A Closer Look: Definition of Public Relations

The yourDictionary Web site defines public relations as “relations with the general public as through publicity; specif., those functions of a corporation, organization, etc. concerned with attempting to create favorable public opinion for itself.”

Edward Bernays, often considered one of the primary fathers of the public relations field, once wrote, “Public relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.”

While the goal of public relations is often described as the promotion of a feeling of goodwill towards a particular person or organization, the seasoned public relations professional works to influence behaviors as well. Common goals of public relations efforts include:

• Motivate new behavior
• Modify negative behavior
• Reinforce existing positive behavior

As an area of specialization, public relations draws many of its basic beliefs from the behavioral sciences. For example:

• The rule of rewards, a principle from psychology, states that people will only do those things for which they feel recognized and rewarded.
• The rule of participation, also based on psychological research, tells us people will only support programs, initiatives, or ideas they believe they had a voice in creating.
• The rule of abuse, an idea with roots in sociology, states that people who believe they have been mistreated by a person or organization must have their feelings acknowledged before they will listen to what the party in question is trying to say.
• The rule of cheerleading, a principle from anthropology, tells the public relations professional that every successful organization has a smaller group within it that must urge the others to succeed.

The Public Relations Specialist

People who work in the public relations industry are generally known as public relations specialists, communications specialists, or media specialists. Their primary function is to serve as advocates for their employers—businesses, hospitals, universities, nonprofit associations, and other organizations that wish to build and maintain positive relationships with the public.

During a typical day, a public relations specialist may perform a wide variety of tasks. Writing press releases, booking speaking engagements, planning publicity events, managing business contacts, responding to consumer concerns, and diffusing potential conflicts are just some of the many duties that may be part of the job description for someone working in this industry.

When developing a public relations plan, the public relations specialist typically follows a six step process.

1. Research: Preliminary research helps the professional understand the variables within the case.
2. Strategic planning: Data must be worked into a comprehensive plan of action that answers all key questions.
3. Counseling: Experienced public relations professionals understand the importance of seeking input from others before implementing a plan.
4. Internal education: Everyone affected by the plan must be informed of what steps will be taken.
5. Action: The plan must be carried out, with careful notes taken to document progress.
6. Evaluation: Determining if the plan was successful helps develop a course of action for future public relations efforts.

Typically, most employers who wish to hire entry-level public relations professionals are looking for people who have earned college degrees in public relations, advertising, English, communications, journalism, or a similar field. Previous job experience or knowledge related to the employer’s business, such as healthcare or information technology, may also be desired.

Additional Information

If you are interested in learning more about the field of public relations, yourDictionary recommends visiting the following helpful Web sites:

• Entrepreneur: Turn to this online guide to learn how public relations efforts can impact the success of a small business.
• Public Relations Society of America: This prominent professional organization for those working in the public relations industry provides networking and continuing education opportunities.
• Public Relations Student Society of America: This group for college students offers a number of informative resources for those interested in pursuing careers in the public relations industry.