Defining Public Relations

Defining Public Relations

My personal definition of public relations is a function used to make organizations, people, products, services or places etc. that are despicable (in a general way) and useless appear somewhat decent and useful to others whose opinions matter. Public relations basically sugar-coats the truth and might go so far as to blatantly lie about something for a means to an end. The end may be higher sales in business or even to calm panic in a society. If the organization, people, product, service or place was in fact truly decent and useful then there would not be a need for public relations. A good public relations mantra in my opinion would be a lie is not a lie if you do not get caught.

The Public Relations Society of America has originated their own widely accepted definition which is "Public relations helps an organization and its publics adapt mutually to each other" (www.prsa.org, 2006, About Public Relations). This definition reiterates my personal definition without using biased language. It encompasses the many functions of public relations that are used to persuade its intended audience. Should “brain-washing” be included as one of the many functions of public relations? I believe that trying to change opinions is morally wrong and everybody should be able to form their own opinions based on cold hard facts. For instance the mafia can have a public relations department but I do not believe that would be ethical.

Our textbook defines public relations as “a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way

communication” (Seitel, 2004, p. 3). This definition tries to establish the nobility of public relations by using phrases such as sound character and proper performance. I believe this might be the definition of “good” public relations but not a general definition of public relations. For example in the same chapter the textbook discusses how Osama bin Laden used public relations to rally Al-Qaeda terrorists against the United States. (Seitel, 2004, p. 7) Does Osama use “sound character” when he communicates the importance of his terrorist attacks that kill thousands of innocent people? I do not believe so.

A web definition of public relations states that it is “the business of generating goodwill toward an individual, cause,