The document discusses the history and practice of public relations. It defines public relations as the strategic management of mutually beneficial relationships between organizations and their publics. It notes that Edward Bernays is often considered the father of modern public relations. It outlines several key public relations functions including publicity, press relations, industry relations, development/fundraising, lobbying, and public affairs. It also lists various public relations tools and discusses both positive and negative approaches to public relations.

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2. Edward Bernays, often described as the father of public relations
Public relations is a strategic communication process that builds
mutually beneficial relationships between organizations and their
publics.
Edward Bernays, often described as the father of public relations
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3. Public relations is the
“management function that identifies, establishes and maintains
mutually beneficial relationships between an organization and its publics
upon whom its success depends.”
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4. The function of public relation is to create a climate of mutual
understanding between an organization and its public
to manage then organization reputation
Public relation involves building good relations with the company’s
various publics by obtaining favorable publicity building up a good
image and handling or heading off unfavorable rumors stories and events
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6. Publicity:
Disseminating planned messages through selected media to
further the organization's interest.
Press /media relation :
Working with the mass media in seeking publicity or responding to their
interest in the organization
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7. Industry Relations:
Relating with other firms in the industry of an organization and with
trade associations.
Development/Fund-Raising:
Demonstrating the need for and encouraging the public to support an
organization, primarily through financial contributions.
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8. Lobbying:
Lobbying can be part of the government affairs programme.
Public Affairs:
Developing effective involvement in public policy and helping an
organization adapt to public expectations.
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9. News Audio visual materials
Speeches Public service
activities
Special events
Corporate identity
Buzz marketing material
Mobile marketing Company website
Written materials
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10. Negative public relations, also called dark public relations (DPR)
It is a process of destroying the target's reputation and/or
corporate identity.
The objective in DPR is to discredit someone else, who may pose a threat to
the client's business or be a political rival
The building of a dark PR campaign, also known as a dirty
tricks or a smear campaign
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11. Public relations involves creating mutual
understanding between organizations and their publics.
Either in positive or negative
So try to maintain positive public relations with everyone
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