Public Relation - Assignment Example

Public Relations Public relations are the modes of communication of companies, organizations and individuals to the media and public, where a public relations specialist communicates directly to the audience he is targeting or indirectly through the media, with the aim of creating a strong long lasting relationship with the audience or to generate and retain a positive image of the concerned party.Measuring the results of public relations efforts is important as it helps to ensure that all the objectives that were established are met.

The measurement of the efforts of public relations can be done through compiling of distributed messages and their placement in the media by simply counting how many featured stories, news releases, letters, and photos are produced in a given duration of time. Another way of measuring the efforts of public relations is the measurement of changes in opinions, attitude and behavior, which can be considered as measurement of the effectiveness of public relations but requires interpretation as it can always be subjective.

The efforts of public relations can also be measured through tracking of social content such as news sites, wikis, blogs and social networking sites, so as to determine the sentiments and volume of online conversations about a certain topic or brand.Advertising is not that much different from public relations but only with one major difference, advertising is paid media while public relations earned media. This means that ‘an individual or a company can choose to pay for advertisement or you can choose to market your product in the newspapers, websites or magazines and wait for the product to promote itself’ (Tymorek, 2010).

With public relations, there is more credibility of the product due to verification by a third party while advertisement the credibility of a product is purchased.ReferenceTymorek, S. (2010). Advertising and Public Relation. New York: Infobase Pub.