The Role Of Public Relations In Organizations

Public relations are not a new industry that just evolved but it has existed centuries ago and it is believed that public relations were used for propaganda, persuasive campaign and other purposes. According to Newsom, Turk & Kruckerberg (2004), public relations serves as an intermediary between an organization that he or she represents and all of that organization’s publics. Scholars also came out public relations with definition. According to James Grunig (1992), public relations are the organization’s effort to build and manage long-term relationships with its strategic publics and minimize conflicts with them. People often make assumptions that public relations as ‘spin doctor’ but the truth is, it is not. Ronn Torossian who is founder

Every organization needs PR people to maintain their good image and to make their messages reach to customers, investors and the general publics. If the public relations practitioner do a good job by making the relationship positive between the organizations and the publics, so this matter able to make the organization’s sales increases and improve its bottom line. One of the functions of public relations practitioners is involving public image strategy. Creating a good and positive image by public relations practitioners in cooperation with top executives in the organization is very important to an organization as that image will be used by the organizations to help project a positive image and to help disseminating messages to the

Bernays, pioneer American public relations practitioner has highlighted the characteristics that has to possess by a good public relations practitioner. Some of it are, one’s must have good sense of judgement and logic, the ability to think creatively and imaginatively, deep interest in solution of problems and effective powers of analysis and synthesis. In term of job scope, public relations have various scopes that they can involve in and spread in many category. Public relations practitioner also can involve in government PR sector or private PR sector. There are many importance of public relation in every aspect and it is a critical to the success of an organization as Bill Gates quote, “If I was down to the last dollar of my marketing budget, I’d spend it on