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Characteristics of Public Relations

Public relations has evolved over time from ancient governments using coins and statues to shape public opinion to modern organizations using branding, events, and media relations. PR aims to build mutual understanding between organizations and their various publics through ethical communication techniques and research. It helps management maintain two-way communication with stakeholders, keep informed on public opinion, and respond to issues. While marketing focuses on promoting specific products and services, PR establishes trust and goodwill for an organization overall by managing its reputation and relationships with the public.

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Thùy Trang
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53 views4 pages

Characteristics of Public Relations

Public relations has evolved over time from ancient governments using coins and statues to shape public opinion to modern organizations using branding, events, and media relations. PR aims to build mutual understanding between organizations and their various publics through ethical communication techniques and research. It helps management maintain two-way communication with stakeholders, keep informed on public opinion, and respond to issues. While marketing focuses on promoting specific products and services, PR establishes trust and goodwill for an organization overall by managing its reputation and relationships with the public.

Uploaded by

Thùy Trang
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Chapter 1: Overview about Principle of Public Relations

1. The Origins and Development of PR:


1.1. History

Thomas
Jefferson,
1776

Goverment
agendes PR USA, 1807

Build
people's
confidence

Time PR activities Field


Ancient Greece and Rome - Print image on coins Managing society,
- Build statues religion, politics
Early 19th century - Campaign lobbying Politics – society
- Building image,
strengthening public
confidence
Early 20th century - Crisis management Politics, society,
- Media relations economy
- Social movement promotion
Early 21st century - Branding All aspects
- Event organization

 Characteristics of PR activities in Vietnam:


- Primitive, unprofessional
- Limited number of services provides and those with little training
- 2 mains areas: event organization and media relations
- Limited cost
- Enterprises have not invested in PR
- Considering PR as a non-strategic affair, considering personal
relationships for special importance.

1.2. PR definitions
“PR are continually planned and extended efforts to establish and maintain
mutual trust and understanding between an organization and its public.”
British Institute Public Relations.

Investors +
Banks

Retailers,
Customers
Wholesales

Marketing
Intormediaries PUBLICS Employees

Suppliers Media

Government

“Public relations is a distinctive management function which helps


establish and maintain mutual lines of communications, understanding,
acceptance, and cooperation between an organization and its public;
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 technique as its principal tools.”
Foundation for Public Relations Research and Education

“PR is communication management to build and maintain good


relationships and mutual understanding between an organization, an
individual and their publics. Thus, creating a good image, strengthening
reputation, building public trust and attitudes towards organizations and
individuals in the most beneficial direction.”

CONCLUDE:
 The main object includes
 Organizations and their publics
 Function?
 Build a good relationship, mutual benefit
 Main tool
 Communication activities
 Philosophy
 Building on the basis of the truth and mutual understanding.

2. Content and role of PR


2.1. Content of PR activities
 Basic content of an organization’s PR activities:
- Strategic planning for PR
- Internal PR
- Media relations
- Event organization
- Crisis management
- Community relations

2.2. The role of PR


 An effective tool of all subjects in creating their own image. To advertise
to the public about the organization, its goods and services, the industry
in which the organization operates
 Establish public affections and build trust with the organization,
overcoming misunderstanding or prejudices, negative public opinion for
the organization; build a good relationship within the organization and
create a good feeling from the public opinion through community
relations activities.
 Branding for organizations and individuals:
- Due to the market flooded by categories of goods and brands
- The cost of advertising is increasing
- Information from advertising is increasingly difficult to build and
reinforce trust for customers
 Building organizational culture
 Strengthening trust, building credibility towards organizations through
media relations and crisis management.

3. PR and Marketing:
3.1. The role of PR in Marketing
3.2. Distinguish PR and advertising
3.3. Professional PR ethics

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