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Public Relations, dated 24 April 2006 Introduction to Public Relations Different textbooks will give slightly different definitions of Public Relations. The nature of the  discipline makes it difficult to define. Some define it from the communication angle, some from the  publics and some from the organisation perspective.  But the essence is  communicating to key publics in order to influence and shape the key  publics opinion and perception of the company. A common textbook definition used is from the British Institute of Public Relations is: The planned and sustained effort to establish and maintain goodwill and mutual  understanding between an organisation and its publics .   This definition explains that public relations: - is a management function - is organised, continuous and not haphazard - enables the organisation to be understood by key publics - groups of people who affect and are  affected by its activities. So What is Public Relations? WHAT?  -  Managing relationships  between an organisation and its publics (groups of people on  whom its success or failure depends). WHY?  - To ensure the publics have a  positive and supportive opinion and perception  of the  organisation. HOW?  - By  creating the right environment  within which the organisation can operate its  business. END RESULT OF PR  -   Business that benefits both   the organisation and its publics.  The Role and Functions of Public Relations: The Pepsi Story also exemplifies the public relations activity/process of research or fact-finding,  action planning, communication and evaluation. The four main public relations activities are:  Page 1 of 5
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Public Relations, dated 24 April 2006 - Doing Research - Counseling Management - Action Planning - Communicating  C   - Evaluating Action The role of Public Relation is to: - shape organisation's practices by counseling and advising top management - tell organisation's story to create goodwill and understanding - shape and influence attitudes and opinions of key publics - handle organisation's communications
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