icDefinitions of Public Relations
1. MEXICO STATEMENT
Public relations is the Art and Social Science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action which serve both the organizations and the public interest.
2. PUBLIC RELATIONS NEWS
Public relations is the Management Function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the Public Interest, and executes a program of action to earn public understanding and acceptance.
3. BRITISH INSTITUTE OF PUBLIC RELATIONS
Public relation practice is the Deliberate, Planned and Sustained effort to establish and maintain mutual understanding between an
organization and its publics.
Public relations is about Reputation – the result of what you do, what you say and what others say about you.
Public relations practice is the disciple which looks after reputation with the aim of earning understanding and support, and influencing opinion and behavior.
4. FRANK JEFKINS
Public relations consist of all forms of Planned Communication, outwards and inwards between an organization and its publics for the purpose of achieving specific objective concerning mutual
5. CUTLIP S.M., CENTER A.H. & BROOM G.M.
Public relations is the Management Function that identifies, establishes and maintains mutually Beneficial Relationships between an
organization and the various publics on whom its success of failure depends.
Key Words in Defining Public Relations :
; Public Interest
; Two-way Communication
The activities of PR practice include:
; Press Agentry
; Public Affairs
; Research [ Primary & Secondary ]
; Merchandising Support
1. PRESS AGENTRY
; Involves planning activities / staging events – sometimes just stunt that will attract attention to a person, institution, idea / product
; Nothing wrong with attracting attention provided that no
deception is involved.
; Although promotion incorporates special events that could be called press agentry, it goes beyond that into OPINION MAKING.
; Promotions attempt to garner support & endorsement for a person, product, institution / idea.
; PR is often used as a synonym for publicity, but the two activities are not the same. Publicity is strictly a communication function, whereas PR involves a management function as well.
; Essentially, publicity means placing information in a news medium.
; Information from an outside source used by the news media based on its news value.
4. PUBLIC AFFAIRS
; Many PR uses the term Public Affairs to describe their work but this is misleading.
; Public affairs is actually a highly specialized kind of PR that involves community relations and government relations – that is, dealing with official within the community and working with
legislative groups and various pressure groups such as consumer.
; In agencies of the federal government, including the military, the term Public Affairs is commonly used to designate a broader
responsibility than public information which consists merely a
publicity-handing out information.
; Thus, a public information officer is a publicist, whereas a public affairs person in government often has policy making
; An even more specialized subset of Public Affairs is that devoted to direct attempts to influence legislative and regulatory decisions in government.
6. ISSUE MANAGEMENT
; As a strategic process for managing a company’s response to those social and political trends which have the potential to affect the company’s ability to achieve its corporate objectives.
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