PR (Public Relations)
Public relations – firm’s communications and relationships with its various publics
Every organization engages in some form of public relations (PR). In essence, every formof communication emitted by an organization both internally and externally is perceivedby various publics. In tum, these publics form attitudes and opinions about that organization,which affect their behaviors.
There are four public relations concept’s core elements. First, the ultimate objective ofPR is to retain as well as create goodwill. Second, the successful procedure to follow inpublic relations is to first do good and then take credit for it. Third, the publics addressedby the PR program must be described completely and precisely. In most instances, PR programsare aimed at multiple publics that have varying points of view and needs. Consequently,the publics served should be researched just as carefully as the target audiencesfor an advertising campaign. Finally, public relations is a planned activity. There is an intelligencebehind it.
Public relations must be sensitive to two general types of publics: internal and external.Internal publicsare the people who are already connected with an organization, andwith whom the organization normally communicates in the ordinary routine of work. External publicsare composed of people who are not necessarily closely connectedwith a particular organization .
⠀ Boone, L. E., Kurtz, D. L. (2014).Contemporary Marketing (16th ed.). South Western, Cengage Learning (p. G-10)
⠀ Burnett, J. (2008). Core Concepts of Marketing. Retrieved from http://www.freeinfosociety.com/media/pdf/2936.pdf.