Published on June 3, 2016
1. 1/23 What Is Modern Public Relations? 15definitions From Experienced PR Practitioners
2. 2/23 Every organization, no matter how large or small, ultimately depends on its reputation for survival and success. What does it mean today?
3. 3/23 Different Organizations, Different PR Definitions
4. 4/23 IPR puts it simply: Public relations (PR) is the way organizations, companies and individuals communicate with the public and media. A PR specialist communicates with the target audience directly or indirectly through media with an aim to create and maintain a positive image and create a strong relationship with the audience. Examples include press releases, newsletters, public appearances, etc. as well as utilization of the world wide web.
5. 5/23 In 1982, the PRSA National Assembly adopted this definition: “Public relations helps an organization and its publics adapt mutually to each other.”
6. 6/23 In 2011/12, PRSA spearheaded an international project aimed at updating the definition of public relations. It included a crowdsourcing campaign and a public vote that resulted in the following: Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.
7. 7/23 The Chartered Institute of Public Relations (CIPR) stresses a different aspect of public relations. It underlines that every organization, no matter how large or small, ultimately depends on its reputation for survival and success. And in today’s competitive market, reputation can be a company’s biggest asset – the thing that makes you stand out from the crowd and gives you a competitive edge. Effective PR – we read in CIPR statement – can help manage reputation by communicating and building good relationships with all organization stakeholders.
8. 8/23 Public Relations is about reputation - the result of what you do, what you say and what others say about you. Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.”
9. 9/23 The main definition of public relations used by the PRIA is almost the same. However, with the massive change in the communication process brought about by the information era, public relations – explains the PRIA on its website – could be easily described as: The management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organisation with the public interest, and plans and executes a programme of action to earn public understanding and acceptance.
10. 10/23 What Does Public Relations Mean to PR Practitioners?
11. 11/23 In 2006, for me, it was simply about building and managing a brand’s reputation – how companies or individuals are perceived, how they perceive themselves and how any disconnect between the two can be addressed. This relied heavily on strong media relations and resulted in positive coverage in newspapers, magazines, TV, and radio. Job done. In 2016, reputations are still at the heart of PR, but the road is longer and has many more twists and turns. Today, for me, PR is about the art of communicating, creating debate, shaping personalities, influencer relationships, producing quality content, and owning the conversation. We also can’t ignore the rising importance of search engine optimization as an objective in our PR campaigns. danielle hibbert Senior Project Manager at Belfast-based consumer PR agency Clearbox
12. 12/23 Public relations is communication of an intended message that aims to result in a shift of audience’s attitude (towards a person, brand, event, etc.). rafał sałak Communications Lead at Prowly
13. 13/23 For me the definition of PR is reputation management. It’s ensuring that your brand has a clear message and successful PR is ensuring that message is effectively represented and interpreted to the right audience. Effective PR is about being proactive, not just reactive to situations or brand/business activity. With the rise of PESO (Paid, Earned, Shared and Owned), PR’s need to focus on content with transparency is key. jordan townley PR & CSR Specialist at PageGroup
14. 14/23 PR is the art of convincing others (consumers, media, influencers, etc.) of a company, brand, or product’s relevance, rather than simply telling them. PR agencies have always worked to provide their clients with reasons to be talked about and to help them identify and communicate a purpose in people’s lives. It’s been the only way to grab the audience’s attention without paying for it. And in a rapidly evolving digital world, this is what consumers are demanding more and more. They have become disillusioned with companies who have crumbled in the face of social and digital transparency and are now proactively choosing brands that are authentically on their side. They want brands with a purpose, brands that give customers good and relevant reasons to choose them. And that’s why PR is becoming an increasingly powerful discipline – because we’ve been doing just that for years. charlie de mierre Creative Director at Porter Novelli London
15. 15/23 Public relations is the practice of understanding the purpose of an organization and its relationships within society. It is the planned and sustained activity of engagement between these two parties to influence behavior change, and build mutual understanding and trust. Engagement between an organization and its publics is the core of public relations practice. It is a two-way process by which an organization communicates with its publics, and vice versa. stephen waddington Chief Engagement Officer at Ketchum
16. 16/23 Public relations is the act of spreading awareness on behalf of a company, product, brand, or individual. Publicists do this for their clients by garnering media coverage, creating partnerships, owned content strategy, etc. kristen tischhauser Managing Partner at talkTECH
17. 17/23 Public relations: everything that’s done in order to create or maintain a subject’s public image in a specified target group. The subject of these activities could be a product, a company, or its department, an individual or an idea. The target group could be narrow (for niche products) as well as very broad (for example a whole social group). PR is carried out with various tools – both traditional, like media relations, advocacy, or employer branding, and modern, like social media relations. grzegorz miller Blogger at Social-pr.pl
18. 18/23 We are living in an era when huge amounts of information are available wherever we are and whatever we do. Radio, television, printed press, social media, blogs, internet portals – a whole range of different content available at our fingertips twenty four hours a day, seven days a week. At the same time, a human being is a cognitive miser, as first described by Susan Fiske and Shelley Taylor in 1991. One is only capable of learning, understanding, and using a small portion of information that he or she is bombarded with. It is at the confluence of this flood of information and the human mind that a place for PR exists. To me, PR is the ability to attract the attention of selected audiences through strategic and tactical spreading of key messages. filip kochan Communications Officer, Poland and the Baltics, World Bank
19. 19/23 PR is a set of tools we use in our everyday work to achieve the above-mentioned goal. Regardless of the press release, event, interview, blog, or another tool employed by the communication professional, PR requires the building of relationships with your audiences or transmitters of your messages. An investment in building these relationships is essential for bringing the highest returns in the PR world. ... filip kochan Communications Officer, Poland and the Baltics, World Bank
20. 20/23 Public relations is the art of creating lasting relationships, based on respect and truth, between interdependent entities existing in the public domain. PR has nothing to do with manipulation, twisting the reality, smearing competitors or political opponents, or praising made up qualities of products, services, parties, or public figures. PR teaches you the principles of correct exchange of information between individuals and companies.grzegorz szczepański CEO at Hill+Knowlton Strategies Poland, ZFPR
21. 21/23 PR isn’t just about the relations with the outside world. Ask yourself: why do you need to have those relationships? Why and how will you nurture them? What are your goals? And for every product there’s just one ultimate goal: delivering value and making revenue. PR is about identifying the right people/organizations with whom you want to establish those relationships, and developing the right communication and cooperation models on how to achieve your business goals via them. vlad shvets Growth Hacker at Fogger
22. 22/23 By the book: PR is a feature of the management which consists of maintaining favorable relations with everyone surrounding the company, which determines its success or failure. From my professional and life experience: everything that we do or say is Public Relations. To phrase it differently: PR is a never-ending story full of nuances, amazing characters and unexpected plot twists. PR turns companies into heroes and heroes into lovebrands. Always opened on the most recent page and ready to take you to the unexpected. olka kaźmierczak fashion PR expert, founder of Fashion PR Talks academy
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