What are public relations?

At the beginning of the 21 st century we witness an exponential increase of the communication role in society. Never before, in the history of the world, have people talked so much about communication, which seems to be working out all problems. Welfare, happiness, the way people and groups get along, all these depend on communication.

For some specialists, the most dynamic part of the practical component of communication is represented by public relations . According to some authors, public relations have become the essential binder between economy, politics and society. Today it is very difficult to imagine a certain type of activity which is not accompanied by planned and constant efforts made in order to communicate with the society. Specialist Fraser P. Seitel (Dan 2004:17) thinks that, in one way or another, all of us practice public relations daily, when we are in contact with other human beings. When people are answering with a smile to an insistent look or are trying to seduce by their charm, they seek to create a sympathy relationship.

When the leadership of a company imposes all its employees certain behavior of courtesy, of politeness, of attention towards its clients, it develops a state of mind proper to facilitate sympathy relationships between the company and its publics. When a company, an organization or a person is trying to establish sympathy relationships with its publics, it practices public relations.

Some personalities have a certain charisma; they know how to turn people's attention and sympathy to them naturally. In politics, business or culture, some personalities mark the actuality scene, other pass without making themselves noticed. When a person or a company does not posses these forces of attraction naturally, they will be created by building a sympathy background. This is when public relations become a function of professionals who resort to a multitude of techniques. (Dagenais 2002:17)

So public relations are not an improvisation, people have resorted to them out of necessity.

More than ever, today the world needs sensitive communicators and facilitators who can explain the goals and methods of organizations, individuals, and governments to others in a socially responsible manner. Equally, these experts in communication and public opinion must provide their employers with knowledge of what others are thinking, to guide them in setting their policies wisely for the common good.

Patrick Jackson, a former president of the Public Relations Society of America (PRSA) and publisher of PR Reporter, makes the case for this public relations role. He once wrote:

As soon as there was Eve with Adam, there were relationships, and in every society, no matter how small or primitive, public communication needs and problems inevitably emerge and must be resolved. Public relations is devoted to the essential function of building and improving human relationships. (Harrison 1995:15)

In sum, today, public relations' practices can cover almost any human activity. The diversity of organizations and activities leads to the diversity of understanding and practice in the domain. The dynamics and the diversity of actions that PR specialists undertake are two of the most important elements which explain the existence of a large number of definitions given for public relations.

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