What is Public Relations Athens University of 什么是公共关系雅典大学.pptVIP

Public Relations Notes Instructor Dr. Ilias Hristodoulakis, Ph.D Athens, Greece What is Public Relations What is this thing called public relations? The term public relations is often confusing because it is frequently used inaccurately. According to many self-called PR practitioners as well as to managers publicity, like public relations and corporate advertising, consists of promotional program elements that may be of great benefit to the marketing. Continuing, they recommend that the use of public relations in the promotion mix is a very good idea taking into consideration that: public relation is a cheap mean of communication, because mostly is coming free through publicity, and it is perceived by consumers as a more credible source than other media of promotion such as advertising. What is Public Relations As a result public relations is related to the promotional activities, and is one technical activity used by marketing to promote the image of corporations and products. Public relations is a unique management function which helps organizations to establish and maintain mutual lines of communications, understanding, acceptance, and cooperation with their public(s). It involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; defines and emphasizes the responsibility of the management to serve not only the organization but most important the public(s)’ interest(s); helps management to stay familiar with environmental changes; serving as a warning system to help predict trends; and uses research and symmetrical communication techniques as its principal tools. What is Public Relations 1) Public relations is a unique management function Public relations practitioners need to be part of the total organization, in surveying the environment and in helping to define the mission, goals, and objectives of the organization. participation of the head of the public relation department in the dominant