The organization and its needs

Like humans, the organization also has a variety of needs; structure developed by Pearson (1980). PR is very helpful in meeting the needs of the organization, particularly the requirement which is near the top of the hierarchy. The following table shows the hierarchy of needs of the organization according to Pearson, starting from the lowest level, namely the most basic needs, up to a higher level of needs.

Table Hierarchy of needs of the organization

Organizational needs	Requirements	General public relations activities
Output	Uang, mesin, tenaga kerja, bahan-bahan	Program staf guna menarik orang-orang yang tepat
Survival	Arus kas, laba, kinerja saham, pelanggan	Publisitas pada pelanggan; even-even publikasi perusahaan dan produk
Morale	Kepuasan kerja karyawan	Media berkala intern, aktivitas untuk meningkatkan morale
Acceptability	Kesepahaman dari para pemangku kepentingan (pemegang saham, pemerintah, pelanggan, rekanan, masyarakat umum)	Humas eksternal, laporan bagi pemegang saham, lobi parlemen dan pemerintahan, even-even bagi pemasok dan pelanggan, siaran pers
Leadership	Memiliki posisi terhormat dalam bidang yang  dipilih perusahaan: bisa berupa kepuasan pelanggan, keterlibatan karyawan, keunggulan teknologi dalam industri atau kombinasinya	Pembangunan citra korporat, aktivitas peduli pelanggan, publisitas atas  produk baru dan inovasi teknologi, menjadi pihak sponsor untuk riset di berbagai universitas, mensponsori aktivitas seni.

As Maslow's hierarchy, Pearson hierarchy is very useful as a concept, but as a practical guide many organizations to deviate from this sequence to meet their needs. For example, Sony Corporation, Akio Morita, who formed (with others) after the second world war, the directors decided that the corporate entity and the involvement of workers have already started since the first days, at that time (because of the constraints of post-war) companies are having difficulties getting raw materials and plant to be operated. Morita arranged for all workers without exception to wear company uniform, so the distinction between party leaders and workers are not so obvious and so that the outside world captures a positive impression of the company. Besides, it also contains practical aspect - many employees have only the clothes in tatters or the remnants of their military uniforms, so Morita able to achieve loyalty because many employees really have no clothing except their corporate uniform.
                  
PR activities include a wide range of issues, but should not be regarded as the only means of publicity. PR has a role appropriate to maintain the reputation of the company; PR is a key player in realizing the Relationship Marketing, for public relations deal with the task of building a positive image of long-term task rather than a quick boost sales figures. Relationship Marketing is often analogous to the period of courtship and marriage: in charge of public relations form a positive impression before the 'date' first and to maintain relationships in order to stay well during the 'courtship' and 'marriage'. By using this analogy, PR must ensure that the company continues to wear his best clothes and best behavior and always remember the special days, like the lover's birthday.