Contact and talk about the functions of public relations?

The basic function of public relations refers to the unique role and influence of public relations in the process of organizational survival and development. The functions of public relations are diversified and multi-level, and can be divided into direct functions and indirect functions.

1. Direct function

The direct function of public relations refers to its direct impact and effect on the survival and development of the organization, which is mainly reflected in two aspects: 1. The first is the guiding role, and the second is the role of enhancing organizational strength.

1. Guiding role

The market economy requires organizations to quickly complete transformation and transformation, and the guiding role of public relations can accelerate the realization of this process.

(1) Organizational concept orientation. Public relations design and cultivate a unique entrepreneurial spirit, organizational culture, organizational philosophy and organizational policies for the organization, so that the organization can adapt to the situation, have a spiritual pillar in the competition, and give full play to the overall power and advantages of the organization.

(2) Organizational policy orientation. The introduction of public relations theory adds fresh content to organizations in formulating business policies, quality policies and various effective measures, making them more vital. For example, Zhuhai's policy of heavily rewarding meritorious scientific and technological personnel has had a huge effect on the organization's ability to attract talents, greatly enhancing the organization's advantages and competitiveness.

(3) Organizational behavior orientation. Public relations put forward new requirements for the quality of the organization's employees, and also put forward new requirements for the organization's overall behavior. This is very useful for improving the organization's business style, work efficiency, and improving the organization's work quality and service quality. Meaning, it helps to win good reputation for the organization.

(4) Organizational image orientation. The main task of public relations is to create an image for the organization. Public relations turn the activity of winning over the public into a conscious and scientific systematic project. For example, using public relations skills to improve the visibility and reputation of the organization, scientifically designing, positioning, and establishing the organization's image can create huge intangible assets for the organization.

(5) Organize public opinion guidance. Public relations put the organization in the information society to examine its survival and development, and use various communication media and means to spread the organization's image, disseminate the organization's concepts and policies, and win public understanding and support. In a society with the rapid development of modern information industry, public opinion is playing an increasingly important role.

Under the conditions of the socialist market economy, the five guiding functions of public relations complement each other and form a complete guiding system. It plays an immeasurable role in creating a good environment for the organization's development, reducing resistance to progress, and adapting to the social environment. It can be said that the public relations function of maximizing the public relations through the guiding role in competition is unmatched by other management methods and functions.

2． The role of enhancing organizational strength

Strong strength is the basis for an organization to remain invincible in competition. Public relations, as a major resource in organizational competition, can produce results if they can be developed and utilized rationally. Huge energy can effectively enhance organizational strength, create intangible assets, and promote the accumulation of tangible assets.

2. Indirect functions

The indirect function of corporate relationships refers to the indirect function that corporate relationships exert on their functional objects (society, organizations, individuals). effect. The indirect function is mainly manifested in the effects of corporate relationships on individuals and society.

1. Effect on individuals

The effect of public relations on individuals is mainly reflected in three aspects:

(1) Promote the renewal of personal concepts.

(2) Promote the updating of personal knowledge.

(3) Promote the improvement of personal abilities.

2． Effect on society

Public *** relations are mainly used to monitor and debug the internal and external environment of the organization. In this process, the subjective initiative of the organization will inevitably have an impact on the social environment, mainly in:

(1) Optimize the social and economic environment. Public relations can help organizations strive for the best economic benefits, introduce a large number of advanced management science and technology, improve the overall quality of the organization, and at the same time promote the horizontal alliance and coordinated development of the organization's economy, and promote the prosperity of the entire social economy.

(2) Optimize the social interaction environment and purify social atmosphere. Social interaction refers to horizontal social relationships, interactions and interactions between people, groups and groups.

Public relations guide society to establish new concepts, advocate win-win situations, start with me first, cause social interaction, and play an increasingly important role in purifying social atmosphere.

(3) Optimize the social and psychological environment. Public relations can optimize the social environment by creating a good environment and atmosphere, cultivating a sound social psychology, and achieving harmonious development through interest adjustment and spiritual communication.