what's PR?10 key points of public relations technique 2, Public relations is management functionThe purpose of public relations is, generally speaking, to create necessary environment for corporations/groups/organizations to produce smooth and profitable activities including products promotion. And more important role is a communication activity as management function to solve business issues, such as obtaining understanding and support and the formation of social agreement with corporate significance and principles. 3, Public relations is based on the creation of businessPublic relations aims at the improvement in image and understanding by conveying the truth with opinions, timing and methods that are appropriate. Therefore, the key point is how complete the content is followed by the fact. It is never too much to say that public relations does not work without the fact. 4, Public relations is a persuasion activity that attaches much importance to third party’s recommendationRecommendation from a third party with no direct concern tends to be more persuasive and reliable. Public relations is a communication activity that use this psychological mechanism to increase an effect. 5, Public relations lays emphasis on the mediaPublic relations lays emphasis on the existence of the media in the process of communication by reason of powerful influence on the trend of public opinion. That is to say, the media are fundamental and effective tools to create a certain situation for a subject, such as consumer’s consciousness/understanding/recognition. Their objective comments as third parties enhance credibility of information for successful public relations. 6, Public relations is a communication activity made to orderPublic relations designs various solutions to individual issues of corporations/organizations, therefore, different conditions are required for each subject. It should be a communication activity made to order, that produces the most effective way of achieving in each case. Uniqueness of each case is why public relations cannot be generalized. 7, Public relations is a long-term programmePublic relations works for the promotion and the solution of subjects. The former tends to be a short-term intensive activity, and the latter needs a certain time to achieve the goal, such as the acquisition of understanding and agreement, because it is essential to repeat persuasion and provision of information. Therefore, the process of publicity work should be divided into some short terms with their goals to be carried out systematically. 8, Public relations is two-way communication with societyIt is important to receive other party’s opinions as well as accurate conveyance of your opinion and view. Moreover, adjusting your policy to suggestions from others is significant in solving issues accurately at the early stage in some cases. In other words, two-way communication (telling and listening) is indispensable for public relations (listening is more important sometimes). 9, Public relations needs multiple communication methodsIt is vital for the solution of issue to choose the best method from research, publicity (reporting by the media), explanation data (both to the press and the public), meetings and so on. Some combinations of them are also required in some cases. Needless to say, advertising is one of the most useful methods. 10, Public relations includes the creation of informationThere is a possibility that it is unable to find appropriate information materials to persuade people and obtain understanding/support from them. In this case, it is essential to research, tailor and create them from the viewpoint of social concern. Important thing is to find what society needs and how to express information to be accepted by society. Copyright © 2006 Maven Microsystems. All Rights Reserved.
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