Definition Of Public Relations


Length: 1051 words (3 double-spaced pages)
Rating: Excellent
Open Document
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Text Preview

More ↓

Continue reading...

Open Document

Defining Public Relations
The ability to adhere to one worldwide definition of public relations is a challenging and one might say impossible task, and has concerned many public relations specials and scholars alike. They seem to agree that while individuals' actual definition of public relations might vary in strategy and technique, the end goal is always the same, to influence public opinion favorably for one's organization.
Public Relations in My Own Words
Public Relations deals with a broad range of strategies and methods, therefore, it is not easily defined. In my opinion, a good definition of public relations would include to communicate not only an institutions main purpose and mission, but to keep the institution involved in the public opinions reaction to the institutions strategy in doing do. This paper examines several experts' definitions of public relations to see what the differences are among them while identifying what the constant theme among them is.
Edward Bernays Defining Public Relations
Edward Bernays defined Public Relations as "information given to the public, persuasion directed at the public to modify attitudes and actions, and efforts to integrate attitudes and actions of an institution with its publics and of publics with those of that institution" (1923). This is one definition that is fairly broad compared to the numerous variations that are worldwide. Concentrating on persuasion of attitudes is a major aspect of public Relations. It is imperative to have a favorable public opinion of an institution. Public opinion equals customer opinion. It is well known that in order to keep your customers happy and continuing to invest in your goods and services, an institution must keep their best interest in mind. Through efforts such as advertising and marketing, an institution must convey their main purpose or mission to their customer so they have an understanding of exactly what they stand for. It does a great job of pointing out the two main components of public relations, both internal and external communications. Not only does public relations help communicate to an institution's external public, but it helps keep their mission in line with their internal workforce. It is important to keep one's staff up to date on an institution's long and short term goals that might get clouded or overlooked with the rigors of the daily grind. This is imperative to keep the institution running on track towards their common goal.

How to Cite this Page

MLA Citation:
"Definition Of Public Relations." 123HelpMe.com. 21 Nov 2017
    <http://www.123HelpMe.com/view.asp?id=164544>.
Title Length Color Rating  
Public Relations in Response to Crisis Essay - The aim of this report is to discuss an effective PR campaign for the established business Virgo. The report will follow Scott Cutlip’s four-step process as a structure that is important for Virgo in regaining its company’s profile. Defining Cutlip’s four-step process helps in the development of communication for the organisation to its publics. In relation, Virgo will add extension in the rebuilding of reputation through its aims and objectives. Using this process breaks down into situation analysis, planning and programming strategy, implementation, and evaluating the program....   [tags: Public Relations]
:: 7 Works Cited
3370 words
(9.6 pages)
Term Papers [preview]
Defining Public Relation by Mariana Pires Essay - The definition of Public Relations practice can be a difficult task for its professionals, in order to outline their functions and what it is as a whole, without having their work commonly confused with Marketing and even with Advertising. Therefore, as an attempt to simplify its parameters and distinct the activities, this piece of work aims to explain the differences and similarities of these professions. Focusing in particular on an overview of the main definitions of Public Relations, such as its origin and practice....   [tags: Public Relations]
:: 4 Works Cited
1771 words
(5.1 pages)
Term Papers [preview]
Essay on Public Relations - Public sentiment is everything. With public sentiment, nothing can fail; without it, nothing can succeed. - Abraham Lincoln - "Fundamentally, public relation is relations with publics." (Public Relations Writing, 2000, p.10) The publics can be any group of people that shares a common interest. Through communication in different ways organizations want to establish, develop and maintain a positive relationship with different groups. This is just a basic definition of public relation but in fact it is much more challenging to really define and practice public relations....   [tags: Business PR Public Relations] 1308 words
(3.7 pages)
Good Essays [preview]
Essay on Public Relations: What Does This Job Entail? - Public relations manages the communication and delivery of communication between an organization or individual and the public and according to some historians dates back to 1800 BC. The primary objective of public relations is to create a deliberate, planned communication strategy designed to enhance the image of a client, be it product, person, destination etc., and generate a positive public image while keeping the interest of the public at the forefront. This would include strategic management of competition and conflict management functions....   [tags: mangement, communication, public] 1062 words
(3 pages)
Strong Essays [preview]
Public Relations and Democratic Communications Essays - In modern society, the mass media is of central importance in informing, educating and entertaining the public through reflections of different aspects of the society, such as educational issue, economic circumstance and political affair. Benefiting from the development of new media technologies, the power of mass media to shape public perceptions on broad issues has been considerably strengthened by the achievements as a wider coverage of media audiences and the competence of instantaneous information transmission and updating....   [tags: Political Science Essays]
:: 15 Works Cited
2725 words
(7.8 pages)
Powerful Essays [preview]
Essay on Future Challenges in Public Relations - Future Challenges in Public Relations Introduction As a crucially important element in the organizations’ value chain, public relations is confronting a difficult dilemma or under threat at present because a bad reputation was undesirably labeled as one of its nature (Venter & Louw, 2012).In this case, it is likely that current threats could grow and turn to be forthcoming challenges if those prevailing problems cannot be solved immediately and properly. This literature review will discuss about the possible future challenges that public relations professionalsmight encounter byanalyzing the present situation, exploring the potential reasons, and categorizing those probable challenges in t...   [tags: ethical issues, strategic management]
:: 13 Works Cited
1817 words
(5.2 pages)
Term Papers [preview]
International Affairs: Public Relations Essay - In the profession of public relations, experience and understanding in international affairs has now become increasingly significant. Public relation practitioners will have to alter the way they work because it is rather different working with colleagues or clients other than their own as multiple languages may have to be translated after a creation of a campaign material and practitioners may have to travel to other countries to conduct public relations work. Also, due largely to globalisation, public relations practitioners must be fully aware that communicating with an international audience is pretty well inescapable....   [tags: company, government, institutions] 1814 words
(5.2 pages)
Powerful Essays [preview]
Written Communications is Essential to Public Relations Essay - ... No one wants to pay an employee who cannot properly write a formal letter or press release, while blending in with society on social media. The infamous 140 character limit on social media is very difficult to complete without exceeding. “Social media sites like Twitter impose a character limit which forces users to condense their thoughts. For many, this results in excessive use of textspeak (Chopra, 2013).” Therefore, it is extremely important to stress strong writing skills when hiring employees....   [tags: clients, social media, manager]
:: 1 Works Cited
650 words
(1.9 pages)
Better Essays [preview]
Essay on Defining Public Relations - Abstract The field of Public Relations is comprised of so many different functions, as well as conformable and applicable to a vast array of organizational settings and publics. Public Relations professionals cannot possibly commit to being proficient in all areas of required intellectual capacity, and so specialize according to their intrinsic skills. In the following essay, I will attempt to define Public Relations based on my own interpretation of the assigned reading, as well as other outside sources....   [tags: essays research papers] 981 words
(2.8 pages)
Strong Essays [preview]
Essay about Defining Public Relations - Defining Public Relations What is Public Relations (PR). PR is difficult to define because it encompasses so many areas and today has developed into a multi-million dollar industry influencing all aspects of our lives (Adams et al, 1999). However, it is important to be able to compare and contrast the various definitions in order to have a complete understanding of what public relations is and how it is used. The public is a large population to consider, making it easier to understand why it is so difficult to define PR....   [tags: Careers Jobs] 1125 words
(3.2 pages)
Strong Essays [preview]




Fraser P. Seitel Defining Public Relations
According to Fraser P. Seitel "public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication" (2004). It is clear through this definition that the most important aspect of public relations is public opinion. An institution must take into account what the public wants, and how to achieve by best means possible. Communication with their public in relation to their expectation of that institution is just as important as the institution communicating their goals in relation to their goods and services offered to the public. Holding a positive public opinion is imperative to keep a company in good standing. That being said, if your public doesn't have a favorable opinion of you, you can rest assured they do not have a very strong faith in your institution and most likely will not be holding relations with it. The way in which an institution reacts to public opinion and adapts to it through changes and structural reforms can help bridge the gap between the two groups. Since public opinion goes hand in hand with good public relations, it is crucial to have a well developed public relations department that is current in two way communication between your institution and the public.
Defined by Lattimore, Baskin, Heiman, Toth and Van Leuven
Public Relations: The Profession and the Practice, authored by Lattimore, Baskin, Heiman, Toth and Van Leuven provides the definition, "Public relations is a leadership and management function that helps achieve organizational objectives, define philosophy, and facilitate organizational change. Public relations practitioners communicate with all relevant internal and external publics to develop positive relationships and to create consistency between organizational goals and societal expectations. Public relations practitioners develop, execute, and evaluate organizational programs that promote the exchange of influence and understanding among an organization's constituent parts and publics" (2004). Shown in the lengthy statement trying to define the field, public relations is such a board term because it covers so many different types of institutions; Institutions that vary drastically such aspects as size, purpose, societal impact, social responsibility, as well as degree of public visibility. The strategies and techniques put into a public relations campaign are dependant of all these factors, thus, making it difficult to pin down an exact definition of what they aim to accomplish and how. For example, a Congressman's public relations specialist might focus on different aspects of a campaign than a pet food company's would. This proves the field of public relations is board and varies dramatically over the different types of businesses and institutions worldwide.
Compare and Contrast
While the three definitions I chose to compare are different, there are some similarities. It is clear by reading all of them that in order to run a successful public relations campaign, the lines of communication must be open between the institution and the public. A favorable public opinion is needed to keep a company running smoothly, and researching and strategizing what the problems are and how they can be solved between the two entities, is the main purpose of public relations. These definitions differ in the fact that they do not settle on one strategy or rule of thumb on how one goes about achieving this harmony between institution and public opinion. This is where individual research comes into play for the public relations specialist at hand to determine what actions are imperative to reach this balance.



Reference
Public relations (2007). Retrieved on 10/14/2007 from:
http://en.wikipedia.org/wiki/Public_relations
Seitel, F. P. (2004). The practice of public relations. Ch. 1. pp. 2 – 3, 11.
Lattimore, D., Baskin, O., Heiman, S. T., Toth, E. L., & Van Leuven, J. K. (2004). Public Relations: The profession and the practice. New York, NY: McGraw-Hill


Return to 123HelpMe.com