Through the years public relations has been define in many ways. Rex Harlow, a pioneer public relations educator and founder of the Public Relations Society of America(PRSA) defined it as:
A distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and itspublics; involves the management of problems or issues; helps management keep informed on and responsive to public opinion defines an emphasizes the responsibility of management to serve the publicinterest; helps management keep abreast of an effectively utilized change, serving as a early warning system to help anticipate trends; and uses research and sound ethical communication techniques as itsprincipal tools
PRSA's Component of Public Relations:
These disciplines can generally found in Public Relations Society of America's "Components of Public Relations," which consist of:
· Counseling:Providing advice to management concerning policies, relationships, and communication.
· Research: Determining attitudes and behaviors of publics in order to plan public relations strategies. Suchresearch can be used to (1) generate mutual understanding or (2) influence and persuade publics.
· Media Relations: Working with mass media in seeking publicity or responding to their interest in theorganization.
· Publicity: Disseminating planned message through selected media to further the organization's interest.
· Employee/Member Relations: Responding to concerns, informing, andmotivating and organization's employees or members.
· Community Relations: Planned activity with a community to maintain an environment that benefits both the organization and the community.
· PublicAffairs: Developing effective involvement in public policy and helping an organization adapt to public expectations. The term is also use by government agencies to describe their public relations...