The Importance Of Public Relations

Introduction The purpose of this paper is to define and explain what are public relations. First, this paper will explain how did it come about and what was the need for it. Second, the paper will describe how the public relations’ duties are organized and structured; and the services it provides. Third, it will discuss the relationship between the media and public relations. Finally, it will discuss the issues concerning professionalism and social responsibility. Public Relations “Public relations is a persuasive communication tool that people can use to motivate other people and institutions to help them achieve their goals” (Vivian, 2010, p. 269). Edward Bern’s, a pioneer in public relations, didn 't like how people disregard

There are many relationships in modern society. For example, a college has a relationship between students, faculty, staff, alumni, the community, among others. Each one of this is called a public. That’s where the public in public relations comes from (Vivian, 2010).

Evaluate the Relationships. Public relations practitioners research these relationships to determine how they are working. The evaluation of these relationships is ongoing. Continuing with the example of a college, the relationship between the college and the legislature may be excellent, but after a scandal about the president’s budget, legislators can be very unfriendly (Vivian, 2010). 

Design Policies to Improve the Relationship. A public relations person’s job is to recommend policies to companies so that their relationship with partners, and also within itself, could improve. During the Great Depression, a pioneer in corporate business, Paul Garret, discover that General Motors was deemed “unfriendly”. This put the giant automaker at risk with its own employees and the public. “GM, [Garret] advised, needed new policies to seem neighborly – rather than as a far-removed, impersonal, monolithic industrial giant” (Vivian, 2010, p.

Twitter, Facebook, Instagram, etc., company accounts are run by public relations professionals of that company. They receive every tweet that contains the hashtag of their company in it. This can be very helpful in terms of monitoring customer satisfaction. It also can be helpful in terms of responding quickly to customers and utilizing crisis management more freely. Once, my friend tweeted at chipotle saying that their chips were soggy when they received them. Chipotle then tweeted back at my friend with an apology and a coupon. This is an example of an effective and positive use of public relations and social responsibility. However, there is a line that must be drawn in terms of professionalism (Boynton,