As Public relations are a complex subject. For this reason, it can have multiple purposes and functions in any organization. It all depends on the company's needs and existing practices. However, one thing is certain: our goals need to be clear. For any Public Relations division to function properly, its roles must be clarified within the organization. Fortunately, it is possible to clarify them, with a focus on the basic functions of a PR professional. 
 
Professionals in this field have essential papers in the management of the entire communication environment of their organizations. They need to have a deep understanding of the interests and concerns of the various stakeholders of the company and the organization itself. They must seek a balance between these interests and the expectations of the public and stakeholders. 
 
Communication management functions include: 
 
Research – The study of public opinion and behavior, to use this information and to reflect on what can be done and planned in advance; 
 
Strategic – Guidance to the various sectors of the organization; the suggestion of appropriate policies and positions towards the public; 
 
Coordination – Guide teams, assume responsibilities, as a support to an understanding of communication; 
 
Planning – Define in the present what you want in the future and monitor the entire planning process, so that the objective is achieved; 
 
Execution – The production of communication programs and various Public Relations tools for companies to connect with their audiences; 
 
Assessment – The use of instruments that control and present the results of the actions taken, to present the ROI values. 
 
Through these actions, Public Relations professionals are able to promote communication inside and outside the organization. It is important to be aware of both sides of Institutional Communication. Imbalances can lead to major disruptions in company functions. However, there are more Public Relations functions that can be explored. 
 
Contact us and explore all the possibilities within the basic functions of a PR professional.