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 ?
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is the first ever Bulgarian PR agency to be honored with the prestigious title while the CEO of the company, Maxim Behar, received a personal award for making it to the finalists in the category "Executive Director of the Year.
Haslimann Taylor has been named the Midland's number one consumer PR agency by industry publication PR Week.
Caroline Kinsey is a director of PR agency Cirkle Communications and a former head of in-house PR at McVitie's.
We are honored to be recognized as the 'Midsize PR Agency of the Year' by The Bulldog Reporter for the second consecutive year," said Ken Makovsky.
Weber Shandwick, one of the world s leading global public relations firms, was named the most creative PR agency in the world by the Holmes Report.
com)-- Oxfordshire-based PR agency BOTTLE PR celebrated another "Recommended Agency Register" award success with a double whammy win at the RAR 2011 Awards, held recently at the London Marriott, Kensington.