Summary of Public Relations in book 454-457
Public relations (PR) is a crucial mass-promotion tool that focuses on building and maintaining a
positive image for a company by fostering relationships with various stakeholders, including
consumers, the media, and investors. PR departments engage in multiple functions, such as press
relations, product publicity, public affairs, lobbying, and investor relations, aiming to create favorable
publicity and manage any negative perceptions. For example, trade associations have revived interest
in declining products through successful PR campaigns like the dairy industry's "Got Milk?" initiative.
The impact of PR can be significant, often delivering greater public awareness at a lower cost than
traditional advertising. An example of successful PR is the launch of Apple's iPad, which generated
immense consumer excitement through strategic media engagement without any paid advertising.
This ability to create substantial buzz adds credibility to the message being conveyed.
PR utilizes various tools, including news releases, speeches, special events, written materials, and
audiovisual content, alongside modern digital strategies involving social media. Companies like Papa
John’s have effectively integrated traditional and social media in campaigns to maximize outreach and
engagement. In today's digital era, PR not only serves promotional purposes but also functions as a
crisis management tool, helping organizations navigate challenges effectively. Ultimately, for PR to be
most effective, it should be well-integrated with the organization's overall marketing strategy,
ensuring alignment with firm objectives and clear message communication.
Public Relations Summary (Chapter 2)
Chapter 2 explores the multifaceted nature of public relations (PR), defining it as a key facilitator of
communication that engages various societal groups by conducting research, problem-solving, and
fostering dialogue. The chapter illustrates PR's importance through the example of the United Parcel
Service (UPS), which faced a significant financial impact and reputational damage during a strike,
underscoring how effective communication can influence both a company’s bottom line and its public
image.
Public relations is characterized as a strategic conversation rather than a straightforward field, often
misrepresented due to the inherent challenges in message control and defined by the ambiguity
surrounding its practices. This complexity arises from the fragmentation of media landscapes and the
evolving role of communication sources, leading to growth in PR at the expense of traditional mass
communication channels, such as newspapers. The chapter highlights the necessity of understanding
the terminology and taxonomy of the PR profession, which encompasses corporate, agency,
nonprofit, and government relations.
A key definition from PR scholars Grunig and Hunt defines PR as “the management of communication
between an organization and its publics,” emphasizing its orientation toward management over
journalism or marketing. This definition underscores four core components: management,
communication, organization, and publics. Public relations practitioners serve as advisers to
management, facilitating understanding between organizations and their various publics, which
include stakeholders and self-organized groups.
The chapter also addresses the definition of PR provided by the Public Relations Society of America
(PRSA), which articulates that PR helps organizations and their publics mutually adapt. This function is
crucial in today’s complex society, where organizations must cultivate effective relationships with a
diverse array of audiences to achieve their objectives. Although the PRSA definition holds merit, it
acknowledges the inherent challenges in creating harmonious relationships between organizations
and their publics, particularly when interests conflict.
Finally, the chapter discusses the various terms associated with PR, highlighting the confusion that
arises from different naming conventions, such as corporate communications and public affairs. The
term "corporate communication" is commonly used synonymously with PR, though it may be
perceived as limited to for-profit organizations. The text concludes by calling attention to the strategic
element of effective PR, arguing that a solid foundation in the field is essential for success, regardless
of the specific terminology used.
