PUBLIC RELATIONS AS A MANAGEMENT CONCEPT

The word management can be referred to executives of an organization, particularly top or senior executives. It can also be seen as the process or practice of managing (to direct or be in charge of).

A concept can be defined as an idea, notion, thought or impression about something. Today’s subject looks at the quality of PR as a top executive field in an organisation.

As a management concept, it comprises of the following: 

• It must seek to establish and maintain mutually beneficial relationship between an organisation and the publics on whom its success or failure depends.
• It must be the philosophy of the organisation that PR and its principles are going to be used. It must be practiced at the highest level of management. Creation of a department for PR operations and the appointment of a trained practitioner or practitioners.
• The practitioner must have technical skills in PR (Writing, research, Media relations, Institutional Advertising, publications, film/video productions and event management).
• He/she must also have knowledge on communication arts, psychology, sociology, political science and principles of management & ethics in his/her professional practice.

Embedded in the management concept come management functions; duties executed to ensure the building of fruitful relationship between the organisation and its publics. They are as follows:

• Anticipating, analyzing and interpreting public opinion, attitudes that might impact on the operations of the organization.
• Counselling management at all levels of the organisation (Board, senior management, Functional management) with regard to policy decisions, courses of actions and communication taking into accounts the public interest or the organisations corporate social responsibility.
• Researching, conducting and evaluating on a continuous basis programs of action and communication to achieve the informed public understanding necessary to the success of the organization.
• Setting objectives for the PR plan within the overall objectives of the organization. Budgeting, recruiting and training of staff and managing the organisation’s resource. (Cost reduction and profit maximization).

With the above well elucidated, the quality of PR without any sheer of doubt is indispensable to building a rewarding relationship which creates a positive image of an organisation or entity.  Your comments and views are welcome in the comment section below. And for further consultation or questions, please email to elcommglobal@gmail.com. 

Also read: THE CONCEPT OF PUBLICS IN PUBLIC RELATIONS.