What Is Public Relations
The first definition of public relations was developed in the beginning of the 20th century by Edward Louis Bernays and Ivy Lee. It was rather long and poorly defined what exactly PR was, because at the time, no one truly knew what it was supposed to be. Today, we see public relations as being the practice of managing the way information is spread from an individual/organization to the public. In essence, PR aims to promote something to the public by using various marketing tactics.
Public communications management systems have existed for centuries, but the first PR agencies we recognize were established only in the 1900s. Today, their services are in high demand, and PR specialists are paid extremely well. This rapid boost in popularity was caused by the changes in the market and intense competition. Public relations specialists who operate today must possess a wide range of skills in order to use all available media tools for the benefit of their clients.
Every successful PR strategy is based on audience targeting. This is a fundamental technique used in order to identify the group of people that must be targeted by the campaign. Doing this allows PR specialists to personalize the messages to make a connection with the audience. The better the skill of a PR agency is, the better the results will be.
Finding the best tools to deliver the message is the second most important element that determines the success of a PR campaign. The most effective choice in this case is going for all the available mediums. However, this option is too expensive for the majority of businesses. The specialists must consider the audience, as well as the current rates for media attention in order to work out the best strategy for their clients.
Public relations agents must adhere to a specific ethics code. This is a necessary requirement because the power PR companies wield allows them to manipulate public opinion. With no regulations, these firms can deal an immeasurable amount of damage to society.
The rise of media created an opening that public relations companies were quick to take advantage of. They used this opportunity to become indispensable promotional tools that can make or break any business. Some of these companies literally dictate the public on what to like and what to hate. Their power deserves to be reckoned with and should be controlled.