Public Relations and Other Corporate Functions Essay Example

believe that public relations practitioners play multiple key roles for organizations by maintaining continuous contact with the publics that impact the organization's activities. Public relations practitioners play a vital role in establishing a company's public image. Johnston & Zawawi (2000) argue that these professionals should approach their duties ethically, truthfully, and creatively.They are responsible for arranging meetings with current and potential clients and investors, necessitating effective communication skills both within and outside the organization. According to Newsom et al (2000), creativity in problem-solving is important as it enhances credibility with customers. Despite challenges, these practitioners remain confident extroverts who gather and organize data to assist others. Bernays emphasizes the need for a deep interest in solving public problems in this field. Known for their indomitable personalities, they can transform organizations through dedicated work. Their constant interaction with both the organization and the public requires them to be skilled communicators. Some even consider them superhuman due to their extensive audience research abilities.

The text underscores the importance of effective public relations for organizations. Understanding its role fully entails considering the evolution of the public relations industry. Successful task completion necessitates public relations efforts regardless of an organization's size. The Public Relations Society of America, with approximately 20,000 members, stands as the largest professional organization in this field. Furthermore, a study by Ciudad (2002) and others reveals an increasing trend of women choosing careers in public relations.
Many companies prefer to have females in their PR departments because they possess qualities such as patience, politeness, initiative, and organizational expertise. According to Peart and McNamara (1996), over 50% of PR practitioners in the United States, U.K., Australia, and New Zealand

are women, indicating a growing presence of women in important management roles within public relations. Now that we have provided this brief introduction, we can proceed to examine the historical developments of public relations, which will enhance readers' understanding.