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 ?
Increasingly, NGOs conduct a wide range of publicity work that extends beyond either of these two types of media outlets.
The Hollywood actor has taken private time out from publicity work on his new movie to help.
I also do more interviews, more publicity work and have sponsorship commitments and these things take up your time.
Don't think: How thoughtful of PBS to do the advance publicity work for Disney's upcoming movie.
Her contract will see her recording and doing publicity work in her school holidays.
After designing a poster for the punk group, Generation X, the band's singer, Billy Idol, offered the then 16-year-old Strange more publicity work if he moved to London.
Although since the twins were taken from us I've not been able to get a proper job and have to do media and publicity work to pay the bills.
She has worked with Richardson for around a decade creating award-winning road safety, education, training and publicity work for clients in and around the motorcycle industry.
She will act as a model for the charity's publicity work and will be an ambassador in their campaign to raise awareness of the condition in young people.
And they met up with friends such as former colleague Dean Gaffney, Corrie's Chris Bisson, who was last seen face down on the pavement after a day's drinking, and Jordan, who was in the south of Spain doing some publicity work.
Tom Cruise was out there doing publicity work (last) week and that helped to hold the picture up.