Beginning the Journey
2. Public Relations Defined as Communication "and" Business
2Public Relations Defined as Communication and Business We provided 10 examples of the voice behind the voice in action in chapter 1. After reading and spending time in reflection about them, we hope you are well on your way to recognizing the essence of public relations. If we did our job, you should be positioned to more easily grasp a definition of public relations. We plan to introduce you to the definition we find ourselves using most often as we teach and train, recognizing that others use different definitions. However, there is some sort of common essence across all definitions. If you don’t feel that you are ready to move on, reread the 10 examples found in chapter 1, then peruse your favorite news source and ask yourself, “What evidence can I note of public relations initiatives that might be be- hind what I read, watch, hear, or experience?” Our guess is that you will be surprised at what you are able to discern. When you feel you are beginning to recognize the essence of public relations and are ready to grasp its defini- tion, continue with this chapter. Public relations is planned and strategic results-driven communicative effort with the publics in mind. As teacher-trainers, our mission is to develop public rela- tions professionals who take a publics-focused approach to results-driven strategic communicative efforts. We formally adopted this charge in the fall of 2011 for our university program. We had been doing it for years, so we decided to make...
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