Contents

1.What is public relations? 1.1 Defining public relations 1.2 Short history of public relations 1.3 The most important representatives of modern public relations 1.4 The importance of public relations 1.5 The purpose of public relations 1.6 ublic relations disasters 1.! "thics in public relations 1.# ublic relations techni$ues

2.Public relations and mass media

1.1 Defining public relations Public relations is a very complex subject. Over the years, there have been many attempts to define it, but explaining public relations in a phrase is not possible, because this subject combines aspects from many different fields, such as management psychology, media etc. In Alison Theaker s book !Public relations handbook", #ohanna $a%kes tries to trace the history and development of public relations. Thus, %e learn that &ex 'arlo% searched through ()* definitions of public relations and he finally came up %ith the follo%ing paragraph+
!Public relations is a distinctive management function %hich helps establish and maintain mutual lines of communication, understanding, acceptance and co,operation bet%een an organi-ation and its publics. involves the management of problems or issues. helps management to keep informed on and responsive to public opinion. defines and emphasises the responsibility of management to serve the public interest. helps management keep abreast of and effectively utili-e change, serving as an early %arning system to help anticipate trends. and uses research and ethical communication as its principal tools./

Although this paragraph helped in defining public relations, 'arlo% focused more on %hat public relations does, rather on %hat it is. In order to understand the concept %e need to take a look at other definitions %hich appeared since then. The 0ritish Institute of Public &elations came up %ith a very useful definition+
!Public &elations is the deliberate, planned and sustained effort to establish and maintain mutual understanding bet%een an organi-ation and its publics."

This definition implies that the process is not accidental, everything is consciously designed. P& practitioners must ensure that the publics have a proper vie% of the organi-ation and that the publics understand their actions. In order to succeed they have to come up %ith a very good plan and to take this plan to a logical end, %hich is not an easy task if %e take into consideration the economical situation, the political instability and other factors.
*

Another important definition in %hich mutuality bet%een an organi-ation and its publics plays a very important role, is advanced by The Public &elations 1ociety of America+
!public relations is concerned %ith or devoted to creating mutual understanding bet%een groups and institutions."

This definition emphasi-es the importance of groups and institutions and sees the public relations practitioner as an intermediary bet%een the organi-ation and the public. The 2orld Assembly of Public &elations Associations in 3exico says that+
!Public relations is the art and social science of analy-ing trends, predicting their conse4uences, counseling organi-ation leaders and implementing planned programmes of action %hich %ill serve both the organi-ation s and the public s interest."

5utlip, 5enter and 0room, in their book !6ffective Public &elation" agree that+
!Public &elations is the management function that identifies, establishes and maintains mutually beneficial relationships bet%een an organi-ation and its publics."

3utual understanding seems to be common to most definitions of public relations and the success of the organi-ations depends on establishing a positive relationship %ith the public. Other important definitions of public relations+
!Public relations consists of all forms of planned communication both in%ard and out%ard bet%een an organi-ation and its publics for the purpose of achieving objectives concerning mutual understanding." 7#efkins, $rank, !Public &elations"8 !Public &elations is the attempt by information persuasion and adjustment to engineer public support for an activity, cause, movement or institution." 76duard 9. 0ernays8 !Public &elations is a combination of philosophy, sociology, economics, language, psychology, journalism, communication and other kno%ledges into a system of human understanding." 7'erbert 3. 0aus8 !Public &elations is everything involved in achieving a favourable opinion." 7:eorge $. 3eredith8 !The management function %hich gives the same organi-ed and careful attention to the asset of good%ill as is given to any other major asset of business." 7#ohn 2. 'ill8