Public Relations


The goal of this concept is to provide an understanding of the nature of the profession and practice of public relations. This concept covers the development and history of PR, major theories that inform it, role and position of PR in the organisation, and skills and requirements for success in PR.

Technique Overview

Public Relations

Public Relations Definition

Public Relations are planned and sustained efforts to establish and maintain goodwill and mutual understanding between an organisation and the public (Pickton and Broderick, 2004). Good relations are developed with companies' various public audiences by obtaining favourable publicity, building up corporate image and handling of unfavourable rumours, stories and events (Kotler and Armstrong, 2009). As such, PR tabulates public attitudes and procedures in the interest of the organisation by executing action programmes to earn public acceptance (Tench and Yeomans, 2009).

Public Relations Description *

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Business Evidence

Public Relations Strengths *

Public Relations Weaknesses *

Examples of Public Relations *

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Business Application

Public Relations Implementation *

Success Factors of Public Relations *

Measures of Public Relations *

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Professional Tools

Public Relations Videos *

Public Relations Downloads *

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Further Reading

Public Relations Web Resources *

Public Relations Print Resources *

Public Relations References (4 of up to 20) *

  • BBC News (2011) Toyota Eyes Annual Sales of 10 Million Cars. [Online] Available at: www.bbc.co.uk/news/business-12686471 [Accessed: 18 Oct 2011].
  • Barry, A. (2005) PR Power: Inside Secrets From The World of Spin, Virgin Media Guides.
  • Derringer, P. (2004) Under the Hood: More Web Sites Valuing Good Content. American Executive Magazine, December.
  • Kotler, P. and Armstrong, G. (2009) Principles of Marketing: Global Edition. (13th Ed.) Pearson Publications, US.

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