Public Relations

Intro to Adv & Public
Relation
Public Relation
Definition, Purpose and Scope
Submitted to:
Sir Haseeb
Submitted By:
Saira Ayub (23)
Adeel Taswar (28)
Date: 18/4/2017
Definitions of Public Relations
1. The Public Relations Society of America (PRSA)s official definition:
Public Relation is a strategic communication process that builds mutually beneficial
relationships between organizations and their publics.
2. Dr. Rex Harlow. Foundation for Public Relations Research and Education
Public Relations helps and Organization and its publics adapt mutually each other-
3. Public relations is a distinctive management function which helps establish and maintain
mutual lines of communication, understanding, acceptance, and cooperation between an
organization and its publics.
4. Edward Burneys
It is a planned & sustained effort to establish and maintain mutual understanding
between an organization & its publics.
5. Simple Definition
For better understanding if we take the two initials of the word Public Relations
i.e. P and R then we define P for Performance for Public and R for Result as
against Relations.
It is the planned and sustained activity of engagement between these two parties
to influence behavior change, and build mutual understanding and trust.
Engagement between an organization and its publics is the core of public relations
practice. It is a two-way process by which an organization communicates with its
publics, and vice versa.
Public relation is the art of creating lasting relationships, based on respect and
truth, between interdependent entities existing in the public domain.
Purposes of Public Relations

Goals of public relations are to create, maintain and protect the organization's reputation,
enhance its prestige, and present a favorable image. Studies have shown that consumers
often base their purchase decisions on a company's reputation, so public relations can
have a definite impact on sales and revenue.
The purpose of PR is to promote, and at the same time protect, a company's image or its
individual products. It helps companies manage their relationships with all audiences. It
can be seen to save money by managing threats to the business, and can generate revenue
through the creation of support.
Public relations can be an effective part of a company's overall marketing strategy. In the
case of a for-profit company, public relations and marketing should be coordinated to be
sure they are working to achieve the same objectives.
Another major public relations goal is to create good will for the organization. This
involves such functions as employee relations, stockholder and investor relations, media
relations, and community relations.
Public relations may function to educate certain audiences about many things relevant to
the organization including the business in general, new legislation, and how to use a
particular product as well as to overcome misconceptions and prejudices. For example, a
nonprofit organization may attempt to educate the public regarding a certain point of
view, while trade associations may undertake educational programs regarding particular
industries and their products and practices.
Other Purposes are:
Building Product Awareness When introducing a new product or relaunching an

existing product, marketers can use a PR element that generates consumer attention and
awareness through media placements and special events.
Creating Interest Whether a PR placement is a short product article or is included with

other products in round up article, stories in the media can help entice a targeted
audience to try the product. For example, around the holiday season, a special holiday
food may be promoted with PR through promotional releases sent to the food media or
through special events that sample the product.
Providing Information PR can be used to provide customers with more in depth

information about products and services. Through articles, collateral materials,
newsletters and websites, PR delivers information to customers that can help them gain
understanding of the product.
Stimulating Demand A positive article in a newspaper, on a TV news show or

mentioned on the Internet, often results in a discernable increase in product sales.
Reinforcing the Brand In many companies the public relations function is also
involved with brand reinforcement by maintaining positive relationships with key
audiences, and thereby aiding in building a strong image. Today it is ever more important
for companies and brands to build a good image. A strong image helps the company build
its business and it can help the company in times of crises as well.
Scope of public relation
The scope of public relation is wide and also include political filed. Entrepreneurs, teachers,
political leaders, social workers, religions, leaders are all involved in public relations day in and
day out.
"Public relations practice is the art and social science of analyzing trends, predicting their
consequences, counseling organization leaders, and implementing planned programs of action
that will serve the organizations and the public interest"
Therefore it can be seen from this that the essence of public relations, at least in the
commercial environment, is to increase the level of understanding that exists between the
business and the various stakeholders that are either involved with that business, or ma y
be affected by its actions.
However, the modern role of public relations within a corporate environment is to act as
an umbrella through which all message communications about the business are
channeled, with a view to ensuring that this message is portrayed in an accurate and
honest manner. Therefore there task is important.
In reality, public relations departments have to perform the task of listening as well as
sending out messages. They should be the ears as well as the eyes and mouth of the
corporation. This means they have to gather information from every possible area and
media and store this information for immediate or future reference. Only with that depth
of research will the PR department be able to react efficiently and effectively to any
incident that arises, which is likely to affect the company.
In business public relation is tool of management like marketing, production and finance.
It is investing and creating asset for an organization which is finally reflected in improved
performance profitability, and growth of the organization.
Successful public relation can be measured by its ability to convert negative situations into
positive ones.
Examples include:
1. Corporations use marketing public relations (MPR) to convey information about the
products they manufacture or services they provide to potential customers to support their
direct sales efforts. Typically, they support sales in the short and long term, establishing
and burnishing the corporation's branding for a strong, ongoing market.
2. Corporations also use public-relations as a vehicle to reach legislators and other

politicians, seeking favorable tax, regulatory, and other treatment, and they may use
public relations to portray themselves as enlightened employers, in support of human-
resources recruiting programs.
3. Non-profit organizations, including schools and universities, hospitals, and human and
social service agencies, use public relations in support of awareness programs, fund-
raising programs, staff recruiting, and to increase patronage of their services.
4. Politicians use public relations to attract votes and raise money, and, when successful at
the ballot box, to promote and defend their service in office, with an eye to the next
election or, at careers end, to their legacy.
References:
1. https://www.prezly.com/public-relations-quotes
2. http://fp.brecorder.com/2005/05/20050505246798/
3. https://en.wikibooks.org/wiki/Introduction_to_Mass_Media/Public_Relations
4. https://www.slideshare.net/parabprathamesh/public-relations-final
5. https://apps.prsa.org/AboutPRSA/PublicRelationsDefined/#.WPW7i46GPX4
6. https://www.scribd.com/doc/3472203/PR-Lecture-1-Scope-Definition-of-Public-Relations

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Intro to Adv & Public

Purposes of Public Relations

Building Product Awareness When introducing a new product or relaunching an

Creating Interest Whether a PR placement is a short product article or is included with

Providing Information PR can be used to provide customers with more in depth

Stimulating Demand A positive article in a newspaper, on a TV news show or

Scope of public relation

2. Corporations also use public-relations as a vehicle to reach legislators and other

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