The importance of Press coverage

Public

Relations

Public Relations ' page 1

Introduction

According to the Pro 57 news article , the survey conducted by the Media Evaluation Research shows that the print or press exposure is more by people among other media exposure . According to the survey people prefer the press coverage than the radio and the television . The survey shows that the press coverage ranks the highest in terms of the analysis of media content . What are its implications to Public Relations in this ever changing communications environment

In this modern time , the discipline

of public relations is becoming more and more popular . The Internet which is one of the creations of the modern technology is seen as a tool for the further expansion of the public relations discipline . The Internet has been used to communicate business . It has been a tool for selling and buying products . Now people can transact business through the Internet . Since the Internet can be accessed by many people around the globe regardless of their culture , belief and citizenship , the audience of public relations dramatically increased . Therefore , the public relations gained more attention . Public relations originally came from news release and newss , but now public relations can be in the form of multi-media web pages . The only limit of the way information can be presented in the internet is the public relations officers ' own imagination . They can be as creative as they can in to communicate with the public ( Definition of Public Relations , 2006

Public Relations ' page 2

Public Relations : Defined

Public relations are the communication between business or organizations and their target audiences . It may have various goals . Its goals may be in academic or education , correcting half-truths or building a positive image or reputation of an organization . Scott M . Cutlip together with Alien H . Center , who are public relations experts , define public relations as a planned effort which aims to influence audience 's points of view through good personality or character and dependable performance which is based on the two-way communication . Public relations are also reaching the audience to influence them in their decisions and opinions It is about building relationship with the community or the public Public relations also involve the analysis of public behaviors and opinions , development and execution of an organization 's procedures in communicating with the people , organization of communication plans or programs , establishment of rapport in the process of two-way communication and the cultivation of mutual relationship between the organization and its public component or its clients . For example business establishments utilize public relations in to promote their products or services to their possible clients or consumers . They also use public relations to build their own positive reputation . On the other hand , organizations which are non-profit like schools and service-oriented agencies use public relations to spread information about their programs and to gain support of their services . Politicians also use public relations . They need to establish a good image among the people in to win elections . Good communication magnetizes...