MEANING AND DEFINITION OF PUBLIC RELATION
BY
SMART LEARNING WAY
CONTENTS
Introduction
Meaning of
Public Relation
Definition of
Public Relation
Conclusion
Bibliography
INTRODUCTION
What we see
on TV as
advertisements for eggs,
milk and diamonds is
not direct advertising
as you hardly
find any sponsor.
Drink more milk,
eat eggs every
day are meant
to create awareness
among the public
and hence can
be called PR
campaigns. Unfortunately, the
task of PR
is not appreciated
by most of
the persons and
it tends to
become a thankless
one.
In
election campaigns ,after the
candidate has finished
and gone his
secretary remains to
answer the questions
regarding how the
speech should be
interpreted for improving
the candidate’s image.
After the corporate
Chairman has given
an expose of
the firm’s plans,
its elaboration and
explanation is done
by the PR
persons.
Press releases are
part of the
PR job. In
case of any
catastrophe the PR
has to explain how
the firm is
coping with It and
the
damage control measures
it is going
to take. The
famous oil spill
in the ocean
had the oil
company’s PR people
on their toes.
It may be
added that in
such crisis situations
even the CEO
takes the role
of PR.
Meaning
Public relations involves
the cultivation of favourable
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
favourable 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 programmes and events.
In
this chapter, most
of our focus
is on how
public relations support
marketing by building
product and company
image. Yet, it
should be noted
that are other
stakeholder companies reached
via the public
relations function, such
as employees and
non-target market groups. 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.
DEFINITION
1)
Edward
L. Bernays :-
‘Public relation
is the attempt
by the information,
persuasion and adjustment
to engineer public
support for an
activity, cause, movement
or institution.
2)
John
W. Hill :-
‘The management
function which gives
the same organized and
careful attention to
the asset of
goodwill as is
given to any other major
asset of business.’
3)
Herbert
M. Baus :-
‘Public relation
is a combination
of philosophy, sociology,
economics, language, psychology,
journalism, communication and
other knowledge into
a system of
human understanding.’
4)
Charless
Plackard:-
‘Merely human
decency which flows
from a good
heart.’
5)
The
most widely accepted
and popular definition
of PR is
from the institute
of public relations (IPR), which
defines public relations as, “The planned and sustained
effort to establish and maintain goodwill and mutual understanding between an
organisation and its publics.
6)
‘Public
relations is a
dynamic business communication tool which can
transform the performance
of any company,
be it a
one-man band or
a multinational.’
7)
Public
Relations can be
defined as, “the process
of understanding public
attitudes on relevant
issues, interpreting these
attitudes for Management,
and then working
either to align
the organizational polices
and practices with
those attitudes or
to modify the
attitudes themselves.”
8)
Public relations (PR) is a profession with
varying definitions because of its many functions and the differentiating
perceptions held by its practitioners and the public.
9)
“Public
relation is good
work properly publicizes and
adequately acknowledged by
the people.”
10)
Communication by a person or an organization
with the purpose of creating a favorable public image; commonly referred to as
PR.
11)
may consist of a variety of activities engaged
in by organizations or celebrities that are intended to promote a positive
relationship or image with their customers and prospective customers (members
of the public).
12)
Communications often in the form of news
distributed in a non-personal form which may include newspaper, magazine,
radio, television, Internet or other form of media for which the sponsoring
organization does not pay a fee.
13)
According to the Chartered Institute of Public
Relations (CIPR), public relations is about reputation – the result of what you
do, what you say and what others say about you.
14)
Any activities or events that help promote a
favorable relationship between a company and its customers and prospects;
activities used to influence the press to print stories that promote a favorable
image of a company and its products or services.
15)
Public relations has been described as building
goodwill with a company's various publics, including consumers, employees,
government officials, stockholders, and suppliers.
16)
Public relations includes ongoing activities to
ensure the overall company has a strong public image. Public relations
activities include helping the public to understand the company and its
products. Often, public relations are conducted through the media, that is,
newspapers, television, magazines, etc. As noted above, public relations is
often considered as one of the primary activities included in promotions.
17)
PUBLIC RELATIONS is a form of
communication primarily directed toward gaining public understanding and
acceptance. Public relations usually deals with issues rather than products or
services, and is used to build goodwill with public or employeess. Examples of
public relations are employee training, support of charitable events, or a news
release about some positive community participation.
18)
Public relations (PR) is the practice of
conveying messages to the public through the media on behalf of a
client, with the intention of changing the public's actions by influencing
their opinions. PR practitioners usually target only certain segments of the
public ("audiences"), since similar opinions tend to be shared by a
group of people rather than an entire society. However, by targeting different
audiences with different messages to achieve an overall goal, PR practitioners
can achieve widespread opinion and behavior change.
CONCLUSION
Public
Relation function deals
with the public
opinion and informs
the firm about
the same. It
also tells the
public about the
results and plans
and policies of
the firm. It
helps the firm
in coordinating its
activities to keep
in tune with
public likes and dislikes.
It can help
the firm in moulding public
opinion in its
favour. PR is
used to help in selling
the products as
also in managing
crisis situations.
BIBLIOGRAPHY
1)
Advertising
Frank jefkins Revised
by
Daniel yadin
2)
Salesmanship
and publicity
- Rustam
davar
- Sohrab
R. davar
- Nusli
R. Davar
3)
Marketing
management – cases and concepts
-
Nikhilesh dholakia
- Ramesh
Khurana
- Lapdhi
Bhandariya
- Abhinandan K.
Jain
published by
Rajiv dairy
4)
Principles of marketing
-Philip kotler
- Gary Armstrong
Prentice
hall of India private limited, New Delhi.
5)
Marketing management
-S.A . Sherlekar
Publish by Himalaya publishing
house
