Functions of Public Relations, Essay Example

Introduction

The modern period of time, with the major emphasis on the customer satisfaction, advertising and publicity as the main movers of progress has brought about the establishment of new departments and the initiation of the new standard of communication between the companies and their clients. If in the previous decades consumer was addressed only through advertising and publicity, so feedback from them was neglected for the most part. Thus, it was impossible to establish efficient communication channels with the common public and to arrange the reciprocal connection between the seller and the buyer. Changing needs of consumers were identified through surveys and research, so they were given what they wanted. But at the same time the companies who provided for the consumer needs and managed their demand in the partly automated manner, without the proper attention to public relations and their role in the social life of consumers and their opinion about the company.

Nonetheless, much has recently changed and consumers are now addressed much more thoroughly. Through the PR department every company can manage the communication with consumers and can pass on all necessary information to its clients for them to be informed not only about the range of products they consume, but about the past and future events taking place in the organization, the scheme of their improvement, the schedule of work and the whole range of changes planned within the structure of the company. Consumers who feel that the company shares all information with them feel that they are taking part in its life and operation thus becoming closer and more committed to the company than they used to be:

“As a matter of fact, it is conceivable that public interest and good manners and good taste might be interpreted as meaning that a business should be given away-presented outright to some deserving university or philanthropic foundation, or surrendered, lock, stock, barrel, and cash surplus, into the public domain” (Functions of Public Relations, 2009).

The functions of PR are diverse and beneficial for the company paying serious attention to this issue of its activities. Among the proven benefits that have been found in a well-functioning PR department are the increase of profits, acceleration of sales, protection of the product reputation, assistance in dispelling misunderstanding about any event concerning the company, influence on public movements and trends etc. (Functions of Public Relations, 2009).

The Application of PR in the Case with the Microsoft Corporation

As it has been just proved, PR is a really significant sphere of activities for every company that takes care about its long-term functioning thus creating a positive, stable public image through thoroughly weighed and planned public relations process. The Microsoft Corporation, one of the most profitable and stable companies in the world founded by Bill Gates in 1975 (Facts about Microsoft, 2009).

In general it is possible to assess the activity of the Microsoft Corporation in a very positive way – this company has always been distinguished by particular attention to the customer needs, by the introduction of innovative strategies and developments to manage customer demands and to increase customer satisfaction in a profitable and constructive way. This is why Microsoft is still the dominant provider of hardware and software for consumers all over the world and causes only increasing satisfaction of millions of clients every day.

The Microsoft Corp. pays much attention to the public relations sector – it plays an important role both within its functional structure and tries to grasp the needs and the interest of clients that are successfully satisfied in a timely manner. Alongside with the creation of the positive image of the company, with the emphasis on unlimited career opportunities, management of leadership, customer support centers, instigation of cross-cultural experience exchange etc. the company takes care about proper introduction of innovative products to the world market. Vivid examples of such efficient work of the RP department can be seen on the promotion of Microsoft specialized software packages for students or businesses recently launched for public usage, or innovative updates for the existing software (Microsoft at Work, Microsoft at Home, Microsoft Student etc.).

There are a great number of people responsible for establishment of public relations of Microsoft, for example the Senior Vice President Mich Mathews (Central Marketing Group), Chief Operating Officer B.Kevin Turner and Corporate Vice President Michael Delman (Global Marketing, Interactive Entertainment Business) despite their high positions in the company and a wide range of responsibilities, are also taking care about PR.

Security Problems Faced by Microsoft: Managing the Microsoft Infrastructure

The new program launched by the Microsoft Corp. concerning both societal and organizational implications of the company is called Managing the Microsoft Infrastructure. This program is intended to improve security and performance standards of Microsoft and involves such elements as webcasts, videos, virtual labs and podcasts (Managing a Microsoft Infrastructure, 2009).

The innovation relates to the operation of infrastructure management products of the company such as Microsoft System Center Operations Manager 2007, Microsoft System Center Data Protection Manager, Microsoft Operations Manager 2005 etc. (Managing a Microsoft Infrastructure, 2009). The PR performance of this new event in the company implies great changes and innovation in the scope of management of these applications, which includes the introduction of the mentioned sources to reduce the quantity of complications, problems and misunderstanding while utilizing the mentioned programs.

Webcasts pertain to the management of business-critical applications and are directed at improving the scope of work with them for businesses using the described applications. The newly arranged applications take care about data protection, about dynamic systems, server virtualization etc. (Managing a Microsoft Infrastructure, 2009). The webcasts available at the official site of Microsoft are titled “TechNet Webcasts” and provide complete data for management of the main problems that may occur when using the Microsoft Infrastructure applications.

One more option available at the official site of the company illustrating the new method of solving the infrastructure applications problems is “videos” – here every user can find the needed tutorials that will clearly illustrate the procedures of utilizing the company’s applications. Among other available options one can see virtual labs that are characterized as a “test drive the Microsoft System Center family of systems management products and solutions” and podcasts that represent the efficient, properly updated communication channels that keep the customers informed about the events planned for publicity by the PR department (Managing a Microsoft Infrastructure, 2009).

Conclusion

Following the information that has been laid down in the present work it is possible to say that the Microsoft Company manages to utilize the whole scope of opportunities that the PR department potentially offers and intensively works in the sphere of establishing the PR communication with the common public. Through a set of digital resources there has been much work done to establish efficient, fresh information channels that help the clients access all necessary information about the products, events and updates on time and fully. For this reason it is possible to say that functions of PR can yield much profit and create a positive public image of the company in the vision of customers in case public relations are organized constructively.

References

Managing a Microsoft Infrastructure (2009). Microsoft. Retrieved October 15, 2009, from http://www.microsoft.com/events/series/technetmms.aspx?tab=overview

Functions of Public Relations (2001). Retrieved October 15, 2009, from http://www.marketing-howto.com/public-relations/functions.htm

Facts about Microsoft (2009). Microsoft. Retrieved October 15, 2009, from http://www.microsoft.com/presspass/inside_ms.mspx