PUBLIC RELATIONSTHEORY

Public Relations arrived at the university in 1924 in the United States in New York, but in 1947 the first Public Relations School in Boston University was established. In Latin America it arrived in the sixties. In Chile, the career was established in 1965 in the International Education Institute (Instituto Internacional de Educacin). Public Relations are linked with marketing but Public Relations has as it first objective, to save money in the conventional publicity and direct costs of sale. The five basic functions in Public Relations are: 12345Counselling Research or Investigation Planning Communication Evaluation

In the first place you have to identify the problem:

-Increase or sustain the volume of production of the company. -Correct or mitigate the unfair criticisms. -Create prestige and consolidate corporate image. -Develop better relations with the external public. -Support or criticize with valid arguments. -Promote or encourage better interpersonal relations inside the company. -Always offer new services.

To start planning the external communications you must plan the internal ones. The questions that you must ask to make this diagnosis are the Five Ws (What, When, Who, Where, Why). (This is not a formula. You must consider the information and then put them in order). To gather information you can do interviews, consult the media, books, experts, Internet, etc.

Public Relations are also very important to encourage good interpersonal relationships and listen to people. This is an informal method. In Formal methods we have exit polls, Interviews, focus groups, telephone samples, etc). Research helps to plan the action to follow. It also reveals the contagious focus in order to avoid the crisis. This last point is crucial because one of the main objectives of Public Relations is to detect the conflict in time. Also, research allows defining publics, their values, points of view and language. In addition, investigation makes it possible to know what people think, to know their reactions in advance, its effects and its evaluation.

Action Plans
123456Facts and Presumptions: They come from analysis. Policies: Procedure Laws that guide future actions. Objectives: Accurate statements in a deadline. Strategies: Action description. Control and revision: To evaluate constantly the accomplishment of the plan. Analyze social tendencies: To be able to detect changes.

Action plans have Preventive and Corrective elements: The Preventive action plan has a long term view and sometimes is too general and it gets a little blurred. The Corrective method is used in emergencies and has a tendency to improvisation. In order for the plan to anticipate the organization objectives you must have its contents; the institutional history, ideals, achievements, policies, services and future plans. All of these must be implemented periodically. If not, it will be weakened with time. Youve got to plan the objectives, advantages, disadvantages, if you can make the project, workerss analysis, if you need external advisors, if the company policies are in ethical conflict, expenses, if the plan affects the company production, consequences of an eventual budget failure, preventive actions and informing the internal public. Public Relations are long terms marketing policies. You must analyze the market changes and these changes are oscillating and must be balanced day by day. Public Relations are Proactive and Reactive. The Proactive Public Relations are in long terms and Reactive Public Relations are problems that you must solve with a deadline. The Proactive Public Relations try to improve the company image and the Reactive Public Relations to restore the organization image.