Public Relations: Understanding the Basics

The art of controlling communication between an organization and its stakeholders is known as public relations, or PR for short. Whether it’s a company, a non-profit, a government body, or an individual, the objective is to establish and uphold a positive reputation for the entity. There are many different approaches to public relations, such as media relations, crisis communication, and community engagement.

Edward Bernays, a pioneer of contemporary public relations and frequently referred to as the “father of PR,” was one of them. Being Sigmund Freud’s nephew, Bernays exploited his uncle’s psychological theories to create messages that would persuade the audience. He created four strategies that are still in use today and wrote several books on public relations.

The first strategy is the utilization of endorsements from outside sources. Bernays believed that if a message came from a reliable source, such as a well-known expert or celebrity, people were more inclined to believe it. An organization could boost its credibility and influence public opinion by leveraging these endorsements.

Creating news events is the second strategy. Bernays urged businesses to plan newsworthy events that would garner favorable coverage because he thought the media was an effective instrument for influencing public opinion. For instance, a company may host a charitable event or introduce a new product to attract media attention.

Utilizing fictitious occurrences is the third strategy. These are occasions that are planned only to attract media attention. For instance, a company might pay a famous person to promote its goods or host a press conference to introduce a fresh program. These activities are planned to get media coverage and generate interest in the company.

The fourth strategy involves the use of polls and surveys. According to Bernays, if people thought something was popular, they were more likely to support it. An organization could provide the impression that there is broad support for its message by conducting surveys and polls.

Managing communication between a company and its stakeholders is the practice of public relations. The “father of PR,” Edward Bernays, created four strategies that are still in use today: third-party endorsements, news event production, utilization of phony events, and polling and surveying. These strategies aim to boost an organization’s credibility, garner favorable media attention, and influence public opinion.