The phrase ‘public-relations’ has two words namely, ‘public’ and ‘relations’. A ‘public’ is a group of individuals having similar or common interests; an association of persons having the same interests, problems, circumstances, expectations and goals.

1. Public-Relations:
Meaning,
Components
and Needs

2. The phrase „public-relations‟ has two words namely, „public‟ and „relations‟. A „public‟ is a
group of individuals having similar or common interests; an association of persons having
the same interests, problems, circumstances, expectations and goals.
It is generally such sources that opinions emanate. Public is a varied creature that comes
in many forms and sizes. It has multitude of wants and desires. Public has its likes and
dislikes sometimes even very strong likes and dislikes. In this sense „publics‟ are
customers, employees, suppliers, lenders, shareholders, special interest groups,
government, middlemen and so on.
Thus, public is any group of people who share common interests having common
problems. The word „relations‟ is the result of mutual understanding derived from the
process of sharing of the common interest. It is human wants that create need to establish
relations with each other. The wants of two individuals affect profoundly their relationship.
Therefore, to understand any relationship one must understand the wants of those who
are involved. By integrating these two elements namely „public‟ and „relations‟, one gets
„public- relations‟ a profession forming part and parcel of managerial function.

3. Components of Public Relations:
Public relations as a bridge of meaning between the organisation
and the public’s first, it has certain elements. These are:
1. Human Relations:
PR is getting along with the people or „publics‟ both internal and external. No individual
is rational. Each person who works in an organisation has to get along with others. He
is expected to understand and know thoroughly another and demonstrate interest in
his progress as one does his own.
2. Empathy:
Empathy is the power of understanding feeling of others. For instance feeling sorry for
others is sympathy. Empathy is the primary pre requisite for-a-satisfying exposure in
relationships where a certain degree of depth of understanding is expected. That is to
feel one‟s feeling stepping into the boots of another who is affected.

4. Components of Public Relations:
3. Persuasion:
There are two ways of changing the mind of another or others namely by persuasion and
by force. The persuasion is positive and hence results in positive outcome and force is
negative and, therefore, the outcome will be not encouraging.
If you compel any person to do something instead of persuading, that act can be
despotism as it is against the principles of normal conduct sanctioned by society.
Instead, if one convinces the other to do and is able to win his heart and head it is highly
appreciated, accepted and acted up without opposition.
4. Dialogue:
Dialogue is a conversation with some purpose. Dialogue is a reasonable exchange of
ideas bringing into being a new form of knowledge; the use of dialogue is for influencing
behavior, selling goods or inspiring ideas.
Any dialogue involves „conciliation; and „compromise‟ when one speaks to an unfavorably
disposed group or a person, the first effort is to conciliation people or person and
breakdown prejudice.

5. The Need for Public Relations:
There are four fundamental forces that answer the question why
PR. These are:
1. Communication:
Technically, the means of communication have reached the stage of perfection and
sophistication and there is no end for this. Finance, the force behind all activities, has
made possible for majority of people to exchange information.
The level of education and understanding the importance of it by people is fast
increasing which increases exchange of information between the people.
2. New Information Order:
If one thins, whether we are all correctly informed is really very difficult to say. Good
many books, discussions in academic circles, in radio and television, and countless
lectures excluding those in “Information Society” and „New Information Order”, as far
as one is aware, a correct reply is yet to be received.

6. The Need for Public Relations:
3. Information Load:
Information load is also called message load or quantity. Those people who do not
believe in others will attract our attention to the flood of information to which we are all
exposed today.
The correct answer to this is that this flood is largely without direction and that it is
inaccurate and incomplete. The information must be prepared. The relevant
information must be separated from trivial matter and should be popped up in right
direction.
What one needs is a fair means of information which eliminates or awakened
suspicious, that builds up better understanding and creates much needed confidence.
This is what is called as PR.
4. Mutually and Understanding:
By definition, PR where mutuality is founded on interaction between consideration for
public opinion, and the need of the communicator or organisation to inform or
establish contact.

7. The Need for Public Relations:
Understanding is created by providing clear insight into, and reporting on all the essential
matters. Confidence is cultivated by bringing the aim of the organisation into harmony
with public interest that wins and maintains goodwill among general public.
From these points one thing is clear that the purpose of this activity for and with the
public is to act and not to react; to create an atmosphere of mutual confidence through
and active information policy the passive part of which consists in answering all types of
queries; to inform the public and exert influence towards the inside as a form of corporate
and social counter-control to establish direct or indirect connections with the public in
order to fulfill a kind of interpreter‟s function towards the public and to control
communicative reaction.
The desired effect can only be attained if the information or message is true, authentic,
verifiable, legal, clear and readily understandable, and is also in conformity with
day-to-day practice of living and experiencing.

8. SOURCES
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