Public relations are practices and procedures that organizations perform with the goal of improve their relationship with their public. Its rapid growth around the world and the needs to change its image from the public, has demanded from the public relations field the need to set many global organizations with the goal to enforce the use of ethics and best practices in the profession. These changes are resulting in an field that is more systematic, synchronized and globally integrated. Furthermore, Doug Newsom (2013), explains that the use of the right methods and concepts to this practice has helped the public relations profession to become a respectable and necessary field, as furthered explained below.
Public Relations: Art and Science
When it comes to defining the public relations work, public relations has become more and more a science but also an art. To be able to communicate with the organization and its audience efficiently, public relations practitioners must start with research and data collection and transform it into the art of communications. Both activities must come together for a successful PR campaign. Only then, a successful public relations strategy will result as a successful relationship between the organization and its stakeholders. They are the employees, investors, partners, consumers, and communities.
Modern Public Relations
In the past, before the internet, public relations were considered as an one-way type of communication, where the conversation was coming from one source only. Companies had the power to manipulate and use the information to their advantage. However, with the arrival of the internet, public relations had to adapt to a new two-way type of communication. The conversation became reciprocal, and there is no manipulation from companies to the information any longer.
The PR Profession
In general, the public relations practitioner responsibilities are involved in the management of an organization and the communications between the organization and its stakeholders. The public relations practitioner primary roles are:
- To effectively communicate the message from the organization to its publics and from its publics back to the organization.
- To mediate situations that may arise between the organization and its publics.
- To counsel at the organization’s management level any decision or action that may affect the relationship with its publics.
- To create all communications related to the organization’s publicity.
Nonetheless, to efficiently perform these tasks the public relations practitioner must master specific skills to be successful:
- To write effectively and efficiently.
- To excel in public speaking.
- To excel in research, planning, organizing and implementing.
- To effectively apply technology to benefit its work.
Above all, even its roles and tasks, the public relations practitioner must understand the concept of social responsibility and its use in today’s society. An organization can benefit significantly from social responsibility. In addition, from its operations to its marketing procedures, the use of the concept of social responsibility can positively improve the image of the organization.
In conclusion, what I have learned is that the public relations practice can be a great benefit to companies of all types. Public relations have gone through a significant change. It exists today as a necessary field of communications between organizations and the society at large.
Newsom, Doug. (2013). This is PR: The Realities of Public Relations, 11th Edition. MBS Direct.