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Unformatted text preview: 1. Definition of PR 1) Definition Ivy Lee : proper adjustment of the interrelations of public and business Edward Bernays : the attempt, by information, persuasion and adjustment, to engineer public support for an activity, cause, movement or institution. Harlow 472 : Public relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics. It involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound and ethical communication techniques as its principal tools Stuart Ewen: educator, creator, manipulator of symbols, news engineer, publicity doctor, perception manager, middleperson Denny Griswold: the management function which evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance Most common definitional components: management, organization, publics 2) Criticism of public relations They tend to be focused more on the effects of public relations and specific tasks that practitioners engage in, rather than on its fundamental purpose Many academic definitions are normative or prescriptive, rather than descriptive of public relations true function in contemporary commerce and politics Many definitions do not identify their core concepts All the definitions speak to the issue of organizations, ignoring the practice of public relations for individuals or groups of people that not formally organized. 3) From the practitioner world It is larger and arguably more eclectic, but it suffers a lot from misunderstanding, confusion, superficiality, etc. The result of the semantic confusion surrounding public relations is that PR field is generally disintegrating; higher-end functions are being lost to other functional areas within organizations. 4) Dimensions of Public Relations PR little research has explored what might be termed the fundamental dimensions of PR. Interest to what degree PR function focused on client interests Vs. public interest Initiative to what extent PR function reactive Vs. pro-active Image to what extent is the organization focused on perception Vs. reality 5) Framework for definitions of PR dimension PR framework, ? ? ? ? ? ? ? ? ? ? ? ? ? PR practice models Persuasion: client-interest, proactive, perception Advocacy: client-interest, reactive, perception/reality Public information: client/public-interest, reactive, reality Cause-related PR: public-interest, proactive, perception/reality Image/reputation management: client-interest, proactive/reactive, perception...
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This note was uploaded on 02/05/2012 for the course ADV 860 taught by Professor Dr.richardcole during the Fall '11 term at Michigan State University.
- Fall '11
- The Land