Beginning the Journey
6. Public Relations Functions, Roles, Situations and Contexts, and Specializations
6Public Relations Functions, Roles, Situations and Contexts, and Specializations The chapters leading up to this one help you form some idea of the functions public relations serves and the kinds of roles public relations professionals play. To further facilitate your SRC public relations strategist development, we know it is important to more closely acquaint you with the following areas: (1) public relations functions, (2) professional public relations roles, (3) public relations situations and contexts, and (4) public relations specializations. Because public relations is such a complex profession—and that is what makes it such an invig- orating career choice—it is impossible to describe for you every function, role, situation or context, specialization, job title, or jargon you might encounter. However, the ability to make well-reasoned choices does rest on your under- standing of what public relations professionals can do and the terms associated with it. Our intent is to arm you with that understanding. Once you have finished reading this chapter, turn to the appendix titled “Important Public Relations and Media Job Titles and Jargon.” You will find it a valuable resource. The strategic applications section in it is designed to help you develop a more comprehensive understanding of its contents. 122 | Strategic Planning for Public Relations: Beginning the Journey Public Relations Functions Public relations is a vital function of all organizations. It is vital to for-profits and non-profits alike. It is vital to governments. It is vital to every organization, newly formed or long established, and its roles...
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