PR
PR, the abbreviated term for public relations, is the means for an organization to present itself to the public in a positive light.
The purpose of PR is to interact with other people and organizations. Those who work in PR try to show how the company helps the public through its goods or its services. PR has the opportunity to showcase the events and accomplishments of an organization. PR uses several different methods to connect with the public. These methods include
- Television
- Radio
- Newspaper
- Internet
- Other print media
Many organizations have a PR department within their organization to accomplish the task of maintaining a positive image in the public eye. There are also many companies that are PR firms. These PR firms act as representatives for other organizations that they have taken on as clients. The PR firms do for the companies what PR departments do in other organizations: they communication between the public and the organization to project a good image. The PR firm wants the public to understand and accept the organization.
The Function of PR
PR has several functions.
- Creating and implementing the organization's policy concerning communicating with the public. If the PR sector is new to an organization, the employees that are in PR decide how the company is going to interact with the public, and then they follow through with the procedures.
- Evaluating public attitudes and opinions about the company or ideas pertaining to the company. The company wants to know what everyday people think about their services or products. They use this information shape future decisions.
- Developing a good relationship with all of the organization's contacts, including the mainstream public as well as other organizations where communications exists.
- Showcasing the organization in a positive light to the public eye through all forms of communication possible.
The Process of PR
The basic process of modern PR often uses opinion polls and focus groups in order to evaluate public opinion; this is combined with the many techniques that are used to distribute information in order communicate with the public. There are several different ways in which the actual process of PR has been described.
One of these ways has been described by Scott Cutlip, Allen Center, and Glen Broom in Effective Public Relations. They define PR as a four step process. The first step is "Defining Public Relations Problems." This is accomplished by a SWOT analysis (strengths, weaknesses, opportunities, threats) and should answer the question "What's happening now?" The second step is called "Planning and programming." This is part that focuses on strategy and should answer the question "What should we do and say, and why?" The third step in the PR process in "Taking action and communicating." This is the part where the actual implementation of the plan takes place. It should answer the question "How and when do we do and say it?" The fourth and final step is "Evaluating the Program," which makes a final assessment of the plan that was carried out. It answers the question "How did we do?"
Other processes of PR have been created using acronyms. One was created by Sheila C. Crifasi. Her model uses the acronym ROSIE to define a five-step process: Research, Objectives, Strategies, Implementation, and Evaluation. Each of these stages is done in sequential order to get the PR job done. Dr. Kathleen S. Kelly explains a five-step process known as Research, Objectives, Program, Evaulation, and Stewardship, or ROPES.
Examples of PR
Examples of PR in the real world include the following:
- Nonprofit organizations use PR to educate the masses about their purpose in order to bring awareness and support.
- Businesses with products to sell convey information about their products to potential customers to increase future sales using PR.
- Politicians use PR to raise money for their campaign and to attract votes.
