public relations

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public relations,

activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most favorable light. Thus, the goal of the public relations consultant is to create, through the organization of news and advertising, an advantageous image for his client, be it a business corporation, cultural institution, or private or public individual; toward this end—the making of favorable public opinion—many research techniques and communications media are used. Although many of the same methods are employed, public relations differs from propagandapropaganda,
systematic manipulation of public opinion, generally by the use of symbols such as flags, monuments, oratory, and publications. Modern propaganda is distinguished from other forms of communication in that it is consciously and deliberately used to influence group
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, which is generally government supported, international in scope, and political in nature. The earliest form of public relations and still the most widely practiced is publicity. The principal instrument of publicity is the press release, which provides the mass media with the raw material and background for a news story. The growth of modern public relations is generally attributed to the development of the mass media, which accelerated the spread of ideas and increased the importance of public opinion by giving more people access to current events. Public relations as a field can be traced to the early 20th cent., when American businessmen found it necessary to respond to attacks by social reformers. A milestone in the industry was the opening (1904) of Ivy Lee's publicity office in New York City. Soon there were other firms in the field, and by World War I the concept of public relations had gained general acceptance. Public relations techniques have been widely used in politics and political campaigns. By the 1960s the public relations agency had become a fact in American life, numbering among its clients branches of national, state, and local government, industry, labor, professional and religious groups, and some foreign countries.

Bibliography

See B. R. Canfield, Public Relations (5th ed. 1968); E. L. Bernays, The Engineering of Consent (3d ed. 1969) and Public Relations (1970); S. M. Cutlip and A. H. Center, Effective Public Relations (4th ed. 1971); J. F. Awad, The Power of Public Relations (1985); E. W. Brody and G. C. Stone, Public Relations Research (1989).

References in periodicals archive ?
The result shows that the hypothesis H1 which states that there is a positive relationship between the company image factors and the overall customer satisfaction is acceptable.
Validate corporate initiatives to promote overall company image.
MidAmerican Energy (106) ranks highest in the Midwest Region, performing particularly well in the company image and billing and payment factors.
PPL receives particularly high ratings from customers in four of the five components: power quality and reliability, company image, price and value, and billing and payment.
The study measures customer satisfaction in four regions of the country on five key factors (in order of importance): company image, price and value, billing and payment, customer service, and field service.
PPL has top scores in the region in power quality and reliability, company image, and billing and payment.
According to Verispan's Pharmaceutical Company Image 2004, Pfizer, Merck and GlaxoSmithKline continue to lead the industry as the three most highly esteemed companies in the overall opinion among healthcare professional.
Most recently, Gilmartin was a vice president at MatrixOne, where he built the company image from that of a new entrant to a recognized market leader among public enterprise software companies.
UGI Utilities ranks highest in customer satisfaction in the East with the highest regional scores on company image and billing and payment.