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Essay / Research Paper Abstract
A 4 page research paper that discusses public relations (PR), which is an area of modern communication that is often confused with advertising or marketing. However, while similar, PR is distinctly different in its functions from either of these communications activities. This discussion looks first at what PR is and its functions, both from and organization and societal perspective. Then the discussion turns to an example of a PR campaign undertaken by a U.S. organization, in this case, the U.S. military. Bibliography lists 5 sources.
Page Count:
4 pages (~225 words per page)
File: D0_khprmil.rtf
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functions from either of these communications activities. The following discussion looks first at what PR is and its functions, both from and organization and societal perspective. Then the discussion turns
to an example of a PR campaign undertaken by a U.S. organization, in this case, the U.S. military. According to the Public Relations Society of America (PRSoA), PR analyzes
and interprets public opinion that can impact the "operations and plans of an organization" (Applegate 23). The PRSoA also indicates that PR can function as an intermediary, representing societal interests
as PR officials counsel management at all organizational levels regarding the ramifications of policy decisions, "taking in to account...public ramifications and the organizations social or citizenship responsibilities" (Applegate 23). According
to Rhonda Sanderson, president of the PR firm Sanderson Associates, PR is an "all-encompassing marketing tool" that can "educate people about your entire concept: heres what we do; heres why
we do it; heres why we think people want to be in on it" (Larson 26). PR departments conduct research and evaluate organizational programs on an on-going basis while
simultaneously keeping the public informed about an organizations intentions and goals. Therefore, its activities address "marketing, financial, fund raising, employee, community or government relations" (Applegate 23). As this indicates, PR
functions for organizations in facilitating establishing and maintaining a positive public image, but it also functions for society by keeping public concerns integral to the formulation of organizational policy.
PR communications, such as news releases, differ from advertising in that the primary purpose is to inform the public, rather than to sell a product. For this reason, PR is
generally considered more credible by the public than advertising (Applegate 23). Wilcox, et al, define modern PR practice as a "two-way symmetrical communication between an organization and its key stakeholders
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