According to Public Relations Society of America PRSA , “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
Simply put, PR is an act of Persuasion. You are trying to convince an audience, inside your building or town, and outside your usual sphere of influence, to promote your idea, purchase your product, support your position, or recognize your accomplishments.
Major Components of PR
Management. This is the body of knowledge on how best to coordinate the activities of an enterprise to achieve effectiveness.
Communication. Not only sending a message to a receiver but also understanding the messages of others through listening and dialogue.
Organization. Any group organized with a common purpose; in most cases, it is a business, a corporation, a governmental agency, or a nonprofit group.
Publics. Any group(s) of people held together by a common interest. They differ from audiences in that they often self-organize and do not have to attune to messages; publics differ from stakeholders in that they do not necessarily have a financial stake tying them to specific goals or consequences of the organization. Targeted audiences, on the other hand, are publics who receive a specifically targeted message that is tailored to their interests.
Few Functions of Public Relation
- For simplification purpose, Public relations helps to bring private and public policies into harmony.
- Public relations helps brands develop effective relationships with their varying audiences or publics such as employees, members, customers, local communities, shareholders and other institutions, and with society at large.
- The public relations practitioner acts as a counselor to management and as a mediator, helping to translate private aims into reasonable, publicly acceptable policy and action.