Defining Public Relations

Sophie Bonnewijn

Sunderland University Philip Young MACM 27 CW1 119050134

2011
Essay: What is Public Relations?

Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

What's in a name? That which we call a rose By any other name would smell as sweet. Romeo and Juliet (II, ii, 1-2)

Experience is the teacher of all things. Julius Caesar (the Bello Civili)

Image credits: AWIRTHLIN PR

Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

Table of Content
1. 2. 3. 4. 5. Introduction ..................................................................................................................................... 3 Academics........................................................................................................................................ 5 Practitioners .................................................................................................................................. 12 Conclusion ..................................................................................................................................... 17 Bibliography................................................................................................................................... 19

Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

1.

Introduction

The topic of defining and determining what Public Relations is and what it consist of, has puzzled many scholars and professionals, even before the name Public Relations came in to being. Even the history of Public Relations in itself is a questionable one, and one that has fueled a many debate. The contested origin of the term and linked definition of Public Relations has been well phrased by James Hutton in the following paragraph:

In terms of both theory and practice, Public Relations has failed to arrive at a broadly accepted definition of itself in terms of its fundamental purpose, its dominant metaphor, its scope, or its underlying dimensions. (Baker S., 1982, p. 191)
However, if one were to trace back the origins of Public Relations, it would seem that the following recurrent questions reappear throughout the debated history: What is Public Relations, How does it works and What is its beneficial function for organizations, the public and society? The answers to these conundrums are dependent on the industry in which they are being wielded. There is a remarkable difference between the terms and explanations used by practitioners, the media, clients, academics and theorists. Even though Public Relations can be seen as a scientific discipline, every researcher has his or hers own well-founded background, which offers different perspectives on the profession of Public Relations.

Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

Consequently, it is the background of the researcher itself which influences their intake on the questions of What Public Relations is, How it works and How it needs to be researched? (Ihlen O., van Ruler B., 2007, p. 243). This is illustrated by Botan C.H. and Taylor M. (2004, p. 645) who state that:

Public Relations is in an ongoing state of changebranching out from a single applied focus driven by the knowledge needs of practitioners into two major branches the applied branch and a new theory-based research and scholarship branch . (Ledingham J.A., Bruning S.D., 2000, p. 107)
Subsequently, in this paper, the different types of definitions will be analyzed in different sections, making a distinction between the practitioners and the academics intakes, while referring to views wielded by the media and publics.

Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

2. Academics
While debate continues over whether Public Relations is a profession or not, and while there continues to be discussions about whether Public Relations fits within marketing or management, Kent and Taylor (2007, p. 33) argue that Public Relations is about communicating through dialogue, where the exchange of ideas and opinions is the central focus. Willis states that Public Relations has, in todays society, the tools to communicate with it consumers, in a way that other (marketing) disciplines cannot(Tench R., Yeomans L., 2009, p. 412). Professors Lawrence Long and Vincent Hazelton describe Public Relations as:

A communication function of management through which organizations adapt to, alter, or maintain their environment for the purpose of achieving organizational goals, or simply put, that Public Relations is more than just persuasion. (Cameron G.T.,
Wilcox D.L., 2006, p. 5) Clearly, Public Relations has become more that just communicating, delivering, and exchanging offerings. Already in 1984, James Grunig and Todd Hunt indentified four models of communication with publics that highlight the core functions of Public Relations: the Press agentry/ Publicity model, the Public Information model, the Twoway Asymmetric model and the Two-way Symmetric model (Theaker A., 2004, p. 12). Even though Public Relations was originally used to persuade the public, that is not the goal of every model mentioned above.
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Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

The main function of the publicity model is propaganda, while the goal for Public Relations in the Public Information model is to inform and spread public information (not necessarily to persuade). The Two-way Asymmetric model on the other hand, starts from a scientific persuasion, in which scientific research professionals contact different stakeholders, so that these stakeholders may act beneficiary to the organizations. The main objective of the last model is to create mutual understanding between organizations and their stakeholders, in which Public Relations

professionals function as mediators. Furthermore, Grunig and Hunt formulated the following definition of Public Relations:

Public Relations is the management of communication between an organizations and its publics or an organizations managed communications behavior.
In conclusion, the four models identified by Grunig and Hunt provide a broad understanding of the functions of Public Relations and its evolution throughout history while the proposed definition views Public Relations mainly as a management function for organizations on one side, and the public on the other side. However, since the rise of social media in recent years, the emphasis should not solely be put on linear communications, but also on conversations surrounding an organization (Young P., 2001: online). Furthermore, the Grunig and Hunt model conceptualizes the idea of Public Relations from an idealistic viewpoint, not really considering social segregation and targeted audiences.

Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

In 1976, Rex Harlow researched 472 definitions of Public Relations, to finally combine them in the following phrase:

Public Relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics, it involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends, and uses research and ethical communication techniques as its principal tools (Wilcox D.L., Cameron G.T., 2006,
p. 7). This definition tries to sum up all the different effects and tools in Public Relations, with an emphasis on its controllable management function. However, it focuses on what Public Relations does, rather then what it is. Furthermore, it is viewed through a closed system approach, which does not make a distinction between the different functions of Public Relations, whereas the models of Grunig and Hunt do. The definition provided by Harlow also doesnt take in account the more flexible intake that is wielded by practitioners (Grunig J.E., Hunt T., 1984, p. 89-93).

Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

Another management definition is that of Cutlip, Center and Broom, who define Public Relations as:

The management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends, it is the planned effort to influence opinion through good character and responsible performance, based upon mutually satisfactory two-way communication.
(Cutlip S.M., Center A.H., Broom G.M., 1994, p. 6-7) A frequently quoted management orientated definition is the one proposed by the newsletter Public Relations News that states:

Public Relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance. (Grunig J.E., Hunt T., 1984, p. 8)
The Public Relations Society of America defines Public Relations as following:

Public Relations is a management function that involves counseling at the highest level and being involved in strategic planning for the organization. (Newson D., Turk
J.V., Kruckeberg D., 2004, p. 2)

Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

Though the definitions mentioned on the previous page approach Public Relations through a management view, the one proposed by Cutlip focuses and highlights the establishment and the maintaining of relationships with publics, which in turn requires two-way communication and assumes some form of trust and ethics. The second and third definitions focus more on the managing aspect, rather than the human relationship bond. However, the management definitions fail to emphases the longterm aspect of Public Relations, though Cutlip mentions maintaining relationships. The definitions focus primarily on measuring the similarity between the views of the participating publics perceptions in regard to the views of the organization, and consequently consider these views as adequate research indicators (Ledingham J.A, Bruning S.D., 2000, p. 4- 5). They fail to highlight the diverse social and surrounding contextual aspects that are required in the understanding of Public Relations. Ihlen and van Ruler state that the instrumental approach should therefore be changed into a society based approach. Jacquie LEtang agrees with this, and mentions that definitions of Public Relations should pay more attention to the social and political costs and benefits of Public Relations (LEtang J., 1996, p. 2). She states that Public Relations can be described as:

The practice of presenting the public face of an organisation (be it a company, educational institution, hospital, or government) or individual, the articulation of its aims and objectives, and the official organizational view on issues of relevance to it.

Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

In the US there is generally a closer focus on the social side of the Public Relations domain, as is illustrated by the following definitions, adopted by the Public Relations Society of America:

Public Relations helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions. It serves to bring the public and public policies into harmony. (Guth
D.W., Marsh C., 2007, p. 6) Another socially orientated definition was introduced by the International Public Relations Association in Mexico in 1987:

Public Relations practice is the art and science of analyzing trends, predicting their consequences, counseling organization leaders and implementing planned programs of action which will serve both the organizations and the publics interest. (Grunig
J.E., Hunt T., 1984, p. 7) The definitions mentioned above are incomplete since they do not stress the global diversity that involves Public Relations, which, especially with the use of social media, is something that has to be taken in account. There have not been many international comprehensive studies, and the efficacy of international PR has to be improved (Theaker A. 2004, p. 340). Another flaw in the definitions is that, however you spin it, Public Relations is biased in favor of organizations (LEtang J., 1996, p. 2). However, this should not be tried to be hidden, but rather be accepted and dealt with through ethical rules and goodwill towards publics.

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Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

A final definition worth mentioning is the one used by the Institute of Public Relations in the UK, that defines Public Relations as:

The planned and sustained effort to establish and maintain goodwill and understanding between an organisation and its publics. It is the discipline concerned with the reputation of organisations (or products, service or individuals) with the aim of earning understanding and support. (CIPR, s.d.: online and Theaker A. 2004, p.
5-6) This definition has a strong focus on establishing and maintaining goodwill, which does not necessarily imply honestly towards the public (Seaman P., 2009: online). This slight bending of the truth is in contrast with the rest of the definition, which aims to serve the public interest, a somewhat broad term. Another critical note was reported by Bill Huey, who states that Public Relations is defined by its practice (Huey, B., 2009: online). However, the Public Relations Consultants Association in the UK uses the same definition as the CIPR, even though some practitioners feel that reputation is not the main objective in Public Relations (Tench R., Yeomans L., 2009, p. 7).

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Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

3. Practitioners
Practitioners, in comparison to theorists, have a very different view when it comes to defining Public Relations. Their explanatory definitions tend to be more based on their experiences within the field and often refer to persuasion and influence (Hutton J., 1999, p. 209). As mentioned above, not all practitioners agree that reputation is the main objective in Public Relations, and their definitions are more focused on what Public relations does, rather then what it is. Furthermore, as can be seen in the following definitions, some practitioners consider the notion of public interest somewhat loose.

The International Public Relations Association defines Public Relations as:

Public Relations is the systematic promotion of mutual understanding between an organisation and its public. (IPRA, s.d.: online)
In this first definition, there is no mention of reputation management and a strong focus on communication. Another definition that portrays similar views, but also mentions the measurable aspect of public relations, is composed by Bergman Communications:

Public Relations is communicating your organizations messages at the right time and in the right place to the right audience...

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Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

...With the proliferation of tools and technologies, we can measure the value of those efforts and how they align with a business overall mission. (Bergman
Communication, s.d.: online)

Dan Gersten, public relation practitioner, defines Public Relations as:

The creation, distribution and dissemination of messaging and communications for the purpose of promoting and fostering positive awareness, associations, imagery, perception of a person, place or thing among a particular target audience to effect a desired behavior. (Gersten D, 2011: online)
Ochman B.L. in turn, defines Public relation on his Whats Next blog as:

Public Relations is the art and science of influencing public opinion through communications. These days, its often a ham-handed attempt at message control. The problem is that message control is (and always was) an illusion. The best PR people understand integrated communications and know that if your product sucks, nothing else matters.(Ochman B.L., 2011: online)
These definitions explain Public relations with a strong focus on controlled communication, but definitely mention changing behaviours, influencing people or persuading publics. In the eye of the general public, Public Relations is often still perceived as means by which people can be persuaded, or deceived (Tench R., Yeomans L., 2009, p. 6).

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Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

It is for the same reason that Public Relations has often been linked to words as spin or propaganda in favor of companies (Gregory A., 2004, p. 28). Journalist Christopher Spicer (1993) concluded in an article in the Journal of Public Relations Research that Public Relations was consistently equated with manipulation of the truth to a dubious end (Cameron G.T., Wilcox D.L., 2006, p. 13). It is probably for the same reason that the word persuasion is often not mentioned in academic definitions. Even though persuasion has a bitter connotation to it, in reality, Public Relations is still about changing people behaviors and influencing them in favor of business interests.

On the other hand, a similarity between practitioners and theorists definitions is the remaining focus on the relationship between Public Relations and the Media. Lisa Buyer from the Buyer Group and Deborah Weinstein from Strategic Objections both stress this important part of Public Relations:

Public Relations communicates the news, influences the news, receives the news, and responds to the news for a brand via the media. Its the art and science of talking to the right audience in the right voice. PR is the communication hub of an organization. It influences and shapes a companys image, reputation, brand perception and culture. PR connects a brand and its public via direct messages or editorial media including print, broadcast, radio, digital, video or social media. ...

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Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

...Before social media, a company had one voice; now social media encompasses an orchestra of voices that contribute to a companys image, reputation, brand perception and its public community.(Buyer L, s.d.: online.) Public Relations is the art and science of sharing genuine, credible, relevant news and information to grow, maintain and protect brand acceptance, awareness, reputation and sales, when appropriate. Public Relations creates measurable, factbased conversations, events and activities conceived to generate positive, third party endorsements and target audience buy-in. (Weinstein D., 2011: online)
However, it is seems that there are less practitioners then theorists who define Public Relations mainly as a management function. It is argued by Grunig that this might be because the creative artistic practitioners mistrust managements ability to understand Public Relations. He also argues that there are other types of practitioners who practice Public Relations through an ethical view, and who see management as creative in itself, planned and proactive. Nancy Tamosaitis from Thompson Vorticom Inc. for example states that :

Public Relations has evolved with technological advances and its role in management has increased. Public Relations is defining and communicating a companys narrative to provide clarity and insight to the market it seeks to reach.
(Tamosaitis N., s.d.: online)

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Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

An other definition offered is the one by Paul Holmes, who argues that Public Relations:

is all about building relationships with key publics. (Holmes P., 2003: online)
He argues that by differentiating public relations from marketing, public relations practitioners will become more heavily in the strategic decision making of the organisation. Finally, there are the practitioners who view Public relations as an applied social science, as do some theorists and those practitioners who see public relations as a community practice. Blodgett, Baus and Young state that:

Public Relations in its true sense is about human connections and the art of mastering human connections at a deep level. In the early days of PR, it was about relationships with not just the press but communities in various forms the difference was that these audiences were not online. When played from a place of passion and purpose, Public Relations in the new world will not only take social media, branding and marketing to the next level, but will elevate the people and products that are changing the world. (Blodgett R., 2011: online) Public Relations is a combination of philosophy, sociology, economics, language, psychology, journalism, communication and other knowledge into a system of human understanding." (Baus H.M., 2007: online)

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Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

Using traditional and digital media (free of charge) to educate and inform public masses about relevant issues and stories that are worthy of sharing and that have an impact on people. Public Relations requires a creative, compelling, and concise approach, with a deep sense of the art of story-telling through our emotions and humanity. We have the power to move and influence people through the news and media. (Young S., s.d.: online)
These definitions mention the importance interaction with other disciplines, a long term relationship and an ethical way of executing Public Relations. They also refer to the massive increase of social media, and the two-way process which has a major influence on Public Relations. They stress the importance of communication, instead of management in Public Relations. 4. Conclusion In conclusion it can be seen that Public Relations is certainly more than a support for marketing or publicity. Public Relations embodies some core aspects as: strategic planning; ethics; two-way communications including surrounding aspects; storytelling; influencing behaviour; persuasion; long term relationship building and maintaining this relationship with a targeted audience; relationship management; creating mutual understanding between publics and organization; targeted media relations; measurable social science that uses certain tools; community building; influence of social media in a global society; playing an advocacy role; interacting with other disciplines.
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Sophie Bonnewijn

Defining Public Relations MACM27CW1

2011

Even though there is somewhat of a difference between the opinions formed by practitioners en those formed by academics, they both make some valid points and have some overlapping concepts. It is for this reason that a praxis is in order, a mixture of theory and practice, if one is to deduce a definition of Public Relations that suits all. However, this has not yet been accomplished, and therefore it is hard to choose the definition that is most suited to a personal sentiment of what Public Relations is. Considering the personal background, there is a slight preference to the definitions that link Public Relations to society, image building and surroundings, especially considering the rise of social media. The following definition is therefore considered as an adequate one, if some key words as long-term/sustained, targeted audience, global community and advocacy role would be added:

Public Relations is about image and reputation- the result of what you say you do, what you say, and what others say about you. Public Relations is the discipline which looks after image, with the aim of earning understanding and support and influencing opinion and behaviour... (Hunter S., 2007: online, Young P., 2010: online )

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Defining Public Relations MACM27CW1

2011

5. Bibliography
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Defining Public Relations MACM27CW1

2011

Gombita J., 2009. Introducing a new, maple-infused definition of public relations, in both official languages. Web. 20 Nov. 2011.

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2011

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Defining Public Relations MACM27CW1

2011

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