Public Relations often defined by some of its observable techniques and tactics such as publicity in a newspaper, a television interview with an organization's spokesperson, or the appearance of a celebrity at a special event. Public relation is all about communicating. So whatever do you communicate, and to whom? What do you know? What is your field? You come to work every day, put in your time, read different publications, and stay in touch with current industry trends. All of such efforts you do for how you leverage this expertise at your public relation field.
What people fail to understand is that, public relations a process involving subtle and far-reaching aspects, it includes research and analysis, policy formation, programming, communication and feed back from people. Public relation is management function that identifies, establishes and maintains mutually beneficial relationships between organization and the various publics on whom its success or failure depends. (Scott M Cutlip, Allen H Center and Glen M Broom in Feective Public Relations (sixth edition)
Analysis and Applications
Public relations activities are intentional, structured, planned, and serve the public interest. Public Relation is an effective tool that creates "corporate image" by building good relations with the company's various publics by obtaining favorable publicity, handling unfavorable rumors, stories and events. Public relation can have a strong and long lasting impact on public awareness at a much lower cost than advertising. The field of public relations has broadened far beyond working with mass media. Writing skills and knowledge of the media are vital but management training, logistics, and planning are crucial. Former newspaper researcher often fail at public relations because they don't perceive the work as more than writing news releases and don't understand different dimension of publics the public relations program should reach.
Someone once defined public relations as "doing good and getting credit for it." One area where this is especially true is in crisis management. If Company X facing a crisis situation and has develop a reputation for poor worker treatment, environmentally unsound practices, terrible customer service, it will be difficult for firm to recover from the crisis.
The goals of the communication process are to inform, persuade, motivate, or achieve mutual understanding. It may take form of news releases, news conferences, special events, brochures, speeches, posters, etc. these communication goals faces problems of inability to show effectiveness through contributions to the bottom line. It is also needed to understand the way of people process the information and possibly modify their attitudes, opinions, and actions.
James Grunig, professor of public relations at the University of Maryland, lists five possible...