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Khabarovsky Pedagogical University
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Khabarovsky Pedagogical University

Public relations and communications



The concept of public relations as a distinct branch of communications is comparatively recent, though the practice is of course ancient. Any organization wants to show itself to the public in the most favourable light. Public relations also perform a specialized staff function in management, drawing heavily on journalistic skills and upon social science techniques.

Public relations serve for a wide variety of society institutions such as businesses, trade unions, government agencies, voluntary associations, foundations, hospitals, and educational and religious institutions. To achieve their goals, these institutions must develop effective relationships with many different audiences or publics such as employees, members, customers, local communities, shareholders and other institutions, and with society in general.

Communication and Public Relations (PR) are most frequently discussed dynamics in the entire field of complex organization behavior and its environment.

Communication is an extremely broad subject and of course is not restricted only to the organizational behavior field. Communication is often cited as being at the root of practically all the problems of the world. Some management writers have observed, that perhaps it is true, as someone suggested, that the core of all problems, at least amongst human beings, is man’s inability to communicate as well as he thinks classical examples can be cited in lovers’ quarrels, ethnic prejudice, wars between nations, generation gap, industrial disputes and organizational conflicts. These are only a few representatives of numerous problems which are attributed to effective communication. The process of communication consists in the transmission of ideas, information, perfect identity of mind with another person or organization [1, c.10] It is sharing of understanding and a basic prerequisite for interaction between two or more persons. Communication has been comprehensively defined by Carroll C Halterman & George T. V. that by communication we mean the flow of material information, perception and understanding between various parts and members of an organization...all the methods, means, and media of communication (communication technology), all the channels, networks, and systems of communication (organizational structure) all the person-to- person interchange (interpersonal communication). It includes all the aspects of the communication: up, down, lateral; speaking, writing, listening, reading; methods, media, modes, channels, network, flow; interpersonal, intraorganizational, and interorganizational [5, c. 215].

To understand the human communication process one must understand how people relate to each other and communication visa versa public relations should be studied altogether. Public Relation (PR) is a mirror which reflects ethics of organization and its socio economic commitments. Peter F. Drucker, the Global Management guru said: "In business affairs sound public relations and effective communication will have predictable effects in today’s business as well as decades ahead." This seems to be correct and well perceived observation of the great management thinker as the dominant factor for any business in next few decades in absence of war, pestilence or a collision with comet and is not going to be politics, but the extent of public relations and information technology influence on consumer attitudes and human behaviour inside and outside the organization. No business can survive and grow without sound public relations. PR mainly deals with internal and external environmental factors in which the business operates. It is generally defined as total integration with socio economic and other non-economic environmental factors of a business [3, c. 67].

The integration of Public relations within and outside the organization is obvious. Public relation is a fascinating subject as it covers a whole range of human relations within and outside industry. A business has to communicate and interact with government, regulators, competitors, suppliers as well as its own employees and shareholders and for its success faster and effective communication and sound public relations are the key factors. It must be noted here that both these dynamics i.e. communication [4, c. 85]. An effective and free communication flow is always an aid to sound public relations leading to enhanced level of job performance as PR are interrelated. Sound relations are helpful in free flow of communication and only the presence of effective communication can build the premise for better Public Relations. Machines and Robots behave in a fixed way but men are dynamic responding to treatment and that is why to obtain best results they expect good relations and clear communication.

Communication and PR are valuable intangible assets of any organization which are not reflected in the balance sheets of the organization but which are the key factors for survival of any organization in the present information age. An effective and free communication flow is always an aid to sound public relations leading to enhanced level of job performance. Effective communication is an aid to strong PR. Communication becomes information when it is processed and placed in some context. Realistically, information communicates the state of situation, but the perception can differ significantly between users. Therefore a free communication flow is a basic requirement of sound public relations. Some requirements of an effective programmer of communication are:
  1. It must express the need and character of the organization.
  2. Management must develop and sustain a climate of trust and confidence.
  3. Each executive must consider communication as integral part of his job.
  4. Communication must be a continuing programmer and not brief one.
  5. Electronic Medias and computers should be used for data storage and transmission for correct and fast information.
  6. Communication must move freely in both directions.
  7. The lines of communication should be as clear and direct as possible. Where required Fayol’s "Gang-plank" concept should also be implemented so that important communication may reach the target without delays of a proper channel.
  8. There also should be a definite formal channel of communication to every member of an organization for communication from outside organization.
  9. The complete formal line of communication should be normally used but full advantage of "Grapevine" should also be taken, as informal communication can help to improve relations.
  10. The Persons serving at communication centre should be competent.
  11. Every communication should be authenticated.
  12. The open door policy should be encouraged to know what troubles the subordinates and outsiders.
  13. Interactive communication should be encouraged.
  14. Communication should be descriptive rather than judgmental. It should be specific rather than general.
  15. The Communicator should be very cautious about the tone and language he uses. It is well said "Better to slip with leg than by tongue".
  16. Oral communication should be with clarity of thought and devoid of ambiguity. One should have clear perception about what he intends to communicate. Mood and taste of listener, especially when dealing with public servants and government authorities should be studied before one intends to communicate. For sound public relations one should communicate only in congenial environment.
  17. Communicator must know what information to share and what not to share and he should avoid exhibition of unnecessary emotions and feelings during the course of his talk and premature arguments should be avoided.

Public relations are a combination of various social sciences, the cumulative effect of which is to grease the wheels of industry and society. Sound public relations can only be based on human relations and good PR dictates that human beings should be treated humanly which includes respect for human dignity, fair dealing, and concern for human being's needs and should be interacted and communicated truthfully. Public relations outside the organization and human relations within the organization depend upon the degree of mutual confidence which can be established. For attaining mutual confidence interrelationship developed by sound and effective communication is a prerequisite.

Trust begets trust, that is the foundation on which the public relations in an organization are mounded. In all human relations the best approach to any problem should be to infuse mutual confidence between the parties and this is possible by way of continued and effective communication process among the parties. Good public relations cannot be created by mere paper plans. Constant contact within and outside the organization with concerned employees and people associated with organization is necessary; their goodwill and cooperation.