Public relations (PR) is now an established practice in most companies and organisations across all industries whether it is carried out within the organisation or it is outsourced to a specialist agency. Since the practice of PR has itself featured in the media many definitions of ‘what it actually is’ have evolved including the key phrases:
- The careful planning and research of company messages prior to taking action and the evaluation of results
- An on-going and systematic process as opposed to an individual activity
- The targeting of multiple audiences or publics
- An essential management function
- Public participation
- The need for long-term commitment
- Reputation
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Recent definitions include:
Institute of Public Relations –
"The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its public."
Oxford English Dictionary –
"The professional maintenance of a favourable public image by an organisation."
