Defining Public Relation by Mariana Pires Essay

1767 Words 8 Pages
The definition of Public Relations practice can be a difficult task for its professionals, in order to outline their functions and what it is as a whole, without having their work commonly confused with Marketing and even with Advertising. Therefore, as an attempt to simplify its parameters and distinct the activities, this piece of work aims to explain the differences and similarities of these professions. Focusing in particular on an overview of the main definitions of Public Relations, such as its origin and practice. Thus, this essay will be taking into consideration important factors such as its various roles in society, how the communication process works in Public Relations, and some of the challenges faced by their practitioners …show more content…
It is the planned and sustained effort to establish and maintain goodwill and understanding between an organisation and its publics” (Gregory, A., 2008:17). This definition emphasises not only one of the main aspects of the activity which is to understand the organisation and the public in order to serve their needs and influence their opinion, but also to manage any problems or issues within the organisation. Consequently, it is possible to harmonise the interest of maintaining and establish a good reputation. Furthermore, IPR emphasises that effort and planning are required in order to achieve its objective with the targeted public. On the one hand, its important to stress that the word “public” can be used to refer to not only to consumers but also to employees, suppliers, labour unions, regulation authority, stakeholders, etc. Moreover, the relationship with each of them will vary according to their necessities and the demands within its environment. Considering that Public Relations is present in every sphere of life, it appears in almost every situation regarding organisation, management and public affairs. Therefore, regardless the field of practice, the PR practitioner has to be flexible and sensitive with the public they are dealing with and with any changes which may occur in its environment.

PR professionals can act in

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