Public Relation

Topics: Public relations, Ethics, Mass media Pages: 5 (1441 words) Published: June 28, 2012
Public Relation
Public Relation is a management function that involves monitoring and evaluating public attitudes and maintaining mutual relations and understanding between an organization and its public. Public could include shareholders, government, consumers, employees and the media. It is the act of getting along with people we constantly come in touch with. The defeated definitions were "Public relations is the management function of researching, engaging, communicating, and collaborating with stakeholders in an ethical manner to build mutually beneficial relationships and achieve results." and "Public relations is the engagement between organizations and individuals to achieve mutual understanding and realize strategic goals. Edward Louis Bernays, who is considered the founding father of modern public relations along with Ivy Lee, in the early 1900s defined public relations as a management function which tabulates public attitudes, defines the policies, procedures and interests of an organization. . . followed by executing a program of action to earn public understanding and acceptance." Building and managing relationships with those who influence an organization or individual’s important audiences has a central role in doing public relations. An earlier definition of public relations, by The first World Assembly of Public Relations Associations, held in Mexico City, in August 1978, was "the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest."

Salient feature of PR
In public relations, spin is sometimes a disapproved term signifying a heavily biased portrayal in specific favor of an event or situation. While traditional public relations may also rely on creative presentation of the facts, spin often, though not always, implies deceptive and highly manipulative tactics. Politicians are often accused of spin by commentators and political opponents when they produce a counterargument or position. The techniques of spin include selectively presenting facts and quotes that support ideal positions (cherry picking), the so- called "non-denial denial", phrasing that in a way presumes unproven truths, euphemisms for drawing attention away from items considered distasteful, and ambiguity in public statements. Another spin technique involves careful choice of timing in the release of certain news so it can take advantage of prominent events in the news. " Skilled practitioners of spin are sometimes called "spin doctors", despite the negative connotation associated with the term. Public relations involve the cultivation of favorable relations for organizations and products with its key publics through the use of a variety of communications channels and tools. Traditionally, this meant public relations professionals would work with members of the news media to build a favorable image by publicizing the organization or product through stories in print and broadcast media. But today the role of public relations is much broader and includes: Building awareness and a favorable image for a company or client within stories and articles found in relevant media outlets closely monitoring numerous media channels for public comment about a company and its products managing crises that threaten company or product image building goodwill among an organization’s target market through community, philanthropic and special programs and events Favorable media coverage about a company or product often reaches these audiences as well and may offer potential benefit to the marketer. Finally, in most large companies, investor relations (IR) or financial public relations is a specialty in itself guided by specific disclosure regulations. However, coverage of this type of PR will not be provided here. Public relation...
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