As a marketing major who has undertaken several business courses I am aware that public relations stands alongside the marketing, human resources, finance as well as many other business functions that helps contribute to the success of an organisation. I have the current understanding that it’s main purpose is to establish and maintain a reputable image in the eyes of the employees, clients and customers. To create and maintain this image, employees in the public relations field utilise various platforms including websites, social media, news releases, and events. Whilst these platforms can be used to achieve firms’ specific marketing objectives, public relations also uses them, but in a unique manner. This makes public relations special in that these platforms assist in ‘achieving and maintaining positive behaviours and a hospitable organisational environment’ rather than ‘building and maintaining organizations’ product and service markets.’ (Broom & Tucker, 1989, p.40). An Essential Double Helix However, whilst these functions serve different purposes, it has been brought to my knowledge in previous marketing classes both in the United States and Australia that public relations cannot work in isolation. It is now recognized as one of the main marketing strategies alongside price, place, product and promotion. From this I have understood how public relations has developed and now become a key function in helping a product, individual or business achieve success.
So when asking myself why public relations is special, a few things came to mind. Firstly, I’d say PR is special because there are many different components that an organisation can employ to develop and create a campaign. As the range is so large, this provides greater job opportunities, as different skillsets can become a necessity. These skillsets range from the ability to conduct thorough research to the ability to be able to work with mass media, to the ability to create a fully organised and successful event. Whilst these tasks may be undertaken my different individuals, I believe there will be no success without working together. Public relations has changed significantly alongside the advances in technology in particular the Internet and social media. This makes public relations special as its overall nature has led the way professional’s research and communicate with their target market to change. Public relations is also special because the key to what makes successful public relations is not black or white. What this means is that different people will have their own interpretation of what public relations really means and what can be involved. (Reference for Business, 2016)
Lastly, at this time the complete usefulness of PR is a blurry in my mind. What I do know is that public relations is a useful construct as it is a cheaper way of communicating with current and potential interest groups including communities and the public at large. It can be used to communicate about an issue or a product with the intentions of gaining results in one way or another. The public at large thrives off a good story, therefore the better the story, the greater the level of interest the public has, which in turn creates more effective public relations. (Entrepreneur, 2003) It is also a useful construct as it allows professionals who have a vested interest in specific issues or problems to undertake research and actions for the purpose of establishing answers, achieving goals and then communicating this to the public. Without public relations, organisations wouldn’t be able to fully understand the public’s best interests and would run the risk of investing time and money into the development of a campaign that may not be necessary, accepted or understood.
- Broom, G., & Tucker, K. (1989) An essential double helix (distinguishing marketing and public relations). Public Relations Journal, 45(11), 40-42.
- (2003). Why you need PR? Retrieved from: https://www.entrepreneur.com/article/65672
- Reference for Business. (2016) Public Relations. Retrieved from: http://www.referenceforbusiness.com/encyclopedia/Pro-Res/Public-Relations.html
Public Relations 