| Public Relations, or PR, is the practice of managing the | | | | Public Relations Essentials include answering these |
| flow of information between an organization and its | | | | questions: |
| public. The critical function of PR managers involves | | | | What is your intended objective? |
| protecting the organization’s image and managing | | | | Who are your target audience? |
| its identity. Public Relations utilizes publicity and other | | | | What are their current attitudes, opinions, and |
| non-paid forms of promotion and information that can | | | | interests? |
| generate a positive attitude or opinion toward the | | | | What messages would impact their attitudes, opinions, |
| organization. The primary focus is on communication, | | | | and interests that your objective is achieved? |
| and to be successful, businesses must fully understand | | | | You should know your target audience right from the |
| the Public Relations Essentials. | | | | inception of the project. And after you determine the |
| The recent economic downturn and the slow revival | | | | scope of your message on the target audience, you |
| have put PR under considerable scrutiny. The | | | | must determine how to most effectively influence or |
| expensive, over-the-top hype method is no longer | | | | impact your target audience. The more you know |
| effective and too much "in-your-face" marketing can | | | | about the target audience, the more impact you can |
| bring businesses crashing down. Organizations now | | | | have as the end result. These Public Relations |
| want the PR machinery to function and sustain within | | | | Essentials are elements of a communication plan |
| lower budgets, but with the quality same as ever and | | | | which, if properly understood, will generate a positive |
| competing with a more intelligent audience. | | | | impact on your organization and its goals. |