The Evolution of Public Relations in Today's Business World

. PR, marketing, and advertising are used in Consumer marketing by working together to build consumer demand for products, and maintaining lasting relationships between the organization and their stakeholders. “Marketing has traditionally relied on paid advertising to reach the consumer base for products or services” (Swann 277).

The documentary "toxic sludge is good for you" was very enlightening. Most of the times when you hear about people in public relations they are perceived as the people behind the scenes making a certain person or organization look better than they often would appear otherwise. Very early in the documentary the narrator stated "the very best PR is invincible PR", therefore this documentary was able

Ever since Bernany’s work, public relations have continued to become a vital part to businesses success, as the field continues to grow. While this progression has occurred, different public relations functions also have developed. Specifically,

Luttrell, Regina. Public Relations Tactics. Dec2014, Vol. 21 Issue 12, p12-12. 3/4p. , Database: Corporate ResourceNet

“Public relations work is all about developing effective relationships between organizations and groups that are important to them, including the media, customers, employees, investors, community leaders, activist groups and government agencies” (Lattimore, 2008). In 1997, one woman, April Williams, felt she was working so hard and not getting anywhere in America’s workforce. She decided to open up her own marketing agency that has now been serving companies to help better promote their business and work. Marketing is such an immense factor of Public Relations. It is the way business’ and people view your company and its reputation. North Star is Williams’ flexible and fun marketing agency which has received many awards and recognitions.

I do not know much about public relations (PR), but if I can attempt to put it in a single definition it would be the communication or process in connecting to the mass media. The mass media is any consumer, voter or supporter of that particular company or person. When I envision what a person might do in a career in public relations I immediately think of Olivia Pope from ABC’s popular show Scandal. Public relations is involved with creating press releases, curating charities and essentially anything that will helps improve that business’ brand or that party’s’ image significantly. Unlike a management position, public relations comes in and consults during a crisis or scandal that affects the public and leaves when the situation is resolved.

Not only will they be seen as a communication specialist, but a mentor to other employees on current and future organizational demands. With this, relationships are developed within the company, finalizing the PR practitioner’s responsibility in building relationship with the public, stakeholders, and finally the

The most recent definition of public relations, according to the Public Relations Society of America (2012), states that “Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Through the rapid advancement of modern media and technology, there have never been more outlets and opportunities available for accomplishing the goals of public relations. Believing the development of social media has not created serious changes in the way public relations practitioners go about their duties would be foolish and a fast track to falling behind in this rapid world of communication. The main goals of public relations are “to

Public relations has changed drastically since the early 20th century. In its earliest forms it was more focussed on the idea of publicity and advertisement. However, more recently it has been seen as a way to engage and build relationships between an organization and it’s publics. Public relations deals with promotional activities that foster a positive public image of a company or organization.

The success of a company depends on relationships with the public such as consumers, suppliers, investors, employees, government and media. Since public relation practitioners are the once who do the actual communication between their organization and its public it is obvious that public relation is a management function.

Media relations can be defined as one of the most significant areas of the practice of public relations. (Shaw&White, 2004) It enhances the practice of public relations by serving a systematic, strategized and mutually beneficial relationship between journalists and the public relations practitioners to build credibility, understanding and respect between the two parties. (Supa&Zoch, 2009) It is essential to cultivate a positive and healthy relationship between public relations practitioners and journalists because journalists tend to look at public relations practitioners in a negative way where they believe that they spin information to get free publicity which making it difficult for journalists to report legitimate news and at the same time, against the basic rules of news writing. (Fedler and DeLorme, 2002) Another study by Kiranjit and Halimahton (2006) also suggests that public relations practitioners and journalists are very much sceptical about each other’s role and the relationship between two of them is doubtful and uncertain. From the point of view of public relations practitioners, they complaint that journalists do not understand the role of public relations. On the other side, journalists tend to think that public relations

Therefore Bernay gives us three tendencies of fundamental importance’s. Tendency number one, “increase public interest in industrial aggregations” (Bernay, 1923, p. 66). The first tendency basically tells PR practitioners that it is important to keep their clients and public happy. They need to find a way to make themselves stay relevant and keeping up with what the public want. Second tendency “the increased readiness of the public, due to spread of literacy and democratic forms of government” (Bernay, 1923, p. 66). News spread out like wildfires, when a controversy happens within the government or entertainment industry, public relations has to keep up with it and put that fire out, or else people will keep on misunderstanding and demanding information. Lastly tendency three, “keen competition for public favor due to modern methods of ‘selling’” (Bernays, 1923. P 66). The public relations field is as competitive like every other career fields out there. To be a good practitioner you need to have networking and being able to handle any sort situations, that is what will keep you high in the competition.

The theory explains that the value of public relations in organization and society lies in socially responsible managerial decisions and quality organization to public relations. Organisations must behave in ways that solve the problems and satisfy the goals of the stakeholders as well as the management in order to be effective. Good relationship with organisation’s strategic publics is helpful in developing and achieving goals desired by both the organization and its publics, reducing costs of negative publicity, and increasing revenue by providing products and services needed by stakeholders. Practitioners identify publics who are affected by or affect organizational decisions and communicate symmetrically with them to build high quality long term relations.

Because they have a large degree of understanding of the public relations is an image of the establishment of business or put more persuasion efforts for business. The reporter general agree PR is in a public image, propaganda, persuasion activities, as well as marketing efforts, and promote the organization 's position. As the role of public relations become more diverse and important, public relations progress toward becoming the subject of strategy management, it is essential for public relations to the strategy. And to a wide range of business functions integration marketing communication (IMC) concept of the functions of public relations as a commitment to development a of an organization and its product, the image and the impact of the public or the consumer in the campaign of behavior(Ha, JH, & Ferguson, MA 2015）.

Only recently being recognized as a discipline in itself, modern day professional public relations practices can trace its roots to the early 1900s where the first public relations firm, the Publicity Bureau, was founded in Boston. In 1923, Austrian-American public relations pioneer, Edward Bernays, identified three fundamental concepts of public relations. In 1984, American theorists, Grunig and Hunt, conceptualized the now-famous four models of public relations and the excellence theory that were generally adopted by public relation agencies across the globe. With so many significant milestones and theories of public relations established in the United States, it stands to reason that public relation practices would naturally adopt a western perspective.