Public relations


Public relations is the practice of managing and disseminating information from an individual or an organization to the public in order to influence their perception. Public relations and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties. 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.. PR and journalism share a close relationship known as media relations, but they also differ in their core objectives: while journalism reports on events with objectivity and impartiality, PR presents developments in a way that supports the interests of the organization it represents. The exposure is mostly media-based, and this differentiates it from advertising as a form of marketing communications. Public relations often aims to create or obtain coverage for clients for free, also known as earned media, rather than paying for marketing or advertising also known as paid media. However, advertising, especially of the type that focuses on distributing information or core PR messages, is also a part of broader PR activities.
An example of public relations would be generating an article featuring a PR firm's client, rather than paying for the client to be advertised next to the article. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders, and persuade them to maintain a positive or favorable view about the organization, its leadership, products, or political decisions. Public relations professionals typically work for PR and marketing firms, businesses and companies, government, and public officials as public information officers and nongovernmental organizations, and nonprofit organizations. Jobs central to public relations include internal positions such as public relations coordinator, public relations specialist, and public relations manager, and outside agency positions such as account coordinator, account executive, account supervisor, and media relations manager. In the UK, the equivalent job titles are Account Executive, Account Manager, Account Director and Director.
Public relations specialists establish and maintain relationships with an organization's target audiences, the media, relevant trade media, and other opinion leaders. Common responsibilities include designing communications campaigns, writing press releases and other content for news, working with the press, arranging interviews for company spokespeople, writing speeches for company leaders, acting as an organization's spokesperson, preparing clients for press conferences, media interviews and speeches, writing website and social media content, managing company reputation, crisis management, managing internal communications, and marketing activities like brand awareness and event management. Success in the field of public relations requires a deep understanding of the interests and concerns of each of the company's many stakeholders. The public relations professional must know how to effectively address those concerns using the most powerful tool of the public relations trade, which is publicity.

Public Relations

Public relations is the practice of managing and disseminating information from an individual or organization to the public to influence their perception. It is a strategic communication process that builds mutually beneficial relationships between organizations and their audiences.

Modern Developments in PR

Digital Public Relations

Digital Public Relations leverages online platforms to build and maintain a positive public image. It includes strategies such as search engine optimization, content marketing, and online media relations to enhance visibility and engagement. Digital PR allows organizations to communicate directly with audiences and gather real-time feedback.

Influencer Marketing

Influencer marketing has become a key component of PR, particularly in the digital age. Brands collaborate with individuals who have significant online followings to promote their products or services through authentic content. Influencers can sway public perception and consumer behavior, making them integral to contemporary PR strategies.

Social Media in Public Relations

Social media platforms provide direct communication channels between organizations and audiences. PR professionals use platforms such as Facebook, Twitter, Instagram, and LinkedIn to share news, respond to inquiries, and manage crises. The interactive nature of social media allows for immediate feedback and audience engagement.

Public Relations in Africa

Public relations in Africa is rapidly evolving. The continent's diverse cultures, languages, and media landscapes present unique challenges and opportunities for PR practitioners. Digital platforms have become increasingly important for reaching audiences, especially among youth demographics. However, disparities in internet access and varying levels of media literacy affect the effectiveness of PR campaigns.
Ethical considerations are essential in African PR, with an emphasis on transparency, accountability, and cultural sensitivity. Organizations often engage in corporate social responsibility initiatives to strengthen public trust and influence perceptions positively.

Social and Behavior Change Communication (SBCC)

Social and Behavior Change Communication is a strategic communication approach that promotes positive behaviors within communities. Unlike traditional PR, which often seeks to shape perceptions, SBCC focuses on influencing specific behaviors through targeted messaging, community engagement, and culturally appropriate interventions.
In African contexts, SBCC has been applied to public health campaigns addressing HIV/AIDS, maternal health, sanitation, and other critical issues. By involving communities in message development and dissemination, SBCC ensures cultural relevance and increases the likelihood of sustained behavior change.

Key Techniques in Public Relations

  • Media relations – managing relationships with journalists and news outlets.
  • Community engagement – direct interaction with stakeholders.
  • Crisis communication – strategic messaging during emergencies to protect reputation.
  • Corporate social responsibility – promoting ethical and socially responsible behavior of organizations.
  • Content marketing – creating and sharing relevant content to engage audiences.

    Definitions

, the man who turned around the Rockefeller name and image, and his friend, Edward Louis Bernays, established the first definition of public relations in the early 20th century 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." However, when Lee was later asked about his role in a hearing with the United Transit Commission, he said "I have never been able to find a satisfactory phrase to describe what I do." In 1948, historian Eric Goldman noted that the definition of public relations in Webster's Dictionary would be "disputed by both practitioners and critics in the field."
According to Bernays, the public relations counsel is the agent working with both modern media of communications and group formations of society in order to provide ideas to the public's consciousness. Furthermore, he is also concerned with ideologies and courses of actions as well as material goods and services and public utilities and industrial associations and large trade groups for which it secures popular support.
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, counselling organizational leaders and implementing planned programs of action, which will serve both the organization and the public interest."

The Public Relations Society of America, a professional trade association, defined public relations in 1982 as:
"Public relations helps an organization and its publics adapt mutually to each other."

In 2011 and 2012, the PRSA solicited crowd-supplied definitions for the term and allowed the public to vote on one of three finalists. The winning definition stated that:
"Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."

The UK-based Chartered Institute of Public Relations focuses its definition on reputation:
"Public Relations is about reputation – the result of what you do, what you say and what others say about you. Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics."

Public relations can also be defined as the practice of managing communication between an organization and its publics.

'Publics'

Quentin Langley argues the use of the word "publics" in the plural is "central to the understanding" of public relations, writing "all organisations have a series of publics, or stakeholders, on whom their success depends". He follows Roger Hayward in dividing the publics into "customers, staff, investors, politicians and regulators, neighbours, and business partners ". Langley also contests the marketing perspective of seeing public relations as part of marketing, which he claims is too focused on just one of Hayward's six publics: customers.