What I've learned about public relations

Edward Bernays, father of PR, defined PR as:

A management function which tabulates public attitudes, defines the policies, procedures and interests of an organization. . . followed by executing a program of action to earn public understanding and acceptance.

I think that Bernays got a few things right in his definition. It is the responsibility of public relations to understand public attitudes and to create "a program of action." But I think he was wrong when he said that it is up to public relations professionals to execute this action, because it is not the PR agent that must execute it, but the entire company. 

The company must fully understand the program of action and give full cooperation in using that plan. If they do not then there's not much a public relations professional can do. The PR must be backed up by action. Action must be planned by the PR professional, but it must be carried out by everyone that is connected to the organization. 

Also in this new age of instant communication, there has been a radical shift towards two-way communication, where companies not only have to understand the public but interact with them and respond to their needs. 

It's no longer just about getting the public to accept your company or brand, but also to understand why they accept it and what they want from your company. What should be added to Bernay’s definition is that PR creates mutually beneficial relationships. The broadening ability of consumers to communicate with companies and others through social media means businesses today can no longer just bomb the public with positive messages of themselves. They must find out what their consumers expect and make sure that they are meeting those qualifications, or they will surely die. 

Before taking this class, I didn't understand how closely my advertising major and public relations were linked. I am glad that I have a better understand of PR and what it does, so that I will be better equipped in working with those in public relations. I have also learned about the importance of public relations in providing consistency which will be essential to building a brand identity.