The public relations are an administrative duty, of management and of communication, in permanent matter thanks to which, a private or public organization aims establishing, maintaining or at promoting relationships of trust based on the knowledge and the mutual comprehension of this organization and its public, internal and external, the whole in the interest of the public.
The public relations are defined as a whole of techniques of Communication intended to give a Image favorable to a person or a public or deprived organization, to develop a relationship of trust, of regard and adhesion between a public company, mark and multiples.
This communication is made in a way more personalized and less directly directed towards the sale contract (or of political decision) that the Publicité, the Propagande or the Lobbying, while intervening by the means of relay (such as the journalists).
It can for example take the form:
- Of sponsorship of cultural, sporting or caritative operations, or of the invitations to festivals or operations of prestige,
- the maintenance of regular contacts with the media and the regular information of the public or of personalities targeted in the form in particular of news bulletins (Newsletter S).
The public relations can intervene in support of the Relations presses, or conversely to generate relations presses.
Together of the activities of Communication and information implemented by a company:
- Inside company (RP interns) to found and develop a climate of trust, to reinforce cohesion between its various components, to affirm the culture of company, to motivate the employees…
- Outside company (RP external) to develop good relationships between the company and its different public: customers, prescribers, suppliers, representatives of the local government agencies, presses… It creates a capital of sympathy thus and reinforces its image.
tools of the public relations:
- For the internal targets: newspaper of company, booklet of reception of the new collaborators, organization of ceremonies, sporting tournaments, meal of end of the year, Christmas tree…
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For the external targets: newsletters, visits of companies, days open doors, official statements and press conferences, plates of presentation of the companies, relay of opinion on Internet…
the public relations intervene in:
- the valorization of the capital (" réputation" of an organization or a mark)
- the management of the opinion
- the communication of acceptability
- the communication of crisis and significant
In France, the specialized agencies in the public relations are regoupées (partly) in association Syntec RP.
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