Summary
Summary MNM2607 Public Relations
- Institution
- University Of South Africa (Unisa)
Full notes from Study Unit 1 to 10. Graphs included
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• 2607 Public Relations-2016 Exam Preparation Notes and Summary. By: Dubst3phs
TOPIC 1: The Essentials of Public Relations
Study Unit 1 Public Relations Defined
PUBLIC RELATIONS
Defined: an organisations efforts to win the co-operation of groups of people and its purpose is to help an
organisation and its publics adapt mutually to one another.
According to The Public Relations Society of America (PRSA)
In its simplest form it is relationships with publics and is defined as a distinctive management function which
establishes and maintains mutual communication, understanding, acceptance and cooperation between an
organisation and its publics.
According to The Public Relations Institute of Southern African (PRISA)
PR functions as a 2-way communication channel between and organisation and its stakeholders.
THE DEVELOPMENT OF PR
Ø Early Background
o 1800 BC earliest recorded- Between farmers sharing educational news about how to grow crops
o Thomas Jefferson combined “public” and “relations” as a responsibility of government to its
people
o Edward Bernays said there are 3 main elements of PR
§ Informing people
§ Persuading people
§ Integrating people
Ø PR IN South Africa
o Introduced after World War II
o Information bureau was founded in 1937
o PRISA was founded in 1985
o 4000 members now.
Ø Contemporary PR
o Growth of large institutions
§ With the rise of big companies PR was a tool to keep all stakeholders up to date with
movement within the organisation
o Management of Constant Conflict, Confrontation and Change
§ Social, political and environmental issues an affect an organisations
o Increased Communication and Awareness
§ Technological advancements in communication give people the ability to get the
information the want immediately if constantly updated.
o Global Democracy
§ Communication strategies within government.
THE FUNCTION & CHARACTERISTICS OF PR
Characteristics
• Constantly changing
o Maintaining and building new relationships require continual transformation, adjustment and
adaption.
• Logical Analysis
o In order to provide solutions to problems, it is necessary to investigate and critically analyse
adaption.
• Implementations and execution.
o Without being proactive and implementing selective strategies, stakeholders and publics needs
will not be met.
• Performance assessment and control measures
• Flexibility-
o Allow for adjustment and alteration to satisfy the needs of the stakeholders.
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