Defining_Public_Relations

Defining Public Relations If a pool were taken of several individuals requiring the definition of Public relations chances are the responses would vary significantly. Some may very well understand the concept (s), but unable to communicate it. The author will provide the definition of Public Relations from three different sources and compare and contrast these definitions including a definition of the authors’. In addition the author will explain why there are so many different definitions of Public Relations. The Authors’ definition of Public Relations is the area of an organization that is responsible for presenting the company or disseminating information about the company to the public in such a way that it endears the public to that company. This area is also responsible for performing damage control should the company be viewed in a negative light. Research shows that Seitel (2004), author of The Practice of Public Relations’ definition is that “It is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication “(p. 3). The author and Seitel share the same view. The bottom line is the get the company and the public to complement each other. Reviewing the definition by the Public Relations Institute of Australia (PRIA) pre 21st century, it mirrors the definatation of f Seitel closely. It defines Public Relations as “the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its public”. Although Seitel did not include the word “deliberate”, the word “planned” was used in that author’s definition. Seitel and the Public Relations Institute also agreed that the company and the public should share a mutual understanding. However, post 21st century the PIRA has revised its definition to include the fact that the company should “analyze” the attitude of the public to determine how that attitude will impact the organization in terms of implementing communication initiatives and planning. Please note that although the words have changes somewhat, the goal still remains to maintain an open line of communication between the public and the organization (Tymson’s Communications). Further research identified yet another definition that was very similar to the ones already noted. The Public Relations Handbook has the author Fawkes writing about the difficulty experienced by Rex Harlow in 1976 when he made an attempt to find the definition of Public Relations. The writings stated that perused 476 definitions and eventually defining it as “A distinctive Management function”. He further described it as a function that helps to establish and maintain mutual lines of communications, acceptance and co-operation between a company and its publics. It also involves the management of problems or issues, keeps management responsive to public opinions, emphasizes and defines management’s responsibilities to serve the public’s interest. Allows management to effectively utilize change anticipates trends and serves a warning system. In addition, it allows management to use it as the principal research and ethical communication tool (Harlow, 2003). The definitions given by Harlow, seems to encompass all of the earlier definitions that were given. One of the main task in all the definitions, emphasize that the goal is to be able to communicate effectively with the public. That the company is concerned about the way they are perceived by the public and wants to maintain a good image. Harlow’s definition also included the interpretation of the author in terms of utilizing Public Relations to monitor problems or as a damage control mechanizes. The author’s thinks that there are many definitions because different businesses have different needs when utilizing Public Relations. In conclusion, Public relations are considered to be very complex. It serves as a planning, communication, recovery, tracking and responsive tool to name a few. It also cements the fact that companies cannot survive without the public. They need the public to validate them. That validation however is based on how they perform. If companies want to build and maintain long term relationships, the Public Relations department has to be effective. References Harlow. (2003). The Public Relations Handbook. What is Public Relations. Retrieved April 13, 2008 from http://books.google.com/books'id=iEfkx-_xjCUC&pg=PT22&dq=defining+public+relations+paper&sig=ndf6VrNJFoR3y0Z-SMdh0BscE8g#PPT15,M1 (Seitel, 2004) The Practice of Public Relations. What is Public Relations. (p. 3). Tymson Communications. Public Relations and Media. Retrieved April 13, 2008 from http://www.publicrelationsmedia.com.au/whatpr.html