a crisis. Read on for more information on the function of public relations and why it is a vital organ. 

Media Representation 

The PR department should represent the business on media platforms. This includes producing and releasing news about the company that the public should know. They are also expected to give necessary information to journalists and answer any questions that the journalists or public may have about the company. The department also follows different media platforms to know what is being told about the business or their competitors, for instance, through news coverage. 

The Public Relations department can also handle the duties of the organization’s spokesperson since their roles are similar. However, this depends on the nature of the organization. 

Development of Content 

The public relations department is in charge of developing content needed in the company, such as blogs, newsletters, speeches, and annual reports. Additionally, they also prepare documents for use within the company, such as letters from employers. Their role is to ensure that there is effective communication either within or outside the company. If there is a new product or service in the company, the PR department will work together with the marketing department to reach out to the public.

Crisis Communication 

It is safe to say that no business is immune to a crisis. One of the worst consequences of a crisis is damage to the company’s reputation. Luckily, if a company has a PR department, it is possible to reduce the repercussions of the crisis on the company’s image through communication. Additionally, PR comes up with a crisis communication plan even before an actual crisis in the company.

They prepare for all expected outcomes in the event of a crisis and prepare the organization’s members on how to act in each scenario. This helps significantly reduce the impact of the crisis on the business compared to what could happen if there was no crisis management plan.

Social Media Management

With the high rise in technology and internet use, it is almost impossible for businesses to survive without social media presence. The PR department is then responsible for managing these social media platforms. They develop and grow the organization’s online presence by constantly updating their platforms. They must post information where necessary and answer all questions asked through these platforms. They work together with the marketing department and develop ways to use social media for effective marketing.


The primary responsibility of public relations in any company is to build a positive company image. In the event of a crisis, the PR department helps reduce the impact of the crisis both internally and externally. Strengthening the PR department is one of the surest ways to have a great brand image. 

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