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Defining Public Relations Paper

865 words - 3 pages

What are Public Relations? Is there one real definition that will incorporate the various aspects of public relations and suffice? When asking different people, you are likely to get a wide range of answers. Many people understand that Public Relations is a vital part of an organization but when trying to give an exact definition, it can be difficult to clearly put into words. This paper will focus on my definition of public relations and how it compares and contrasts to three other definitions from various sources.Personal DefinitionThe definition that I understood of public relations was an aspect of an organization that dealt with the community, media and government officials to pass information concerning that organization. The information could be presenting the organization in a positive light. It was also to handle negative factors that came against the organization. Public Relations was to counter negative factors and keep concerned bodies assured that the organization was all right and still in control of a situation. In a sense, a Public Relations Officer was a spokesperson for the organization.Defining Public RelationsPublic Relations, defined by Michael J. Motto Advertising and Public Relations, ( is the business of generating goodwill toward an individual, cause, company, or product. Public Relations (Public Relations the Profession and the Practice, 2004, p. 5) defines public relations as a function of management, which facilitates defining an organizational philosophy and direction by maintaining communication within a firm and with outside forces, by monitoring and helping a firm become accustomed to important public opinion. Building Brands defines public relations as "planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and it publics" ( and ContrastThe similarities between the three definitions from different sources are communication between the organizations cause and the target audience, creating a goodwill image between the organization and target audience, and active participation from the organization to seek and maintain positive relationships with the target audience. Communication must be accomplished in order for the external factors view the organization in a positive manner. By having a good image, an organization builds trust that will increase the chance at influencing individuals to purchase their products. In creating a goodwill image, organizations show concern for their consumers. This action gives the targeted audience a sense that their opinions and values do matter to the organization, which will further increase a positive image for an organization. Active participation by the organization to seek and maintain a positive relationship with the target audience is extremely important. If an...

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