Public relations is the management function that establishes and maintains mutual beneficial relationships between an organization and the publics on whom its success or failure depends
(Cutlip, Center and Broom, Effective Public Relations, 8th. Ed.).
- This is a definition which reaches long and covers several specialities. A definition with many possibilities and few preset answers. A definition on a subject which brings together professional analysis and business knowledge with creativity and playfullness.
Everything we do is communication. We cannot not-communicate. Also when we react passively, we send out a message. In such a case, we will leave the interpretation of the message to the receiver and the result may be blurred and difficult to handle, compared to the active communication.
PR is about transponding message, to build relations and to obtain objectives.
PR-tasks are long-term, consistent work towards an objective. PR is primarily verbally and the most efficient results are reached when all communication activities are consistent, also the graphical and visual expression.
PR is an imperative factor of success to build brands and to maintain relations and positions.
Through new media new challenges and new possibilities occur, still, the fundamental principles for communication persevere.
Active, long-term, consistent and strategic communication builds, strengthens and maintains the identity. This gives a solid fundament for meeting all challenges in a complex society dominated of change and competition.
