Definition of Public Relations
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Three definitions, one broad scope of what it actually means to begin the process of interpretation and communication of the reputation, profitability, and in some cases, the continued existence of an organization. It is determined to solely depend on the targeted approach in takes in its mainstream awareness and attention it creates. As organizations continue the experiment with the role in which Public Relations is generated and accounted for within their organization, they will begin to rely on the acts of Public Relations Specialists for advice on the strategy and policy of such programs in order thrive. Knowing this, it is clear that any one definition would be correct rather than assuming another is wrong. Considering a rather complex occupation, this analysis will review the various definitions of Public Relations, while comparing and contrasting their similarities and differences.
One of the earliest definitions of Public Relations was discribed by Edward Bernays, (wikipedia.org, 2006). According to him, “Public Relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.” The menaing of his words relate to the strategy used to identify a focused source, and conform to the identity of every message to appeal to that audience. It can be a general, nationwide or worldwide audience, but is has to balanace on the line of a corporation and public opion of such. The Specialist will determine the right balance, and begin to develop the understanding in which the perceptions of such organization. In his expression, Bernays is also correct in that the PR specialist must campaign under the organization to the public for acceptance. A modern example of this sort of goodwill campaigning lies within the actions of hotel heiress Paris Hilton. She has been seen in many media outlets recently proclaiming her mistakes and what she intends to do once she is released from prison, in hopes of regaining popular appeal, but is done so with her very own Specialist, to ensure that what she has to say or do, is done so in the interpretation of author Fraser P. Sitel.
If a Public Relations consultant wishes to maintain a positive image for a company, it is wise that they should also believe in the product or service being promoted. According to Fraser P. Sitel (2004), author of The Practice of Public Relations, “Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication”. The definition also notes that Sitel believes that Public Relations is more than a planned process, but also involves an influential agreement between two parties. Public relations are determined to be the efforts in which can influence the public opinion, but it is important to remember ethical standards when that influence is being used through a form of publicity. On the seventeenth of January 1998, President Bill Clinton used his power as president to influence constituents by denying engagement in sexual acts with an intern (CNN, 2006). However, as most Americans remember, President Clinton was later impeached for his sexual acts committed with that intern. His public image allowed for a diversion and slight hope that the scandal would soon be forgotten, but rather his words echo in history books today as one of the best lies ever fabricated. The term most commonly coined for not only his actions, but that of most would be a “Spin; cover-up, distortion, and subterfuge . . . the antithesis of good