People often speak of PR or public relations as something positive or negative that a business receives in reaction to an event. “Wow, they got good PR out of that!” But what exactly is that?
The confusion surrounding the definition of public relations or what it covers is not unexpected, given it is multifaceted. Studies show that “public relations” is usually grouped under marketing and is often used in other fields such as media relations, community relations, public affairs publicity, image enhancement, and promotion.
Experts who are the most respected in the field of public relations are often in disagreement, providing myriad definitions to clarify. Rex Harlow, a pioneer in the field of public relations education, has compiled more than 500 definitions from various sources, ranging from complicated writings to simple descriptions. One of my favorites is “PR stands for Performance and then Recognition.”
In 1981 The Public Relations Society of America tried to clear up the confusion by creating a task force to define public relations forever. They settled on this simple definition “Public relations helps an organization and its publics adapt mutually to one another. It is an organizations efforts to win the cooperation of groups of people.”
The real problem is why this needs to be considered. What are the reasons I should require public relations within my company? The authors Cutlip, Center, & Broom provide some guidance with these concerns. They have published their sixth edition of the reference book Effective Public Relations; they say that public relations are “the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom it’s success or failure depend.”
This definition is excellent in the sense that it, firstly, recognizes that public relations are not something that can simply occur. It is a job that has to be developed. In addition, the definition includes the most important phrase, “success or failure.” This is the reason the efforts of public relations are vital. How your business interacts and portrays its image to the world will affect your company’s future.
We all know how the concept of PR is constantly changing and is often debated. But, there is an unambiguous and consistent thread that runs throughout these definitions. All of them involve interactions and relationships. In simple terms, public relations is all about communicating. It’s working to create assertive communication that will be influential, provide information, and improve understanding.
The most well-known public relations strategy is using media to inform and market to specific markets. Press releases, gaining exposure, and creating promotions are something we can get our teeth into. It is crucial not to mix up advertising and public relations. Advertising is a tool for paying, which can be utilized to aid the public relations effort. If used in conjunction, both can form an effective team.
Be aware that publicity and media relations are only a few facets of public relations. Effective communication must occur across all “publics,” internal and external. For instance, your company cannot function without the ability to communicate clearly with your investors, bankers, or board members. You depend on your relationship with the local community to help support your endeavors. Additionally, you depend on your employees to help you promote your image. Public relations involves establishing and implementing an effective communications plan that works with and between these groups for the common good.
What happens if things don’t go according to what is expected? Then, you need to engage in public relations! Public relations initiatives must be proactive to safeguard the image of the business. From crisis planning to the simple creation of clear and concise responses to community concerns, It’s in the company’s and customers’ best interests to prepare.
The most exciting thing about public relations is that it is not well-known. For many, the word PR conjures up thoughts of self-serving and deceitful rhetoric. They envision snarky, famous PR agents today who believe that all press is a good one. Some depict historical event organizers like P.T. Barnum, the founder of Barnum & Bailey Circus, who employ exaggeration and adulation to entertain.
It is evident that not everyone involved in public relations initiatives is doing so in the public’s best interests. However, it is equally crucial to recognize that great positive, ethical, and moral public relations activities are taking place everywhere. In reality, without them, we’d be in a state of denial.
Public relations is a skill that is one with long-standing and deep roots. In a way, it’s the same as communication in itself. Religion, government, and business have relied on and will always rely on public relations. Imagine what would happen in our current world if Catholic Church didn’t teach its priests how to “propagate” the faith? Without the development of communications to influence the public, How would we convince people to accept the authority of leaders in government or take a stand on a public issue? You can also be grateful to event organizers in the past of Athens for helping to establish the basis for planning special events in the present. It required the same basic public relations skills to help promote the Olympics in the past as it does now…now it’s an event!
Public relations are crucial to the success of your business and its growth. The opportunities to leverage public relations strategies to boost your business’s bottom line and profits are limitless. Ann Landers says, “Opportunities are usually disguised as hard work, so most people don’t recognize them!” Don’t fall for this trap by not taking advantage of the potential in public relations. You’ve got nothing to lose and all to gain.
