What is Public Relations

 

What is Public Relations? PRSA's Widely Accepted Defnition  The ormal practice o what is now commonly reerr reerred ed to as “public “public relations relations dates dates to the early !"th century# $n the relati%ely brie period leadin& up to today public relations has been defned in many di(erent ways the defnition oten e%ol%in& alon&side public relations) chan&in& roles and technolo&ical ad%ances# The earliest defnitions emphasi*ed press a&entry and publicity while more modern defnitions incorporate the concepts o “en&a&ement and “relationship buildin&# $n !"++,+! PRSA led an internat international ional e(ort to moderni*e the defnition o public relation relations s and replace a defnition adopted in +-.! by +-.! by the PRSA /ational Assembly#0earn Assembly#0earn more here# 1nder here#  1nder the 2Public Relations Defned2 banner banner  PRSA initiated a crowdsourcin& campai&n and public %ote that produced the ollowin& defnition3 “Public relations is a strategic st rategic communication process that builds mutually benefcial relationships between organizations and their publics.” Simple and strai&htorward strai&htorward this defnition ocuses on the basic concept o public relations 4 as a communication process one that is strate&ic in nature and emphasi*in& “mutually benefcial relationships# “Process is preerable to “mana&ement unction which can e%o5e ideas o control and top6 down one6way communications communications## “Relationships relates to public relations) role in helpin& to brin& to&ether or&ani*ations and indi%iduals with their 5ey sta5eholders# “Publics is preerable to “sta5eholders as the ormer relates to the %ery “public nature o public relations whereas “sta5eholders has connotations o publicly6traded companies# As a mana&ement unction public relations also encompasses the ollowin&3 •

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Anticipatin& analy*in& and interpretin& public opinion attitudes and issues that mi&ht impact or &ood or ill the operations and plans o the or&ani*ation# 7ounselin& mana&ement at all le%els in the or&ani*ation with re&ard to policy decisions courses o action and communication ta5in& into account their public ramifcations and the or&ani*ation)s social or citi*enship responsibilities# Researchin& conductin& and e%aluatin& on a continuin& basis pro&rams o action and communication to achie%e the inormed public understandin& understandin& necessary to the success o an or&ani*ation)s aims# These may include mar5etin&8 fnancial8 und raisin&8 employee community or &o%ernment relations8 relations8 and other pro&rams# Plannin& and implementin& the or&ani*ation)s e(orts to in9uence or chan&e public policy# Settin& ob:ecti%es plannin& bud&etin& recruitin& and trainin& sta( de%elopin& acilities 4 in short mana&in& the resources needed to perorm all o the abo%e#

 

Introduction to Public Relations What is Public Relations (PR) Public relations (PR) is the way organisations, companies and individuals communicate with the public and media. A PR specialist communicates with the target audience directly or indirectly through media with an aim to create and maintain a positive image and create a strong relationship with the audience. Examples include press releases, newsletters, public appearances, etc. as well as utilisation o the world wide web.

PR and the World of Business !he world o business is characterised by ierce competition and in order to win new customers and retain the existing ones, the irms have to distinguish themselves rom the competition. "ut they also need to create and maintain a positive public image. A PR specialist or irm helps them both create and maintain a good reputation among both the media and the customers by communicating in their behal and presenting their products, services and the overall operation in the best light possible. A positive public image helps create a strong relationship with the customers which in turn increases the sales.

PR Tools and Techniques PR specialists and irms use a number o tools and techni#ues to boost their clients$ public image and help them orm a meaningul relationship with the target audience. !o achieve that, they use tools such as news releases and statements or media, newsletters, organisation and participation at public events conerences, conventions, awards, etc.. PR specialists o course also utilise the Internet tools such as social media networ%s and blogs. !hrough the mentioned tools, PR specialists give the target audience a better insight into their clients$ activities and products&services as well as increase publicity.

Who Can Work as a PR  A PR specialist specialist is usually usually re#uired to have a relevant type type and level level o education education such such as a "achelor$s degree in communications or 'ournalism. Proper education, however, is not enough to become a PR and much less to become a successul PR. A PR specialist needs certain s%ills (they are ac#uired through additional education and training), in the irst place excellent writing and verbal communication s%ills. "ut a PR specialist also must %now to wor% under pressure and be able to answer a variety o #uestions including unpleasant ones. or example, i the client is under a public attac%*, a PR specialist needs to establish a control over the situation and protect the client$s good reputation.