The concept of Public Relations (PR) is closely related to fields such as advertising, propaganda, journalism, campaigning, marketing, corporate communications, and management.
The most comprehensive definition of PR was proposed by professors Lawrence W. Long and Vincent Hazelton. They describe public relations as “a communicative management function by which organizations adapt to their environment, change (or preserve) it to achieve their organizational goals.” This definition represents the latest theory, describing PR as more than just shaping public opinion.
Public relations can and should play a crucial role in helping organizations define their identity, determine their objectives, and understand what their audiences expect from them. All organizations, including companies in the real sector of the economy, should incorporate public relations management, as it helps raise awareness and generate goodwill for the company.
The primary function of PR is to build a mutually beneficial relationship with the public. PR activities are designed to help establish trust and credibility with key stakeholders. Effective PR strategies can also promote an organization, facilitate communication during a crisis, and defend its reputation against negative media coverage.
Public relations involve two-way communication between an organization and its audience. It requires listening to the stakeholders on whom the organization depends, as well as analyzing and understanding their attitudes and behaviors. Only then can an organization implement an effective PR campaign.
PR is a multifaceted discipline that involves various audiences and organizations, each with unique goals and objectives. It encompasses multiple areas, including product public relations, employee relations, financial relations, community relations, crisis communications, government and political relations, and consumer education.
One of the biggest trends in PR today is the shift from traditional PR to digital PR. Additionally, real-time marketing—which involves leveraging current events—and influencer marketing, where brands collaborate with social media influencers to promote their offerings, have become increasingly important strategies in public relations.
