Vivian, "Public Relations", "advertising"

Public relations is a persuasive communication tool that uses mass media. The importance of Public Relations are many, there are four steps that are necessary for public relations to accomplish its goals which are identify existing relationships, evaluate the relationships, design policies to improve the relationships, implement the policies. The origins of public relations first came from Ivy Lee which founded the first public relations agency back in 1906. Lee's success with the mine operators began a career that rewrote the rules on how corporations deal with their various publics. Among his accomplishments: Institutional openness, finding upbeat Angles, giving organizations a face and straight talk. Public relations follow an organization which consists of three functional areas of responsibility an external and internal public relations and media relations. Public relations deals with publicity and promotion, but it also involves less visible activities. These include lobbying, fundraising, and crisis management. Public relations are distinct from advertising. Although public relations and advertising both involve crafting media messages for mass audiences, public relations is involved in creating policy. Advertising is not. Even so, there has been a recent blending of the functions, some under the umbrella concept of integrated marketing. Both public relations and advertising involve persuasion through the mass media, but most of the similarities end there. Different functions: Management function, Measuring success and control of messages. The importance of advertising is that it is fundamental in a consumer economy. Without it people would have a hard time even knowing what products and services are available. Advertising, in fact is important to prosperous society. Advertising also is the financial basis of important contemporary mass media.