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Submitted by monique69 on July 21, 2008
Category: Business
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Defining Public Relations
The title of Public Relations carries many different meanings. As the role of public relations expands, it has taken on such forms as counselor, strategist, and communicator. However, we will take a closer examination of the meaning of public relations and compare and contrast the many definitions.
According to our text, “ The Practice of Public Relations”, public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication. In essence, information is given to the public, persuasion is directed at the public to modify attitudes and actions, and efforts to integrate attitudes and actions of an institution with its public and of the public with those of that institution (Seitel et al, 2004). Public relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its public. Public relations also extends itself to dealing with problems and issues, helps management to keep informed on and responsive to public opinion. It also helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends (2004, p 4).
“The Practice of Public Relations Text”, describes public relations through Marston’s R-A-C-E approach. Professor John Marston suggested a four step model through research, action, communication, and evaluation. In research, the issues are examined. Then, the action is identified regarding the public interest. The next step involves communicating the action to gain understanding, acceptance, and support. Lastly, the public relation representative must evaluate the communication to see if
Public Relations 3
opinion has been influenced. However, the key to this four step process is, action. There is no way to...
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