Organizationaland Societal Pr
Join now to read essay Organizationaland Societal Pr
Public relations has many different definitions because PR is so diverse in terms of what it does for organizations and is often incorporated as part of some other department, for instance, marketing. PR performs many organizational and societal functions. Both organizational and societal functions are very distinct but at the same time, some functions can cross over to both organizational and societal categories.
Organizational functions of PR are defined as activities done by an organization to benefit the organization only. On the other hand, societal functions of PR are activities done by an organization to benefit society only. However, it is usually hard to find something a company does that only falls into one category, and most activities ultimately fall into both categories. For example, if an organization participates in fundraising to benefit a charity, then obviously the fundraising benefits society but also benefits the organization indirectly because of the good press associated with aiding the charity. Some organizational functions includes media relations, counseling, publicity, consumer and employee relations, marketing communications, researching, planning, and government affairs (Seitel, 2004). However, researching, planning, and government affairs can also belong to societal functions.
Some organizations use research, planning, and marketing to benefit themselves but also the society where they live in. A great example of this duality is with the auto maker Saab. In the past, known as a manufacturer of cars that pollute the environment and for using un-ecological methods, Saab had many challenges to overcome in organizational and societal PR functions. The problem at hand was to try to change this negative image and the company’s mission while still doing being profitable at car manufacturing. In the hopes of promoting a new, more earth friendly image, Saab introduced a new line of eco-clothing made from organic fabrics and materials to reflect its current views on global warming or climate changes issues. Furthermore, Saab implemented a fair trade approach to the manufacturing of the cloths which eliminates the conflicts of third world countries manufacturing issues. (Gawker, 2008) However, the most innovative and research intensive venture on Saab’s part was the development of bio-power and bio-hybrid vehicle such as the concept car 9-X. The diverse approach to updating its image to be more environmentally friendly and socially sensitive gives Saab a boost on societal and organization functions of PR. Societally, Saab gets a new ecologist image, and organizationally, it gets publicity and a boost in sales of its products and cars.
Saab addressed the organizational audience by research and planning of the new eco-friendly vehicles and other promotional gear such as the eco-friendly shirts. Through good marketing communications and publicity, it makes consumers aware of the new focus of Saab and the availability of these products. Saab could further address the organizational audience by developing stronger media relations with key media such as large news broadcasts or widely read publications. In addition, Saab could develop close relations with key media organizations known an environmentally