How Public Relations Differs from Advertising
How Public Relations Differs from Marketing
How Public Relations Supports Marketing
1 Comment
Reference: Wilcox, D. T. and Cameron, G. T. (2006). Public Relations: Strategies and Tactics (8 ed.). Boston, MA: Allyn and Bacon
A Variety of Definitions: People often use the stereotypical and visible methods of PR to define it (i.e. events, newspaper publicity, etc) Many people fail to understand that PR is a process involving many subtle and far-reaching aspects It includes research and analysis, policy formation, programming, communication, and feedback from numerous publics Practitioners of PR operate on 2 distinct levels—(1) as advisers to their clients or (2) to an organization’s top management and as technicians who produce and disseminate message in multiple media channels Rex Harlow (founder of the PRSA) compiled over 500 definitions of PR and came up with: “Public relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics; involves the management of problems or issues; helps management keep informed on and responsive to public opinion; defines management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound ethical communication techniques as its principal tools. A good modern definition—“a communication function of management through which organizations adapt to, alter, or maintain their environment for the purpose of achieving organizational goals”—this definition illustrates how PR is more than just persuasion PR should foster open, two-way communication and mutual understanding with the idea that an organization also changes its attitudes and behaviors in the process—not just the target audience The basic objective in PR philosophy is to create a mutually beneficially, or win-win relationship between an organization and the public Ex: Apparel and clothing companies engaging in dialogue with labor and human rights groups about their oversea working conditions, the Fair Labor Association resulted from this (created a uniform code of conduct and monitoring for these oversea suppliers) “Strategic management of competition and conflict for the benefit of one’s own organization—and when possible—also for the mutual benefit of the organization and its various stakeholders or publics”—Glen Cameron’s (co author of the textbook) definition of PR—places the PR profession first and foremost as an advocate for the employer or client, but acknowledges the importance of mutual benefit when circumstance allow Key Words that frame today’s modern public relations:
|
Archives
August 2016
Categories |