Defining Public Relations

Defining Public Relations

This paper will attempt to define Public Relations from three different sources, as well as give the writers personal definition on the subject. Personally Public Relations were viewed as a means of informing the public as to a certain event or situation. According to the textbook the definition is "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, p. 2) A second definition is

"PUBLIC RELATIONS is a form of communication primarily directed toward gaining public understanding and acceptance. Public relations usually deal with issues rather than products or services, and are 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. ("Public relations definition," 1998-2004)

A third definition is,

"public relations

pl.n. Abbr. PR

1. (used with a sing. verb) The art or science of establishing and promoting a favorable relationship with the public.

2. (used with a pl. verb) The methods and activities employed to establish and promote a favorable relationship with the public.

3. (used with a sing. or pl. verb) The degree of success obtained in achieving a favorable relationship with the public."

(The American heritage of the English language, fourth edition, 2003)

In reading the above definitions of Public Relations it is evident that all believe there is some interaction between an organization and the public. The above definitions changed some personal views on public relations. Always believing the field was used as a means of informing the public of products and services, after reading have realized that the view is on public opinion. All three definitions seem to agree that Public Relations deals with influencing the way the public should view a certain issue or situation.

Public Relations is a field that is becoming increasing popular in today's society. Organizations and individuals are realizing that with mass media an effective and efficient PR department is essential. Knowing how to effectively present your issue, candidate, name, or organization in a positive manner and making the public have, as much faith is vital.

According to John Marston's four-step model>R-A-C-E the following steps should be followed for effective Public Relations. First step is research which will involve studying the attitudes about the issues at hand. Second, one should identify the action of the client in the public interest. The third step is to communicate the action to gain understanding, acceptance, and support. Finally, evaluate the communication to see if opinion has been influenced. (Seitel, 2004) extensive knowledge and understanding of an issue or client will be useful in helping