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Public relations (PR) is the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. This differentiates it from advertising as a form of marketing communications. Public relations is the idea of creating coverage for clients for free, rather than marketing or advertising. An example of good public relations would be generating an article featuring a client, rather than paying for the client to be advertised next to the article. The aim of public relations is to inform the public, prospective customers, investors, partners, employees and other stakeholders and ultimately persuade them to maintain a certain view about the organization, its leadership, products, or political decisions. Public relations professionals typically work for PR and marketing firms, businesses and companies, government, government agencies and public officials as PIOs and nongovernmental organizations and nonprofit organizations. Jobs central to Public Relations include account coordinator, account executive, account supervisor, and media relations manager. Those interested into public relations should have strong written and speaking abilities, be team focused, and creative. A masters in strategic communication will enhance a marketing or communication BS or BA and make prospective employers more competitive in the job market. Public relations specialists establish and maintain relationships with an organization's target audience, the media and other opinion leaders. Common responsibilities include designing communications campaigns, writing news releases and other content for news, working with the press, arranging interviews for company spokespeople, writing speeches for company leaders, acting as organization's spokesperson, preparing clients for press conferences, media interviews and speeches, writing website and social media content, managing company reputation (crisis management), managing internal communications, and marketing activities like brand awareness and event management Success in the field of public relations requires a deep understanding of the interests and concerns of each of the client's many publics. The public relations professional must know how to effectively address those concerns using the most powerful tool of the public relations trade, which is publicity.〔Roos, Dave. "What Is Public Relations?" HowStuffWorks. N.p., 5 Apr. 2008. Web. 25 Nov. 2014.〕 == Definition == Ivy Lee, the man who turned around the Rockefeller name and image, and his friend, Edward Louis Bernays, established the first definition of public relations in the early 1900s as follows: "a management function, which tabulates public attitudes, defines the policies, procedures and interests of an organization... followed by executing a program of action to earn public understanding and acceptance." However, when PR pioneer Ivy Lee was later asked about his role in a hearing with the United Transit Commission, he said "I have never been able to find a satisfactory phrase to describe what I do."〔 In 1948, historian Eric Goldman noted that the definition of public relations in Webster's would be "disputed by both practitioners and critics in the field." According to Edward Bernays, the public relations counsel is the agent working with both modern media of communications and group formations of society in order to provide ideas to the public’s consciousness. Furthermore, he is also concerned with ideologies and courses of actions as well as material goods and services and public utilities and industrial associations and large trade groups for which it secures popular support.〔Edward Bernays, "The New Propagandists," in Propaganda, (New York: H. Liverlight, 1928), 38.〕 In August 1978, the World Assembly of Public Relations Associations defined the field as "the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders and implementing planned programs of action, which will serve both the organization and the public interest."〔Jensen Zhao. Encyclopedia of Business, 2nd. Ed. Retrieved from (findarticles.com )〕 Public Relations Society of America, a professional trade association, defined public relations in 1982 as: "Public relations helps an organization and its publics adapt mutually to each other."〔(PRSA's Old Definition of Public Relations )〕 In 2011 and 2012, the PRSA developed a crowd-sourced definition: "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics." Public relations can also be defined as the practice of managing communication between an organization and its publics.〔Grunig, James E. and Hunt, Todd. Managing Public Relations. (Orlando, FL: Harcourt Brace Jovanovich, 1984), 6e. Public relations is what you do with what you know and what other think about what you say.〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Public relations」の詳細全文を読む スポンサード リンク
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