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Difference Between Public Relations And Publicity Pdf

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The popular misconception is that they are one and the same thing. Publicity concerns presence in the media.

Posted by Terms compared staff Sep 18, Marketing. Publicity and public relations are two terms that are frequently considered as the same thing. However, it is important to correct this as they are two distinct fields.

Public relations

Public relations PR is the practice of deliberately managing the release and spread of information between an individual or an organization such as a business, government agency, or a nonprofit organization and the public in order to affect the public perception.

Public relations PR and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties. Public relations aims to create or obtain coverage for clients for free, also known as 'earned media', rather than paying for marketing or advertising. But in the early 21st century, advertising is also a part of broader PR activities. 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.

Public relations professionals typically work for PR and marketing firms, businesses and companies , government , and public officials as public information officers and nongovernmental organizations , and nonprofit organizations. Jobs central to public relations include account coordinator, account executive, account supervisor, and media relations manager. Public relations specialists establish and maintain relationships with an organization's target audience , the media , relevant trade media, and other opinion leaders.

Common responsibilities include designing communications campaigns, writing press releases and other content for news , working with the press , arranging interviews for company spokespeople, writing speeches for company leaders, acting as an organisation'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.

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. 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 20th century as follows: "a management function, which tabulates public attitudes, defines the policies, procedures and interests of an organization According to 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.

Public Relations Society of America , a professional trade association, [12] defined public relations in as:. In and , the PRSA solicited crowd supplied definitions for the term and allowed the public to vote on one of three finalists. The winning definition stated that:. Public relations can also be defined as the practice of managing communication between an organization and its publics. Public relations is not a phenomenon of the 20th century, but rather has historical roots.

Most textbooks consider the establishment of the Publicity Bureau in to be the founding of the public relations profession. Academics have found early forms of public influence and communications management in ancient civilizations. It is believed that there is an evolutionary aspect to PR and that it only has improved over time.

Basil Clark is considered the founder of public relations in the United Kingdom for his establishment of Editorial Services in The concept of propaganda, which later evolved into Public Relations was used by the United States, United Kingdom, Germany, and others to rally for domestic support and demonize enemies during the World Wars.

World War I was the first war which affected not only military but whole populations and is considered to be "modern propaganda's launching pad. Most historians believe modern-day public relations was first established in the US by Ivy Lee or Edward Bernays , then spread internationally.

Many American companies with PR departments spread the practise to Europe when they created European subsidiaries as a result of the Marshall plan. In the second half of the s, public relations entered an era of professional development.

Trade associations, PR news magazines, international PR agencies, and academic principles for the profession were established. In the early s, press release services began offering social media press releases. The Cluetrain Manifesto , which predicted the effect of social media in , was controversial in its time, but by , the effect of social media and new internet technologies became broadly accepted.

Public relations practitioners typically have a bachelor's degree in journalism, communications, public relations, marketing, or English. In , a survey of the 21, members of the Public Relations Society of America found that percent held the Accreditation in Public Relations.

According to a study made by the U. Within the U. Forest Service employing the most such professionals. Salaries of public relations specialists in local government vary widely. Public relations practitioners typically have a bachelor's degree in communications, public relations, journalism, or English.

The industry has seen an influx of journalists because newsrooms are in decline and the salaries tend to be higher. Public relations professionals present the face of an organization or individual, usually to articulate its objectives and official views on issues of relevance, primarily to the media. Public relations contributes to the way an organization is perceived by influencing the media and maintaining relationships with stakeholders.

According to Dr. Building and managing relationships with those who influence an organization or individual's audiences have a central role in doing public relations. Within each discipline, typical activities include publicity events , speaking opportunities, press releases , newsletters , blogs , social media , press kits, and outbound communication to members of the press.

A fundamental technique used in public relations is to identify the target audience and to tailor messages that are relevant to each audience.

These messages however should be relevant to each other, thus creating a consistency to the overall message and theme. Audience targeting tactics are important for public relations practitioners because they face all kinds of problems: low visibility, lack of public understanding, opposition from critics, and insufficient support from funding sources. On the other hand, stakeholder theory identifies people who have a stake in a given institution or issue.

For example, if a charity commissions a public relations agency to create an advertising campaign to raise money to find a cure for a disease, the charity and the people with the disease are stakeholders, but the audience is anyone who is likely to donate money. Public relations experts possess deep skills in media relations, market positioning, and branding.

They are powerful agents that help clients deliver clear, unambiguous information to a target audience that matters to them. The public is any group whose members have a common interest or common values in a particular subject, such as a political party.

Those members would then be considered stakeholders, which are people who have a stake or an interest in an organization or issue that potentially involves the organization or group they're interested in. The Publics in Public Relations are:. Early literature authored by James Grunig suggested that publics develop in stages determined by their levels of problem recognition, constraint recognition and involvement in addressing the issue.

The theory posited that publics develop in the following stages:. Messaging is the process of creating a consistent story around: a product, person, company, or service. Messaging aims to avoid having readers receive contradictory or confusing information that will instil doubt in their purchasing choices, or other decisions that affect the company. Brands aim to have the same problem statement, industry viewpoint, or brand perception shared across sources and media.

Digital marketing is the use of Internet tools and technologies such as search engines , Web 2. Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and communicate directly with the public, customers and prospects. PR practitioners have always relied on the media such as TV, radio, and magazines, to promote their ideas and messages tailored specifically to a target audience.

Social media marketing is not only a new way to achieve that goal, it is also a continuation of a strategy that existed for decades. Lister et al. Social media platforms enable users to connect with audiences to build brands, increase sales, and drive website traffic. This involves publishing content on social media profiles, engaging with followers, analyzing results, and running social media advertisements. The goal is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach.

As digital technology has evolved, the methods to measure effective online public relations effectiveness have improved. The Public Relations Society of America, which has been developing PR strategies since , identified 5 steps to measure online public relations effectiveness.

Publicists can work in a host of different types of business verticals such as entertainment, technology, music, travel, television, food, consumer electronics and more. Many publicists build their career in a specific business space to leverage relationships and contacts.

There are different kinds of press strategies for such as B2B business to business or B2C business to consumer. Business to business publicity highlights service providers who provide services and products to other businesses.

Business to Consumer publicizes products and services for regular consumers, such as toys, travel, food, entertainment, personal electronics and music. Litigation public relations is the management of the communication process during the course of any legal dispute or adjudicatory processing so as to affect the outcome or its effect on the client's overall reputation Haggerty, Public relations professionals both serve the public's interest and private interests of businesses, associations, non-profit organizations, and governments.

This dual obligation gave rise to heated debates among scholars of the discipline and practitioners over its fundamental values. This conflict represents the main ethical predicament of public relations. The field of public relations is generally highly un-regulated, but many professionals voluntarily adhere to the code of conduct of one or more professional bodies to avoid exposure for ethical violations.

Still, Edelman 's semi-annual trust survey found that only 20 percent of survey respondents from the public believed paid communicators within a company were credible. They seek more influence over marketing and more of a counseling and policy-making role. On the other hand, individuals in marketing are increasingly interested in incorporating publicity as a tool within the realm marketing.

According to Scott Cutlip, the social justification for public relations is the right for an organization to have a fair hearing of their point of view in the public forum, but to obtain such a hearing for their ideas requires a skilled advocate.

Marketing and communications strategist, Ira Gostin, believes there is a code of conduct when conducting business and using public relations. Public relations specialists have the ability to influence society. Fact-checking and presenting accurate information is necessary to maintain credibility with employers and clients. The Public Relation Student Society of America has established a set of fundamental guidelines that people within the public relations professions should practice and use in their business atmosphere.

These values are:. Spin has been interpreted historically to mean overt deceit that is meant to manipulate the public, but since the s has shifted to describing a "polishing of the truth. In Stuart Ewen 's PR! A Social History of Spin , he argues that public relations can be a real menace to democracy as it renders the public discourse powerless.

Corporations are able to hire public relations professionals and transmit their messages through the media channels and exercise a huge amount of influence upon the individual who is defenseless against such a powerful force. He claims that public relations is a weapon for capitalist deception and the best way to resist is to become media literate and use critical thinking when interpreting the various mediated messages.

According to Jim Hoggan , " public relations is not by definition 'spin'. Public relations is the art of building good relationships. You do that most effectively by earning trust and goodwill among those who are important to you and your business Spin us to public relations what manipulation is to interpersonal communications. It's a diversion whose primary effect is ultimately to undermine the central goal of building trust and nurturing a good relationship.

The techniques of spin include selectively presenting facts and quotes that support ideal positions cherry picking , the so-called " non-denial denial ," phrasing that in a way presumes unproven truths, euphemisms for drawing attention away from items considered distasteful, and ambiguity in public statements.

Another spin technique involves careful choice of timing in the release of certain news so it can take advantage of prominent events in the news.

The difference between advertising and PR

When it comes to marketing vs. After all, from public relations to sales to publicity, there are so many different terms that are used interchangeably to describe activities that all contribute to a larger, shared goal. Is your head spinning yet? These different terms all fall under one large umbrella, and that really only makes it that much tougher to figure out exactly what each one is supposed to represent. The formal definition : An aggregate of functions involved in moving goods from producer to consumer. Marketing is the whole puzzle, as opposed to a single piece. Marketing is a broad term that represents all of the different efforts and activities that businesses and brands put into play in order to get a product or service in front of more eyeballs, attract new customers, and maintain solid relationships with existing ones.

Public relations PR is the practice of deliberately managing the release and spread of information between an individual or an organization such as a business, government agency, or a nonprofit organization and the public in order to affect the public perception. Public relations PR and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties. Public relations aims to create or obtain coverage for clients for free, also known as 'earned media', rather than paying for marketing or advertising. But in the early 21st century, advertising is also a part of broader PR activities. 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.

Public Relations and Media Relations: What’s the Difference?

Similar to traditional channels, marketing in the digital space would be those activities that drive an instant action from the consumer, such as search marketing, ads, promotions and EDMs. The concept of Digital PR still remains as a relationship management function, with a strong focus on social media channels. It has been proven that promotional marketing angles through social media can actually have a negative impact on a brand. This has resulted in a strong shift towards social media being categorised under the PR function. What does this mean for business?

PR versus Publicity: What's the difference?

PR and marketing: What’s the difference?

Both involve shaping public opinion, and typically use grassroots tactics to gain support. Bu what truly is the difference? Public affairs is considered a specialty in the skillset of a public relations professional, but the two fields are unique. Public affairs is the PR specialty involving public policy and law-making. Public affairs work helps businesses bridge that gap between public and private interests. Without public affairs efforts, the voice of a business may be ignored by those who are creating public policy and laws. Both public relations and public affairs attempt to influence the public to act a certain way.

Publicity and public relations are often wrongfully considered one and the same. In fact, publicity is just one aspect of public relations. Forms of publicity include news stories, articles and event information.


While the main aim of publicity is to gain maximum possible media coverage, public relations is about getting the attention of the target audience.


Marketing vs. Advertising vs. PR: 3 Key Differences You Need to Know About

However, PR and advertising have completely different roles for your business, which are important to understand to help you reach your target market and achieve your business objectives. Advertising is creating paid announcements to be promoted through different types of media including online, print, TV, out-of-home and radio. PR, on the other hand, is a strategic communication process that builds mutually beneficial relationships between organisations and the public.

Public Relations PR means professionally handling a positive public image by the company. It is an important element of promotion mix, that helps in maintaining good relations with the public. On the contrary, Publicity is infotainment, i.

Difference Between Publicity and Public Relations

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3 Comments

Afmablima 08.06.2021 at 11:05

PR features in a lot of movies and TV shows, albeit in a dramatized and sometimes inaccurate way; Scandal , Sex and the City , and House of Cards all portraying various aspects of PR in a way that shapes what the general public think PR actually is.

Clotilde C. 10.06.2021 at 09:40

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Yvon L. 13.06.2021 at 04:23

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