Week 8 - Internal and External Environment

Monday, March 1, 2010 3:07 AM

Public relations management in organization is based mainly on systems theory which we have already touched on in week three. To reach organizational goals, public relations practitioners need to be conscious of the relationships between the public relations function and other corporate functions. Public relations practitioners need to build strong relationships with their employees with regard to communication channels and organizational culture.

Public relations work hand in hand with other departments such as marketing, human resource and the legal department. Public relations practitioners need to know how these departments work to bring out the best in their tasks.

Public relations practitioners also need to know what goes on in the environment as things that happen externally, out of the organization, affects the decisions they make. Therefore building relationships externally, i.e the public, is crucial. They have the ability to impact and affect organizations during times of stability and change. Change is inevitable thus keeping yourself updated about the happenings of the environment is good. Contemporary challenges are moulded by the constant changing expectations of the public. Due to these constant changes, the role of public relations will continue to change as well.

Understanding internal environment (within the organization) and external environment (outside of the organization) is important for public relations practitioners. Through this understanding, public relations practitioners can then perform their tasks at best and help the organization to flourish.

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Week 8 - Internal and External Environment

Monday, March 1, 2010 3:07 AM

Monday, March 1, 2010 3:07 AM