Defining Public Relations

Defining Public Relations

Marketing involves activities and strategies which result in making products available to satisfy customers. Marketing effects the profitability of the company for which the product is offered. Marketing activities include: designing a product, promoting a product, and setting the price of a product. Marketing plays a vital role in the success of an organization as well as in economic growth and development. Marketing can be defined as the act or process of selling or purchasing in a market (Perreault & McCarthy, 2004). During the process of promoting the product, companies use tools such as advertising, market research, and public relations. Public Relations include a broad range of events. It differs between organizations and changes with their goals and objectives. Public Relations are the way a business presents itself to the public which reflects the reputation of the company, which is just one tool of advertising that can promote a companies product or service. A public relations plan can be very effective, sometimes more effective than advertising itself.

The American Heritage Dictionary has three definitions for public relations. The first is the art or science of establishing and promoting a favorable relationship with the public. The second is the methods and activities employed to establish and promote a favorable relationship with the public. The degree of success obtained in achieving a favorable relationship with the public. All three definitions have the common result; the relationship with the public.

Public relations are a form of communication primarily directed toward gaining public understanding and acceptance. Public relations usually deal with issues rather than products or services and used to build goodwill with public or employees. Examples of public relations are employee training, support of charitable events, or a news release about some positive community participation (The Princeton Review, 2007).

Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication (Seitel, 2004). Public relations is the managing of outside communication of an organization to create and maintain a positive image. Public relations involve popularizing successes, downplaying failures, announcing changes, and many other activities (Perreault & McCarthy, 2004). There are many definitions for public relations. The understanding of the function of the field is clear. Public relations is the communication, understanding, cooperation and acceptance between and organization and the public.

Public relations can go beyond certain media and does not have to focus on product promotion alone. It can use all media such as television or magazine advertising. It can also maintain goodwill between and organization making the product and the consumer buying the product.