Public relations

Public relations, abbreviated as PR,is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc.

An earlier definition of public relations, by The first World Assembly of Public Relations Associations, held in Mexico City, in August 1978, was "the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest."^[1]

Others define it as the practice of managing communication between an organization and its publics.^[2] Public relations provides an organization or individual exposure to their audiences using topics of public interest and news items that provide a third-party endorsement^[3]and do not direct payment.^[4] Common activities include speaking at conferences, working with the media, crisis communications, social media engagement,^[5] and employee communication.

The European view of public relations notes that besides a relational form of interactivity there is also a reflective paradigm that is concerned with publics and the public sphere; not only with relational, which can in principle be private, but also with public consequences of organizational behaviour ^[6][7] A much broader view of interactive communication using the Internet, as outlined by Phillips and Young in Online Public Relations Second Edition (2009), describes the form and nature of Internet-mediated public relations. It encompasses social media and other channels for communication and many platforms for communication such as personal computers (PCs), mobile phones andvideo game consoles with Internet access. The increasing use of the mentioned technologies give the media a democratisation power and thus, aid to the demystification of subjects.

Public relations is used to build rapport with employees, customers, investors, voters, or the general public.^[4] Almost any organization that has a stake in how it is portrayed in the public arena employs some level of public relations. There are a number of public relations disciplines falling under the banner of corporate communications, such as analyst relations, media relations, investor relations, internal communications and labor relations. Most of them include the aspect of peer review to get liability.

Other public relations disciplines include:

• Financial public relations – providing information mainly to business reporters
• Consumer/lifestyle public relations – gaining publicity for a particular product or service, rather than using advertising
• Crisis public relations – responding to negative accusations or information
• Industry relations – providing information to trade bodies
• Government relations – engaging government departments to influence policymaking

Human relations movement

Human relations movement refers to the researchers of organizational development who study the behavior of people in groups, in particular workplace groups. It originated in the 1930s' Hawthorne studies, which examined the effects of social relations, motivation and employee satisfaction on factory productivity. The movement viewed workers in terms of theirpsychology and fit with companies, rather than as interchangeable parts.

"The hallmark of human-relation theories is the primacy given to organizations as human cooperative systems rather than mechanical contraptions."

George Elton Mayo stressed the following:

1. Natural groups, in which social aspects take precedence over functional organizational structures.
2. Upwards communication, by which communication is two way, from worker to chief executive, as well as vice versa.
3. Cohesive and good leadership is needed to communicate goals and to ensure effective and coherent decision making.^[1]

It has become a concern of many companies to improve the job-oriented interpersonal skills of employees. The teaching of these skills to employees is referred to as "soft skills" training. Companies need their employees to be able to successfully communicate and convey information, to be able to interpret others' emotions, to be open to others' feelings, and to be able to solve conflicts and arrive at resolutions. By acquiring these skills, the employees, those in management positions, and the customer can maintain more compatible relationships.^[2]

Institutes where human relations are studied include:

• The Tavistock Institute, co-publishers of the Human Relations journal;
• The NTL Institute for Applied Behavioral Science;
• The Oasis School of Human Relations, Masters Degree in Globally Responsible Leadership (Oasis Press publishes human relations books and manuals);
• Trevecca Nazarene University, Bachelors Degree in Management and Human Relations for working adults;
• The University of Oklahoma offers a Bachelor of Arts in Human Relations, as well as a Master of Human Relations;
• Concordia University (Montreal, Canada) Offers a Bachelor of Arts in Human Relations, as well as a Master of Human Systems Intervention.

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