| The definition of public relations frequently depends | | | | shareholders other institutions and society at large |
| upon who is using the term. For agencies and | | | | The common factor in these definitions is the two-way |
| practitioners, it is a respected profession and | | | | nature of the relationship. PR calls for equal amounts |
| management function. For its detractors, PR is a | | | | of listening as well as talking. |
| means for applying a gloss or otherwise polishing | | | | Furthermore, as a management function it includes:o |
| something that is otherwise objectionable. | | | | Anticipating, analyzing and interpreting public opinion, |
| PR is frequently interchanged incorrectly with terms | | | | attitudes and issues that might impact an organization's |
| such as "spin" and "publicity." And the recently popular | | | | operations and plans positively or negatively.o |
| term "marketing public relations" adds to the confusion. | | | | Counseling management regarding policy decisions, |
| Here are three widely accepted definitionso From the | | | | courses of action and communications with an eye |
| textbook Effective Public Relations authored by Scott | | | | toward public ramifications and the organization's social |
| Cutlip, Allen Center and Glen Broom: Public relations is | | | | or citizenship responsibilities.o Continually researching, |
| the management function that establishes and | | | | conducting and evaluating programs designed to |
| maintains mutually beneficial relationships between an | | | | achieve the public's informed understanding of an |
| organization and the publics on whom its success or | | | | organization's aims.o Planning and implementing an |
| failure depends.o From PR News: Public relations is the | | | | organization's efforts to influence public policy. |
| management function which evaluates public attitudes, | | | | Specifically: establishing objectives, budgeting, recruiting |
| identifies the policies and procedures of an individual or | | | | and training staff and developing facilities -- essentially |
| an organization with the public interest, and then plans | | | | the management of all resources necessary to |
| and executes a program of action to earn public | | | | achieve an organizations PR objectives. |
| understanding and acceptance.o From the PR Society | | | | The primary quality of PR is that it is based on a |
| of America (PRSA): PR helps an organization and its | | | | reciprocal relationship -- a two-way street -- between |
| publics to adapt mutually to each other. The term | | | | an organization and its many publics. |
| "publics" recognizes the need to understand the | | | | If you are not talking and listening to your publics and |
| attitudes and values of and to develop effective | | | | responding accordingly to the benefit of both, you are |
| relationships with many different stakeholders such as | | | | not practicing public relations. |
| employees, members, customers, local communities, | | | | |