Public Relations In Marketing

Public Relations in Marketing for business

by: Steve Makoski, December 2007

Public Relations

Consider public relations similar to an assorted string of colored Christmas tree lights. Each bulb on the string illuminates different color, one brighter than the other, or burning out before another. Businesses engaged in public relations (PR) shine more than others shine, reveal true colors (persona), and burn out before another. This presentation provides the author and three different sources definition of PR. A comparison between the definitions reveals different perspectives and how each may defer compared to one another. Depending on whom one asks, the definition of PR may vary in meaning and provide an alternative view changing one's perspective of a business' PR position.

This author's definition of PR varies depending upon given situations and circumstances surrounding events that may be necessary for explanation by delivering information to public audiences through various media platforms. Various occasions businesses exercise PR as a crisis management tool to soften a negative opinion the public has of the business, caused by an unpopular event. Positive or negative, PR contributes to a business' persona in the publics mind. Two recent events provide examples of a company or businesses persona not so favorable in public minds. Mattel, the world's largest toy company announced a major recall of defective toys made in China (David Barboza, 2007). Six miners trapped in a mine in Huntington, Utah (Ravi Chopra, 2007). Mattel and United States (US) mines indeed have to improve their persona in the public's eye after unfavorable or tragic events influenced public opinion.

As well, PR plays a pivotal role in the political arena. For example, the 2008 US Presidential campaign yields political pundits communicating presidential candidate's strengths and weaknesses. Campaign strategists orchestrate a political plan to influence public opinion over their presidential candidate. Talk shows produce programs to reach audiences interested in the presidential race. Each of the aforementioned provides PR through various venues to influence public opinion. This authors' definition of public relations; "An effective means to communicate between two parties in an attempt to influence an opinion of another for a desired outcome"

Several definitions of PR offer different perspectives. The Merriam-Webster Dictionary defines PR as, "the business of inducing the public to have an understanding for and goodwill toward a person, firm, or institution" ("Public Relations," 1984). Similar to the author's definition in that communicating to the public, and influence or induce an opinion of the other party. Different in that the author provides for a neutral position where Merriam-Webster directs the definition towards a positive outcome. Each definition capitalizes on communicating to parties involved or as Merriam-Webster describes person, firm, or institution.

Management 438 course publication, "The Practice of Public Relations" provides a definition