MY SPECIALITY. There are a lot of definitions of Public relations

(Public Relations)

There are a lot of definitions of Public relations. I understand this term as the art and science of analyzing trends, predicting their consequences, counselling organization leaders and implementing planned programs of action which will serve both the organizations and the public interest. PR helps our complex, pluralistic society to reach decisions and functions more effectively by contributing to mutual understanding among groups and institutions. It serves to bring private and public policies into harmony.

Public Relations serve a wide variety of institutions in society such as businesses, trade unions, government agencies, voluntary associations, foundations, hospitals, schools, colleges, and religious institutions. To achieve their goals, these institutions must develop effective relationships with many different audiences or publics such as employees, members, customers, local communities, shareholders, and other institutions, and with society at large.

Public Relations involve:

− Evaluation of public attitudes and opinions.

− Formation and implementation of an organization’s procedures and policy regarding communication with its publics.

− Coordination of communication programs.

− Developing rapport and good-will through a two way communication process.

− Fostering a positive relationship between an organization and its publics.

Russian companies have reached the phase of development where their image has become an important ingredient for their prosperity. Companies desperately need PR specialists.

There are some qualities of a good PR practitioner:

− an ability to get on with all kinds of people;

− an ability to communicate;

− an ability to organize;

− personal integrity in both professional and private life;

− imagination in the creative sense;

− an ability to find out and have access to information.

Public Relations are sometimes falsely compared with advertising, journalism and propaganda. But PR differs from these activities in their objectives, audiences, communication tools and functions.

Public Relations have many objectives:

− prestige and reputation (change the corporate image);

− promotion of products;

− dealing with issues and opportunities;

− goodwill of customers, suppliers, employees or government;

− overcoming misconceptions;

− dealing with unfavourable publicity;

− making the company known and understood in new export markets;

− strengthening the company against risk of takeover;

− supporting a sponsorship scheme.

Public Relations work with specialized external audiences (stockholders, vendors, community leaders) and internal publics (employees).

Public Relations will not work unless they are believed. This is different from propaganda, for instance, when people are indoctrinated to accept a certain religious, social and political creed, or advertising which aim is to persuade people to make purchases.

Public relations professionals work in a broad spectrum of areas such as: community relations, fund development, issues management, publicity, special events, employee relations, consulting, government relations, corporate communications, investor relations, industry relations, media relations, public consultation, public affairs, research and lobbying.

I like my future profession and responsibilities, but, for the present, I don’t know in what sphere of PR-environment I’d like to work. But I’m sure I will respect our fellow-citizens and ethics and personal integrity will become a part of my professionalism.