Resumo de Role Of Pr Department

"Public Relations is the management function that establishes and maintains mutually beneficial relationships between an organisation and the publics on whom its success or failure depends."
This definition of PR by Cutlip & Center succinctly brings out the importance of PR as a crucial management function. No wonder then that the Public Relations Department in most progressive organisations is directly responsible to the Chief Executive. The Head of PR directly reports to the CEO, so that the communication at all levels is exactly as it was meant to be, and there is no scope for any communication gaps. Any deviation from this position of PR, and reporting relationship of PR Chief is bound to have an adverse impact on the management of the organisation-image in the eyes of internal as well as external publics.
Role of PR Deptt.
In my view, PR Department in an organisation is akin to the Pulse Rate in a body. The effective functioning of the former in both the cases, reflects positively on the condition of the latter. PR Deptt. plays a major role in building and strengthening the communication matrix in an organisation. Its role and contribution can be understood from an indicative list of its activities which include image management, two-way communication between the management and the employees, media management, creating awareness about the CSR (Corporate Social Responsibility) activities of the organisation, building long-term relationship with the stakeholders, Advertising and Publicity. As someone has rightly said, the management defines and
PR refines. \nIn the following paragraphs, we will have a look at the Structure and Functions of PR Department in an organisation. For the sake of clarity, I have assumed that we are discussing a large organisation with a full-fledged PR Department. However, the micro-structure may vary from organisation to organisation, depending on its size, industry, organisation structure etc. For example, in some organisations, guest houses are maintained by Admiistration/Personnel Department. In others, activities like printing & distribution of house magazine, photography or website designing may be outsourced. Thus the details given below would give a holistic view of the scope of PR Department.\n\nStructure\n1.Communication Unit\nThis is the hub of activities in PR Deptt. of every organisation. All the writing related jobs-news items, articles, press-notes, documentary scripts, goodwill messages, speech drafts etc. are done by the Communication Unit Personnel. To perform its functions effectively it needs to be equipped with latest gizmos viz. Scanner, modems, photocopier, computers, teleprinters and fax machines.\n\n2.Photography Unit\nThis carries out the most visible activity of PR Department. Both Still & Video Photography comes under the scope of this unit. It is manned by proficient photographers. This Unit works in tandem with Communication Unit. Archives of old photographs and video films facilitate documentation of significant moments in the history of the organisation. The Unit provides visual inputs for house magazine, audio-visual programmes, media releases, presentations and statutory documentation.\n",1]
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PR refines.
In the following paragraphs, we will have a look at the Structure and Functions of PR Department in an organisation. For the sake of clarity, I have assumed that we are discussing a large organisation with a full-fledged PR Department. However, the micro-structure may vary from organisation to organisation, depending on its size, industry, organisation structure etc. For example, in some organisations, guest houses are maintained by Admiistration/Personnel Department. In others, activities like printing & distribution of house magazine, photography or website designing may be outsourced. Thus the details given below would give a holistic view of the scope of PR Department.

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