This chapter explores the different links and connections PR has within an organisation. As we can see, the entire system is broad and complex. The reading defines system as a 'set of interacting units that endures through time within an established boundary'. We shall look at PR and its links to other departments within the organisation.
In PR and marketing department, I believe this co-relation is strongest among the rest. While marketing is concerned primarily with customers, PR encompasses other aspects such as employees, government, communities and shareholders. Marketing's main goal is to attain profits, while PR looks to strength existing relationships and networks. In my opinion, while their practices remain distinct, PR undertakes a greater importance than marketing. Despite great amount of effort in marketing strategies, sales is still limited to how customers perceive the brand and the image the company portrays itself. In the event of a crisis, no amount of marketing could repair the damage already done. Marketing department has to work hand in hand with the PR department to re-establish the brand and improve its image. For example, to hold press conferences, engaging the media and enhance corporate reputation. It is only then will profits be made and to ensure the company is sustainable in the long run.
Another co-relation is between PR and the Human Resources (HR) department. In my opinion, they overlap mainly in ensuring the morale and working relationship between the employees and the organisation. The reading stated that 'PR and HR departments must have strong working relationships during day-to-day operations and crisis situations'. In addition, it is important to provide a communication channel for employees to give feedback. The reading stated that 'internal communications should respect employees, provide opportunities for the exchange of honest feedback, recognise and encourage employees, and maintain well-being and safety' (Lattimore et. al. 2006).
Employees' satisfaction and well-being is in itself an asset for any organisation. It affects their productivity level and their attitude could be a direct reflection of the reputation and image the orgnisation gives to the external public. All in all, relationships between PR and other departments should work harmoniously in building and sustaining the organisation's reputation.
- Andy
Nice Post! I agree with what you said about marketing's main aim is to generate profit and PR is more on building relationships. But somehow i feel that PR's ultimate aim is also to gain profit as well, especially if they are from Corporate organisations. Then again, that is my personal opinion. Kudos to your post!
ReplyDeleteThank you!... Yes I agree that when working for corporate organisations, the main interest organisations have is to increase profits. All PR practices will most likely aid the organisation in this aspect, both directly or indirectly.
ReplyDeleteI agree that Marketing looks more at the monetary aspect of the organisation and PR is more about building relationships and being a communication channel between organisation and community. Yes, and these two roles linked. Nivitra, you are right that PR is also meant to gain revenue too.
ReplyDeleteWell, if you look at it this way.. As long as it is a corporate organisation, all the departments' ultimate goal is to gain revenue for the company! And Andy, you are right to say that it is either directly or indirectly.. Andy, great job on the post. I particularly liked the part that you wrote about the relation of PR and HR, good way of putting it! :)
-Vanessa Charmaine
Hi Vanessa, thank you. HR and PR does indeed overlap. As stated, an organisation's image is not just limited to its external practices. If employees are not satisfied, its reputation could deteriorate via word of mouth too.
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