The Evolution of Public Relations in Today's Business World

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The Evolution of Public Relations in Today’s Business World
By: Brett Hutchinson
BUS600-051512: Management Communications with Technology Tools
May, 28th 2012

Topic: Public Relations

Public Relations is a pivotal part of any business because it is the direct line of communication between the business and the public. It is not just the voice of the business, but also the ears of the business. A business has to know and understand the general publics’ needs and concerns; it also has to build and maintain a reputation of being open and honest with the public. For a business to enjoy long term success it has to have the ability to evolve and adapt with the ever changing trends of the public; therefore, public relations is a key
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As Johnston (2002) stated, “Today, with distrust of the corporate world at an all-time high, corporate credibility is an over-riding factor. Whether they like it or not, companies today are at the mercy of public constituencies. That means there is growing recognition of the need to foster a good reputation by developing positive relationships with various publics.” (para.4). PR has become one of the most unique and versatile business professions that exist. It is being integrated into so many aspects of a business now: coaching spokespeople on how to interview and interact with the public properly; advertising campaigns; overseers for editorials; marketing techniques etc. You name it and there is a good chance that PR is a part of it in some shape or form.

One of the most interesting evolutions that PR has undergone is in advertising. PR has created this one-two punch technique with publicity and advertisement that has become very successful. In an interview on Al Ries stated, “The whole concept of advertising doesn't work by itself anymore because advertising is really just self-promotion. Publicity starts the fire, advertising only fans the flames.” ( PR now works in tandem with advertisement; PR drums up publicity for the company and lays a foundation for advertising to drive the point home.


In this day and age a company’s success is judged on
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