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Public Relations Definitions

There are many different ways to define public relations. However, it is important to be able to compare and contrast the various definitions in order to formulate a complete understanding of what public relations is and how it is used. I would define public relations as a process which companies use to sway public opinion in various situations. My definition of public relations differs slightly and is not quite as in-depth as some of the other public relations definitions I have researched.

I used three separate sources to find definitions of public relations so that I would have a broad base to compare and contrast the varying definitions. My first source was the text, which defines public relations as a planned process in which one attempts to influence public opinion, through the use of sound character and proper performance, based on a mutually satisfactory two-way communication. Another source I used for research was Wilkipedia. According to Wikipedia (2006), public relations is the art of managing communication between an organization and its publics in order to build, manage, and sustain a positive image. I also found another good defination of public relations from the website Define That, which states that public relations is a form of communication which is primarily directed toward gaining public acceptance and understanding. Public relations will usually deal with issues rather than products or services, and is often used to build goodwill within public or build morale with employees.

The first thing that I noticed when comparing the various definitions was that all sources agreed that public relations deal with communicating to the public at large. Communicating with public, by these definitions, basically means sway public opinion to the benefit of the company. Likewise most of the definitions have statements like building goodwill with the public or sustaining a positive image. I take this to mean public relations is a positive entity that companies can use to build a relationship and inform the public of varying aspects or operations of the company. Another thing that I noticed about these definitions is that they all seem to put public relations in high regard.

This is in sharp contrast to some people's knee jerk thoughts of public relations as putting out fires or spinning bad publicity. This is certainly a part of public relations, but not the core of what public relations is all about. For all the similarities between the definitions there are several differences. The first difference I saw was the fact that only one definition listed building employee morale as a part of public relations. I think that employee morale while not necessarily a big part is definitely a part of public relations. Another notable difference is the fact that only the text listed two-way communication as a part of public relations. I agree with the text in this area, two-way communication is important in building a relationship with the public. In just these three definitions, it is