Public Relations Defined

The definition of public relations frequently depends upon who is using the term. For agencies and practitioners, it is a respected profession and management function. For its detractors, PR is a means for applying a gloss or otherwise polishing something that is otherwise objectionable.PR is frequently interchanged incorrectly with terms such as “spin” and “publicity.” And the recently popular term “marketing public relations” adds to the confusion.Here are three widely accepted definitions o From the textbook Effective Public Relations authored by Scott Cutlip, Allen Center and Glen Broom: Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.o From PR News: Public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and then plans and executes a program of action to earn public understanding and acceptance.o From the PR Society of America (PRSA): PR helps an organization and its publics to adapt mutually to each other. The term “publics” recognizes the need to understand the attitudes and values of and to develop effective relationships with many different stakeholders such as employees, members, customers, local communities, shareholders other institutions and society at largeThe common factor in these definitions is the two-way nature of the relationship. PR calls for equal amounts of listening as well as talking.Furthermore, as a management function it includes:o Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact an organization’s operations and plans positively or negatively.o Counseling management regarding policy decisions, courses of action and communications with an eye toward public ramifications and the organization’s social or citizenship responsibilities.o Continually researching, conducting and evaluating programs designed to achieve the public’s informed understanding of an organization’s aims.o Planning and implementing an organization’s efforts to influence public policy. Specifically: establishing objectives, budgeting, recruiting and training staff and developing facilities — essentially the management of all resources necessary to achieve an organizations PR objectives.The primary quality of PR is that it is based on a reciprocal relationship — a two-way street — between an organization and its many publics.If you are not talking and listening to your publics and responding accordingly to the benefit of both, you are not practicing public relations.

Role of the Public Relation Firm

Before you get the answer for the above let us understand what the Public relation means. It is a method and an art or science of establishing and promoting favorable relations with the public. That’s why it’s called public relation. Therefore the main function of the this firm is to build relations between the organization and its public or people involved in order to achieve the organizational goals.It also is the job of this firm to build a desirable image of a person or a group seeking public attention. It’s a way of communicating that helps the person or group to gain public understanding and acceptance. Its primary focus is to resolve or deal with any issues of the person or group rather than the product or service of the person or group.The goal of this relation firm uses publicity to gain good will rather than sales. It is a form of advertising the person or group to show that the organization goals are aimed to achieve the best for its public involved. Commonly used tools of public relations include news releases, press conferences, speaking engagements, and community service programs.The closest experience you would have had with public relation firm is the Human resource department (formally known as the HR department) in your own company. Their main job is to provide the organization with people who are productive and an asset to the organization and maintain the relation between the organization and employee. The relation between the employee and organization is maintained through communication. Further they are involved in motivating the employees and retain them in the organization by initiating various incentives and bonuses form the organization, in turn helping the organization have happy people who work for them and know they work for a good organization that cares for its employees need. Indirectly the HR department creates a good will for the organization in the market through its employees.In the present market as communication plays an important role in the growth of an individual or organization (group) the public relation firms come into play and are the vital requirement to build the relations. They use their communication skills and techniques to build and manage relations and keep an open dialogue between an organization or individuals audiences those who influence them.