Understanding Public Relations
Public Relations, also known as PR, or community relations
, can be a complicated topic to define. Especially recently the need for "good PR" has become a top priority. A large number of major universities provide both upper and lower level courses in PR with themes ranging from campaigns to writing. But what exactly really is Public Relations and what does it do?
In the most broad sense, PR concerns building and retaining public image. Public Image is the way in which the general population sees and acts to person, product or thought. Public Image is particularly significant for different groups from commercial enterprises to non-profit organizations, persons of high-profile, educational institutions, governments, countries, and even sports teams. One meaning of PR is the management of communication between these organizations and the public (also known as stakeholders). Everything in PR is focused toward a desired public. Defining exactly where PR comes from and what is does will aid explain its function.
The background of PR can be pretty extensive but here is a brief sample. The most widely regarded founder of Public Relations was Edward Bernays, nephew of Sigmund Freud, who is most famous for an occurrence in 1929. As part of one of the first PR campaigns known as the "Torches of Liberty Contingent", Bernays, secretly employed by the American Tobacco Company, motivated women to march in the New York City Easter Day Parade smoking cigarettes. This demolished the prior social taboo of female smokers, meant a substantial payment for Bernays and a favorable shift in public opinion to cigarette smoking within the guise of gender equality. One particular case of the very early PR with positive commercial outcomes for the tobacco industry.
To comprehend Public Relations you also need to comprehend its goals. PR goals can be separated into four groups:
1) Create, maintain, and defend reputation
2) Enhance status
3) Present a positive image
4) Create good will (for the group, item or idea)
A unique distinction of Public Relation is that it is different from advertising. Particularly because PR is expressed by a 3rd party resulting in cost-free but uncontrolled publicity, credibility, and unpredictability of cost and effectiveness. PR can be much more difficult and time consuming that standard marketing.
To achieve its objectives, those in the PR business have a diversified tool box and procedures. They consist of Press Releases, in the form of newsletters, reports, brochures. Social Media Outlets like blogs, Facebook, and Twitter. Press Kits that involve several kinds promotional material. Other tools are publicity stunts, talk show circuit, speeches, visits and "AstroTurfing".
Among the Procedures that PR employ are:
1) Identifying all relevant factors
2) Establishing goals
3) Outline tactics
4) Interaction with the desired public
5) Feedback from the public
6) Modify and adapt as necessary
One distinctive aspect of Public Relation is "spin". Spin pertains to the process of representing an event through a lens of bias. This signifies selective representation in the amount and manner of details displayed to the public. The people that take on this task are known as "spin doctor" and they use everything from cherry picking to euphemisms to non-denial as their strategies.
Public Relations is additionally split into several sub-categories
Financial - involves current as well as potential investor and analysts
Consumer/lifestyle - to educate and build relationship with current or future consumersCrisis - to deal with accidents, disasters, mistakes or wrongdoing
Industry - to promote relationships within industry whether products or for employees
Government - to deal with the public view in all situations
Through this overall procedure, Public Relations can easily and does work. The benefits can be free good publicity and that leads into enhanced curiosity and increased publicity, revenue and image. So don't take Public relations for granted as a strong tool to generate success or ruin.
Understanding Public Relations
By: Bryant Da Silva
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