The Wide Definition and Scope of Public Relation Essay

The Wide Definition and Scope of Public Relation - Essay Example Ewen, S. (1996) in his book titled PR: A Social History of Spin defines public relation as â€Å"the art and science of managing communication between an organization and its key public constituents to build, manage, and sustain its positive image’. Personally, I would define public relation as a process of supervising and ensuring effective communication between an organization and its targeted audiences with a major aim of developing, administering and sustaining a good image. All the above definitions have one thing in common in that they are all talking about building good public relationships through proper communication skills. Their main aim is securing a good public image so as to earn mileage from the general public on matters relating to effective communication. They also have differences for example, Edward B. (2001) sees public relation as a function of the management that defines procedures policies so as to earn the expected acceptance and understanding from the general public, Ewen, S. (1996) sees public relation as an art and science that manages communication transpiring between a given organization and its people with the aim of directing and maintaining a good image within the organization. For Ewen, he views public relation as something that will help as in maintaining a good public image while Edward opinion is that public relation will help us in obtaining acceptance and understanding from the general public. Cutlip, S (1994) views public relation differently as a designed attempt on influencing opinion via responsible actions and a good personality to gain satisfaction in two way systems.