Public relation (PR) is active managing of communication of an organization or business to create and maintain a positive image. Public relation involves popularizing successes, downplaying failures, announcing changes, and many other activities. The term Public Relations was first used by the US President Thomas Jefferson during his address to Congress in 1807.
Today “Public Relation is a set of management, supervisory, and technical functions that foster an organization’s ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values.
” (Robert L. Heath, Encyclopedia of Public Relation). Essentially it is a management function that focuses on two-way communication and fostering of mutually beneficial relationship between an organization and its publics. But in the other ways, people have many different definitions of what we mean when we say “public relations”.
There is no best answers or single definition for public relations. Form organizations and businesses to speaker and authors to everyday men and women, the definition of public relations will vary.
While advertising is paid, one-way communication through a medium in which the sponsor is identified and the message is controlled. Variations included publicity, public relations, product placement, sponsorship, underwriting, and sales promotion. Every major medium is used to deliver these messages, including television, radio, movies, magazines, newspapers, the Internet, and billboards.
Advertisements can also be seen on the seats of grocery carts, on the walls of an airport walkway, on the sides of buses, heard in telephone hold messages and in-store public address systems. Advertisements are usually placed anywhere an audience can easily and/or frequently access visuals and/or audio, especially on clothing. Advertising clients are predominantly, but not exclusively, for-profit corporations seeking to increase demand for their products or services.
Some organizations that frequently spend large sums of money on advertising ut do not strictly sell a product or service to the general public include: political parties, interest groups, religion-supporting organizations, and militaries looking for new recruits. Additionally, some non-profit organizations are not typical advertising clients and rely upon free channels, such as public service announcements. The importance of advertising and public relations is shown through a number of ways; to be first line with customer; this allows a business to inform any potential customers about its new or existing product or service.
This may also include any new improvements or developments, or even special offers of the product or service. Advertising, public relations or both achieve this, Secondly, to provide customer awareness of the business and its products/services, to increase sales by emphasizing the desirable qualities of the product/services, it’s Unique Selling Point, to deter competition, to attract wholesalers, to change attitudes about the business and its product/service, and to create good will and enhance to company image.
There are great benefits in both the worlds of advertising and public relations. Depending on your budget and your needs, you can figure out a combination that will suit you best. In the field of studying, the advertising and public relations field tends to be very competitive so a solid education can give you a major advantage. Very few people working in the advertising or public relations are under twenty, which shows that either education or work experience is almost compulsory to enter the industry.
Not only will students learn about the modern business place, but they will also learn about people and sharpen their communication skills. Public relations involve opening lines of communication between companies and the people to whom they provide services. It is important that companies have people who know how to communicate clearly to avoid the type of issue that can any relationship, particularly one as delicate as consumer satisfaction. In the field of job opportunities, competition for jobs is heavy due to the glamour associated with this industry.
However, employment is expected to grow more than the average for other n industries over the decade. Occupations in this field vary widely including business, management, and financial workers, professionals and related workers and sales and related workers. There are a large number of small firms in the industry in which worker tend to have varied responsibilities whereas the larger firms tend to encourage specialization of their employees. Jobs in this industry tend to centre around large cities with California and New York together accounting for 1 in 5 firms and more than 1 in 4 worker.
Job in this industry tend to be fast paced and exciting; the downside to that being that workers frequently find themselves working long, stressful hours under deadlines. However, if you are looking for variety and a challenging, evolving environment, you certainly may want to look into graduate school in advertising and public relations. Oftentimes, when the words “public” and relations” are thrown together in a sentence a light bulb goes off in the head shining, “advertising”. However, using advertising and public relations as synonyms is a long shot. So what’s the big difference?
One of the most crucial differences between public relations and advertising is that PR is free. That’s right, none of your hard earned cash is goings to be thrown down to promote your business. For example, if you run an advertisement in your local newspaper, they charge you for the space you use as well as for the time frame that the ad is run. But if that same newspaper decides that your business or product is article worthy, you are getting great publicity with no out of pocket coasts. Advertising can be both good and bad. Advertising becomes bad when information put out to the public by advertisers is clearly false or misleading.
Advertising is also bad when products are exaggerated for more sales. I try not to let advertising effect my choices and opinions about different products. For example, I remember going to a restaurant and I saw a picture of a food item that looked really good in the menu picture. When my food arrived I was upset because it looked nothing like the menu picture. When I think of advertising as more negative than positive. I don’t think of public relations as too negative Sometimes people confuse public and advertising. The big difference between public relations and advertising is that you pay for advertising.
Advertising is generally not considered a public relations function. Personally, I believe that public relations are communications pure and simple. Communication between the company and their customers and communications between the company and their customers and communications between the company and the community. Marketing oriented public relations has the same objectives – to increase brand awareness and help pre-sell a product or message by achieving media exposure. Although both are effective in reaching trade and consumer audiences, there are big differences in cost, control and credibility.
Cite this Public Relation and Advertising
Public Relation and Advertising. (2017, Feb 17). Retrieved from https://graduateway.com/public-relation-and-advertising/