Public Relations News

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Public Relations Activities and Jobs News

linedividerThe formal practice of what is now commonly referred to as “public relations” dates to the early 20th century. The expression has been defined in many different ways, the definition often evolving alongside social, political and technological progress. The earliest definitions emphasized press agentry and publicity, while more modern definitions incorporate the concepts of “engagement” and “relationship building.”
Public relations (PR) is the practice of managing the spread of information between an individual or an organization and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The aim of public relations by a company often is to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions. Common activities include speaking at conferences, winning industry awards, working with the press, and employee communication.

Building and managing relationships with those who influence an organization or individual’s audiences has a central role in doing public relations. After a public relations practitioner has been working in the field, they accumulate a list of relationships that become an asset, especially for those in media relations.
A fundamental technique used in public relations is to identify the target audience, and to tailor messages to appeal to each audience. Sometimes the interests of differing audiences and stakeholders common to a public relations effort necessitate the creation of several distinct but complementary messages.

Digital marketing is the use of Internet tools and technologies such as search engines, Web 2.0 social bookmarking, new media relations, blogging and social media marketing. Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and communicate directly with the public, customers and prospects.
In this sector a foundamental activity is messaging, that is the process of creating a consistent story around a product, person, company or service. Messaging aims to avoid having readers receive contradictory or confusing information that will instill doubt in their purchasing choice or other decisions that have an impact on the company. Brands aim to have the same problem statement, industry viewpoint or brand perception shared across sources and media.

Negative public relations, also called dark public relations (DPR) and in some earlier writing “Black PR”, is a process of destroying the target’s reputation and/or corporate identity. The objective in DPR is to discredit someone else, who may pose a threat to the client’s business or be a political rival. DPR may rely on IT security, industrial espionage, social engineering and competitive intelligence. Common techniques include using dirty secrets from the target, producing misleading facts to fool a competitor. Some claim that negative public relations may be highly moral and beneficial for the general public since threat of losing the reputation may be disciplining for companies, organizations and individuals. Apart from this, negative public relations helps to expose legitimate claims against one.

Ivy Lee and Edward Louis Bernays established the first definition of public relations in the early 1900s as “a management function, which tabulates public attitudes, defines the policies, procedures, and interests of an organization… followed by executing a program of action to earn public understanding and acceptance.” In August 1978, the World Assembly of Public Relations Associations defined the field as “the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest.”

In 2011/12, the Public Relations Society of America (PRSA) led an international effort to modernize the definition of public relations and replace a definition adopted in 1982 by the PRSA National Assembly. So nowadays we can rely on the following definitions:

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
Simple and straightforward, this definition focuses on the basic concept of public relations — as a communication process, one that is strategic in nature and emphasizing “mutually beneficial relationships.”
“Process” is preferable to “management function,” which can evoke ideas of control and top-down, one-way communications.
“Relationships” relates to public relations’ role in helping to bring together organizations and individuals with their key stakeholders.
“Publics” is preferable to “stakeholders,” as the former relates to the very “public” nature of public relations, whereas “stakeholders” has connotations of publicly-traded companies.

Carl William Brown

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About Carl William Brown

I'm Carl William Brown a holistic teacher, a webmaster, a trader, and a writer of aphorisms and essays. I have written more than 9,000 original quotations and at present I'm also working at my only novel, Fort Attack, which is also a wide and open blog project. At the moment I'm teaching English in a secondary school, but up to now I have done a lot of other things as well, both in business, educational, sport and social fields. Some years ago, in 1997 following the examples of the Rotary or the Lyons Clubs I founded the Daimon Club Organization to promote every sort of activities, creativity, art, literature, new technologies, informatics, business and marketing, public health and education and to meet new friends with these kind of interests.
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