ABSTRACT
Until recently, public relations was an occupation defined more by its techniques than by its theory. Most public relations practitioners are the masters of a number of techniques. They know how to secure media coverage, prepare press releases, write speeches, write and design brochures, produce video news releases, negotiate with activists, interview community leaders, lobby representatives in Congress, stage a special event, or prepare an annual report. Recently, however, scholars of public relations have developed a body of knowledge that puts public relations on a par with recognized professions. Public relations professionals do not write and design brochures because they think it would be nice for the organization to have one or strive for publicity because the boss likes to see his or her name in the media. Instead, they use such a technique because they decide that it is the most effective way to communicate with a public that is strategic to their organization’s success.
