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Chapter 1: Introduction to Public Relations, PR activity should mutually…
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PR activity should mutually beneficial to the organization and public. It is the alignment of the organization's self interest with public's concerns and interest.
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PR activity s intentional. It is designed to influence, gain understanding, provide information and gain feedback from those affected.
PR is most effective when it is strategic and integral part of decisions making by top management. PR involves counselling and problem solving.
PR is not just disseminating information but also the art of listening and engaging in a conversation with the public.
It is important to identify the important public. They can find out what the public wants or needs from the organization and they must be able to collect facts about potential problems and emerging issues.
The ability to put information and ideas onto paper clearly is essential. Good grammar and spelling is vital. It is a must have skill since they always deal with large audience. Examples are booklets and speeches.
The practitioners need to have knowledge art, layout, typography and photography.
Careful planning and coordination is needed when the practitioners want to organize events. It is a skill and knowledge in organizing and managing events like conventions or exhibitions.
It is a requited skill by PR practitioners who write speeches for top level management. They need to coach these executives how to present their speech by using correct intonation and confidence.
The increasing emphasis on PR as a management function calls for PR students to learn about business and economics.