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This second definition sees the purpose of PR activities as aimed at raising an organization's profile with the key people at the media (Cartledge 2003). PR professionals should keep their messages and proposals brief and succinct. The message should relate and connect to a current local economic activity to call attention. They should follow up on these proposals or news stories. It is their responsibility to acquire feedback on how the public views the organization through print and online sources. Based on the feedback, PR professionals should attune their campaign to what the public needs or wants to know and understand. They should consult the organization's management on the need to establish international contacts or arrange with a high-profile celebrity to endorse the organization's product or message to change or improve company image (Cartledge).
A third definition of publications links it with communications. Public relations lead an organization to become accepted, even revered for its ability to set or analyze trends, make predictions and the consequences of these and recommend policies to keep the client company at the lead (Wylie 1992). The purposes of PR are the responsibilities of its professionals or practitioners. These are the anticipate problems and create planned programs to solve or deal with these problems. PR is for improving and expanding understanding and changing behavior. It is for winning approval, strengthening and maintaining relationships necessary or desirable to the organization's current or future success. PR is intended to enable the...
It must establish, use and demonstrate current problems and install systems or actions, which will prevent them in the future. PR now only fixes problems but keeps them fixed (Wylie).
The first definition lays the groundwork. Based on its product or message, public relations determine the message and then select the suitable means to present that message to its chosen audience or end-consumer. The second definition is an assessment of the first. It measures the success or failure or the PR campaign and sets new directions according to its progress. The third definition says that PR does both and also analyzes trends, locates trouble spots, fixes them and keep them fixed.
My definition of public relations consists of all the above. It establishes and maintains goodwill with a company's specific target audiences and the general public itself. It uses the face-to-face promotions approach in setting the business up through all the phases of advertising, marketing, strategic planning, budgeting and selection of sponsors.
Bibliography
Cartledge, E. (2003). Public Relations - Communications Outlook. 2 pages. Information Outlook: Special Libraries Association
Fey, L. (2003). Front-Page PR. 2 pages. Art Business News: Advanstar Communications, Inc.
Wylie, F.W. (1992). A Real Look in the Mirror - Evaluating the Field of Public Relations. Communications World: International Association of Business Communicators
Bibliography
Cartledge, E. (2003). Public Relations - Communications Outlook. 2 pages. Information Outlook: Special Libraries Association
Fey, L. (2003). Front-Page PR. 2 pages. Art Business News: Advanstar Communications, Inc.
Wylie, F.W. (1992). A Real Look in the Mirror - Evaluating the Field of Public Relations. Communications World: International Association of Business Communicators
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