Public Relations

Abstract

Although definitions vary, public relations is a form of strategic communication that empowers entities of all sorts to seek recognition and support from society, from other organizations and groups, and from individuals important to their success. As a professional practice, public relations is a staff function in many organizations that counsels and assists line units and management to communicate with and maintain relationships with key audiences. By default, public relations also often serves as the primary organizational liaison with community groups, opinion leaders, and media for which other units are not directly responsible. As an academic discipline, public relations scholarship examines how entities create awareness and understanding, foster favorable opinion and acceptance, build relationships, interact with others, and respond to crises and disputes. Researchers pursue a wide range of approaches to studying and teaching public relations, and draw upon managerial/functional, behavioral/relationship, rhetorical, constructionist/sociocultural, comparative/transcultural, and critical theories.