Public Relations Benefits Every Organization

What is Public Relations?

Cameron and others (2008) provide various definitions to describe “public relations”, and its definition has evolved over time.  One way to describe effective Public Relations is through its activity which is deliberate, planned, performance, public interest, two-way communication, and strategic management of competition and conflict.  It involves a cyclical process or series of functions including research, action (program planning), communication (execution), and evaluation, which brings about a result.   It is important to note that public relations places priority on building relationships, both within the organization and between the organization and the external environment.

The role of public relations in business is multifaceted – ranging from counseling management, mediator, developing public policy and action, to management functions including research, evaluation, planning, budgeting to special events.

Public Relations differs from Journalism

While Public Relations and Journalism are similar in some activities such as interviewing people, gathering data, and writing in a journalistic style, they differ in scope, objectives, audiences, and channels.  Journalistic writing and media relations are only two of the components involved in Public Relations.  To be an effective practitioner of Public Relations requires the ability to think strategically and problem-solve, dealing with elements of activities which ranges from counseling, to issues management, to special events.  Journalism provides information for a mass audience, and usually through one channel of medium.  However, public relations provides information to a select audience, in an effort to change people’s attitudes and behavior for the benefit of the organization, and uses a variety of channels – combining various forms of mass media, marketing materials, and use of the Internet.

References:

Cameron, G., et al (2008). Public relations today managing competition and conflict. Boston, MA: Pearson Education, Inc.