Public Relations

Résumé du document

The term 'public relations' is recognized and widely used by many people. However, it is often misused and misunderstood. It is sometimes confused with press release and publicity. A career in public relations is wrongly perceived as the perfect job for people who enjoy parties and meeting A-list celebrities. Another charge made against the profession is its unscrupulous manipulation of the media in order to secure a publication or broadcast of overly favourable stories about client companies. The reality is very different. This handout demonstrates its worth as a sophisticated communications tool, which is used for a variety of reasons. So, what is the meaning of Public Relations?

Extraits

[...] When an employee from a company is planning to engage in an interview with one of its key publics, such as the media, shareholders, or employees, preparation is the key to success. One should prepare using a mock interview situation and it is invaluable to include a question and answer session so that they are fully prepared with the interview actually takes place. Employees and senior managers should not engage in impromptu interviews requested by media journalists because they do not give interviewees time to prepare. [...]

[...] What is the meaning of Public Relations? As highlighted by Harrison (2000), it means simply: “Relations with the public” According to the Institute of Public Practitioners in the UK (1999): “Public relations is about reputation- the result of what you do, what you say and what other say about you. Public relations practice is the discipline, which looks after reputation with the aim of earning understanding and support, and influencing opinion and behaviour. It is planned and sustained effort to establish and maintain goodwill and mutual understanding between organisations and its publics”. [...]

[...] In the campaign, they acknowledged that they had a long way to go but that an investment programme was underway which would address many of the problems. Public perception advertising: is used to project a particular company image. Many organisations try to project a “green image” and this is clearly illustrated in the example of Superquinn. Public service or advocacy advertisement(cause related marketing): are where organisations align themselves to particular social causes. Many organisations seized the opportunity to become involved in the Special Olympics, which were staged in Ireland in 2003. (see example of An Post) 4. [...]

[...] Another charge made against the profession is its unscrupulous manipulation of the media in order to secure a publication or broadcast of overly favourable stories about client companies. The reality is very different. This handout demonstrates its worth as a sophisticated communications tool, which is used for a variety of reasons. According to Dixon (2003), the PR industry in Ireland consists of approx companies. Only six employ between 10 and 20 people and 5 of these are owned by international networks. [...]

[...] It is a strategic (long term) tool. Publics in a PR context In the institute of Public relation's definition, the term publics is used but not explained. Kotler and Armstrong view a public as group that has an actual or potential impact on a company's ability to achieve its objectives. An organisation's publics in a PR context can be described as the various target audiences that an organisation's communications activity is aimed at. Typically, an organisation might have to communicate with some or all of the publics: (see diagram) The importance attributed to each of an organisation's publics may vary, depending on the situation. [...]