Public relations: meaning, ethics and functions

PR is both an art (beauty, emotion) and a science (a system). It is used in government, and in the public and private sectors.

Definitions: a bond of relationships between groups; a 'deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and the public'; an attempt, through information, persuasion, adjustment and contacts, to win support. Arthur W. Page: 'the fundamental way of getting public approval is to deserve it.'

PR professionals must follow a code of ethics and conduct. For example, they must never use advance information for money. Otherwise they are seen as 'fixers' or manipulators.

Corporate communication creates a positive public image, efficient communication, a strong corporate culture and identity, and good corporate citizenship. It looks after the brand and reputation, links with outside bodies, manages crises, and handles global communication and technology.

Functions of PR:

• recommending PR policy;
• writing statements, speeches and press releases;
• publicity, and answering enquiries;
• keeping relations with government, the community (as a 'good neighbour'), and shareholders and investors (annual reports);
• in-house publications.

Deserve approval; then earn it with honest communication.