Defining Public Relations

Essay by ralexander24University, Bachelor'sB+, March 2010

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Running head: Public Relations � PAGE �6�

Defining Public Relations

Public Relations is how an organization defines and maintains itself to their clients and public. The positive image the organization puts forth to the public. The term public, to Public Relations is anyone who has an opinion about their client. The public could include clients, potential clients, voters, members of the community, media, charitable organizations, students, parents the list has no end. Some may define Public Relations as publicity work and use the news or mass media to board cast positive stories about their company. This helps cultivate a good image of the company to the public. "Public Relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends" - (Scott Cutlip, 2000, 7).


Public Relations

The public relations is the way that an organization and the public's involvement operate through the concerns of both.

The organization has concerns on how to put their best foot forward and the public looks at the business to what their standings are to them. The important steps to Public Relations are how to tweak the business image to the public's concepts or perceived concepts of what they expect from the business when vying for their attention in selling their product or service. Public Relations need to take a variety of marketing techniques into account to help strengthen the credibility and develop goodwill in the community (Roos, 2009 ). This could be done through directly targeting an audience by the press, annual reports, newsletters or special events to draw the public in to see for their self how well an organization is doing. All of this involves a unique way of communicating what the...