Principles & Practice of Public Relations

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Contemporary public relations has successfully established itself as credible and ethical profession. Do you agree? Why/Why not? The public relations profession has undergone many changes since it emerged in the early era to its vital role in today’s society. Before today’s standards dishonest practices such as manipulation and propaganda were not uncommon. This essay will prove that contemporary public relations is a credible and ethical profession as it has successfully regained its ethical and credible standards. Firstly the profession will be discussed, outlining the complex definition. Next, the appearance and significance placed on communicating with the community and other businesses will authenticate the initial stages of a moderately new profession. This will then go on to the history of public relations and stages of development from its surfacing in the late 1800’s to the modern era. Last this essay will delve into some case studies displaying use of credibility, ethics and the need for management to execute the practice of public relations. The question of whether public relations is an ethical and credible profession or not, means that some doubt surrounding this subject must exist. How this profession is regarded and by whom is an important criterion when evaluation this subject. Wilcox, Ault, Agee & Cameron (2000) defines ‘Public Relations as the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends’. The public relations profession is comparatively new and has evolved by building a good image and reputation rather than profit by improving communication between its publics. To achieve this objective relevant communication theory are a PR professional’s bible. Before the requirement of a public relations

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