Essay Public Relations

Public relations are an indirect promotional tool whose role is to establish and enhance a positive image of an organization and its services among its various publics. It is defined as ‘the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its public’.

It seeks to persuade people that a company is an attractive organization with which to relate or do business, which is important for services as it has already been noted that services are evaluated very subjectively and often rely on word-of-mouth recommendation. Public relations facilitate this process of subjective evaluation and recommendation.

Some of the important elements used within this promotion mix are as follows:

Press releases:

The creation and dissemination of press releases is often referred to as ‘publicity’ ‘activity of securing editorial space, as divorced from paid space, in all media read, viewed or heard by a company’s customers or prospects, for the specific purpose of assisting in the meeting of sales goals’


Professional lobbyists are often employed in an effort to inform and hence influence key decision makers who may be critical in allowing elements of a marketing plan to be implemented.

Education and training:

In an effort to develop a better understanding-and hence liking-of an organization and its services, many service organizations aim education and training programmes at important target groups. In this way, banks frequently supply schools and colleges with educational material that will predispose its recipients to their brand when they come to open a bank account.


Most companies attend exhibitions not with the intention of making an immediate sale but to create an awareness of their organization that will result in a sale over the longer term. Exhibitions offer the chance for potential customers to talk face to face with representatives of the organization and the physical layout of the exhibition stand can give valuable tangible evidence about the nature of the service on offer. Exhibitions are used for both consumer and business-to- business services.

In-house journals:

Many service organizations have developed their own magazines which are given to customers or potential customers. By adopting a news-based magazine format, the message becomes more credible than if it were presented as a pure advertisement.

Special events:

In order to attract media attention, organizations sometimes arrange an event which is in itself newsworthy and will create awareness of the organization.


Increasingly used by services companies to provide a ‘backbone’ for events.

Preparing the publicity strategy:

As with all aspects of the communication mix, publicity will achieve maximum effectiveness if a clear plan is formulated which identifies objectives, has a clear strategy and implementation programme and effective monitoring.

a. Publicity objectives typically include the desire to raise awareness of a new service launch or to identify the organization with a desired image.

b. Planning involves identifying items that should be brought to the attention of a wider audience by means of publicity.

c. Implementing the plan requires a great deal of care and may involve carefully building up mutual trust with important media editors.

d. Evaluation is difficult as publicity is usually used in conjunction with other promotional tools. It is easier to evaluate if publicity is used before other tools.

There are, however, a number publicity response measures that can be employed. For example, ‘exposures’ relate to the number of times news about the company has been carried by the media. However, this does not give any indication of how many people actually saw or heard the information. Alternatively, surveys of awareness, comprehension and attitudes before and after publicity could be undertaken and these may give some indication of the response to publicity.

Essay on Public Relations

1312 Words6 Pages

Public sentiment is everything. With public sentiment, nothing can fail; without it, nothing can succeed.
- Abraham Lincoln -

"Fundamentally, public relation is relations with publics." (Public Relations Writing, 2000, p.10) The publics can be any group of people that shares a common interest.
Through communication in different ways organizations want to establish, develop and maintain a positive relationship with different groups.

This is just a basic definition of public relation but in fact it is much more challenging to really define and practice public relations.

Due to the world's rapid change through advanced technology public relation became more and more a global activity. Nowadays it is one of the fastest-growing…show more content…

Anyways, through different definitions this essay gives you an overview and a better understanding of what public relations is and does. It shows you the importance and function of public relations in an organization especially in today's world.

"Public relations is the management of communication between an organization and its publics." (Grunig & Hunt's, 1984)

First of all it is important to recognize that pubic relation is a management function.
The success of a company depends on relationships with the public such as consumers, suppliers, investors, employees, government and media. Since public relation practitioners are the once who do the actual communication between their organization and its public it is obvious that public relation is a management function.

"Public Relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends." (Effective Public Relations, 2005, p.1)
Public relation is a management function that helps achieve organizational objectives, define philosophy, and facilitate organizational change. Public relations practitioners communicate with all relevant internal and external publics to develop positive relationships and to create consistency between organizational goals and societal expectations.

The organization's philosophy for example is established through the

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