ABSTRACT
This chapter provides an introduction to public relations (PR) and outlines its relationship to journalism, marketing, advertising, promotion and publicity. Practical examples are included to show what PR does and how it works in organisations. The chapter compares various definitions of PR and assesses criticisms of PR. However, the main elements of PR are generally agreed to focus on it being a management function, and that it involves communication between an organisation and its publics. Public impressions of those working in PR are likely to be informed by high-profile publicists and spin-doctors featured in television programmes, movies or in the media. Such fictional and real-life characters are often portrayed in a negative light and consequently serve as poor role models for PR practice. PR is a growing field and makes a considerable contribution to the economy. This Toolkit aims to explore the elements of PR and to provide clear guidance on successful techniques and practices used in the industry today.
