Public Relations

I

Introduction

Public Relations, management function that creates, develops, and carries out policies and programs to influence public opinion or public reaction about an idea, a product, or an organization. The field of public relations has become an important part of the economic, social, and political pattern of life in many nations. That field includes advertising, publicity, promotional activities, and press contact. Public relations also coexists in business with marketing and merchandising to create the climate in which all selling functions occur.

II

History

In the U.S, the tremendous growth of industry from the end of the American Civil War to the early 20th century took place with little regard for public welfare. When a group of reformers and activists known as muckrakers waged a campaign to expose the excesses of big business, some industrialists realized the need to improve their public image. From this impetus, the profession of public relations slowly evolved as a major force in business, politics, entertainment, and society in general. One of the first effective public relations practitioners was Ivy L. Lee, who worked for the American industrialist John D. Rockefeller. The pioneer work of Edward L. Bernays linked public relations to research, psychology, and the social sciences.

During World War I, both the Allies and the Germans made extensive efforts to influence opinion through the dissemination of propaganda. When the United States entered the conflict, Congress set up the Committee on Public Information to help mold American opinion in favor of the war effort. By the end of the war, the profession of public relations had grown into an important tool for government and business.

III

Activities and Methods

Public relations activities in the modern world help institutions to cope successfully with many problems, to build prestige for an individual or a group, to promote products, and to win elections or legislative battles. The majority of public relations workers are staff employees working within a corporate or institutional framework. Others operate in public relations counseling firms. In the U.S. today, approximately 122,000 people are employed full time in the public relations field.

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In industry, public relations personnel keep management informed of changes in the opinions of various publics (that is, the groups of people whose support is needed): employees, stockholders, customers, suppliers, dealers, the community, and government. These professionals counsel management as to the impact of any action—or lack of action—on the behavior of the target audiences. Once an organizational decision has been made, the public relations person has the task of communicating this information to the public using methods that foster understanding, consent, and desired behavior. For example, a hospital merger, an industrial plant closing, or the introduction of a new product all require public relations planning and skill.

Public relations activities are a major part of the political process in the U.S. and many other nations. Politicians seeking office, government agencies seeking acceptance and cooperation, officials seeking support for their policies, and foreign governments seeking aid and allies abroad all make extensive use of counseling services provided by public relations specialists.

Public relations also plays an important role in the entertainment industry. The theater, motion pictures, sports, restaurants, and individuals all use public relations services to increase their business or enhance their image. Other public relations clients are educational, social service, and charitable institutions, trade unions, religious groups, and professional societies such as the American Medical Association.

The successful public relations practitioner is a specialist in communication arts and persuasion. The work involves various functions including the following: (1) programming—that is, analyzing problems and opportunities, defining goals, determining the public to be reached, and recommending and planning activities; (2) writing and editing materials such as press releases, speeches, stockholder reports, product information, and employee publications; (3) placing information in the most advantageous way; (4) organizing special events such as press functions, award programs, exhibits, and displays; (5) setting up face-to-face communication, including the preparation and delivery of speeches; (6) providing research and evaluation using interviews, reference materials, and various survey techniques; and (7) managing resources by planning, budgeting, and recruiting and training staff to attain these objectives. Specialized skills are required to handle public opinion research, media relations, direct mail activities, institutional advertising, publications, film and video production, and special events.

Although its activities, goals, and effects have been subject at times to severe criticism, public relations is a significant force in the U.S. and Western Europe. To avoid misuse of professional skills, several public relations organizations have developed a code of ethics for members. In totalitarian countries, the state has a monopoly on communications, and any public relations activities are government controlled. Public relations services are so far virtually unused in many developing nations, but they are likely to be a future government concern.

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