 UNDERSTANDING
PUBLIC RELATIONS By
Jenny Fujita and Joy K. Miura, Fujita & Miura Public Relations, LLC.
We hear the term public relations, or PR, a lot more now days, whether about
bad PR surrounding former President Clinton’s scandals, the PR war waged
over Elian Gonsalez, or the PR-infused plots in NBC’s The West Wing. But
PR isn't just for politics or entertainment. So what exactly is PR? "Public
relations" is as it sounds: it’s about organizations or individuals
building and keeping relationships with their publics. In the PR world, the term
public refers to any group of people that do, or may, interact with an individual
or organization, for example, customers, potential customers, employees, other
businesses, the media, legislators, etc. What
is the purpose of PR? Northwestern University Professor Dr. Clarke L. Caywood
describes PR as “the profitable integration of an organization’s new
and continuing relationships ... that create and protect the brand and reputation
of the organization." PR covers two basic, yet essential, concepts: communication
and image. PR is usually conducted by an organization using an in-house public
relations staff, or an outsourced PR firm. Either way, the PR process begins with
research and detailed strategic planning, and ends with implementing and evaluating
a plan. In
the past, PR professionals have themselves suffered from bad images, and have
been referred to as “spin doctors” who brush negative situations under
the carpet, or distort the truth about controversial issues. Like every profession,
PR has its good and bad eggs. However, in 1948, the Public Relations Society of
America (PRSA) was formed to address PR issues and uphold the profession to the
highest standards. Today, many PR professionals abide by the PRSA Code of Ethics. |
