Public relations is not only spread.doc

 PAGE \* MERGEFORMAT 6 Public relations is not only spread For some time now, public relations is a general trend in the industry is ‘spread’ the word instead of ‘public relations’. A number of professional public relations companies claim to be the most authoritative communication consultant, and the company’s public relations sector is claimed to be ‘corporate communications department’. The goal, on the one hand is to get rid of public relations are often the subject of this contempt, the subject of an embarrassing misunderstanding, on the one hand but also to emphasize the work of professional. In fact, this reflects the public relations industry, to some extent lost. PR by its very nature, the first not preaching, but rather the formulation of policy, that help to identify businesses for the various stakeholders including consumers, including relevant aspects of policies and practices. Unfortunately, today’s public relations staff will conduct business the power to draw more left to the lawyers, strategy consultants, investment advisers and other professionals, but will feature its own limitations in communication and dissemination. Company in arranging press conferences and other media activities, organizations will be listing new products, production of promotional materials, and other tactical matters at the level of public relations staff to think about the help, but when it comes to the strategic level issues, it seems the same PR milli unrelated. American public relations industry veteran Harold - Berson (Harold Burson) has recently been re-dissemination of public relations industry, to the neglect in helping companies develop policies tend to criticize this. In his view, public relations staff should include two aspects: first is to help clients or employers to develop, adjust and implement in the public interest policies and practices; second is through effective communication, influence public opinion and attitudes, inspire the target audience