Pulic Relations and It's Impact

Essay by zipsterUniversity, Master'sA+, September 2004

download word file, 4 pages 5.0

Creating "just the right image" in the public's eye is essential for the survival of any organization today and that's where public relations come in. In trying to determine what public relations really was the author looked at many definitions. The definition by the Institute of Public Relations says, "Public Relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics." American author Alan Harrington's definition was "Public relations are the craft of arranging truths so that people will like you. Public relations specialists make flower arrangements of the facts placing them so that the wilted and less attractive petals are hidden by the sturdy blooms." And finally, the British Institute of Public Relations (IPR) offers this: "Public relations is about reputation, the result of what you do, what you say and what others say about you." (Newsom, Turk & Kruckeberg, 2004) After looking at many definitions the main theme between them all is as the text states "the result of the real behavior of the organization and the perceptions of that behavior by its publics" (Newsom, Turk & Kruckeberg, 2004), the perception of who we are, what we do and how we do it.

Public relations is essentially about professional communication, management and protection of reputation, and informing and educating in a factual, easy to understand, language.

One of public relations fundamental characteristics is the practice of influencing people through the use of communication; such communication is aimed at gaining the good will of the community. The basis of any effective public relations campaign is public benefit. If an organization does not serve the needs of its publics, they will not support it. Public relations serve a wide variety of organizations in society such as businesses, trade...