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Public Relations: Definitions, Nature & Functions

Public relations involves managing communication and relationships between an organization and its various publics. It aims to influence public opinion by understanding attitudes, identifying how policies affect the public interest, and executing communication programs. Key elements include being deliberate, planned, performance-based, and fostering two-way communication and the public interest. Public relations differs from marketing by focusing on relationships rather than products, and from publicity or advertising through employing a wider range of communication activities beyond paid media.

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Rebecca Johnston
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25 views23 pages

Public Relations: Definitions, Nature & Functions

Public relations involves managing communication and relationships between an organization and its various publics. It aims to influence public opinion by understanding attitudes, identifying how policies affect the public interest, and executing communication programs. Key elements include being deliberate, planned, performance-based, and fostering two-way communication and the public interest. Public relations differs from marketing by focusing on relationships rather than products, and from publicity or advertising through employing a wider range of communication activities beyond paid media.

Uploaded by

Rebecca Johnston
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Public Relations

Definitions, Nature & Functions


Public Relations
Social Interaction in Civilized Society
begins with PR

Information
Persuasion
Reconciliation
Co-operation
Think About These……..

 Chanakya’s Social Messaging


 Ashoka Public Campaign
 Akbar’s Policy to reconcile the majority
Hindu
Public Relations
Public sentiment is everything. With public
sentiment, nothing can fail; without it,
nothing can succeed.

An organization’s reputation, profitability,


and even its continued existence can
depend upon the degree to which its
“targeted” publics support its goals and
policies
Public Relations

Public relations involves the complete


analysis and understanding of all the
factors that influence people’s attitudes
toward an organization
Public Relations
• A management function within an
organization
• A facilitator of change in an organization
and community
• An instrument of communication between
an organization and the community
• An influence for creating consistency
between the programs of an employer and
the community
A dual management and communications
function, providing a transformative
influence on organizational decision
making and public opinion through two-
way communication and relationship
building
Some Definitions
Webster's dictionary
– those functions of a corporation, organization,
etc. concerned with attempting to create
favorable public opinion for itself
(‘telling- our- story’ or Persuasive Publicity)
CIPR
– The planned and sustained effort to establish
and maintain goodwill and mutual
understanding between an organization and
its publics.
publics
Defining the Concept in Practice
Denny Griswold’s definition
• PR is a management function which
evaluates public attitudes, identifies the
policies and procedures of an individual or
an organization with the public interest,
and plans and execute a program of action
to earn public understanding and
acceptance.
Management Function
PRSA

“Public relations helps an organization


and its publics adapt mutually to each
other.”
Public relations is a management function that
influences organizational objectives and
philosophy and facilitates organizational change.

The Means:
Public relations practitioners communicate with all
relevant internal and external publics (people groups) to
develop positive relationships and to create consistency
between organizational goals and societal expectations.
The Purpose:
Pubic relations practitioners develop, execute, and
evaluate organizational programs that promote the
exchange of influence and understanding among an
organization’s constituent parts and publics.
Key elements of PR definitions
• Deliberate-intentional
– designed to influence, gain understanding,
provide information, and obtain feedback
(reaction from those affected by an activity)
• Planned-organized
– Solutions to problems are discovered and
logistics are thought out, with the activity
taking place during a period of time
Key elements of PR definitions
• Performance-based on actual policies and
performance
– No amount of PR will generate good will and
support if the organization is unresponsive to
its publics’ concerns
• Public interest-PR activities should be
mutually beneficial to the organization and
its publics
– Aligning self-interest with the public interest
Key elements of PR definitions
• Two-way communication-PR is more than
just one-way dissemination of
informational materials
– Equally important to solicit feedback
• Management function-PR is most effective
when an integral part of top management
decision-making
– Involves counseling and problem solving at
high levels
Some Confusions with Concept
• PR V/s Marketing
• PR V/s Publicity
• PR V/s Advertising
• PR V/s Press- Agentry
• PR V/s Spin
• PR V/s Lobbying
• PR V/s Issues Management
PR V/s Marketing
• Marketing is the management function that
identifies human needs and wants, provides
products to satisfy those needs and wants.
Very Limited (Product/ Customer)
What about:
 Company Image
 Suppliers
 Work force
 Community at large
PR V/s Marketing
 PR rooted in relationship building rather
than brand building
 PR as an integral part of the
communication rather than marketing mix
 The emphasis of marketing is on selling,
while PR is about informing, educating and
creating understanding
PR V/s Publicity

• Information from an outside source used


by the news media based on its news
value is publicity
 PR evolved from Publicity
 Most visible part
PR much wider activities
Total communication of an organization
PR V/s Advertising
• Advertising is paid, nonpersonal
communication through various media by
an identified sponsor.
PR V/s Press- Agentry
• Creating news events of a transient
nature, often as a sensational or attention-
catching nature.

 Based on agenda setting theory


 Publicity is the major strategy
PR V/s Spin

 Spin close to deception


 Work by hiding or obscuring facts
 Selective and misleading information
 Block the genuine communication
PR V/s Lobbying
The attempt to influence the voting behavior
of legislators on behalf of specific intrests
or causes.
 Manipulation
 Money and Power
PR V/s Issues Management
An attempt to establish, change, or maintain
relationship with publics concerned with or
affected by particular issues.
(issues management is the part of PR)

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