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Public relations is the communications management function that seeks to build, maintain and protect reputations, develop and maintain positive images and perceptions, change negative perceptions into neutral ones and eventually into positive ones, create positive, clear and satisfying communications with customers and others being served, and manage outside communication to ensure accuracy and positive perceptions.
As industry consolidation becomes more prevalent, many organizations and individuals are choosing to retain “boutique” firms as opposed to so-called “global” communications firms. These smaller firms typically specialize in only a couple of practice areas and thus, often have a greater understanding of their client’s business.
And because they deal with certain journalists with greater frequency, specialty firms often have stronger media contacts in the areas that matter most to their clients. Added benefits of smaller, specialty firms include more personal attention and accountability and as well, cost savings.
This is not to say that smaller is always better, but there is a growing consensus that specialty firms offer more than once considered. A number of specialties exist within the field of public relations, including: crisis management, reputation management, issue management, investor relations and labor relations
As a management function, public relations encompasses the following:
- Anticipating, analyzing and interpreting public opinion, attitudes, and issues that might impact, for good or ill, theoperations and plans of the organization.
- Counseling management at all levels in the organization with regard to policy decisions, courses of action, communication, taking into account their public ramifications and the organization’s social or citizenship responsibilities.
- Researching, conducting, and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing, financial, fund raising, employee, community or government relations, and other programs.
- Planning and implementing the organization’s efforts to influence or change public policy.
- Setting objectives, planning, budgeting, recruiting and training staff, developing facilities – in short, managing the resources needed to perform all of the above.
Examples of the knowledge that may be required in the professional practice of public relations includecommunication arts, psychology, social psychology, sociology, political science, economics, and the principles ofmanagement and ethics.
Technical knowledge and skills are required for opinion research, public-issues analysis, mediarelations, direct mail, institutional advertising, publications, film/video productions, special events, speeches, and presentations.
