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3.1 Functions Of Public Relations (PRA)

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According to Mershamet al. (1995), part of the problem of understanding what constitutes public relations has to do with the fact that it is concerned with many different activities. They refer to the International Public Relations Association (IPRA)’s list of 14 different types of activities with which public relations practitioners might be concerned:
(i) counselling based on an understanding of human behaviour
(ii) analyzing future trends and predicting their consequences
(iii) research into public opinion, attitudes and expectations and advising on necessary action
(iv) establishing and maintaining two-way communication based on truth and full information
(v) preventing conflict and misunderstandings
(vi) promoting mutual respect …show more content…

As Broom (2007) proposed, the main functions of PR are:
a) Internal Relations: refer to the communication processes aimed at organization’s internal public. Internal relations manage the communication inside the organization, managing the information that employee’s receive. Public relations department organizes communication programs to keep employers motivated. It can be said that internal relations takes care of everyone inside the organization.
b) Publicity: This is sometimes considered as a separate element of the promotional mix, but traditionally it is considered as a function within the PR. Publicity refers to the communication activities provided by an outside source in cases when the communicated information is valuable as news to the wider public. Being mostly a free of charge communication, publicity is the hardest form of communication to control. There is no control in when the information is used, how it is used and if it is used. Therefore, it even borders with gossip. Publicity, as a tool of public relations, is used for all aspects of our lives, from political use, marketing use, image clarification,

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