Meaning And Definition of Public Relation

BYSMART LEARNING WAY

Flow of Presentation

IntroductionMeaning of Public Relation Definition of Public RelationConclusionReview of The TopicBibliography

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 ,

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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

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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

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includes: Building awareness and a favourable 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.

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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

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market groups. Favourable 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.

Definition1) 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 organised and careful attention to the asset of goodwill as is given to any other major asset of business.’

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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.’

Continue…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.’

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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.”

Continue…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.”

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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).

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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.

Continue…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.

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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.

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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.

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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.

ConclusionPublic 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.

Review of the Topic

Introduction Meaning of Public Relation Definition of Public Relation Conclusion

Bibliography

1) Advertising Frank jefkins Revised by Daniel yadin

2) Salesmanship and publicity - Rustam davar - Sohrab R. davar - Nusli R. Davar

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3) Marketing management – cases and concepts

- Nikhilesh dholakia - Ramesh Khurana - Lapdhi Bhandariya - Abhinandan K. Jain published by Rajiv dairy

Continue…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

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