What is Public Relations?There are a number of definitions of the concept of public relations, asdescribed here.• PR is the practice of promoting goodwill among the public for a company,government body or person to present a favourable image.• PR is primarily concerned with the image of the organization portrayedto the public, often in the media.• The British Institute of Public Relations has defined public relations as adeliberate, planned and sustained effort to establish a relationshipbetween an organisation and its public.
How is PR different from Marketing?While PR is aligned to marketing and communication techniques, it is not thesame concept. Both functions aim to increase the reputation and recognition ofthe organisation in the public arena.However, public relations is usually not product specific. Instead, PR mayoccur as a result of a crisis and is usually seen as a long-term investment inthe goodwill and reputation of the organisation.
IMAGE IS EVERYTHINGMany celebrities, performers and actors have public relations consultantsand assistants who carefully vet information about their client. This isusually to allow the accepted or desired public persona to continue.Stories, events or interviews that do not support this image are stoppedor may be denied. If it is true, then many public relations consultants haveinfluence over the presentation of stories and may be able to influencethe type of information used in the media.
Activity1. List the image or impressions that you identify with the followingpeople, organisations and products.a. Dick Smith.b. Elle MacPherson.c. SS Holden Commodore.d. Large four-wheel-drive vehicles.e. The Salvation Army.f. American Express credit card.g. Porsche Motor Company.h. Ralph Lauren.i. Royal Children’s Hospital.j. Snoop DogK. Collingwood Football Club and Hawthorn Football Club2. Why do you have these impressions? List as many sources as possibleabout where these impressions have come from.
‘Public’ The ‘public’ can be defined as those with a stake or interest in a particular organisation or business. The public may be internal or external stakeholders: • Internal ‘public’ may include employees, shareholders and management. • External ‘public’ might include the local community, suppliers, competitors, and alltiers of government. The ‘public’ of a large retail store will be different from thatof a small cabinetmaking business.
Create a mind map of the ‘public’ for each of the followingorganisations.a. A gymnasium.b. The Carlton Football Club.c. A local secondary school.d. A supermarket.e. A hospital.
ResearchMake a poster of the strategies and tactics you could use as apublic relations officer for a multi-national juice company