Public Relations in Business Essay Example | Topics and Well Written Essays - 4000 words

Public Relations in Business - Essay Example " According to two American PR professionals Scott M. Cutlip and Allen H. Center, "PR is a planned effort to influence opinion through good character and responsible performance based upon mutual satisfactory two-way communication". Corporations use marketing public relations (MPR) to convey information about the products they manufacture or services they provide to potential customers to support their direct sales efforts. Typically, they support sales in the short and long term, establishing and burnishing the corporation's branding for a strong, ongoing market. Corporations also use public-relations as a vehicle to reach legislators and other politicians, seeking favorable tax, regulatory, and other treatment, and they may use public relations to portray themselves as enlightened employers, in support of human-resources recruiting programs. Non-profit organizations, including schools and universities, hospitals, and human and social service agencies, use public relations in support of awareness programs, fund-raising programs, staff recruiting, and to increase patronage of their services. Politicians use public relations to attract votes and raise money, and, when successful at the ballot box, to promote and defend their service in office, with an eye to the next election or, at career's end, to their legacy. PR has had many definitions over... Typically, they support sales in the short and long term, establishing and burnishing the corporation's branding for a strong, ongoing market. Corporations also use public-relations as a vehicle to reach legislators and other politicians, seeking favorable tax, regulatory, and other treatment, and they may use public relations to portray themselves as enlightened employers, in support of human-resources recruiting programs. Non-profit organizations, including schools and universities, hospitals, and human and social service agencies, use public relations in support of awareness programs, fund-raising programs, staff recruiting, and to increase patronage of their services. Politicians use public relations to attract votes and raise money, and, when successful at the ballot box, to promote and defend their service in office, with an eye to the next election or, at career's end, to their legacy. PR has had many definitions over the years and since its early boom days of the 1980s has almost entirely redefined itself. This is probably because most clients these days are far too media-savvy to think that fluffy ideas and champagne parties constitute a good media service (of course this is a good thing, but we do still like a good champagne party). PR these days is often misunderstood, and it's probably the fault of the PR industry itself that most people aren't sure where PR is supposed to stop and marketing, advertising, branding and all the other media services begin. Put very simply, good PR encourages the media (newspapers, magazines, TV and radio) to say good things about your product/service or whatever it is that you want to promote so that more people buy your