Press and Public Relations

Most local authorities have some kind of Information Officer: some have well staffed public relations departments.

Amongst public relations (PR) practitioners and academics the most
widely accepted definition is that adopted in 1978 by the Institute of Public
Relations (IPR): Public relations practice is the deliberate, planned, and
sustained effort to establish and maintain mutual understanding between
an organisation and its publics. In 1978, the "Mexican Statement" was
adopted by more than thirty national and regional PR associations in
Mexico at the World Assembly of Public Relations Associates: the
statement reads as follows: Public relations practice is the art and social
science of analysing trends, predicting their consequences, counselling
organisation's leadership, and implementing planned programmes of
action that will serve both the organisation's and public interest. Other
professional definitions include: Public relations is the management
function that identifies, establishes, and maintains mutually beneficial
relationships between an organisation and the various publics on whom
its success or failure depends. Public relations is the management
function that evaluates public attitudes, identifies the policies and
procedures of an individual or an organisation with public interest, and
plans and executes a programme of action to earn public understanding
and acceptance. To date over 500 different definitions of PR have been
identified world-wide. However, despite the multitude of definitions it is
possible to distil some of the common elements: I. PR involves establishing
and maintaining mutual understanding between organisations and their
publics and also promotes and maintains mutual trust, respect and social
responsibility between organisations and their publics. II. PR is a
management discipline that requires all forms of planned communications to
be carried out effectively. III. PR is the management of relationships
between an organisation and its key publics/ target audiences. IV. PR is a
process that aims to project positive views or convert negative notions or
ideas into positive ones and to create understanding through knowledge. V.
PR, where appropriate, attempts to harmonise private and public interests.
Public relations is more than just judicious persuasion: it is a complex
planned communication process that involves managing corporate
reputation and image. VI. PR is a continuous function that, where relevant,
supports (and can be even be corrective to) advertising and marketing
activities. VII. PR manages both the reputation and perception of
organisations, brands and individuals.

Date: 2015-01-29; view: 929