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 ?
Councilman Tony Cardenas, whose Energy, Commerce and Natural Resources Committee will consider the rate increase next week, said he will ask the DWP to justify its public relations costs.
Being selected as the host chapter for this prestigious event underscores the fact that the best of the public relations profession are right here in Philadelphia," said newly-elected PRSA President Maribeth Roman Schmidt.
The structure of the agency is parallel to that of traditional public relations agencies.
A champion for PRSA and the public relations profession, Weiss is determined to bring "bold and aggressive" leadership to PRSA.
She also is adjunct faculty to Doane College -- Lincoln, where she teaches public relations.
There are those who would argue that dealing with this chaotic world is not public relations work, therefore, it is irrelevant whether academic programs are preparing public relations students to prosper in this environment.
Recruiting students is a major emphasis of an institution's public relations function.
And for the beginners: establishing a special PR research-information center; conducting a number of programs in areas of public relations for Russian military, state and private enterprise officials (some of these will be part of an exchange program with U.
Other multiple first-place winners were the American Cancer Society; Anne Klein & Associates; Comcast Cable/Eastern Division; FCF Schmidt Public Relations; Reverb-DBC; and Star Rosen Public Relations.
of the University of Maryland said in the same article, "Organizations that make public relations a marketing function lose their ability to communicate effectively with groups other than consumers .
The Council of Public Relations Firms is an important industry resource thanks to the contributions and insights of the board of directors and its committees," said Kathy Cripps, president of the Council.
For most of its history, dating all the way back to the Bureau of Pensions in 1833, public relations in this branch of the U.

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