Public Relations, also known as PR, or community relations, is a difficult topic to define. Especially in recent years the need for "good PR" has become a priority. Most major universities offer both upper and lower level classes in PR with topics ranging from campaigns to writing. But what really is Public Relations and what does it do?
Most broadly, PR is all about establishing and maintaining public image. Public Image is how the public views and reacts to person, product or idea. Public image is especially important for various groups from commercial enterprises to non-profit groups, persons of high-profile, educational institutions, governments, countries, and even athletic teams. One definition of PR is: the management of communication between the these groups and the public (also known as stakeholders). The focus is always towards the desired public. Defining where PR comes from and what it does can help explain its role.
The history of PR is quite extensive but here is only a brief selection. The most generally regarded founder of Public Relations was Edward Bernays, nephew of Sigmund Freud, who is most famous for an event in 1929. As part of one of the first PR campaigns named the " Torches of Liberty Contingent", Bernays, secretly employed by the American Tobacco Company, motivated women to march in the New York City Easter Day Parade smoking. This destroyed the previous social taboo of female smokers, meant a significant payment for Bernays and a favorable shift in public opinion to cigarette smoking under the guise of gender equality. One of the first examples of PR with positive commercial consequences for the tobacco industry.
To understand Public Relations you also need to understand its goals. PR goals can be separated into four groups:
1) Create; Maintain; and Defend reputation
2) Enhance status
3) Present a Positive Image
4) Create Good Will (for the group, item or idea)
Another important distinction of Public Relation is that it is different from advertising. Specifically because PR is usually expressed by a third-party some results are in free but uncontrolled exposure, credibility, and unpredictability of cost and effectiveness. PR can be much more difficult and time-consuming that regular advertising.
To carry out its goals, those in the PR industry have a diverse tool box and interesting procedures. They include Press Releases, in the form of newsletters, reports, brochures. Social Media Outlets like blogs, Facebook, and Twitter. Press Kits that include various kinds promotional material. Other tools are publicity stunts, talk show circuit, speeches, visits and "AstroTurfing".
Among the Procedures that PR use are:
1) Identifying all relevant factors
2) Establishing goals
3) Outline tactics
4) Interaction with the desired public
5) Feedback from the public
6) Modify and adapt as necessary
One distinct aspect of Public Relation is "spin". Spin refers to the action of portraying an event through a lens of bias. This means selective representation in the amount and type of information presented to the public. The people who undertake this task are known as "spin doctors" and they use everything from cherry picking to euphemisms to non-denial as their techniques.
Public Relations is further divided into several sub-categories:
Financial - involves current as well as potential investor and analysts
Consumer/lifestyle - to educate and build relationship with current or future consumers
Crisis - to deal with accidents, disasters, mistakes or wrongdoing
Industry - to promote relationships within industry whether products or for employees
Government - to deal with the public view in all situations
Through this entire process, Public Relations can and does work. The results can be free good publicity and that leads into increased interest and increased exposure, sales and image. So don't take PR for granted as a powerful tool to create or destroy.
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