Public relation definitions

"Public relations" is a difficult term to define because it means different things to different people, and because as a profession or activity it is new and in a fluid and constantly developing state. Let us take a look at a few of the typical attempts at definition.
"Public relations," says Edgar M. Queeny, Chairman of the Board of Monsanto Chemical Company, "is an effort to identify with a company that which in an individual would be good manners and good morals."

According to Kalman B. Druck, of Carl Byoir & Associates, public relations is "the formulation and maintenance of policies designed to win and hold the good will of each of the groups important to the enterprise, and carrying to these groups-through advertising, publicity and personal contact, the story of these policies."

Warren L. Bassett, of Selvage & Lee, defines public relations as "the art of interpreting the aims of business, groups and individuals in their best and most acceptable light."
The magazine Fortune puts its definition this way: "Good performance, publicly appreciated."

In the Dictionary of Sociology, by Dr. Henry Pratt Fairchild, public relations is defined as "the body of theory and technique utilized in adjusting the relationships of the subject ( i.e., individual, company, government) with its publics."

The basic element

A thread of similarity links these various views of public relations. The thread is as old as society and as fundamental as human nature. It is the universal desire of normal folks to be liked and admired. Obviously, if an individual is well thought of in his community, or in a larger area of the state, province, nation or world, he enjoys good public relations. Similarly, by extension, if a company ( and its products or services ), or an institution, or a government, is approved and appreciated by the people important to its welfare, it too enjoys good public relations.

So we find a simple foundation on which to base our discussion of public-relations techniques. We propose to examine in detail the reasons why men and institutions wish good public relations, and how they profit from them. While much of the thinking that goes into the practice of public relations may seem to be far removed from the objectives of the sales department, it should be kept in mind that there is always a connection. Unless public relations can contribute to the prosperity of a business, usually both directly and indirectly, it will have failed of its function.

Public relations for a non-profit institution almost always has an economic background. A college wishes more and better students and a larger endowment. A welfare organization wishes more funds so that it can expand its area of usefulness. This also holds true in the case of individuals. A candidate .for office wishes more votes, usually monetary support and, in the end, a government salary. An actress wishes better parts. Thus it goes, wherever we consider the motives.

Publicity and public relations

A distinction is sometimes made between publicity and public relations. The latter is a comparatively new term, and was devised because it was felt that "publicity" inadequately described the expanding activities of the publicity man. At one time, his sole function was to secure favorable mention of a product, a person or an organization. That continues to be publicity in the strict sense. It continues to be an important responsibility of the public-relations counselor.

Public relations of the small business and the corporation

A merchant who carries on his own business with the help of only two or three employees is in a less difficult position, so far as his contacts with the public are concerned, than a large corporation at the other end of the scale, such as, for example, a great national manufacturing or marketing organization, with thousands of stockholders and employees, thousands of dealers or stores, and millions of customers.

With the growth of business enterprise, publicity as such tends to occupy a less important place in the company's public relations. The very size of the enterprise brings it into the center of public attention, and its actions and motives begin to be scrutinized closely. Simply because it is a big target, it may suffer political attack, or be the focus of labor activities.

Consequently, since a company's actions and policies must always be guided with these factors in mind, public relations as such becomes a paramount issue of high management consideration. For this reason, large corporations frequently find it to their advantage to employ individuals within their organizations, or agencies on the outside, or both, who specialize in public relations, and who have influence in the top management councils.

The case of the small merchant

There is a significant parallel between the microcosmic merchant and the cosmic corporation when it comes down to practical public-relations operations. Assume, for instance, that the small merchant builds an addition to his store or expands otherwise by taking on a new line of merchandise. Such moves as these will usually merit attention by the local newspaper, and will inspire "publicity stories."

Suppose that this merchant also takes an interest in community affairs; he becomes president of the Dad's Club at the High School; he stands for election to the Board of Education; he starts a move by the city council to obtain more parking space for shoppers. As a result of these activities, he becomes better known, and wins an increasing number of friends and customers. In these ways, the merchant practices public relations, although he may not be doing this deliberately, or be even fully aware of the fact.

This merchant may carry his activities still further in this direction by taking the opportunity, for example, of celebrating the fiftieth anniversary of the founding of his business by his father. He decorates the windows of his store with old prints, showing the town as it was when the business was started. This gives the Chamber of Commerce the idea of having a dinner in his honor, which, in turn, leads the local newspaper to print his picture and to publish an interview with him on the growth and prospects of the city.

These public-relations activities ascribed to our hypothetical merchant are basically the same as those pursued by the corporation in some form or other. In the case of the corporation, these activities are on a larger scale, but the intent is the same, so far as there is conscious purpose involved. For instance, the merchant gets to be known as a good citizen, and the long history of his business inspires confidence in his wares, a reputation which is precisely the same kind as that desired by the corporation. The corporation wishes, above all, to be considered a "good citizen."

Growth in importance of public relations

Public relations has grown in importance because today we are in what has been described as a "new era of social consciousness." Businesses, large and small, are aware of the obligation to operate on a high plane of ethics, and to be of public and community service, with every regard for the needs, desires and feelings of employees, stockholders, customers, and the public in general. The study of such responsibilities, the devising of ways and means of meeting them, and the technique of making others aware of what the company is doing in this respect, are all part of public relations as it is understood at the present time.

In fact, many thoughtful men in the business world are inclined to go still further in this direction. They consider that the fundamental issue today is the conflict between the communistic-authoritarian state and the system of free enterprise under democracy. As the exemplars of free enterprise, they feel that the business men of the nation, using the techniques of public relations, must carry the burden of making people generally more aware of the benefits of the system under which they enjoy freedom and plenty. "The Freedom Train" is an outstanding example of this kind of public relations.

At this point, one may feel that public relations has been divorced completely from the sale of products. Second thought, however, will show that this is not so. If business is to operate profitably and continue to grow, it must operate in an appreciative political and social atmosphere.

Good publicity is good public relations

The publicizing of a company's product is often referred to slightingly these days as "press agentry" and not a matter of modern public-relations practice. This is an entirely false point of view. There is nothing better that a business concern can do to improve public relations than to make a good and useful product, priced fairly, or to perform an essential service efficiently and economically. So-called "commercial" publicity, by calling attention to products or services, is a valuable arm of public relations.

As an illustration, take the chain stores which have been under fire from certain local and national sources for many years. The campaign to discourage or suppress the chain store is a persistent one, and the struggle is likely to go on indefinitely. In their efforts to survive, the chain stores have received a good deal of public support. While it is true that they have won this support to a large extent by giving good values over the counter, another factor has been their use of some of the advanced techniques of public relations.

For instance, the A & P chain sponsors a "Chicken of Tomorrow" contest under which breeders of better meat birds are rewarded. Incidentally, this implies that the A & P stores merchandise better-bred chickens. A more important angle, however, is that such a contest calls the consumer's attention to the fact that the chain store is promoting a worth-while cause which will be of benefit to the community in general, rather than to the store alone. By rendering this larger service, the chain store adds to the appeal which it has for the consumer, thus gaining his greater support.

Limitations of product publicity

Publicity can go only so far in direct "selling" of a product or service. Technically, after a product has been introduced, it ceases to be news. Consequently, newspapers, magazines, and radio commentators cannot be expected to comment on the product over and over again. If the story of the product is to be continually repeated, it must be turned over to the field of advertising. Nevertheless, as will be brought out later, there are still subtle means of using public relations as a tool of sales development.

An organization, which is in an ideal position to secure product publicity is one which constantly brings out new and interesting products. For example, a fashionable costume designer seems to be the beneficiary of almost unlimited publicity. Schiaparelli's gowns are news; fashion editors frequently mention them. The fact must not be overlooked, however, that hard publicity work was required to bring Schiaparelli to the forefront, and that such work is still carried on in connection with her many activities.

Aside from the disappearance of newness, there is another limitation on direct product publicity. This limitation arises from the fact that magazines, newspapers, radio stations and other media of publicity hesitate to use brand names when the name adds nothing to the interest of the story. The promotion of brand names, they feel, is a function of advertising.

This is one reason why competitive manufacturers often join together to publicize a kind of product or service. For instance, the promotion of the use of copper water tube is a function of the Copper and Brass Research Association, in which most of the copper fabricating companies are joined. This association is in a position to make use of various devices for calling attention to the advantages of copper water tube, such as its long life and the fact that it can be readily bent instead of laboriously fitted. A copper fabricator could not afford individually to pay for such a campaign unless his name was attached to all the publicity, which is not a practical way of operation.

Nevertheless, there are ways of linking a company's name with this generic type of publicity. Revere Copper and Brass Incorporated, for instance, can associate its name with copper water tube by publicizing specific new applications of Revere tube, or by publishing the results of its research with the tube, as in the design of radiant panel heating, a subject high in news value.

Importance of an individual's name in public relations

One of the most valuable devices for obtaining publicity for a product or service, or for bettering the public relations of a company or institution, is to use an individual as spokesman or symbol. We have seen in an elementary way how this works, in the instance of our hypothetical small merchant. The principle is no less true, regardless of the size of the organization.

The name and reputation of Henry Ford, a man with a flair for public relations, was an invaluable asset to the Ford Motor Company. Ford became known as a genius of mass production, one who could raise wages and lower prices at, the same time. In addition, folks liked his homespun observations on things in general. It was only because he felt it more important to provide minimum-cost transportation than to introduce improvements and add gadgets and "eye appeal," that competitors were eventually able to make gains at his expense.

Often it is impossible to obtain attention for a statement unless it is uttered by an individual. And if the individual makes enough important and interesting statements, he acquires a constantly growing reputation, thus winning friends and customers for the company or institution which he represents and to some extent symbolizes.

To use another illustration, a moving picture company will devote vast sums and much ingenuity in fostering what has become to their industry a necessary evil-the "star system." People, they know, will come to a Gable or Grable picture because they associate these names with good entertainment, and because they are interested in the performers as individuals. These are assets which a movie company could never attain through the use of its trade mark alone.

Fundamental concepts of public relations

In the course of discussing the purposes and effects of public relations, we shall deal with the various "publics" to which public-relations techniques are applied. We shall also consider in detail these techniques, which are primarily those of communication. Any public-relations program can be summed up in the following few words:

Be sure you're right, then make sure as many people as possible know what you are planning and doing.

The fundamentals of public relations are as old as the arts of communication. They may be summed up in the old maxim: "Repetition makes reputations." Hitler was right, for his own system, when he observed that people would believe the biggest lie ever told, if this lie were told to them often enough. In a world of free speech, where lies usually are quickly scotched, the truth back of Hitler's dictum may be expressed as follows: People will believe and remember something only if it is told them many times in many ways.

The confusion which often surrounds the subject of public relations results primarily from the fact that the subject encompasses such intangibles as ideas, opinions, and habits of thought and action. Furthermore, the subject is closely concerned with human nature which is so variable and uncertain that one deals with it more by instinct plus experience than by rote or rule.

Public relations in actual practice

Despite the difficulties involved, public relations has become an established tool of management, a technique of operation, and it can be put to use as such. Although natural aptitude on the part of an individual is a help in handling public relations, as it is in every occupation, there is no reason why any person, able to hold a responsible position in an organization, cannot have a sufficiently workable understanding of the subject to make him capable of assisting in setting public-relations policies, and of practicing, if need be, some of the techniques of the profession.

As a profession, public relations may be practiced by individuals working on salaries within an organization, or by outside agencies working on a fee basis. Outside agencies may be exclusively concerned with public relations, or they may be advertising agencies with public-relations departments. Naturally, every junior executive of a company does not desire to pursue public relations as a profession. Nevertheless, an understanding of the aims and techniques of the profession is essential if he is to have a rounded background for advancement in the organization for which he works.

The study of public relations

Probably the most effective way of acquiring a knowledge of public relations is through example and precept. For this reason, "case histories" will figure prominently in these pages. Each of the examples given has been selected with a view to making the intangibles of public relations realistic, and thus easy to remember and apply.

A real knowledge of public relations cannot be secured, however, by merely a passive reading of this Text. The reader must give consideration to the recommendations, the facts, and the case histories, and then apply the principles illustrated to situations with which he is familiar. He should give thought not only to the public-relations problem of his firm, but also to that of his club, or that of some community organization to which he belongs. What can be done to obtain publicity for the organization? How can its standing be improved with the people who are important to it? Only by actually planning and doing these things, can he really gain an understanding of public relations.

Above all, the reader should apply the principles set forth in this Text to the various situations which come to his attention each day. He will find in every magazine or newspaper he picks up, in every movie or television show that he watches, and in every radio program to which he listens, some examples of public relations at work. The more he figures out how and why certain things came about, the greater will be his insight into the subject of public relations.

An everyday example of the practice of public relations

In the magazine section of a Sunday newspaper, an article about men's neckwear is published. Interestingly illustrated, the article tells how men of fashion and standing have always worn some kind of decoration around their necks since the time the Roman toga went out of fashion. The article brings the reader up to the present, and leaves him with the impression that to go without a tie is certainly not the right thing to do.

Later on in the day, a television broadcast presents an interview with a couple of tie manufacturers. These manufacturers, who represent their trade association, are shown displaying some of the latest numbers in men's cravats. The lady interviewer remarks that the colors and designs certainly tend to strike the eye, and she is assured that they are the latest things, very popular. When she asks if they don't have some conservative solid colors or polka dots, she is told scornfully that that sort of neckwear is worn only by men who still wear vests.

It is at this point that the scheme begins to unfold. Obviously, the tie manufacturers have decided that the tendency to discard vests is a good one for them -in fact, they may have had something to do with bringing the vest into disfavor. A vestless bosom adds prominence to cravats. Consequently, the tendency is for a man to select his ties with more care, and to want something more decorative. In any event, his tendency is to buy a larger number of ties, especially if the designs are so outstanding that his friends and competitors are likely to remember them, once seen.

In the financial section of the newspaper on Tuesday, there is published an account of the first day's convention of the tie manufacturers. They are reported to be full of optimism over the outlook for sales of more and brighter ties. Thus, the magazine article on Sunday, the later television broadcast, and finally the newspaper report of the convention all tie together as a single scheme in the practice of public relations.

Public Relations
Activities for public relation
Budgets for public relations
Changing happenings into news
Community relationships
Consumer relationships
Costs for public relations
Effective areas of PR
Functions public relations
Government relationships
Labor relationships
Magazines public relations
Methods of communication
Newspaper public relations
Prestige achievements
Public field relations
Public utilities
Radio, TV and PR
Stockholder relationship
Techniques public relations