Concept of Public Relations

Public Relations is that discipline which helps an organization run smoothly by contributing to its profit, growth and survival. This, translated simply would mean that Public Relations creates an understanding between a corporate body and its several publics which results in an easier and effective working relationships thereby promoting the growth of the organization in all spheres. This book is one of the most comprehensive and erudite books that has been written on Public Relations in India,touching on both Theory and Practice of Public Relations in India, and replete with examples, both national and international. In true sense, Public Relations is a relatively young profession, and therefore, is still suffering from the pangs of growing up: being misunderstood, being scoffed at, having a certain degree of cynicism and yes, a natural desire that the youth has of being appreciated. We are still growing up because half a century in the life of a profession is really not long enough. And there is also a lack of enough reading material on Public Relations. This book is a result of the author's knowledge of over three decades of serving at the help of the profession as corporate head of Public Relations and Human Resource Development and a teacher. The author has gone through all the various workings of Public Relations from Public Opinion to Corporate Identity, to Corporate Culture, and Planning, and to the nuts and volts of Employee Relations, Company Periodical, Social Responsibilities, Social Audit and Research in PR, etc. Most comprehensively, and in a manner which would help a Public Relations Practitioner to dot his 'i's and cross his 't's and learn his function. This is the practice part of this book.In the 'Theory' part too, the author has most conscientiously defined this 'still sometime-not-quite-understood profession,placed in the history of the evolution of disciplines and also substantiates its necessity. Public Relations acts as a catalyst and not as a filter, for the company's communication with the media. All our communications must be ethical and truthful. No amount of whitewashing bolsters up a weak case. Do not talk if you do not have a good enough message to convey. Fundamentally, Public Relations is a means by which an organization improves its operating environment. It is an avenue through which business and industry seek to improve their ability to function well. By enabling the industry to anticipate and adapt to societal demands and trends, Public Relations helps a company avoid possible points of conflict with its environment. It can smoothen the path of an organization's progress. Over and above, there is a marked shift in the goal of business from profit maximization to growth and security.Profit is no longer accepted as a consequence of business action.Profit, as it is said, is that food without which corporate life cannot be sustained. Hence to call profit as the goal of the company, is operationally speaking, silly. Profit,like eating, is a requisite, not a purpose. By the more exacting standard today, profit has become a rather ineffective measure of the social effectiveness of business. What society looks for business today is not merely profit a combination of professionalism and humanity. The business of business, it is being increasingly realised,is no longer business alone. In fact, profit can be achieved only when an organization has a reputation for adherence to core values even under the most trying circumstances. Core-values provide the glue that holds an organization together through testing time. Profit is a by-product of the core- values. Lastly, the growth of Public Relations is closely related to industrialization, urbanization and modernization that came in the wake of planned development in our country. Industrialization gave rise to a faceless and formal corporate structure. Concentration of masses of people in towns led to the need to communicate with mass audience.