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not-for-profit
organizations,
between
an
organization
and
its
[1]
parsimony,
or
using
few
words
to
convey
much
from
its
historical
roots
in
publicity
and
[1]
as
employees,
members,
customers,
local
by
relations
the
external
practitioner
environment.
acts
as
The
public
counselor
to
[2]
building
of
important
relationships
between
an
organization and its key publics through its actions and its
communication. This perspective defines the field as a
management function and offers insight into the roles and
responsibilities of public relations professionals. The PRSA
definition, however, is not perfect: A main weakness of
that definition is that it requires public relations to bring
private and public policies into harmony.
[3]
In reality, we
[1]
followed
communication
organizations.
only
applies
to
for-profit
However,
we
a goal-oriented
organizations,
foundations, activist
educational
groups, faith-based
Many
scholars
prefer
to
use
the
of
lay
publics.
strategic
public
possible.
Whatever
name
you
prefer
or
by
many
different
names,
it
is
essential
to
the
most
influential
tract
of
the
American
to
the
assessment
of
Grunig
and
Hunt,
[1]
[1]
P. T. Barnum, of circus
[2]
He
Communication
Models:
Publicity
and
Dissemination of Information
Barnum thought that honesty was not the domain of a
press agent, and infamously stated, The public be
fooled.
[3]
ranging
from
Hollywood
figures
to
private
around
new
energy
drink
or
new
[4]
tycoon
Commodore
Cornelius
Vanderbilts
[5]
Ivy Lee
quarterly
earnings
statements,
and
similar
reports
as
opposed
to
simple
one-way
Communication
Models:
Strategic
the
two
management
pioneered
between
1920
in
favor
of
the
communicator;
the
and
several
prominent
public
relations
equilibrium in
which
both
sides
in
the
relations
models
among
multiple
tactics
or
Public
information.
One-way
(information)
more
balanced
in
terms
of
creating
mutual
combination
of
these
models
in
public
relations
umbrella
profession
encompassing
many
its
purpose
is
to
assist
organizations,
particularly
those
with
multiple
multiple
units
covering
just
one
of
these
function
is
structured
with
separate
arguably
the
most
important
problem-solving,
management-level
knowledge
of
research,
environmental
responsible
relationships
for
with
establishing
an
and
organizations
maintaining
communities.
borders
of
manufacturing
facilities
with
their
residential neighbors.
Philanthropy and Corporate Social Responsibility
(CSR)
Oftentimes the functions of strategically donating funds or
services and a corporate social responsibility endeavor are
part of the public relations departments efforts. The
Internal Relations
Maintaining an effective and satisfied workforce is the job
of internal relations. Public relations professionals who
specialize
in
internal
relations
have
the
primary
both
planning
for
and
agencies
specializing
in
crisis
or
risk
public
relations
subfunction
known
often
departments
within
have
one
their
or
more
own
research
public
relations
subfunctions.
Sports, Entertainment, and Travel Public Relations
Specialized forms of public relations exist as public
relations subfunctions for each of these very large
industries.
Advertising
Although advertising is a separate profession from public
relations, it is usually employed as part of a public
relations campaign.
general,
public
relations
professionals
can
be
practitioners
begin
as communication technicians.
their
This
role
careers
requires
other
senior
management.
to
and
brokers
information
between
the
decisions
of
mutual
on
these
four
roles
found
that
the
[2]
and
[3]
placing
communication
but
include
monitoring
an
organizations
[4]
Those in the
primary
variables
for
predicting
excellence:
in Chapter
"Public
Relations
[1]
as
As
a
[2]
research
and
strategic
planning
and
Such
demand
for
advanced,
two-way
uncertainty
value.
[1]
is
the
basis
for
demonstrating
performing
critical
task,
and
being
[2]
Influence is
relations
works
best
when
it
is
strategic
communicate
communication
efforts,
with,
and
effectiveness
the
overall
of
impact
their
the
of
the
public
relations
efforts.
Sometimes
[1]
analyze
the
situation
facing
the
support
for
natural
gas
and
transportation
construction?
Alternative
routes?
Alternative
[2]
Much of this
conducted
example,
the
is
called secondary
Interstate
Natural
Gas
research.
Association
For
of
very
popular
tool
for
analyzing
situations
is
are
organization.
the Strengths
The
and Weaknesses of
external
factors
are
the
the
also
use
organizational
strengths
to
address
and
improve
organizational
attempt
to
correct
organizational
because
of
the
effective
opposition
of
and
neighborhood
groups
have
been
on
the
situation
identified
in
the
key
members
of
the
community
in
order
to
of specific and
[3]
positive
behaviors,
change
negative
what
Lindenmann
called
Output
Objectives,
include
[4]
the
efforts
to
reach
the
Measureable. Objectives
also
help
hold
public
Measurable
objectives
often
require
However,
to
make
an
objective
truly
publics
will
be
at
different
levels
of
awareness,
of
employees
while
creating
another
you will not be able to take credit for the increase because
of the other important variables. You would have to share
credit
with
marketing,
quality
control,
and
sales
goal
through
increased
awareness,
improved
awareness
of
product
among
young
Lindenmann
identified
three
levels
of
[5]
attention
to strategies.
Strategies
provide
the
that
should
be
included
in
this
step.
based
on
common
characteristics.
characteristics
such
as
demographics,
attitudes
than
high
your
public
school
by
their
shows,
and
face-to-face
(interpersonal)
usually
opinion
leaders,
such
as
teachers,
and
radio
public
service
announcements,
through
educational
materials
that
require
the tactic.
Tactics
are
the
specific
Internet
Web
sites,
social
media
best
public
relations
programs
include
both
organization
needs
to
change
its
actions
and
[6]
of
a benchmark
increasing
has
awareness
been
set
by
against
40%
then
which to
to
other
organizations,
competitors. Comparative
such
analysis makes
as
key
the
data
coverage
articles that
to
evaluate
contain
the percentage
of
affected
peoples
awareness,
understanding,
[7]
behaviors.
Often
the
connection
between