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Essay / Research Paper Abstract
This 4 page paper looks at 3 definitions of public relations, considers why and how they are different and discusses the way they reflect the concept and practice of PR. The bibliography cites 5 sources.
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4 pages (~225 words per page)
File: TS14_TEPRdefn.rtf
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than these open forms of promotion. The way that public relations are defined varies on the observer and the perception they have of the role of public relations. The Public
Relations Society of America; the worlds largest public relations organisation, have defined public relations in a number of ways each reflects the trends of the say it was written,
earlier definitions look more towards the use of the press today it has a more integrated role with marketing in general (PRSA, 2007). The current definition is simple, and states
"Public relations helps an organization and its publics adapt mutually to each other" (PRSA, 2007). The PRSA model presents a perception of public relations where there is bilateral communication
and firms will listen as well as seek to manage. It may be argued there are two approaches to public relations, one is that of dictation and propaganda where the
view of the firm is important and the aim is to manipulate the public into agreeing or accepting that perception. The second model is that where there is communications, this
latter model was developed by Ivy Lee who, during the war, used to create press releases and also used what has become known as the two way street model of
public relations, where there is an attempt to help communication take place bilaterally rather than n the form of a dictated message. Despite this the majority of Lees work was
that of propaganda and one way communication (Tye, 2002). The PRSA as a representative body will also be seeking to represent itself, as such it is from this we would
expect to find the definition that is most socially acceptable and hints least at the potentially manipulative element, however in indicating that the public need to adapt to organizations in
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