Does Publicity Have a Role in Professional Public Relations
Both of these terms are often used interchangeably although they are very different in the scope and extent to which they apply. The difference between these two terms appears to be so small, such that many people have a problem making the distinction. Publicity can be equated to a single arrow existing in a quiver, which is public relations. This means that the focus of public relations in its practice is very small (Adams, 1962, p, 896), it does not, however, underestimate the importance of the practice in the wider public relations practice. Alternatively, public relations refer to the greater level of establishment of an over-arching approach, for enhancing the marketing or communications goal of an organization or institution. Public relation is a term that encompasses many other small concepts that aim at enhancing a particular objective. Organizations rely on public relations approaches in order to create awareness to the public about their practices as well as other important issues that are aimed at achieving set objectives in the organization. The term public relation is sometimes associated with reputation management, which refers to practices that are done in the interest of establishing and sustaining the reputation of an organization. It is important that an organization creates a better picture or image of itself so that it appeals to the public (Grunig, 1992, p, 34). Organizations that have proper public images have professional personnel who are able to use public relations tools in an appropriate manner to achieve set objectives. Professionals undertaking public relation functions in an organization perform four important functions. they are involved in planning, developing implementing and evaluating different information and communication approaches which aim at enhancing an understanding and a favorable perspective about the organization. In addition, they are also important in creating a positiveview of their products and their effectiveness to people in the community.