Definition

public relations (PR)

Part of the Business terms glossary:

Public relations (PR) is the use of communications to manage public perception of an individual or an organization. 

PR is ingrained in the culture of most larger enterprises. Corporate executives often give speeches and make other public appearances to foster their organization’s relationship with its community; corporate communications, such as website content and press releases, are usually written with attention to PR considerations.

Public relations firms and professionals also exist to provide PR communications. As a profession, public relations dates back to the early 1900s. Ivy Lee, a former Wall Street reporter, is considered the founder of PR. In 1906, Lee published the Declaration of Principles for public relations, in which he maintained that communications should be accurate and open, and that the PR field has a responsibility to the general public beyond its responsibility to the client.  In practice, however, Lee was less scrupulous. For example, his PR communications about the Rockefeller family’s coal mining operation were roundly criticized as false and misleading.

Today, the Public Relations Society of America (PRSA) and similar organizations provide codes of ethics for PR professionals.  Here’s how the PRSA describes PR management functions:

•  Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization.

•  Counseling management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramifications and the organization’s social or citizenship responsibilities.


•  Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fund raising; employee, community or government relations; and other programs.

•  Planning and implementing the organization’s efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities — in short, managing the resources needed to perform all of the above.

This was last updated in July 2013
Contributor(s): Ivy Wigmore
Posted by: Margaret Rouse

Related Terms

Definitions

  • third party

    - A third party is an entity that is involved in some way in an interaction that is primarily between two other entities. The third party may or may not be officially a part of the transaction betwee... (WhatIs.com)

  • dynamic pricing

    - The goal of dynamic pricing is to allow a company that sells goods or services over the Internet to adjust prices on the fly in response to market demands.  (WhatIs.com)

  • work-life balance

    - Work-life balance is the optimal arrangement of an individual’s on-the-job and private time to facilitate health and personal satisfaction without hindering productivity or professional success. (WhatIs.com)

Glossaries

  • Business terms

    - Terms related to business, including definitions about project management and words and phrases about human resources, finance and vertical industries.

  • Internet applications

    - This WhatIs.com glossary contains terms related to Internet applications, including definitions about Software as a Service (SaaS) delivery models and words and phrases about web sites, e-commerce ...

Ask a Question. Find an Answer.Powered by ITKnowledgeExchange.com

Ask An IT Question

Get answers from your peers on your most technical challenges

Ask Question

Tech TalkComment

Share
Comments

    Results

    Contribute to the conversation

    All fields are required. Comments will appear at the bottom of the article.