Public relation is the role to combine between organization and their environment. Public relations help organization to maintain the relationship which are very important to organization and their goals as well. They are responsible for the monitoring and responding in the external environment. In the internal and external area, if public relations management and practice want to be effective, they must clear all of the guiding theory. As we know that public relations's role is to solve the problems and predict the future or organize the event, they need the key of concept and theories to finish well the job such as Considering theory and System theory.
Bertalanffy suggested that organization and environment were separated by a boundary through the information and resources flowed and public relations professionals need to critical and give the information to the environment about organization and reverse. It seems a interrelation between organization and their environment but without one of those side, the process will not appear and success. Public relations develop their organization by website, blog, presentation or advertisement. Moreover, they earn the benefit by talk about their organization as tell the story but make sure that include the important points and also the key group. So I think public relations practice are required the skillfulness to archive their goals.
Now, I want to mention about the role and responsibilities. In the early days, I knew that public relations are received the media skill by promoting one way communication model. Furthermore, the public relations team are affected by the organization environment. Even though public relations manager must focus on the external communication than the team of management. Especially, they need to solve the problem between managers and employees as well because the most important function to success are team group and responsibilities.
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