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Essay / Research Paper Abstract
This 7 page paper addresses these issues: What is public relations and it was originally defined compared to how it is defined today; The elements of public relations; What does a PR professional do? The four major core roles of the PR professional; Who are the "publics"? What are the essential skills for success in this field? Bibliography lists 6 sources.
Page Count:
7 pages (~225 words per page)
File: MM12_PGPRprf.rtf
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early days of this field, the roles of press agentry and publicity were emphasized for good reason, it was from these two places that public relations grew to its current
importance (Tampa Bay Public Relations Society of America, nd). As time went on, however, and more companies began using public relations specialists, the definitions also grew to include:
* The need for research prior to initiating actions, careful planning and thorough evaluation or measurement of results (Tampa Bay Public Relations Society of America, nd). * A continuing, systematic
process instead of a one-time or single activity (Tampa Bay Public Relations Society of America, nd). * Public relations role as an essential function of management (Tampa Bay Public Relations
Society of America, nd). * Multiple audiences or publics (Tampa Bay Public Relations Society of America, nd). * Public participation, mediation, conciliation, arbitration and accommodation as important tools (Tampa Bay
Public Relations Society of America, nd). * The need, in most instances, for long-term commitment (Tampa Bay Public Relations Society of America, nd). In many cases, perhaps most, the emerging
definitions described what PR specialists did rather than what public relations was (Tampa Bay Public Relations Society of America, nd). Finally, in 1988, the Assembly of the Public Relations Society
of America adopted a definition of public relations: "Public relations helps an organization and its publics adapt mutually to each other" (Tampa Bay Public Relations Society of America, nd). The
definition inherently implies the functions that were included in the prior "definitions" such as communications, planning, evaluation and research (Tampa Bay Public Relations Society of America, nd). The Public
Relations Society of America also identified the many elements or public relations, a sample of which are cited here: * Media Relations -- Relating with communications media in seeking publicity
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