Definition of Public Relations

Public relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and various publics on whom its success or failure depends” (Cutlip, Center, Broom). Wikipedia defines public relations as the art and science of building relationships between an organization and its key publics (Wikipedia.com). The Public Relations Society of America formally adopted a definition of public relations which has become most accepted and widely used: "Public relations helps an organization and its publics adapt mutually to each other." In this definition, the essential functions of research, planning, communications dialogue and evaluation are implied. Key words are "organization" rather than the limiting implication of "company" or "business", and "publics" which recognizes that all organizations have multiple publics from which they must earn consent and support. My definition is that public relations is the function which helps the organization to maintain harmonious relations with the Public and to achieve its goals.

Public relations is very comprehensive in nature. It has led to the different definitions. For example as defined by Cutlip and others, PR is a management function. But according to the Public Relations Society of America and Wikipedia it is more than that. Let us evaluate: It has got both the organizational function and societal function.

• Organizational function includes the monitoring of attitudes of the organization’s publics and distributes information and communication to build goodwill. It includes:

o Communications management

o Relationship management

o Media Relations

o Publicity

o Marketing communications

o It helps in assisting launch of new products, repositioning a mature product, building interest in a product category, influencing specific target groups, building credibility, stimulating the sales force and dealer, reducing promotion costs.

• Societal function:

o PR includes an intentional and planned effort to create and maintain a two-way communication between an organization and its target groups, the publics.

Public Relations and Ethics

Some of the variables considered by Business Ethics in coming up with its list are

1. Environment

2. Community relations

3. Employee relations

4. Share holders

5. Customer relations

6. Non U.S. stakeholders

7. Minorities and Women

PR must take care of the aspects related to the society and community affected by the organization such as community relations,