The definition of public relations can be made as; “the branch of science that examines the activities that enable public bodies, commercial organizations or non-governmental organizations to communicate with their target audience basd on mutual interaction”.
Public relations activities are important for a brand, business or person to establish strong communication with the press or customers, people Public Relations who follow them, etc. The reputation, awareness and brand image of the relevant brand, person, company, etc. in the sector are provide by public relations activities.
Public relations is calld “Public Relations” in English and the abbreviation of this expression, “PR”, is often used instead of the word “public relations” in Turkish.
What Does Public Relations Mean?
Public relations are the methods use to make effective the communication establishd by a brand, person, business, organization, etc. with the audience it serves. The study of these methods is also considerd as the “science of public relations”.
Public relations is the set of activities that enable any institution or person to establish a strong relationship with their target audience. The concept of public relations malaysia telegram data known as PR (Public Relations), is closely relatd to many areas such as advertising, digital marketing , content marketing, influencer marketing, and press consultancy .
In public relations, the concepts of rhetoric , persuasion, perception and image are very important. One of the essential elements of public relations activities is communication. Healthy communication within the institution, between institutions and with the target audience ensures that the work carrie out yields successful results.
What Does Public Relations Do?
People working in the field of are responsible for establishing solid communication between the institution they work for and the target audience or the public. For example, a graduate carries out the mdia management and activities of the institution they work for through social mdia, newspapers, news channels, agencies, etc.
The field of is quite broad and can be addressd under two headings: promotion and advertising. and promotion include image management of the institution and protection of the institution’s reputation. It ensures that the relevant institution creates how special databases can increase your marketing reach a reliable and positive perception in the press and therefore in the public. Public relations and advertising, on the other hand, aim to increase the turnover and sales of the institution through advertising work.
What is the Public Relations Department?
The Department of Public Relations is a department that provides students with competence in areas such as media relations, public image and reputation management, and crisis management for the institution they will work in, and is taught as a 2-year or 4-year program at universities. This department is taught as two different departments at universities: promotion and advertising.
The name of the 2-year Department has been determine by YÖK as the and Promotion Department”. The 2-year Relations and Promotion Department is a department that trains people who will work in areas such as strengthening the communication that an institution will establish with its target audience, creating brand awareness and image. Students can complete their graduation degree by taking the Vertical Transfer Exam (DGS) and completing their education in the 4-year Public Relations and Promotion Department.
The 4-year Public Relations
Department is dividd into two different programs: the 4-year Public Relations and Promotion Department and the 4-year Public Relations and Advertising Department.
The 4-year Public Relations and Promotion Department is an undergraduate program that trains individuals who will operate in many areas such as protecting the reputation of an institution, ensuring its recognition, managing mdia relations, facilitating the target audience and strengthening communication with the masses. The difference from the 2-year program is that it provides students with more comprehensive information. Therefore, graduates of the 4-year program have more information about public relations activities and have a higher chance of finding a job.
The 4-year Public Relations and Advertising Department trains people who are knowldgeable in areas such as basic public relations activities such as corporate image aol email list managing press and publication relations, as well as advertising activities that will increase sales, social media and influencer marketing. People who study this undergraduate program may have wider job options than those who study the promotion department, as they also know advertising.
What are the Public Relations Models?
There are four public relations models in total and they are liste below.
- Press agency and promotion model
- Public information model
- Two-way asymmetric model
- Two-way symmetric model
1. Press Agency and Publicity Model (1850-1900)
The press agency and promotion model, which was implementd when public relations first emerg, stands out as the first model. In the press agency and promotion model, communication is one-way. The aim here is to make propaganda.
It is a model frequently usd for TV and film actors, singers, television and books. For example, preparing a newsletter to be publishd in various mdia outlets falls under the press agency and promotion model.
In the press agency model, no research is conducted on the target audience. However, in the models that emerged later, research was given importance.
The best representative of this model is Phineas Taylor Barnum. Barnum is famous for making large amounts of money with his circus and shows base on fooling people.
2. Public Information Model (1900-1920)
The public information model is the second on the list of models. This model emerged when the view that activities should inform the public began to spread.
In the public information model, unlike the press agency model, there is no aim to persuade the target audience; the audience is only informed about the subject. Thanks to the public information model, false information about the institution or person is prevented. In this model, the communication process is carried out from the source to the target audience.
For example, the public information model is used in informing the public about non-profit associations. Civil society organizations, foundations or public institutions. In this model, just like a journalist, it is a matter of sharing information about the institution with the public accurately and without distortion.
Ivy Lee, the most well-known representative of the public information model, is also a journalist. Lee used the media to inform the public and ensure that many institutions were correctly recognized by the public. In fact, Ivy Lee is known as the pioneer of modern and the first consultant with her work.
In the public information model, just like in the press agency, research is not given importance. However, readability tests can still be conducted to determine whether the target audience has understood the message correctly.
3. Two-Way Asymmetric Model (1920-1970s)
In the list of models, we mostly mentione models where communication is one-way. However, as activities have become more professional over time. Models where communication is two-way have also emergd, such as the two-way asymmetric model.
In this model, the reactions from the target audience. Are not ignore because these reactions are use to change in the direction desire by the institution. Unlike the other two models, great importance is given to research and analysis in the two-way asymmetric model. For example, the attitudes of the target audience towards the product can be analyzd before and after the campaign. The data obtain can be examine and the campaign can be revise or changes can be made to the product.
The two-way asymmetric model is mostly usd by institutions that compete. With each other and by institutions that sell consumer products.
Known as the architect of the consumer society and the nephew of Sigmund Freud. The founder of psychoanalysis , dward Bernays is the best representative of the two-way asymmetric model. Emphasizing the importance of scientific persuasion theories, Bernays is also known as the father of the field of. Bernays frequently used psychoanalysis in his work.
4. Two-Way Symmetric Model (After 1970s)
The two-way symmetrical model is the last of the models. In this model , the public relations specialist acts as a mediator between the institution and the target audience. Communication science theories are usd rather than scientific persuasion theories.
Just like the asymmetric model, the two-way symmetric model is base. On two-way communication and the reactions of the target audience are also taken into consideration. However, unlike the asymmetric model, the institution itself is not changd but the reactions of the target audience.
In this model, importance is given to research. Research results are use to provide a better service to the target audience. To know them better, and to ensure that the audience knows the institution better.
The two-way symmetric model is mostly applid by socially responsible institutions and companies.
