The term 'public relations' is recognized and widely used by many people. However, it is often misused and misunderstood. It is sometimes confused with press release and publicity. A career in public relations is wrongly perceived as the perfect job for people who enjoy parties and meeting A-list celebrities. Another charge made against the profession is its unscrupulous manipulation of the media in order to secure a publication or broadcast of overly favourable stories about client companies. The reality is very different. This handout demonstrates its worth as a sophisticated communications tool, which is used for a variety of reasons. So, what is the meaning of Public Relations?
[...] When an employee from a company is planning to engage in an interview with one of its key publics, such as the media, shareholders, or employees, preparation is the key to success. One should prepare using a mock interview situation and it is invaluable to include a question and answer session so that they are fully prepared when the interview actually takes place. Employees and senior managers should not engage in imprompt interviews requested by media journalists because they do not give interviewees time to prepare. They should be rescheduled for a time that suits both parties. By refusing an interview under any circumstances, media relations might be damaged. [...]
[...] These companies also provide attractive prizes such as holidays, cash or cars in order to have their name and product mentioned. In return, they are guaranteed a large, relevant audience and they become part of that audience's entertainment. When the prizes are unusual or very valuable, the company is often able to generate additional publicity in the media. For example, in January and February 2005 - 96 FM in conjunction with 4 Homes superstore ran a competition – prize Toyota Corrolla. Bibliography How To Thrive in the Public Relations Business by Robert A Kornecki and Ackerly + Associates Ltd. [...]
[...] Banks and utilities avail regular communications through bills and statements to send out their newsletters. Tesco incorporates vouchers into its quarterly magazine Site visits: offering publics the opportunity to visit company sites is a very powerful way of communicating. Many multinational corporations located in Ireland recognize the need to promote good relations with local communities. One-way of doing this is to open their door to site visits, so that people will gain a greater insight into the company's operations. Well known Irish companies such as Waterford Crystal, Jerpoint Glass and Louis Mulcahy (pottery) use visits as a way of promoting their products to national and international tourists. [...]
[...] What is the meaning of Public Relations? As highlighted by Harrison (2000), it means simply: “Relations with the public” According to the Institute of Public Practitioners in the UK (1999): “Public relations is about reputation- the result of what you do, what you say and what other say about you. Public relations practice is the discipline, which looks after reputation – with the aim of earning, understanding, supporting and influencing opinion and behaviour. It is planned and sustained effort to establish and maintain goodwill and mutual understanding between organisations and its publics”. [...]
[...] (Perfect Paperback - Aug 2007) Public Relations: Strategies and Tactics (9th Edition) by Dennis L. Wilcox and Glen T. [...]
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