Public Relations ( Pr )

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2.0 Introduction
Public Relations (PR) is a multifaceted function that plays a role in nearly every organisation in today’s society (Wilcox et al., 2013). Due to its complex nature, the definition of PR has changed considerably over the past 70 years (Ledingham & Bruning, 1998). This report aims to analyse how PR can specifically support the DMD Foundation to achieve its awareness and fundraising objectives. A common definition of PR will be examined, breaking down its key elements, followed by a discussion regarding the overarching role of PR within organisations, specifically in the non-profit sector, highlighting the positive impact that PR could have on the DMD Foundation.

3.1 Defining Public Relations
The subsequent definition aims to provide a comprehensive understanding of the key elements involved within the functions of the PR sector.

“Public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organisation with the public interest, and plans and executes a program of action to earn public understanding and acceptance.”
(Public Relations News, as cited in Grunig & Hunt, 1984)

PR as a management function serves to promote the importance of PR departments within an organisation (Gordon, 1997) and brings to the decision-making table theories born of ongoing research and data to drive organisational decisions (Smith, 2014). For example, modern PR is

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