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PR involves sharing information with the public using platforms that do not require a payment, such as social media or through press releases shared with magazines and newspapers. PR professionals package information and disseminate it in the hopes that it will be organically shared. Advertising, on the other hand, involves paying for space in the media, or on websites, and controlling the message that is conveyed.
The goal of public relations is to shape public perception of a business, presenting a positive image through various strategies to its various constituents. Get free online marketing tips and resources delivered directly to your inbox.
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In the meantime, start building your store with a free day trial of Shopify. Subchapter S Corporation S Corp. Email address. Your store name. Create your store. Select region. Search Search. Public relations , byname PR , aspect of communications involving the relations between an entity subject to or seeking public attention and the various publics that are or may be interested in it. The entity seeking attention may be a business corporation, an individual politician, a performer or author, a government or government agency, a charitable organization, a religious body, or almost any other person or organization.
The publics may include segments as narrow as female voters of a particular political party who are between 35 and 50 years of age or the shareholders in a particular corporation; or the publics may be as broad as any national population or the world at large. The concerns of public relations operate both ways between the subject entity, which may be thought of as the client, and the publics involved.
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The important elements of public relations are to acquaint the client with the public conceptions of the client and to affect these perceptions by focusing, curtailing, amplifying, or augmenting information about the client as it is conveyed to the publics. The empire builders of the 19th century often disdained a curious public and an inquisitive press, but this attitude soon came under fire from muckraking journalists. In Ivy Lee , a former newspaperman, became publicity adviser to a group of American anthracite coal-mine operators who had aroused the anger of the press by their haughty attitudes toward miners and the press in labour disputes.
Lee persuaded the mine owners to abandon their refusal to answer questions, and he shortly sent out an announcement that the operators would supply the press with all possible information. Later that year he was retained by the Pennsylvania Railroad and brought into effect a new practice: giving the press full information about railroad accidents. In this he was forging a major ingredient of what had not yet come to be called public relations.
Within a decade hardly an agency of any government was without its public relations staff. Perhaps more importantly, public relations had come to be recognized as indispensable to any organization subject to attention in the press and the rapidly developing broadcast media. There was, however, no uniformly accepted simple definition of the craft, trade, dodge, or art of public relations, and there is none today.
This is true in large part because of the great variety of its elements. These include generating favourable publicity and knowing what kind of story is likely to be printed or broadcast. This rudimentary aspect of public relations is complicated by the variety of media ; besides newspapers, magazines, and radio and television, there are publications of professional associations, recreational groups, and trade associations; producers of stage, motion-picture, and television entertainment; direct mail lists; and others.
Public relations embraces a serious element of the ethical counseling and sociological education of the client.
Public-relations counselors to airplane manufacturers and airlines persuaded their clients, as Ivy Lee had done the railroads, to be candid and forthright with the facts and to supply the background necessary for context and understanding when airplane crashes occurred. This element of public relations is complicated and sometimes obscured by the flamboyance of self-promoters in the field and by the excesses of occasional charlatans.
The role of public relations was once defined by Edward L.
The real tasks of public relations in the business world may focus on corporate interests or those of marketing products or services; on image creation or defense against attack; on broad public relations or straight publicity. In general, the strategic goal of public relations is to project a favourable public image, one of corporate good citizenship; but this cannot be accomplished with lights and mirrors in an age of investigative journalism , and the first responsibility of public relations is to persuade management that the reality must correspond with the desired image.
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This calls for the preparation of technical articles addressed to technicians and engineers and of others translating technical information for lay readers. It further includes publicizing praiseworthy activities by company personnel.