PUBLIC RELATIONS – November 2007
by Joanne Evans, Chairman
Public Relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends. Human relations or interpersonal relations are terms often used to describe the study and management of relations among individuals. Likewise, international relations is generally used when dealing with relationships among nations. Public relations applies when the level of concern is an organization’s relationships with others in its social environment.
After the turn of the century public relations was employed to defend powerful business interests against much negative journalism and government regulation. There were many positive uses during this period. But, the emphasis was on “Telling Our Story”
The British Institute of Public Relations based its definition on public relations is an effort to establish and maintain “mutual understanding between an organization and its publics”. Public Relations with the emphasis on Communication started around 1884. Public Relations is to reconcile or adjust in the public interest those aspects of our personal and corporate behavior which have a social significance.
Public Relations News
Public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.
Public relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its public. It involves the management of problems or issues, helps management to keep informed on, and responsive to public opinion. It defines and emphasizes the responsibility of management to serve the public interest, helps management keep abreast of and effectively utilize change, serving an early warning system to help anticipate trends, and uses research and sound and ethical communication as its principal tools.
The Ideal Public Relations Function - Is a planned and sustained program conducted by an organizations' management.
- Deals with the relationships between an organization and it’s various Constituent publics
- Monitors awareness, opinions, attitudes and behavior inside and outside the organization
- Analyzes the impact of organizational policies, procedures, and actions on various publics
- Adjusts those policies, procedures, and actions found to be in conflict with the public interest and organizational survival.
- Counsels management on the establishment of new policies procedures, and actions that are mutually beneficial to the organization and its publics.
- Establishes and maintains two-way communication between the organization and it’s various publics.
- Produces specific changes in awareness, opinions, attitudes and behavior, inside and outside the organization.
- Results in new and, or maintained relationship between an organization and
its publics.
Publicity
Information from an outside source used by the news media based on its news value is Publicity – Publicity is uncontrolled because the media decides what will be of interest to their audience. The originator of the story may not be identified.
Advertising
Paid non personal communication through various media by business firms, nonprofit organizations and individuals who are in some way identified in the advertising message and who hope to reform or persuade members of a particular audience. Advertising is viewed as simply controlled means of placing messages in the mass media; - advertising becomes a strategy option for non-marketing purposes.
Public Affairs
Some corporations, the armed services, the American Legion and many government organizations use “Public Affairs” to represent the public relations function.
Public Affairs sections in corporate public relations departments concern themselves with “Corporate Citizenship” and public policy, political education for employees, civic services by employees and managers and cooperation in the development of home communities. Public Affairs specialists serve as liaison between their organizations and governmental units.
Public Affairs is the specialized public relations effort designed to build and maintain community and government relations.
The American Legion Auxiliary’s main public affairs/relations section is in Indianapolis. They report directly to the National President and she and her section do the entire PR work for the National President and The American Legion Auxiliary. There is also a Washington DC office that is critical to the public relations of the American Legion with the Congress, House of Representatives and even the President. The American Legion Auxiliary PR representatives work very closely with the American Legion in Washington.
Their work is critical to The American Legion and the American Legion Auxiliary. Without the PR and ground work done by this section, our National President and National Commissions would be ineffective and the same goes for the American Legion and the National Commander.
This same process goes for the Department of California. The Public Relations section must be strong and we need to set up guidelines to follow. We need to be able to represent our Commander and Department Officers to the publics, legislators and even the Governor. We need to be prepared to teach and assist our Officers to be able to answer questions, speak to the publics and instruct the publics on The American Legion its goals and objectives and its reason for existing…
Some of the information mentioned is from classes I taught in Public Relations however; it is very easy to apply it to our Legion functions and Posts.
Legion Posts should be involved with the Chamber of Commerce in their areas. Familiarize them with what we do and ask them to advertise your functions. This is one way to reach out to the businesses in your area. Contact your local newspaper (the smaller ones are really the best in our area). Ask your City Council to have a Proclamation for “Memorial Day or Veterans Day”. Let them know about your visitations to the VA Hospitals, what you are doing for troops overseas; tell them about the “Blue Star Project”. You may run into some apathy but in the long run if you only contact one strong supporter who constantly prints or announces your programs, and then you have established a PR program for your Post. Work with your auxiliary Unit and Squadron. You can now go from here.
Most of all if I can assist you in any way, do not hesitate to contact me. If I were to give you some samples here you would need a three inch notebook, so I will wait to hear from you on the program/programs you want to announce and we will work together and see what we can accomplish together. |
