Chapter 1 – The Public Relations
profession: an introduction
1.1. Differences between Public
Relations and advertising
1.2. Differences between Public
Relations and journalism
1.3. What exactly do Public Relations
1.4. Definition of Public Relations
1.5. Who can use Public Relations?
Chapter 1 Summary
Chapter 1 References
PR professionals are sometimes mistaken
for journalists or advertising professionals, but each one engages in
specific activities which makes them different.
Journalists and PR professionals have more
in common. However, there must be a strictly professional relationship
between the two and for ethical and credibility reasons, a marked
separation between what each one does, so that they represent
themselves positively in the current climate of public mistrust with
regard to media.
PR professionals have many specific ways
of helping organizations communicate sucessfully with all of their
One of the challenges of PR is to find a
globally accepted definition so that the profession be understood
completely in all sectors, identified as an executive-level post
within organizations and recognized in communications as the proper
way to directly reach diverse audiences.
Given the flexibility of PR, organizations
of all shapes and sizes can get the most out of PR. However, it’s
always advisable to use professionals to reach goals with greater