The Wide Definition and Scope of Public Relation - Essay Example

Public Relation Public relation has been defined differently by various Their definitions have got notable differences and similarities as well. It involves: Assessment of peoples attitudes as well as opinions, devising and employing an organization's course of actions and guidelines regarding communication with its constituents, harmonization of communications plans, making good rapport via a dual communication process, promoting positive affiliation between a social grouping and its entire population.

This paper will look at some of these definitions and try to compare and contrast them. Some of these definitions are; Edward Bernays (2001) in his book titled public relations defines public relations as "a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance". Cutlip, S (1994) in his book titled The Unseen Power, defines public relation as "a planned effort to influence opinion through good character and responsible performance based upon mutual satisfactory two-way communication".

And Ewen, S. (1996) in his book titled PR: A Social History of Spin defines public relation as "the art and science of managing communication between an organization and its key public constituents to build, manage, and sustain its positive image'. Personally, I would define public relation as a process of supervising and ensuring effective communication between an organization and its targeted audiences with a major aim of developing, administering and sustaining a good image. All the above definitions has one thing in common in that they are all talking about building good public relationships through proper communication skills.

Their main aim is securing a good public mage so as to earn mileage from the general public on matters relating to effective communication. They also have differences for example, Edward B. (2001) sees public relation as a function of the management that defines procedures policies so as to earn the expected acceptance and understanding from the general public, Ewen, S. (1996) sees public relation as an art and science that manages communication transpiring between a given organization and its people with an aim of directing and maintaining a good image within the organization.

For Ewen he views public relation as something that will help as in maintaining a good public image while Edward opinion is that public relation will help us in obtaining acceptance and understanding from the general public. Cutlip, S (1994) views public relation differently as a designed attempt on influencing opinion via responsible actions and a good personality to gain satisfaction in two way systems. Public relation is a field that covers a very wide scope affecting people and organizations; this makes it acquire various definitions.

These definitions are all correct and within the scope. Combined the definitions completes the wide definition and scope of public relation which takes Public relations as an organization management function developed to communicate to the public for mutual benefits. References Bernays, Edward (1995). Public Relations: Boston, MA: Bellman Publishing Company. Cutlip, Scott (1994). The Unseen Power: Public Relations, a History. Hillsdale, N.J.: Erlbaum Associates Ewen, Stuart (1996). PR: A Social History of Spin.

New York: Basic Books.