Public Relations: What it Really Is?

Kate Farr
kf222414@ohio.edu

What's the first thing that comes to your mind when you hear the phrase "public relations" or "PR"? Social networks? Marketing? Advertising? Jackie in PR from the fourth floor? Public relations tends to be over looked as an easy job of making pretty artwork and constant talking about a product or company.

Public Relations is So Much More
For those who are interested in going into the field of public relations, you're tired of hearing how easy of a career it is going to be. Companies and agencies would be nowhere without their Public Relations team. When releasing a product or creating an event, there would be no revenue if it wasn't for the public relations that stirs up all the commotion.

The advertisements we see on the media, in the newspapers and magazines, on billboards etc., all create attraction and demands from customers for a company's product. These advertisements, promotions, and implementations are all stemmed from the public relations team.

Aside from advertising and promoting, public relations specialists work on analyzing and interpreting the opinions from the public. They research the needs of the target audiences and aim their marketing decisions towards the likes and dislikes of their crowd. While doing this they also have to take into consideration the ramifications of any possible advertisement or promotion before finalizing their work.

PR specialists act as planners and recruiters along the process as well. They must be familiar with the financial budget and act accordingly to that. Public relations specials must have the ability to influence others and possibly change their opinion on certain topics, whether it be customers or their own co-workers. They must be prepared to have people disagree with their visions and have thick enough skin to handle the consequences.

The Relations in Public RELATIONS
One of the most overlooked aspects of PR is the importance of relationships within a business. Whether the relationship is between the employees, the customers to the company, or the company to other businesses, a steady, healthy relationship is a key ideal and needs to be maintained. If a company wants to be successful, they must create a highly positive relationship between them and their attracted audience or potential buyers. There would be no business, so sales, no production in general if there was no such things as public relation. Furthermore, public relations is, in a way, the backbone to the company's success.

Truth In Pubic Relations
Seglin states "I want to do business with people of character and integrity, people I respect". By this statement, he's insinuating that he wants the honest, good workers to be apart of his team. Like any other form of controversial journalism, there has to be truth and honesty in Public Relations. Choices are made when publishing and advertisement or promotion. These choices made be hard to make, but we cannot forget the codes of ethics in Journalism. Seek Truth and report it, minimize harm, be accountable, and act independently. We must not forget that these rules apply to all public relations aspects as well.

There is so much about the career of someone who works in public relations that goes way overlooked. A PR specialist has one of the most important jobs in a company. They must follow all the guidelines of journalism and business in general while building relationships and revenue for that company or agency. Don't disregard PR.

The Business Case for PR by Guarisco Group