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.


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 ?
Now the flying Scotsman has agreed to put all publicity work on hold until after the World Championships in February.
The MS Society, which has adopted Patsy as a face of childhood multiple sclerosis, has already expressed an interest in using the song for publicity work.
They would be free to speak about the case and to carry out any publicity work to appeal for help to find Madeleine.
Sheila Hill, of Binley, was the managing director's secretary at Carbodies - now LTI Vehicles - in the 1970s and 1980s and her responsibilities included taking control of publicity work and being in charge of a collection of historic pictures of the taxi firm.
A club owner in Los Angeles had loaned her the sleek motor in return for publicity work that never appeared.
The women that have run this race, in the past they don't do very well,'' said Heins by telephone Wednesday from New York, where the women are doing publicity work for the show.
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.
Some friends fear she may now be "pushing the royal patience" because her new deal with WeightWatchers will involve more publicity work.
Prior to his publicity work with Trimark, Elzer's career covered both theatrical and home-video publicity and marketing campaigns.
So what we have to do is to do more publicity work and to make them understand them.
She has worked with Richardson for around a decade creating awardwinning road safety, education, training and publicity work for clients in and around the motorcycle industry.
Wannabe models between 17 and 30 are wanted for the shop's publicity work.