Defining Public Relations

Defining Public Relations

Marketing includes an array of activities which together should meet the needs of the customers and in return gain value. Marketing includes, but is not limited to, anything needed to launch a product from scratch and into the hands of the customer. This includes activities such as designing a product to fit the needs of the customers and pricing it to be successful; promoting the product so people will know of and want the product; and deciding the "place" for distribution. During the process of promoting the product a company can use tools such as advertising, market research, and public relations.

Public Relations include a broad range of things. 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.

Public Relations Defined

"An organization's reputation, profitability, and even its continued existence can depend on the degree to which its targeted "publics" support its goals and policies (U.S. DOL, 2007)" "Publics" is not only referring to the customer as the target audience, but also refers suppliers, partners, competitors, employees, and the community. Through public relations the company is not only building its image with their potential customers, but also with all other influences. Through the use of public relations, the company should be able to modify somebody's behavior or their perception on the product or service being marketed. "When public relations successfully creates, changes or reinforces public opinion by reaching, persuading and moving-to-action those people whose behaviors affect the organization, its mission is accomplished (Kelly, 2007)." When evidence of behavioral changes in the customers and other "public" appears, the public relations goals and objectives can be proven successful. According to the free management library, "Public relations include ongoing activities to ensure the overall company has a strong public image. Public relations activities include helping the public to understand the company and its products. Often, public relations are conducted through the media that is, newspapers, television, magazines, etc. As noted above, public relations are often considered as one of the primary activities included in promotions." (Free Management Library, 2007) Organizations do not have much control over the message the media gives, at least, not as much as they do in advertising. Reporters and writers decide what will be said.

Public Relations carried many definitions over the years and since its early boom days of the 1980s, almost entirely redefined