In five pages this paper defines public relations and then considers the changing role of public relations professionals in organizations. Two sources are cited in the bibliography.
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product that comes to market, advertising takes over. But when it comes to promoting a positive image to the community - as well as defining the role that the corporation
plays in the community, this is left up to the public relations professional within an organization. But what, exactly is public relations?
To the general layman, PR is little more than attempting to get an article in the newspaper about a particular product, service or even person. "Free publicity," in other words,
an article or news production about a particular company has been considered a part of public relations as well. But PR is more than simply article or news topic placement
within the media. As well see later, PR deals with the idea of building relationships rather than simply getting space in the media.
Perhaps not surprisingly, public relations, or PR as it is sometimes called, has undergone a wide arena of definitions during its rather brief existence (PRSA, 2002). Unlike other marketing
vehicles, such as advertising, the formal practice of what is PR today is less than 100 years old (PRSA, 2002). The earliest definitions of the activity emphasized relationships with the
press, and publicity arising from those relationships (PRSA, 2002). These days, such relations can also be called "media relations." In 1988,
the Public Relations Society of America (PRSA) adopted a simple statement: "public relations helps an organization and its publics adapt mutually to each other" (PRSA, 2002). The key words, according
to the PRSA are "organization," rather than the limiting implication of "company," and the reference to "publics" implies that organizations have multiple "publics" from which they must gain consent and