Monday, February 11, 2008

Public relation – Its essentiality and Importance

Public relations are fundamentally the art and science of establishing relationships within an organization and its key audiences. Public relations is one of the management functions that postulate supervising and assessing public attitudes and maintaining mutual relations and understanding among an organization and its public. The crucial targets of public relations are to ameliorate channels of communication and to institute new ways of setting up a two-way flow of information and understanding. Precursors into public relations were people from circuses, theatrical performances, and other public spectacles. By and by, most public relations practitioners were and are still recruited from the ranks of journalism.

The First World War provoked the development of public relations as a profession. Public relations professionals like Ivy Lee, Edward Bernays, and Carl Byoir, got their beginning with the Committee for Public Information , which organized publicity for U.S. objectives during World War I. "When I came back to the United States, I decided that if you could use propaganda for war, you could certainly use it for peace. And propaganda got to be a bad word because of the Germans.. using it. So what I did was to try to find some other words, so we found the words Council on Public Relations", commented Edward Bernays, while describing the origin of the term Public Relations. At present public relations as a separate career option exist in the private or government companies and institution that feels the need to market their product, service and facilities. As the public image is important to all organizations and prominent personalities the role of public relations specialist becomes pertinent in crisis situations. The public relations agencies also provide the correct and timely transmission of information that definitely helps save the face of the organization. Public relations training courses are widespread in the educational institutes that guide students in that subject to enter a competitive job scenario. According to the U.S. Bureau of Labor Statistics, about 122,000 public relations specialists were there in the United States in 1998 and approximately 485,000 advertising, marketing, and public relations managers were working in all industries. In the words of the Public Relations Society of America (PRSA), "Public relations helps an organization and its publics adopt mutually to one another."

Public relations are a core phenomenon of a public relations officer as it capable him to be competent enough in the competitive jobs scenarios. Thus an effective public relations agencies benefit the program likes influencing people to attend chapter events, informing the community about the program, influencing a potential member to join the chapter, helping clear a tarnished chapter image, developing influential contacts, increasing corporate sponsorships and building name recognition.

Shyamolima Mutsuddi
SEO & Content Writer

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