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What is most Public Relations?

    • 1 posts
    July 17, 2014 7:18 AM EDT
    The formal practice of what is now commonly referred to as “public relations” dates to the early 20th century. In the relatively brief period leading up to today, public relations has been defined in many different ways, the definition often evolving alongside public relations’ changing roles and technological advances. The earliest definitions emphasized press agentry and publicity, while more modern definitions incorporate the concepts of “engagement” and “relationship building.” Watch The Living Daylights online

    In 2011/12, PRSA led an international effort to modernize the definition of public relations and replace a definition adopted in 1982 by the PRSA National Assembly. Learn more here. Under the "Public Relations Defined" banner, PRSA initiated a crowdsourcing campaign and public vote that produced the following definition: Watch Eagle Eye online

    “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

    Simple and straightforward, this definition focuses on the basic concept of public relations — as a communication process, one that is strategic in nature and emphasizing “mutually beneficial relationships.” Watch Knowing online
    “Process” is preferable to “management function,” which can evoke ideas of control and top-down, one-way communications.

    “Relationships” relates to public relations’ role in helping to bring together organizations and individuals with their key stakeholders.

    “Publics” is preferable to “stakeholders,” as the former relates to the very “public” nature of public relations, whereas “stakeholders” has connotations of publicly-traded companies. Watch Serenity online

    As a management function, public relations also encompasses the following:

    Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization. Watch Sunshine online
    Counseling management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramifications and the organization’s social or citizenship responsibilities. Watch Endless Love online
    Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fund raising; employee, community or government relations; and other programs. Watch American Beauty online
    Planning and implementing the organization’s efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities — in short, managing the resources needed to perform all of the above. Watch True Lies online
    This post was edited by onli at July 17, 2014 7:21 AM EDT
    • 2 posts
    July 28, 2014 7:42 AM EDT
    Thank you for sharing great information.
  • September 29, 2014 12:35 AM EDT
    Is important to have a forum where you can find good information about PR, because people use to believe that a call center executive makes PR, or talkative people is good for PR, or sampler promotion people use to be a professional in PR because they talk directly to consumers, and thats so untrue!!! My internet connection is always running out... I hate it <a href="">Regalos</a>
    • 98 posts
    October 1, 2014 5:03 AM EDT
    I think not many people associate PR with call center ;)
    • 3 posts
    October 21, 2014 9:44 AM EDT
    I have been working in PR for a decade and can honestly say I hate the latest PRSA definition. The reason I think it is so bad is that it was crowd sourced from all of its members who opted to take part. The issue with that is, is unlike say a neurosurgeon in which parameters of what makes one fall into that category very strict, it is much less so with PR. So the resulting definition is incredibly vague and unhelpful to those with business which may want to engage in PR.

    PR is an umbrella term for everyone from media relations to event planning to internal relations to political relations and so on. When thinking about PR don't think about PR. Think about what it is your business needs. Are you looking to increase visibility through press coverage and analyst evaluations? IF so then you are looking for someone in media relations. Are you trying t organize a fundraising party and need help with making sure everything is how it needs to be, invites sent out, etc. Then you need an event planner. Did you just merge with another company and need help getting the new guys on board with your branding as well as feel like part of the team? Then you need someone experienced with internal relations.
    Even if you don't know the formal term of what you need in the moment you do know what you need in general. Don't let a firm or pro intimidate you or try to convince you need something else. Ask the questions you need to ask to find out which sort of service will help you most in that moment. The vague PRSA definition of PR probably does not help you, but that doesn't mean you can't help yourself. This is a service industry and advice should always be free.