1.1 Defining Public Relations

Public relations is a strategic communication process that builds relationships between organizations and their publics. It manages information flow, shapes public image, and involves research, planning, execution, and evaluation of communication efforts to achieve organizational goals.

PR differs from marketing by focusing on relationship-building and two-way communication. Its goals include reputation management, crisis handling, and influencing public opinion. PR operates in various contexts, from corporate communications to nonprofit organizations, adapting strategies to each sector's unique needs.

Understanding Public Relations

Definition of public relations

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• Strategic communication process that builds mutually beneficial relationships between organizations and their publics
• Manages the spread of information between an organization and the public to shape and maintain the public image of an organization or individual
• Involves research and analysis to understand target audience and their perceptions, strategic planning to develop effective communication strategies, execution of communication tactics (press releases, social media posts, events), and evaluation and measurement of PR efforts' impact on public opinion and organizational goals

Public relations vs marketing

• PR focuses on building and maintaining relationships with key stakeholders, while marketing and advertising primarily promote and sell products or services
  • PR emphasizes two-way communication and dialogue; marketing and advertising often rely on one-way communication
• PR seeks to earn media coverage and shape public opinion through credible, third-party endorsements; advertising involves paid placement of promotional messages
• Marketing encompasses various activities, including PR, advertising, market research, and product development, to achieve organizational goals
  • PR can be a subset of marketing but also functions independently or collaborates with other departments

Goals of public relations

• Builds and maintains a positive reputation for an organization or individual by enhancing credibility, trust, and goodwill among key stakeholders
• Manages crisis situations and mitigates potential damage to an organization's image through developing and implementing crisis communication plans
• Influences public opinion and behavior to support organizational objectives by raising awareness about issues, products, or services and encouraging stakeholder engagement and advocacy
• Establishes and nurtures relationships with media outlets, influencers, and other opinion leaders to secure positive media coverage and minimize negative publicity
• Supports marketing and advertising efforts by generating buzz and earned media (free publicity gained through promotional efforts)

Contexts for public relations

• Corporate communications
  • Engages and informs employees through internal communications
  • Manages relationships with customers, investors, and other stakeholders through external communications
• Government and public affairs
  • Communicates with policymakers, regulators, and other government entities
  • Engages in lobbying efforts and public policy advocacy
• Nonprofit and social impact organizations
  • Raises awareness about social issues and causes (environmental conservation, human rights)
  • Conducts fundraising and maintains donor relations
• Entertainment and sports
  • Manages celebrity and athlete reputations (crisis management, brand partnerships)
  • Promotes events, productions, and team initiatives (movie premieres, championship games)
• Technology and innovation
  • Launches new products and services (smartphones, software updates)
  • Communicates with industry influencers and thought leaders (tech bloggers, conference speakers)