Public Relations Effect on Society

Public Relations Effect on Society

Public relations can be defined as many things, none the least of which is relationship management. In fact, Bruning (2000) describes public relations as a field "more often characterized by what is does than what it is" (p.xi) and what it does is enable relationship management and creation among private agents and public representatives. When public relations works to foster positive relationships among organizations and communities, among individuals, and among top managers and individual employees, it can be defined as a method for positive relationship management and organizational performance.

Public relations is vital to the success of an individual, of an organization and of society at large. When utilized correctly it is a powerful and effective business and personal strategy for success. It may be viewed from a personal or a business perspective, and impacts both equally as strongly. Relationships are the foundation upon which modern institutions have been crafted and developed over time. Without a strong public relations team, the fate of organizations and individuals is largely questionable. The idea of public relations as relations management is described in greater detail below.

An Analysis of Public Relations

Public relations as relationship management incorporates many different functions, not the least of which is building and fostering relationships among people. Aside from this basic principle, public relations includes a broad spectrum of activities that encompasses many different functions including publicity, press management, advertising, marketing, media relations, events coordination and more (Bruning, 2000). These activities all involve intense interaction between different individuals and organizations. A successful public relations campaign can be defined by the extent to which it fosters successful management and coordination of all of these activities in relationship to an organizations, individuals or communities business and personal strategies and goals.

Broom (1986) defined public relations as "communication that is functionary" and that results in perpetual motion and information exchange. This definition assumes that public relations is constantly changing and evolving, based on the environment under which representatives and individuals are working under. It also assumes that public relations requires information exchange via open communication that results in understanding between two or more parties.

The purpose of all communication according to Broom should be to facilitate function and understanding between two people. When goals and strategies are developed they can be used in an efficient and productive manner only when successful communication has occurred between the parties involved. That is why public relations as practice is vital to the success of individuals and organizations.

The field of public relations in not something new or innovative. Public relations has existed since the dawn of time, however did not emerge as a formal 'field' until the early 20th century when business leaders began recognizing the need for relationship managers to help conduct business efficiently and effectively (Bruning, 2000). Public relations managers emerged as professionals whose intent was to help "shape public opinion and stave off interference" (Bruning, 2000: xii). At first glance this definition might appear manipulative, and to some extent the field of public relations does involve some manipulation, albeit for the most part in a positive manner. Most public relations experts who started in the field in the early twentieth century focused their efforts primarily on working with the media, which many still do today (Bruning, 2000). However the role of the public relations manager has been much expanded since its early days (Wilson, 1994).

Effective organizational development and management is contingent upon a variety of different principles and measures, including the ability of an organization or individual to represent themselves in a respectable, likeable and productive light. That is where public relations comes in. A public relations representative ensures the integrity and reputation of an organization. Their role is to ensure that relations are maintained between the corporation and the community.

Public relations members do not simply serve the external community and customer however, as one often perceives their primary job function to be. The role of public relations representatives is in fact very diversified. Public relations representatives are also responsible for supporting the internal customer which may include employees and other corporate representatives. Public relations representatives often adopt a top down approach, attempting to help employees 'adopt' recognize and respect the message and intent of top management personnel within an organization (Bruning, 2000). Support from within is just as important as public support in the field of relationship management.

Inherent in any relationship is the opportunity for conflict to develop. Conflict most often develops when a miscommunication occurs between one party and another. Public relations can help mitigate conflict in a variety of ways. One of the most effective ways public relations managers work toward building effective relationships is via building strong communication networks. The role of a public relations team is to help foster effective, efficient and well intentioned communication between two or more parties (Bruning, 2000). A public relations representative or team may not necessarily ensure that one's communication message is accepted by all, however it is their job to ensure that a message is presented clearly and in a manner that is non-threatening to all the recipients of the intended message (Wilson, 1994).

The effects of public relations on the public are many. When public relations serves the public in an efficient and productive environment, positive relationships are formed and created. Positive and effective public relations are evident in communities and within organizations where open communication is supported and where a 'team' oriented approach to learning or growth and even competition is adopted.

Conclusions/Analysis

Public relations can turn a 'rowdy' crowd into a complacent and happy one. A good public relations team recognizes opportunities for improvement and acts on a given situation to ensure that everyone's needs are met. They are also capable of doing so in a manner that is non-threatening and embracing. Public relations has the effect of placating people, of encouraging people, of ensuring commitment and communication (when utilized effectively).

Of course, public relations can also have a negative effect on the public when it is not handled appropriately. If public relations representatives are not able to 'read' the public or a crowd, or are not able to send the message that relationship building is welcome and beneficial, chaos and conflict result. Thus it is vital that public relations serve as effective relationship managers, working to open the lines of communication and foster a team oriented environment. Public relations when used correctly can have positive effects including increased productively, sense of accomplishment and achievement on the part of individuals or the organization as a whole.