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You often hear people refer to public relations or PR as something positive or negative that the company received in response to an action. "Wow, they got good PR out of this!" But, what exactly does which means that?

 

The confusion about what public relations is or what it encompasses isn't surprising given that the field is so multi-faceted. Research will reveal that the term public relations is usually grouped under marketing and used synonymously with others such as for instance community relations, media relations, public affairs, image enhancement, publicity, and promotion.

 

Actually, leading experts in the Chicago TV field often disagree, offering numerous definitions for clarification. Rex Harlow, a founder in public areas relations education, complied over 500 definitions from a variety of sources ranging from complex essays to simple descriptions. Certainly one of my favorites is, "PR represents Performance and then Recognition."

 

In 1981, the Public Relations Society of America attempted to finish the confusion, by forming a job force with the mission of defining public relations once and for all. They landed on this concise definition, "Public relations helps an organization and its publics adapt mutually to 1 another. It is an organizations efforts to win the cooperation of sets of people."

 

But the real question is, why does this matter? Why should I understand and have a requirement for public relations in my own business? Authors Cutlip, Center, & Broom offer some help to these questions. In the sixth edition of these reference book, Effective Public Relations, They declare that public relations is, "the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom it's success or failure depend."

 

This definition is great in so it, first, identifies that public relations does not just happen. It is truly a function that really must be created. Second, this definition contains the key phrase, "success or failure." This is the reason public relations efforts are so essential. How your company interacts with and represents itself to the entire world will determine the fate of your company.

 

We all know that the meaning of public relations is ever evolving and often disputed. However, there is one clear and common thread that's woven throughout these definitions. All of them involve relationships and interactions. To put it simply, public relations is about communication. It is working to produce effective communication built to influence, provide information, and gain understanding.

 

Possibly the most understood public relations action is utilization of the media to keep in touch with and promote to a target markets. Submitting press releases, gaining exposure, and developing promotional campaigns is something we are able to sink our teeth into. However, it is very important to not confuse advertising and public relations. Advertising is a settled tool that can be utilized to support public relations efforts. When used effectively together, the 2 can make a robust team.

 

Keep in mind that media relations and publicity are just a few of the numerous areas of public relations. Effective communications need to occur with all your "publics" both internal and external. Like, your company cannot function without clear understanding and communication with your bankers, investors, and/or board members. You rely on a connection with your local community to support your efforts. And, you rely upon your employees to support your image. Public relations involves developing and implementing a fruitful communication plan to work with and among these groups for the advantage of all.

 

And, what goes on when things don't prove as planned? Enter public relations again! Public relations efforts should be pro-active to be able to protect the image and standing of the company. From crisis likely to the straightforward development of clear responses to community questions, it is in the very best interest of the business and their publics to be prepared.

 

Possibly the most ironic thing about public relations is that the field itself includes a poor image. For a few, the term PR has a tendency to conjure up thoughts of deceptive and self-serving rhetoric. They picture obnoxious, celebrity press agents of today who believe that any press is good press. Some picture historical event promoters such as for instance P.T. Barnum, of Barnum & Bailey Circus, who use exaggeration and hype to entertain.

 

Unfortunately, it is true that not everyone engaging in public areas relations activities is acting in the very best public interest. Nonetheless it can also be important to know you can find wonderful, ethical, and positive public relations actions occurring all over us. Actually, without them, we will be a lost society.

 

The art of public relations is one that's deep and historical roots. In a feeling, it's as old as communication itself. Government, religion, and business have and always will count on public relations. Contemplate it, what can vary within our world if the Catholic Church hadn't taught its priests to "propagate" the faith? Without communications developed to influence targeted publics, how would we be persuaded to accept the authority of government leaders or even to have a position on a public issue? We are able to even thank event promoters in ancient Athens for building the building blocks for special event planning of today. It takes the exact same basic public relations skills to promote the Olympics then so it does now...now that's an event!