Definition and Evolution
Public relations describes various methods of managing the communication between an organization and its publics on which success of the organization depends. PR can be used to build communication with customers, investors, employees, legislators, or the general public. Specialists in the field of public relations work on developing programs and generating messages that will make the public think favorably about the company they represent and its offerings. To send out carefully crafted messages to the public, PR practitioners most commonly use tools such as news releases, press conferences and speaking engagements.
Although it is often confused with advertising, PR differs in the sense it concentrates on creating good will rather than generating sales. Every organization that value the way it is perceived by the public uses public relations to some degree. As PR communicates the message of particular organization to its public, and it aims at building mutually beneficial relationships between an organization and its publics, it requires analyzing and understanding the attitudes and behavior of that audience in order to be successful. Public relations has for a goal to create and maintain advantageous image and reputation of the organization. Customers prefer purchasing at companies that have good reputation built around them, so PR can have significant impact on sales. Public relations has become an integral part of overall marketing strategy of most companies. Public relations is often viewed as propaganda because, to some extent, it employs the same methods and it uses manipulation to shape the public opinion. Continue reading History of Public Relations
