It functions to create relationships between an organization and its various publics. The second type of subfunction is associated with the public relations agency; its purpose is to assist organizations in a specific area of expertise. Typical Corporate Public Relations Subfunctions It is important to note that each subfunction may differ according to organizational structure and size, as we discuss in Chapter 5 "Organizational Factors for Excellent Public Relations", “Organizational Factors Contributing to Excellent Public Relations.” Sometimes the public relations subfunctions overlap and one department (or even one person) is responsible for many or all of these activities. Large organizations, particularly those with multiple locations doing business internationally, will sometimes have multiple units covering just one of these subspecialties in public relations. Oftentimes the public relations function is structured with a separate department handling each of the responsibilities. Issues Management Issues management is arguably the most important subfunction of public relations. Issues management is the forward-thinking, problem-solving, management-level function responsible for identifying problems, trends, industry changes, and other potential issues that could impact the organization. Issues management requires a formidable knowledge of research, environmental monitoring, the organization’s industry and business model, and management strategy. Media Relations The media relations subfunction is likely the most visible portion of public relations that an organization conducts because it deals directly with external media. The media relations subfunction is a largely technical function, meaning it is based on the technical skill of producing public relations materials, or outputs. Outputs are often related to tactics, and examples of tactics include news releases, podcasts, brochures, video news releases for the broadcast media, direct mail pieces, photographs, Web sites, press kits, and social media (digital media).
It functions to create relationships between an organization and its various publics. The second type of subfunction is associated with the public relations agency; its purpose is to assist organizations in a specific area of expertise. Typical Corporate Public Relations Subfunctions It is important to note that each subfunction may differ according to organizational structure and size, as we discuss in Chapter 5 "Organizational Factors for Excellent Public Relations", “Organizational Factors Contributing to Excellent Public Relations.” Sometimes the public relations subfunctions overlap and one department (or even one person) is responsible for many or all of these activities. Large organizations, particularly those with multiple locations doing business internationally, will sometimes have multiple units covering just one of these subspecialties in public relations. Oftentimes the public relations function is structured with a separate department handling each of the responsibilities. Issues Management Issues management is arguably the most important subfunction of public relations. Issues management is the forward-thinking, problem-solving, management-level function responsible for identifying problems, trends, industry changes, and other potential issues that could impact the organization. Issues management requires a formidable knowledge of research, environmental monitoring, the organization’s industry and business model, and management strategy. Media Relations The media relations subfunction is likely the most visible portion of public relations that an organization conducts because it deals directly with external media. The media relations subfunction is a largely technical function, meaning it is based on the technical skill of producing public relations materials, or outputs. Outputs are often related to tactics, and examples of tactics include news releases, podcasts, brochures, video news releases for the broadcast media, direct mail pieces, photographs, Web sites, press kits, and social media (digital media).