Defining Public Relations

Defining Public Relations

Communication and publicity comes to mind when we talk about defining Public

Relations. Public Relations is allot more complex than one would assume, with all the

different types of title names associated with PR. Each separate job title comes with a

different job description. So in asking me to make my own definition known, I would

have to conclude that Public Relations to me means; a job requiring excellent

communication skills , with knowledgeable researched facts between ones management ,

the public and at the same time providing a strong relationship to motivate ones view

towards a particular organization or idea.

The Public Relations Society of America (PRSA) has defined public relations as

follows; “Public Relations helps an organization and it’s public adapt mutually to each

other.” Found in our text book, under The Practice of Public Relations it is defined as;

“Public relations is a planned process to influence public opinion, through sound

character and proper performance, based on mutually satisfactory two-way

communication.” Also looking for a third definition to do the comparison with, I found

The Encyclopedia Britannica Article had defined it as an “aspect of communications

involving the relations between an entity subject to or seeking public attention and the

various publics that are or may be interested in it.”

Each of the definitions is only somewhat different, all seemingly veer

towards communication to be the most important in Public Relations and the most

essential tool used. Again communication at the forefront of Public Relations between an

organizations management and the public is so vital when establishing a very strong

corporate image. The Public Relations person must keep in mind and understand the

publics interests and what their beliefs are. Communication must be utilized when

dealing with the publics needs, the Public Relation person must have the skill of active

listening. When and only if this method or approach is used does the Public Relation

person visualize a clear picture of what the publics’ beliefs and opinions are. With this

information the Public Relation person can return and retrieve research of value to be

used to persuade or strengthen the publics’ opinions and beliefs in future called meetings.

I also see that another common aspect of the definitions shown above is the

influential and motivational factor geared towards the public. When a Public Relations

person tries to motivate, they must have some idea of what the peoples motivational

factors are. I found this in Abraham Marlow’s Hierarchy of Needs. That most people are

primarily motivated by their psychological, safety, love, self-esteem and self-

actualization needs.(Seitel, 2004) When the organization has established what it is

providing and what it supports in terms of motivational needs of ones public, then Public

Relations can assist in persuading the publics’ interest and begin gaining a strong hold on

their support making headway towards the organizations goals.

While gaining more insight I see that there