The specialists in charge of the public relations of the organization, whether internal or external, will advise various departments or divisions of HR. The activities that they carry out and that may affect at any given moment the image of the organization before its different public. The department or division responsible for the administration of human resources is one of those who will receive more advice because it maintains significant relationships with the internal public.
In order to understand more easily the advice that the function of public relations should give to the administration of HR. As well as the way to better define the fields of action of each one. We must clarify that the list of functions of human resource management does not intend to be in any way exhaustive since we only mention those in which the need for public relations advice is more evident.
Public relations: They are a conscious effort to stimulate or influence people, mainly through communication, to make an organization judge favorably. They are a directive function, of a continuous and organized nature, through which organizations and public and private institutions.
To conquer and maintain the understanding, sympathy, and support of those publics with which they are linked to through the evaluation of the public opinion. In order to evaluate as much as possible with the individual orientations and procedures and obtain a broad and widespread information. On the other hand, gain a productive cooperation and a more effective realization of the common interests of the company.
Human Resources: They are the ones designed to create and maintain among individuals cordial relations, friendly links, based on specific rules accepted by all. Fundamentally, in the recognition and respect of the human workers. Public relations, on the other hand, seeks to insert the organization within the community, making itself understood, both by its internal and external audiences, of its objectives and procedures in order to create profitable links for both parties by the concordance of their respective interests.
The Databases in Human Resources as an internal communication strategy
The databases are a system of storage and accumulation of data correctly classified and available for processing and obtaining information.
The efficiency is greater with the help of the database not only by the reduction of the memory for files but also because the logically related data allows the update and the integrated and simultaneous processing.
It is very common that databases are related to each other by software that executes the functions of creating and updating files, retrieving and generating reports.
In human resources, databases can obtain and store data of different strata or levels of complexity, examples of which are:
· Personal data of each employee, which forms the personnel record.
· Data of the occupants of each position, which make up a history of charges.
· Employee data for each section, department or division, which constitutes a record of sections.
· Data on salaries and salary incentives, which is a record of remuneration.
· Data on benefits and social services, which make up a record of benefits.
· Candidate data (registration of candidates), courses and training activities (training record), etc.
This system obtains data and information from employees, the business environment, the external environment, and the macro-environment, experiencing a collection, processing, and use work.
Some are collected to evaluate the workforce, and others are tabulated and presented in the form of a survey, analysis, and follow-up for characterization purposes. Others are stored to be retrieved later, processed and used in the description.
All these bases are those that make up the management information system of human resources that serves for internal communication strategies within public relations.
Economic needs and social needs of companies
Companies to be able to exist and develop a need to cover certain aspects that they must take from the community, such as labor, capital, legal and financial organization, etc. It is evident that without such elements they could not arise and grow. But in parallel, they must also cover specific needs; why to plan to coordinate the line of conduct and the activities of an individual; a firm, an industry or an organization, in the general interest. Such responsibility does not only lie with the business leaders but also with each one of its components and in each and every one of its human resources. The companies not only must live in a particular society, in addition, to coexist with her being interested in their interests and aspirations, participating actively in their development efforts and the concretion increasingly higher level and quality of life.
Benefits that public relations bring to human resources
Numerous and very important are the contributions that public relations can give to both public and private organizations, whether they are commercial or not. These are some of the aspects in which public relations can act decisively for the success and growth of an organization.
A decrease in costs: The higher efficiency and effectiveness in production or the provision of services is directly related to the degree of training and satisfaction of the company’s human resources. Through a correct public relations policy, the staff feels integrated to the institution and is fully integrated with its objectives, creating a sense of belonging that increases productivity, quality, and production in the provision of the service.
Stimulate creativity: Managers considering the officials as the most efficient “factory” or “computer” that can be stimulated for the benefit of the company, are putting at the service of achieving the objectives of the organization a truly inexhaustible and rich potential. It is the job of the public relations professional to create the right internal system to awaken creativity, recognize it and reward it. No manager can know what is happening in a sector or department better than who is doing the work at that point.
Raise the sales index: The concept that an institution enjoys social consensus – what is known as an image is of the utmost importance in order to, first of all, ensure its survival and then its subsequent development. A good image is considered widely superior to any advertising or promotional campaign. The relationship is direct: to a better image, greater sale.