Public relations ( PR ) is the practice of managing the dissemination of information between individuals or organizations (such as businesses, government agencies, or nonprofits) and the public. Public relations can include an organization or individual who gets exposure to their audiences using topics of public interest and news that does not require direct payments. This distinguishes it from advertising as a form of marketing communication. Public relations is the idea of ​​creating coverage for clients for free, rather than marketing or advertising. A good example of public relations will result in articles featuring clients, rather than paying clients to advertise alongside articles. The purpose of the PR is to inform the public, potential customers, investors, partners, employees, and other stakeholders and ultimately persuade them to maintain a positive or favorable view of their organization, leadership, products, or political decisions. Public relations professionals usually work for public relations and marketing companies, businesses and companies, governments, and public officials as PIOs and nongovernmental organizations, and nonprofit organizations. Important work for community relations including account coordinators, account executives, account supervisors, and media relations managers.
Public relations specialists establish and maintain relationships with target audience of organizations, media, relevant trade media, and other opinion leaders. Common responsibilities include designing communication campaigns, writing newscasts and other content for news, working with the press, arranging interviews for company spokespersons, writing speeches for corporate leaders, acting as spokespersons for the organization, preparing clients for press conferences, media interviews and speeches , writing websites and social media content, managing corporate reputation (crisis management), managing internal communications, and marketing activities such as brand awareness and event management. Success in the field of public relations requires an in-depth understanding of the interests and concerns of each company. stakeholders. The public relations professionals must know how to resolve the issue effectively using the most powerful public relations tool of commerce, namely publicity.
Public relations and journalism have similarities in the work they do, but these two areas do not always have the greatest connections, which are described as "enemies" at times.
PR is able to divide into many types, such as public relations products, financial public relations, corporate public relations, public relations employees and public relations government. PR products manage the release of new products to the market. Financial PR is building relationships with shareholders and customers. Corporate PR helps communicate the company's core concepts to customers. Employee PR focus on work and human resources. Government PR is to help set the right attitude toward a political perspective.
Video Public relations
Definition
Ivy Lee, the man who changed the name and image of Rockefeller, and his friend, Edward Louis Bernays, set the first definition of public relations in the early 1900s as follows: "The management function, which tabulates public attitudes, defines the policies, procedures and interests of the organization... followed by executing an action program to gain understanding and public acceptance. "However, when Lee was later asked about his role in the hearing with the United Transit Commission, he said," I can never find a satisfying phrase to describe what I do. " In 1948, historian Eric Goldman noted that the definition of public relations at Webster would be "denied by practitioners and critics in the field."
According to Bernays, public relations advocates are agents who work with modern communications media and the formation of community groups to give ideas to public awareness. In addition, he is also concerned with the ideology and program of actions and goods and services of materials and public utilities and industry associations and large trade groups that have popular support.
In August 1978, the Association of World Public Relations Associations defined the field as
"Art and social science analyze trends, predict the consequences, advise organizational leaders and implement planned action programs, which will serve both the organization and the public interest."
Public Relations Society of America, professional trade association, defines public relations in 1982 as:
"Public relations helps organizations and their public adapt to each other."
In 2011 and 2012, the mass PRSA requested provides definitions for the term and allows the public to choose one of three finalists. The definition of the winner states that:
"Public relations is a strategic communication process that builds mutually beneficial relationships between their organizations and the public."
Public relations can also be defined as the practice of managing communication between the organization and its public.
Public relations is to speak advocacy in public, and build a talking platform to achieve its goals and protect the interests of people.
Maps Public relations
History
Public relations is not a 20th century phenomenon, but it has more historical roots. Most textbooks consider the establishment of the Publicity Bureau in 1900 to become founders of the PR profession. However, academics have found the initial form of public influence and communication management in ancient civilizations, during the settlement of the New World and during the movement to abolish slavery in Britain. Basil Clark is considered the founder of public relations in England for the establishment of Editorial Services in 1924.
Propaganda was used by the United States, Britain, Germany and others to garner domestic support and condemn enemies during the World War, which led to more sophisticated commercial publicity efforts when public relations talent entered the private sector. Most historians believe public relations became the first established in the US by Ivy Lee or Edward Bernays, then spread internationally. Many American companies with PR departments spread practices to Europe when they created European subsidiaries as a result of Marshall's plan.
The second half of 1900 is considered the era of development of professional development in public relations. Trade associations, PR news magazines, international PR agencies, and academic principles for the profession were founded. In early 2000, press release services began to offer social media press releases. The Cluetrain manifesto, which foresees the effects of social media in 1999, was controversial in its time, but in 2006, the influence of social media and new internet technologies was widely accepted.
Career prospects
United Kingdom
Cosmopolitan reported that the average annual salary for "director of public relations" is Ã, £ 77,619 in 2017.
United States
Education
A PR practitioner usually has a bachelor's degree in journalism, communications, public relations, marketing, or English. Many senior practitioners have a higher degree; The 2015 survey found that forty percent of the major communications officers in Fortune 500 companies have master degrees.
In 2013, a survey of 21,000 members of the Public Relations Society of America found that 18 percent hold Accreditation in Public Relations.
Salary
BLS reports the average annual wage for public relations specialists is $ 58,020 in 2016. The best paid 10 percent in the field earns around $ 110,560, while the bottom 10 percent makes about $ 32,090.
Private sector
According to a 2017 survey by Spring Associates, public relations practitioners in the private sector of the United States - working in PR agencies - earned salaries that ranged from $ 54,900 for early career positions as account executive, up to $ 118,400 for mid career position as account director, $ 174,200 for senior positions as executive vice president. Those working in the private sector within the corporate or organizational PR department earn a starting salary of $ 77,600 for early career positions as PR specialists, up to $ 149,300 in mid-career position as PR director, up to $ 185,000 for senior positions as vice president of public relations. Salaries tend to be higher for people employed in major media markets such as New York and Los Angeles, and lower for those who work in tertiary markets.
The c-level position of the chief communications officer (CCO), used in some private companies, typically earns more than $ 220,000 per year by 2013. The CCO at Fortune 200, meanwhile, has an average compensation package of more than $ 1 million per year, according to a 2009 survey by Fortune ; this amount includes basic salary, bonus, and stock options.
The US Bureau of Labor Statistics reports that public relations specialists have an average annual salary of $ 59,020 by 2016.
Public sector
In the US federal government, public affairs workers have an average salary of 2016 of about $ 101,922, with the US Forest Service employing most of these professionals. Of federal agencies employing more than one public affairs worker, those at the Federal Aviation Administration earn the most, on average, about $ 150,130. The highest-income public employee in the US government, meanwhile, earned $ 229,333.
The salary of public relations specialists in local government varies widely. The main communications officer of the Utah Transit Authority earned $ 258,165 as total compensation in 2014 while an early-career public information officer for the town of Conway, South Carolina has a starting salary range of approximately $ 59,000 per year by 2017.
Tactics
Public relations professionals present the face of organizations or individuals, usually to articulate official goals and views on issues of relevance, especially to the media. Community relationships contribute to the way organizations are perceived by influencing the media and maintaining relationships with stakeholders. According to Dr. Jacquie L'Etang of Queen Margaret University, PR professionals can be viewed as "discourse specializing in communication and presentation of arguments and using rhetorical strategies to achieve managerial goals."
Certain public relations disciplines include:
- Public financial relationships - communicating financial results and business strategies
- Consumer/lifestyle relationships - get publicity for certain products or services
- Communication crisis - responding in a crisis
- Internal communication - communicating within the company itself
- Government relations - involving government departments to influence public policy
- Media relations - public relations functions that involve building and maintaining close relationships with the news media so they can sell and promote business.
- Celebrity community relationships - promotion of celebrities to various media publications and outlets
- In-house community relations - maintaining communication between entertainment networks/production companies and media
- Food-centered relationships - communicating specific information centered on food, drink, and wine.
Establishing and managing relationships with those affecting an individual's organization or audience has a central role in conducting public relations. After public relations practitioners work in the field, they compile a list of relationships that become assets, especially for those relating to the media.
In every discipline, typical activities include publicity events, speaking opportunities, press releases, newsletters, blogs, social media, press tools, and outgoing communications to members of the press. Video and audio news releases (VNR and ANR) are often produced and distributed to TV outlets in the hope that they will be used as regular program content.
Audience targeting
The basic techniques used in public relations are identifying the target audience and for tailoring the message to be relevant to each audience. Sometimes the diverse interests of audiences and different stakeholders that are common to public relations efforts require the creation of several distinct but complementary messages. However, these messages must be relevant to each other, thus creating consistency with the overall message and theme. Audience targeting tactics are important to public relations practitioners because they face all kinds of problems: low visibility, lack of public understanding, opposition from criticism, and inadequate support from funding sources.
On the other hand, stakeholder theory identifies people who own shares in an institution or a particular problem. All audiences are stakeholders (or alleged stakeholders), but not all stakeholders are audiences. For example, if a charity commissions public relations to create an advertising campaign to raise money to find a cure for illness, charity and people with disease are stakeholders, but the audience is anyone who might donate money. Public relations experts have profound skills in media relations, market positioning, and branding. They are powerful agents that help clients provide clear and unambiguous information to target audiences that are important to them.
Messaging
Messaging is the process of creating a consistent story around: the product, the person, the company, or the service. Messages aim to avoid readers receiving contradictory or confusing information that will instill doubts in their purchasing choices, or other decisions that affect the company. Brands aim to have the same issue statement, industry point of view, or brand perception shared with the source and the media.
Social media marketing
Digital marketing is the use of Internet tools and technologies such as search engines, social bookmarking Web 2.0, new media relations, blogging, and social media marketing. Interactive PR enables companies and organizations to disseminate information without relying entirely on mainstream publications and communicating directly with public, customers, and prospects.
PR practitioners always rely on media such as TV, radio and magazines to promote their ideas and messages tailored specifically to the target audience. Social media marketing is not just a new way to achieve that goal, but it is also a continuation of the strategy that existed for decades. Lister et al. says that "Digital media can be seen as a continuation and extension of existing principles or techniques".
PR professionals are well aware of the fact that digital technology is used in a way that is very different from before. For example, mobile phones are no longer just devices we use to talk to each other. They are also used for online shopping, dating, studying, and getting the latest news around the world.
As digital technology has evolved, methods for measuring effective online community relationship effectiveness have increased. The Public Relations Society of America, which has been developing public relations strategies since 1947, identified 5 steps to measure the effectiveness of online community relationships.
- Engagement : Measures the number of people involved with an item (social stock, likes and comments).
- Impressions : Measure the number of people who may have viewed the item.
- Item : Measures any content (blog posts, articles, etc.) that originally appeared as digital media.
- Mention : Measure how many items online mention brands, organizations, or products.
- Reach : Measure the extent to which a PR campaign successfully penetrates the whole and in certain audiences.
Other techniques
Humas litigation is the management of the communication process during the process of legal dispute or judicial process so as to influence the result or influence on the reputation of the client as a whole (Haggerty, 2003).
Ethics
PR professionals both serve the public interest and the personal interests of businesses, associations, nonprofits, and governments. This dual obligation raises a heated debate among disciplinary scholars and practitioners of its fundamental values. This conflict is a major ethical issue of public relations. In 2000, the Public Relations Society of America (PRSA) responded to the controversy by admitting in its new "advocacy" code of ethics - for the first time - as the core value of the discipline.
The field of public relations is generally highly unregulated, but many professionals voluntarily adhere to the code of conduct of one or more professional bodies to avoid exposure to ethical violations. The Chartered Institute of Public Relations, Public Relations Society of America, and The Institute of Public Relations are some organizations that publish codes of conduct. However, the 2003 semi-annual confidence survey Edelman found that only 20 percent of the survey respondents from the public believe that the paid communicators within the company can be trusted. PR people become increasingly concerned with their company's marketing practices, questioning whether they agree with corporate social responsibility. They seek greater influence over marketing and more counseling and policy-making roles. On the other hand, marketing people are increasingly interested in incorporating publicity as a tool in the marketing world.
According to Scott Cutlip, social justification for public relations is the right for an organization to have a fair hearing from their point of view in public forums, but to get such hearing for their ideas requires skilled advocates.
Play
Spin has been interpreted historically to mean open deception intended to manipulate the public, but since the 1990s has shifted to describe "policing truth." Today, the round refers to the provision of interpretation of certain information intended to influence public opinion. Companies can use spin to create a company appearance or other event that takes place in a slightly different direction from the truth. In the sphere of public relations, spin is seen as an insulting term, interpreted by professionals as a meaning of deception and striking manipulation. Spinner practitioners are sometimes called "spin doctors."
In Stuart Ewen PR! A Social History of Spin , he argues that public relations can be a real threat to democracy because it makes public discourse powerless. Corporations can hire PR professionals and send their messages through media channels and do a large amount of influence on helpless individuals against such powerful forces. He claims that public relations are a weapon for capitalist deception and the best way to refuse is to be media literate and to use critical thinking when interpreting mediated messages.
Spin techniques include selectively presenting cherry picking facts and quotes, called "non-rejection denials," suggesting that by presupposing unproven truths, euphemisms to draw attention away from things that deemed unpleasant, and ambiguity in public statements. Other spin techniques involve careful selection of time in certain news releases so as to capitalize on important events in the news.
Negative
Negative public relations, also called dark public relations (DPR) and in some previous "Black PR" writings, is the process of destroying the reputation of the target and/or corporate identity. The aim in the House is to discredit others, which may pose a threat to the client's business or become a political rival. The House may rely on IT security, industrial espionage, social engineering, and competitive intelligence. Common techniques include using dirty secrets from the target, producing misleading facts to deceive competitors. In politics, the decision to use a negative PR is also known as a negative campaign. Public relations is often just a recycling information used by a large number of sources, thus giving way to a minimal perspective on events.
Politics and civil society
In Propaganda (1928), Bernays argues that the manipulation of public opinion is an essential part of democracy. In public relations, lobby groups are created to influence government policy, corporate policy or public opinion, usually in a way that benefits the sponsoring organization.
In fact, Bernays emphasizes that we are actually dominated in almost every aspect of our lives, by a small number of people who have mastered the 'mental processes and social patterns of the masses', which include our behavior, the political sphere and the economy. or our morals. Theoretically, every individual chooses his own opinion about public behavior and problems. However, in practice, it is impossible for a person to study all the variables and approaches of a particular question and come to conclusions without external influences. This is the reason why the community has approved the 'invisible government' to interpret information on our behalf and narrow the field of choice to a more practical scale.
When a lobby group hides its true purpose and support base, it is known as the front group. The front group is a form of astroturfing, as they intend to influence the public or government without disclosing their financial relationships with corporate or political interests. They create a fake grassroots movement by giving the appearance of a trusted organization serving the public, when they actually serve their sponsors.
Politicians also employ public relations professionals to help project their views, policies, and even personalities to their best advantage.
See also
Note
References
Further reading
- Public Relations History (PDF) , Institute of Public Relations, archived from the original (PDF) on June 2, 2010
- Breakenridge, D. (2012), Social media and public relations: Eight new practices for professionals , new jersey: FT Press Cutlip, Scott (1994), Invisible Power: Public Relations: A History , Lawrence Erlbaum Associates, ISBN 0-8058-1464 -7
- Heitmueller, Lars M. (2012), Corporate Communications Map: An overview Interactive Overview of the Basic Model and Public Relations Theory
- Kelleher, T. (2018). Public Relations (1st ed.). New York, NY: Oxford University Press.
Source of the article : Wikipedia
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