Key points:
- Public relations is an extremely broad term and is not easily defined due to its varying nature. Don Barnes defined public relations functions as; to advise management on policy and its effect on public relations, to channel and co-ordinate within an organisation the activities that affect public relations, to provide the mechanics for explaining an organisation and its policies to its various publics through communications media, to ascertain and explain to management what various publics think about the organisation.
- In 1984, Grunig and Hunt defined PR as the 'management of communication between an organisation and its publics.'
- Another definition is 'the ethical and strategic management of communication and relationships in order to build and develop coalitions and policy, identify and manage social issues and create and direct messages to achieve sound outcomes within a socially responsible framework. This definition was introduced to account for the advent of new and cheap ways of communicating.
- There are two primary PR functions. The technician and the problem solver. The technicians provide services such as producing brochures etc while the problem solvers consult with company and clients to form policy and make decisions. Senior practitioners usually fill problem solver roles.
- PR practitioners are engaged in communicating, publicity, promotions, press agentry, issues management, crisis management, fundraising, various external relations and much more.
- Practitioners must be aware of their publics, stakeholders, markets and audiences.
- Public relations has a long and involved history which has brought the profession to what it is today. Changes over time such as the Education Act, (1872) making literacy compulsory meaning that newspapers and written communications had a greater audience, have contributed to the growth of PR in Australia.
- Despite the changes in the means of communication in public relations, the general role of the practitioner has barely changed. The various areas of specialisation within public relations has risen as a result of the growth in innovation and technology enhancing the ability to communicate.
