Nature Of Public Relations

Nature Of Public Relations

ü    Public Relations indicates that it is essentially a task promoting rapport and goodwill between a person, firm or institution and the community at large through dissemination of information.

ü    It uses a two- way communication in dealing with public opinion.  

1) Assesses the attitudes of the public towards the organization.

2) Executes communication programmes to gain public understanding and acceptance of the management’s point of view.

3) PR aims to bring about harmonious and mutually advantageous adjustments between an organization and the community through dissemination of idea and also providing feedback from the public to the management. 

4) It evaluates public attitudes, identifies policies that interests public and executes the programme of communication.

Good Public Relations must stand on a sound moral base.

1) To attract attention

2) To win belief

3) To impart understanding

A Purposeful Public Relations Programme should.

Ø    Understanding the organization’s nature and purpose thoroughly.

Ø    Communicate this understanding to others like publics

Ø    Observe and evaluate the effect of the communication.

Elements in Public Relations

v   Two- way communication

v   Mutual Understanding

v   Caring for Public Opinion

v   Social Responsibility