Defining Public Relations

There are many different definitions of PR. There are PR firms that can influence the publics opinions on behalf of companies and organizations. In an effort to compare and contrast different definitions and evaluate why there are so many definitions this paper will look specifically at four varying definitions. 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."(2007, Public Relation News) The main components of each definition are similar: influencing the publics attitudes and perception of a certain organization. It is a methodology used to influence opinions and create a good image. All four definitions are basically the same just worded differently. There are many different definitions of PR, most suggest that the term public relations was primarily used to suggest image building, reputation management, and persuasion efforts. Reliance on perception is a prescription for entrenching powerful groups and their interests. The powers-that-be have long recognized the benefits of PR for combating uncomfortable truths.

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 public's 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 people's motivational factors are. I found this in Abraham Marlow's Hierarchy of Needs. That most people are primarily motivated by their psychological,