Public Relations

Public Relations

Public image is important to corporations, individuals and the government. Individuals in the public eye such as Condoleezza Rice and Paris Hilton often hire public relations firms to monitor their public image. Large organizations such as Smith Barney and Delta Airlines monitor their public image and use public relations to inform the public and their shareholders about new developments and positive information about the company. They often hire public relation firms to spin negative information into to positive information. My definition of public relations is the ability to promote a favorable relationship on behalf of another party and the ability to stall negative publicity by offering favorable information or a solution that the public understands and accepts. This paper will define public relations, compare and contrast the different definitions, and explain why there are various interpretations.

According to Edward Bernays, "Public relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance." (Wikipedia, 2007) Edward Bernays who was often referred to as the "father of public relations" believed that society is driven by the media and forms its opinions based on what they see and hear. It was Bernays' prediction that the media would turn America into a society of individuals who are not "free thinkers". Bernays' revolutionized public relations by combining traditional press agentry with the techniques of psychology and sociology to create what one writer has called "the science of ballyhoo" (PRSA, 2007)

According to the Public Relations Society of America, "Public relations helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions (PRSA, 2007). Unlike Bernays' philosophy, the Public Relations Society of America (PRSA) views public relations as a management function. It is PRSA's belief that understanding society's beliefs and values is necessary to meet individual public relations goals. The public relations officer works with management to plan, organize, and research on a consistent basis to meet the public relations goals. Additionally, "The public relations practitioner acts as a counselor to management and as a mediator, helping to translate private aims into reasonable, publicly acceptable policy and action" (PRSA, 2007).

Ivy Ledbetter Lee who is often referred to as the real father of modern public relations had an

appealing outlook concerning public relations. "He evolved his philosophy in 1906 into the "Declaration of Principles," the first articulation of the concept that public relations practitioners have a public responsibility that extends beyond obligations to the client" (Wikipedia, 2007). Lee advised his clients to tell the truth and has been credited with issuing the first press release. "Lee espoused a philosophy consistent with what has sometimes been called the "two-way street" approach to public relations, in which PR consists of helping clients listen as well as communicate messages to their publics" (Wikipedia, 2007).

In conclusion, Edward Bernay predicted that public relations would create a society