WHAT exactly do you
mean by public relations? Why does public relations play a significant role in
times of cut-throat competition? Every business depends on customers for sales and profits; organisations
depend on employees for productivity; industry relies on skilled professionals;
society depends on the government to provide basic utilities and so on. All
these have created a great need for relationships and communications among all
people at different levels. Times are changing. Business, trade and commerce
are becoming extremely competitive in this age of globalisation. Companies need
to have an edge that makes them stand out from the crowd. For this, it becomes
necessary to know and understand how the world of public relations functions
revolves. Simply put, public relations or PR is all about creating a two-way
communication between an organisation and target groups. It aims to enhance
corporate image and reputation, resolves conflicts of interest, seeks common
areas of mutual interest and establishes complete understanding based on truth
and knowledge.
Definition of public relations
PR has been defined
differently by management scholars and experts. According to Sam Black, a
British PR practitioner in his book Practical Public Relations, The purpose of
Public relations is to establish a two way communication to resolve conflicts
of interests and to establish understanding based on truth, knowledge and full
information. In the words of Edward Bernays, Public relations is an attempt by
information, persuasion and adjustment to engineer public support for an
activity, cause, movement or institution.
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