Basic Definitions of Public Relations
Public Relations … it about reputation – as a result of what you do, what you say and what people say about you.
Public Relations in practice it ... action that affects the reputation to win support and understanding, as well as to form a point of view and behavior affecting others. It is the planned and sustained effort to establish and maintain good relations and mutual understanding between an organization and its public.
PR in different organizations takes many forms and has many names, such as "public information", "investor relations", "social activities and events," "corporate communication", "marketing" or "customer relations". Compounding the confusion is that not all of these areas belong to the area directly PR, but somehow closely related to Public Relations.
Ideally PR not only tells the public, "his story" of the Organization and creates its image, but also participates in the formation of the Organization and its work style. Through research, feedback and evaluation, PR specialist must determine the interests, concerns and to transfer the conclusions to the Organization management.
PR includes the following types of activity:
• Program Planning - Analysis of challenges and opportunities, setting goals, recommendations for the planning and evaluation of results. Regular communication between management and customers.
• Relations with Mass Media - development and support positive working relationships with journalists. Involves the application of knowledge about how to operate local and national newspapers, magazines and television, and also considers interests of journalists.
• Corporate integrity - development and support of the corporate culture through internal advertising, representing the first name and reputation of the company and then its products.
• Speeches - effective communication with individuals and groups through meetings, presentations and open discussions.
• Production - brochures, reports, videos and multimedia programs are an essential part of communication. Coordination of studio and field photography. Also for monitoring the process is important to know the art recording.
• Special Events - conferences, exhibitions, festivals, open days, competitions and award programs - all of these activities are used to attract the attention of certain groups.
• Research and assessment – first, what will the PR specialist - this is usually the analysis and collection of facts. PR-activities should be assessed as a continuing process, with the definition of a strategy for the future.
The basic requirements for success - it's common sense, energy, curiosity, the ability to think broadly, flexibility, creativity, endurance, organizational skills and, of course, literacy.

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