Core Concepts of Marketing

208 CHAPTER 8 COMMUNICATINGTOMASSMARKETS

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Nevertheless,publicrelationsloomsasoneofthemostmisunderstoodandmistrusted

elementsinmarketing.Consequently, managementmayprovidemarketingingeneralwith

fullsupport,amplescope,andtimeforplanning, butoftendoesnotestablisha roleforpub-

licrelations.Publicrelationsmaybebroughtinbelatedlyatadvancedstagesofmarketing

processasa peripheralareawithnorealpurpose.

Obtaininga goodworkingdefinitionofpublicrelationsrequiresanacknowledgement

oftheconcept'scoreelements.Foursuchelementsemerge.First,theultimateobjectiveof

PRistoretainaswellascreategoodwill.Second,thesuccessfulproceduretofollowin

publicrelationsistofirstdogood.andthentakecreditforit.Third,thepublicsaddressed

bythePRprogrammust bedescribedcompletelyandprecisely.Inmostinstances,PRpro-

gramsareaimedatmultiplepublicsthathavevaryingpointsofviewandneeds.Conse-

quently,thepublicsservedshouldberesearchedjustascarefullyasthetargetaudiences

foranadvertisingcampaign.Finally,publicrelationsisa plannedactivity.Thereisanintel-

ligencebehindit.

Thedefinitionthatencompassesalltheseconsiderations,andwascoinedattheFirst

AssemblyofPublicRelationsAssociationsin 1987 , follows:

PublicRelationspracticeisthe artofsocialscienceinanalyzingtrends, predicting

theirconsequences,counselingorganizationleaders.andimplementingplannedpro-

gramsofaction,whichservebothth e organizationsandthepublicinterest.^7