DEFINING PUBLIC RELATIONS PAPER

Defining Public Relations Paper

Abstract

Positive media exposure is cheaper than conventional advertising and it can be much more effective in getting an organization's point across. Companies of all sizes and shapes understand the value of good Public Relations. However, in order to understand PR, it is important to define PR. This paper will define public relations and will compare and contrast all the definitions and explain the reason behind these definitions.

Defining Public Relations Paper

Introduction

Public Relations (PR) are an important aspect of a marketing and communication strategy of any organization. Whether in a governmental organization, a not-for-profit organization, or a private corporation, public relations play an important role in persuading the public towards a particular perspective. Messaging and information provided through PR must fit in with the organizational goals, mission and vision. Moreover, PR has the aim of positioning an organization and provides a new perspective to the intended audience on an existing product or service, or on an entirely new service or product.

Defining Public Relations

As public relations have become an integral part of communication strategies for different organizations world-wide, many definitions have arisen. According to the book titled The Practice of Public Relations “Public relations are a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication” (Seitel, 2004). Another definition of Public Relations is that it encompasses the “activities and policies used to create public interest in a person, idea, product, institution, or business establishment,” and is “devoted to serving particular interests by presenting them to the public in the most favorable light” (Public Relations - Facts from the Encyclopedia, 2006). Other definitions note that PR is a management utility used to evaluate “public attitudes identifies the policies and procedures of the organization with the public interest, and executes ...