Public Relations - 1

Topics: Public relations, Marketing, Mass media Pages: 6 (1498 words) Published: October 23, 2013
Public Public Relations PR

The main goal of a public relations department is to enhance a company’s reputation. Staff that work in public relations, or as it is commonly known, PR, are skilled publicists. They are able to present a company or individual to the world in the best light. The role of a public relations department can be seen as a reputation protector.

Role of PR:

Public relations (PR) is the practice of managing the flow of information between an organization and its publics. Public relations often referred to as PR gains an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. Because public relations places exposure in credible third-party outlets, it offers a third-party legitimacy that advertising does not have. Common activities include speaking at conferences, winning industry awards, working with the press, and employee communication.

PR can be used to build rapport with employees, customers, investors, voters, or the general public. Almost any organization that has a stake in how it is portrayed in the public arena employs some level of public relations. A number of specialties exist within the field of public relations, such as Media Relations.

The Public Relations Society of America (PRSA) claimed in 1988: “Public relations help an organization and its publics adapt mutually to each other." According to the PRSA, the essential functions of public relations include research, planning, communications dialogue and evaluation.” 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.

PR tools:
• Publicity events, pseudo-events, photo ops or publicity stunts

• The talk show circuit. A PR spokesperson (or his/her client) "does the circuit" by being interviewed on television and radio talk shows with audiences that the client wishes to reach.

• Books and other writings

• After a PR practitioner has been working in the field for a while, he or she accumulates a list of contacts in the media and elsewhere in the public affairs sphere. This "Rolodex" becomes a prized asset, and job announcements sometimes even ask for candidates with an existing Rolodex, especially those in the media relations area of PR.

• Direct communication (carrying messages directly to constituents, rather than through the mass media) with, e.g., newsletters – in print and e-letters.

• Collateral literature, traditionally in print and now predominantly as web sites.

• Speeches to constituent groups and professional organizations; receptions; seminars, and other events; personal appearances.

• Interactive PR incorporate all forms of communication

Nature of the work:

An organization’s reputation, profitability, and even its continued existence can depend on the degree to which its targeted “publics” support its goals and policies. Public relations specialists also referred to as communications specialists and media specialists, among other titles serve as advocates for businesses, nonprofit associations, universities, hospitals, and other organizations, and build and maintain positive relationships with the public. As managers recognize the importance of good public relations to the success of their organizations, they increasingly rely on public relations specialists for advice on the strategy and policy of such programs.

Public relations specialists handle organizational functions such as media, community, consumer, industry, and governmental relations; political campaigns; interest-group representation; conflict mediation; and employee and investor relations. They do more than “tell the organization’s story.” They must understand the attitudes and concerns of community, consumer,...
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