the extent to which public relations has integrated in the organizational sector of Oil Industry focusing on BP

Chapter 2 : Literature Review on Public Relations

This chapter begins with the definition of Public Relations , which broadens our vision of the concept , as its definition encompasses what Public Relations , as a whole , is about . Some of the main events that led to the evolution of the concept from Publicity to Public Relations , as a Profession , are also highlighted . The literature review then moves on to establish a link between the goals of the organization and that of Public Relations , its role as Management function and its association with the field of

Marketing

The purest treasure mortal times afford are spotless reputation Shakespeare

Reputation is essential if one wants to remain competitive in today 's market . It is a major asset that makes one stand out and gives one a competitive edge . Company reputation can be managed through effective Public Relations , which aid in the communication process as well as in the process of building relationships with the stakeholders of the organization .1

A more in-depth look into Public Relations shows that it is a profession that requires just as many insights and skills as other professions . The adaptive effects of Public Relations on society are made through a mechanism of presentation of a clearer view into different social entities . Public Relations is able to do a number of things such as quiet rebellious nonconformists , kill unfounded gossip , encourage good health habits , rally for safety , and endorse praiseworthy advances in politics . Over all , Public Relations is necessary and helpful to three different parties : the practitioner , the manager and the consumer (Reilly , 1981

Walter F Seifert describes the usefulness of a Public Relations expert through the following statement

In today 's atmosphere of charge and countercharge the public relations expert is a necessary as any other firefighter . But long before the fire begins , he is needed to build a backlog of goodwill that minimizes misadventures '2

2 .1 Definition of Public Relation

Achieving a definition of Public Relations is one way of understanding its usefulness . Numerous definitions have been written in an effort to best portray the essence of Public Relations . Most scholars have tried to capture the essence of PR by keeping a record of the different activities and processes that are involved in the practice of Public Relations . Rex F . Harlow , an esteemed Public Relations scholar and leader , collected nearly 500 written definitions of Public Relations These definitions had been written between the early 1900 's and 1976 Harlow identified the key elements that made up these definitions . This identification allowed him to arrive at a conclusion on the identity of Public Relations , what PR is , without having to center only on the functions of Public Relations , what PR does (Cutlip et al . 2006

One definition of Public Relations states that it is a distinctive management function . It is defined to be a function that aids in the establishment and maintenance of lines of communication , understanding acceptance and cooperation between a given organization and its public domain . Public Relation...