A Broad View of Public Relations

A Broad View of Public Relations

Many individuals, reference manuals, companies and firms have their independent thoughts and ideas on what Public Relations can be defined as. The definitions range from concise to lengthy and also border on different industries. Fraser Seital defines it as a “planned process to influence the public opinion, through sound character and proper performance based on mutually satisfactory two-way communication.” (Seital, 2004) Edward Bernays states that public relations “is providing information given to the public, persuasion directed at the public to modify attitudes and actions and efforts to integrate and actions of an institution with its publics and of publices with those of that institution.” (Seital, 2004). And yet another definition states,

Public relations is a distinctive management function which helps establish and maintain mutual lines of communications, understanding, acceptance, and cooperation between an organization and its publics, involves the management of problems or issues; helps management to keep informed on and responsive to the public opinion ; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound and ethical communication techniques as its principle tools. (Seital, 2004).

An online reference manual defines the field as :

The art or science of establishing and promoting a favorable relationship with the public. The methods and activities employed to establish and promote a favorable relationship with the public. The degree of success obtained in achieving a favorable relationship with the public. (thefreedictionary.com, 2003)

Each of these sources focuses on a different aspect of public relations. One steers towards the communications end of it, another towards the duty of management. Mr.Bernays is more persuaded by the public engaging aspect of public relations and another reference sites that public relations is a method of measurement.

Public relations is the combination of all opinions above. Its role is to engage with