ترجمه و مترجم

Defining Public Relations

Before trying to explain what public relations (PR) is, it may first be helpful to differentiate (distinguish) it from other concepts.  There are, for example, several (many) similarities between advertising and public relations. Both are attempts (efforts) at persuasion (encouragement) and both involve (include) using the mass media. Public relations, however, is a management function (role); advertising is a marketing function. Second, advertising uses the mass media and machine-assisted communication and setting' it does not involve interpersonal communications. PR utilizes (uses) all the various (different) communication settings, including interpersonal communication. A third difference is seen in the fact that advertising is normally sponsored (supported). Public relations messages appear (come out) as features (reports), news stories, or editorials, and the space or time involved is not paid for. In many instances, advertising, particularly (especially) corporate advertising, is used to help further (promote) the public relations program.

Another concept that is sometimes confused (mistaken) with public relations is publicity, the placing of stories in the mass media. Publicity is a tool in the public relations process but it is not equivalent (the same as) to PR. For example, it is perfectly (quite) possible for a firm to have extensive (broad) publicity and bad public relations. Further, publicity is primarily (mainly) one-way communication; public relations is two way.

Having examined (studied) what public relations is not, we now turn to look at what it is. The term 'public relations' has many interpretations (understandings) and meanings. In fact, most of the leading textbooks in the PR field typically lead off (start) with a chapter that attempts to define exactly what public relations is or is not. Rather than catalog (list) the many definitions that have been offered, it seems more useful (helpful) to define PR by examining what PR people do.

First, almost everyone in the PR industry would agree (approve) that public relations involves working with public opinion. On the one hand, PR professionals attempt to influence (affect) public opinion in a way that is positive (helpful) to the organization. For example, in the Audi episode (case), the company wanted to persuade (encourage) consumers that it was doing everything it could to protect (defend) their safety. In short (In conclusion), the belated (delayed) public relations effort was designed to maintain (keep) a favorable (positive) public opinion. On the other hand, it is also the function of the PR department to gather (collect) information from the public and interpret  that information for top management as it relates (concerned) to management decisions. Again, referring back to the Audi case, the company commissioned (conducted) several surveys (studies) during the crisis to find out how the public viewed (perceived) the auto in the wake of the problems. Strategic management decisions were made with the results of these surveys in mind.

Second, public relations is concerned (about) with communication. Most people are interested in what an organization is doing to meet (address) their concerns (worries) and interests. It is the function of the public relations professional (experts) to explain the organization's actions to various publics involved with the organization. Public relations communications is a two-way (mutual) communication. The PR professional also pays close attention to the thoughts and feelings of the organization's publics. Some experts refer to public relations as a two-way conduit (channel) between an organization and its publics.

Note that the word 'publics' in the preceding (previous) section is plural. This is because the organization typically (usually) deals with many different publics in its day-to-day (daily) operations (activities). Several PR scholars (experts) divide these groups into internal and external publics. Internal publics include employees, managers, labor unions, and stockholders. External publics consist of (include) consumers, government, dealers, suppliers, members of the community, and the mass media. Public relations serves as the link (connection) for all these various publics.

Third, public relations is a management function. It is designed (intended) to help a company set its goals and adapt (adjust) to a changing environment. Public relations practitioners regularly (often) counsel (advise) top management. Inherent (essential) in the specification of public relations is a planned activity. It is organized and directed toward specific (certain) goals and objectives.