Editing Public relations

{{Short description|Management of public communication of organizations}}
{{other uses|Public Relations (disambiguation)|PR (disambiguation)}}
{{redirect-distinguish|Public information|Public sector information}}
{{Globalize|article|Anglophone|2name=[[English-speaking world|the English-speaking world]]|date=June 2018}}
{{Use dmy dates|date=November 2022}}
[[File:FEMA - 42468 - Participants at Joint Field Office News Media Conference.jpg|thumb|[[Media conference]]s are one approach used in public relations.]]
'''Public relations''' ('''PR''') is the practice of managing and disseminating information from an individual or an [[organization]] (such as a [[business]], [[government agency]], or a [[nonprofit organization]]) to the public in order to influence their perception. Public relations and [[publicity]] differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties.<ref>{{citation|last1=Grunig|first1=James E|last2=Hunt|first2=Todd|title=Managing Public Relations|location=Orlando, FL|publisher=[[Harcourt Brace Jovanovich]]|year=1984|edition= 6th}}</ref> Public relations may include an organization or individual gaining [[publicity|exposure]] to their audiences using topics of public interest and news items that do not require direct payment.<ref>{{citation|last=Seitel|first=Fraser P.|title=The Practice of Public Relations. |location=Upper Saddle River, NJ|publisher= Pearson Prentice Hall|year= 2007|edition= 10th}}</ref> The exposure is mostly [[Mass media|media]]-based, and this differentiates it from [[advertising]] as a form of [[marketing communications]]. Public relations often aims to create or obtain coverage for clients for free, also known as [[earned media]], rather than paying for [[marketing]] or advertising also known as paid media. However, advertising, especially of the type that focuses on distributing information or core PR messages, is also a part of broader PR activities.<ref>{{Cite news|url=https://www.entrepreneur.com/article/306758|title=#10 Important Trends in PR that You Can't Afford to Ignore|last=Singh|first=Honey|date=29 December 2017|work=Entrepreneur|access-date=25 August 2018|archive-date=25 August 2018|archive-url=https://web.archive.org/web/20180825143233/https://www.entrepreneur.com/article/306758|url-status=live}}</ref>

An example of public relations would be generating an article featuring a PR firm's client, rather than paying for the client to be advertised next to the article. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other [[Stakeholder (corporate)|stakeholders]], and persuade them to maintain a positive or favorable view about the organization, its [[leadership]], products, or political decisions. Public relations professionals typically work for PR and marketing firms, businesses and [[companies]], [[government]], and [[official|public officials]] as [[public information officer]]s and [[nongovernmental organizations]], and nonprofit organizations. Jobs central to public relations include internal positions such as public relations coordinator, public relations specialist, and public relations manager, and outside agency positions such as account coordinator, [[account executive]], account supervisor, and media relations manager.<ref>{{cite web|title = Career Overview: Public Relations – Wetfeet.com|url = https://www.wetfeet.com/articles/career-overview-public-relations|access-date = 28 September 2015|archive-url = https://web.archive.org/web/20150929184702/https://www.wetfeet.com/articles/career-overview-public-relations|archive-date = 29 September 2015|url-status = dead}}</ref> In the UK, the equivalent job titles are Account Executive, Account Manager, Account Director and Director.

Public relations specialists establish and maintain relationships with an organization's target [[audience]]s, the media, relevant trade media, and other [[opinion leadership|opinion leaders]]. Common responsibilities include designing communications campaigns, writing [[press releases]] and other content for news, working with the [[News media|press]], arranging [[interview]]s for company spokespeople, writing [[speech]]es for company leaders, acting as an organization's [[spokesperson]], preparing clients for [[press conferences]], media interviews and speeches, writing [[website]] and [[social media]] content, managing company [[reputation]], [[crisis management]], managing [[internal communications]], and marketing activities like [[brand awareness]] and event management.<ref>{{citation|last= Rubel|first= Gina F.|title= Everyday Public Relations for Lawyers|location=Doylestown, PA|edition=  1st|year= 2007|isbn= 978-0-9801719-0-7}}</ref> Success in the field of public relations requires a deep understanding of the interests and concerns of each of the company's many stakeholders. The public relations professional must know how to effectively address those concerns using the most powerful tool of the public relations trade, which is publicity.<ref>{{Cite web |url=https://money.howstuffworks.com/business-communications/how-public-relations-works1.htm |website=How Stuff Works |title=What Is Public Relations? |last=Roos |first=Dave |date=n.d. |access-date=15 October 2022}}</ref>

==Definitions==
[[Ivy Lee]], the man who turned around the [[Rockefeller family|Rockefeller]] name and image, and his friend, [[Edward Bernays|Edward Louis Bernays]], established the first definition of public relations in the early 20th century as: "a management function, which tabulates public attitudes, defines the policies, procedures and interests of an organization... followed by executing a program of action to earn public understanding and acceptance."<ref>{{Cite book|url=https://archive.org/details/isbn_9780321510075|url-access=registration|quote=a management function, which tabulates public attitudes, defines the policies, procedures and interests of an organization... followed by executing a program of action to earn public understanding and acceptance.|title=PR 2.0: New Media, New Tools, New Audiences|last=Breakenridge|first=Deirdre|author-link=Deirdre Breakenridge|date=26 March 2008|publisher=FT Press|isbn=9780132703970}}</ref> However, when Lee was later asked about his role in a hearing with the United Transit Commission, he said "I have never been able to find a satisfactory phrase to describe what I do."<ref name="twoway"/> In 1948, historian [[Eric F. Goldman|Eric Goldman]] noted that the definition of public relations in ''[[Webster's Dictionary]]'' would be "disputed by both practitioners and critics in the field."<ref name="twoway">{{cite book
 | last =Goldman
 | first =Eric
 | title =Two-Way Street
 | publisher =Bellman Publishing Company
 | year =1948}}</ref>

According to Bernays, the public relations counsel is the agent working with both modern media of communications and group formations of society in order to provide ideas to the public's consciousness. Furthermore, he is also concerned with ideologies and courses of actions as well as material goods and services and public utilities and industrial associations and large trade groups for which it secures popular support.<ref>Edward Bernays, "The New Propagandists", in Propaganda, (New York: H. Liveright, 1928), 38.</ref>

In August 1978, the World Assembly of Public Relations Associations defined the field as <blockquote>"the art and [[social science]] of analyzing [[fad|trends]], predicting their consequences, counselling organizational leaders and implementing planned programs of action, which will serve both the organization and the [[public interest]]."<ref>Jensen Zhao. Encyclopedia of Business, 2nd. Ed. Retrieved from  {{usurped|1=[https://archive.today/20120713012953/http://findarticles.com/p/articles/mi_gx5209/is_1999/ai_n19125848/ findarticles.com]}}</ref></blockquote>

The [[Public Relations Society of America]],<ref>{{Cite web |title=What Is Public Relations {{!}} Learn About PR {{!}} PRSSA |url=https://www.prsa.org/prssa/about-prssa/learn-about-pr |access-date=29 July 2022 |website=prsa.org|language=en}}</ref> a professional trade association, defined public relations in 1982 as: <blockquote>"Public relations helps an organization and its publics adapt mutually to each other."<ref>{{cite web|url=http://www.prsa.org/AboutPRSA/PublicRelationsDefined/Old%20Definition|archive-url=https://web.archive.org/web/20120304145356/http://www.prsa.org/AboutPRSA/PublicRelationsDefined/Old%20Definition|url-status=dead|archive-date=2012-03-04|title=PRSA's Old Definition of Public Relations|first=Keith|last=Trivitt}}</ref></blockquote>

In 2011 and 2012, the PRSA solicited crowd-supplied definitions for the term and allowed the public to vote on one of three finalists. The winning definition stated that: 
<blockquote>"Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."<ref>{{cite news|url=https://www.nytimes.com/2012/03/02/business/media/public-relations-a-topic-that-is-tricky-to-define.html|author=Stuart Elliot|title=Public Relations Defined, After an Energetic Public Discussion|date=1 March 2012|newspaper=The New York Times|access-date=18 February 2017|archive-date=17 April 2017|archive-url=https://web.archive.org/web/20170417154657/http://www.nytimes.com/2012/03/02/business/media/public-relations-a-topic-that-is-tricky-to-define.html|url-status=live}}</ref></blockquote>

The UK-based [[Chartered Institute of Public Relations]] focuses its definition on reputation:

<blockquote>"Public Relations is about reputation – the result of what you do, what you say and what others say about you. Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics."<ref>{{cite web |title=About PR |url=https://www.cipr.co.uk/CIPR/About_Us/About_PR.aspx |website=Chartered Institute of Public Relations |access-date=25 June 2024}}</ref></blockquote>

Public relations can also be defined as the practice of managing [[communication]] between an organization and its publics.<ref>Grunig, James E. and Hunt, Todd. Managing Public Relations. (Orlando, FL: Harcourt Brace Jovanovich, 1984), 6e. Public relations is what you do with what you know and what others think about what you say.</ref>

=== 'Publics' ===
Quentin Langley argues the use of the word "publics" in the plural is "central to the understanding" of public relations, writing "all organisations have a series of publics, or stakeholders, on whom their success depends".<ref name=Langley>"[https://sk.sagepub.com/books/key-concepts-in-public-relations/n124.xml Public Relations]" in {{Cite book |last1=Franklin |first1=Bob |title=Key Concepts in Public Relations |last2=Hogan |first2=Mike |last3=Langley |first3=Quentin |last4=Mosdell |first4=Nick |last5=Pill |first5=Elliott |date=18 January 2023 |publisher=Sage Publishing |isbn=9781446269084}}</ref> He follows Roger Hayward (1991)<ref>Hayward, R, (1991), ''All About Public Relations: how to build business success on good communications''. London: McGraw Hill.</ref> in dividing the publics into "customers (past, present, and future), staff (past, present, and future), investors (past, present, and future), politicians and regulators, neighbours, and business partners (suppliers, distributors, etc.)". Langley also contests the marketing perspective of seeing public relations as part of marketing, which he claims is too focused on just one of Hayward's six publics: customers.<ref name=Langley/>

==History==
{{Main|History of public relations}}
Public relations has historical roots pre-dating the 20th century. Most textbooks regard the establishment of the "Publicity Bureau" in Boston in 1900 as marking the founding of a public relations [[profession]].<ref>{{Cite web |date=31 October 2018 |title=The history of Public Relations {{!}} Adoni Media |url=https://www.adonimedia.com.au/the-history-of-public-relations/ |access-date=29 July 2022 |language=en-US}}</ref>  Academics have found early forms of public [[influence (disambiguation)|influence]] and [[communications management]] in ancient civilizations. [[Aristotle]]'s [[Rhetoric (Aristotle)|''Rhetoric'']], for example, explains core foundations for [[persuasion]].<ref>{{Cite book |last=Alim |first=Shifta |url=https://scoreindia.org/blog/evolution-of-public-relations/ |title=Evolution of public relations |date=29 July 2020 |publisher=School of Communication and Reputation |isbn= |language=en |access-date= }}</ref> Evidence shows that it continued to evolve during the settling of the [[New World]] and during the movement to abolish slavery in England.<ref>{{Cite journal |last=Olubanwo |first=Dare |title=The History of Public Relations in U.K |url=https://www.academia.edu/16997061}}</ref><ref>{{Cite journal |last=Dare |first=Olubanwo |title=The History of Public Relations in U.K |url=https://www.academia.edu/16997061 |journal= |issue=Academia.edu |pages=1 |via=Academia}}</ref> [[Basil Clarke]] is considered the founder of public relations in the [[United Kingdom]] for his establishment of "Editorial Services" in 1924.<ref>{{Cite web|date=15 July 2013|title=Basil Clarke: past and present of PR|url=https://prstudies.com/2013/07/15/basil-clarke-past-and-present-of-pr/|access-date=20 February 2021|website=PR Studies|language=en|archive-date=20 January 2021|archive-url=https://web.archive.org/web/20210120130002/https://prstudies.com/2013/07/15/basil-clarke-past-and-present-of-pr/|url-status=usurped}}</ref>

The United States, the United Kingdom, Germany, and others used the concept of [[propaganda]], which later{{when|date=October 2021}} evolved into public relations, to rally domestic support and to demonize enemies during the [[World Wars]] (compare [[journalism]]). [[World War I]] (1914–1918), which affected not only military but whole populations, is considered to be "modern propaganda's launching pad".<ref>Compare: {{Cite book|last1=Manning|first1=Martin J.|url=https://books.google.com/books?id=1-JjwDPcOLQC|title=Historical Dictionary of American Propaganda|last2=Manning|first2=Martin|last3=Romerstein|first3=Herbert|date=2004|publisher=Greenwood Publishing Group|isbn=978-0-313-29605-5|language=en|quote=World War I, the first total war involving not just the military but populations as a whole, should be considered propaganda's launching pad.|page=xxviii|access-date=18 November 2020|archive-date=5 February 2021|archive-url=https://web.archive.org/web/20210205011432/https://books.google.com/books?id=1-JjwDPcOLQC|url-status=live}}</ref> This led to more sophisticated commercial publicity efforts as public-relations talent entered the private sector.{{citation needed|date=October 2021}} Most{{quantify|date=October 2021}} historians believe modern-day public relations was first established in the US by [[Ivy Lee]] (1877–1934) in 1903 when he started working as the image maker for and corporate advisor for Rockefeller. [[Edward Bernays]] (1891–1995), who handled the publicity of theatrical associations in 1913,{{which|date=October 2021}} then spread internationally.{{citation needed|date=October 2021}} Meanwhile, in the nascent [[Soviet Russia]] of the 1920s, artists and poets (such as [[Vladimir Mayakovsky|Mayakovsky]]<ref>{{cite book |last1=Lachman |first1=Gary |author-link1=Gary Lachman |title=The Dedalus Book of Literary Suicides: Dead Letters |url=https://books.google.com/books?id=h4faAAAAMAAJ |series=Dedalus Concept Books |year=2008 |location=Sawtry, Cambridgeshire |publisher=Dedalus |publication-date=2008 |page=124 |isbn=978-1-903517-66-6 |access-date=8 October 2021 |quote=[Authorities] granted Mayakovsky extraordinary liberties, and no doubt the Bolsheviks saw the advantages of sending their premiere poet on a public relations jaunt. |archive-date=22 March 2022 |archive-url=https://web.archive.org/web/20220322114548/https://books.google.com/books?id=h4faAAAAMAAJ |url-status=live}}</ref>) engaged in public-relations campaigns for various state agencies and causes (note for example [[Likbez]]).

Many American companies with PR departments spread the practice to Europe when they set up European subsidiaries in the wake of the [[Marshall Plan|Marshall plan]] of 1948–1952.<ref>{{Citation|last1=Kipping|first1=Matthias|title=The 'americanisation' of European companies, consumers and cultures: contents, processes and outcomes|date=2 May 2018|url=http://books.openedition.org/irhis/1935|work=Americanisation in 20th Century Europe: business, culture, politics. Volume 2|pages=7–23|editor-last=Kipping|editor-first=Mathias|series=Histoire et littérature du Septentrion (IRHiS)|place=Lille|publisher=Publications de l'Institut de recherches historiques du Septentrion|isbn=978-2-490296-08-8|access-date=20 February 2021|last2=Tiratsoo|first2=Nick|archive-date=23 September 2021|archive-url=https://web.archive.org/web/20210923165238/https://books.openedition.org/irhis/1935|url-status=live}}</ref>

In the second half of the 20th century, public relations entered an era of [[professional development]]. Trade associations, PR news-magazines, international PR agencies, and academic principles for the profession were established. In the early 2000s, press-release services began offering social-media press releases. [[The Cluetrain Manifesto]] predicted the effect of social media in 1999.<ref>{{Cite news |title='The internet is a conversation': Lessons from the Cluetrain Manifesto 17 years on |newspaper=The Drum |url=https://www.thedrum.com/opinion/2016/03/10/internet-conversation-lessons-cluetrain-manifesto-17-years |quote=The Cluetrain Manifesto predicted exactly what would happen. In 1999 it foretold that markets are conversations and that the internet enables the world's biggest conversation. |access-date=17 December 2020 |archive-date=28 January 2021 |archive-url=https://web.archive.org/web/20210128120154/https://www.thedrum.com/opinion/2016/03/10/internet-conversation-lessons-cluetrain-manifesto-17-years |url-status=live}}</ref> As of 2024, social media has been widely used by businesses for advertising and direct engagement with customers, and is considered a necessary tool for influence.<ref>{{Cite web |title=Social Media Impact: How Social Media Sites Affect Society |url=https://www.apu.apus.edu/area-of-study/business-and-management/resources/how-social-media-sites-affect-society/ |access-date=2025-01-16 |website=www.apu.apus.edu |language=en}}</ref>

== Tactics ==
Public relations professionals present the face of an organization or individual, usually to articulate its objectives and official views on issues of relevance, primarily to the media. Public relations contributes to the way an organization is perceived by influencing the media and maintaining relationships with stakeholders. According to Jacquie L'Etang from [[Queen Margaret University]], public relations professionals can be viewed as "discourse workers specializing in communication and the presentation of argument and employing [[rhetorical]] strategies to achieve managerial aims."<ref name="L'Etang2004">{{cite book|first=Jacquie|last=L'Etang|title=Public Relations in Britain: A History of Professional Practice in the Twentieth Century|url=https://books.google.com/books?id=hEuTTo4lpTYC|access-date=22 May 2013|date=2 September 2004|publisher=[[Taylor & Francis]]|isbn=978-1-4106-1081-2|archive-date=21 September 2013|archive-url=https://web.archive.org/web/20130921071548/http://books.google.com/books?id=hEuTTo4lpTYC|url-status=live}}</ref>

Specific public relations disciplines include:
* Business-to-business (B2B) PR – Using business and trade media strategies to help businesses market to industry and customer organizations 
* Financial public relations – Communicating financial results and business strategy to existing and potential shareholders, stakeholders and influencers, including the media and financial analysts
* [[Consumer]]/[[lifestyle (sociology)|lifestyle]] public relations – Generating publicity and positive attention for a particular product or service through consumer and local media and special events
* [[Crisis communication]] – Organizational planning and communications response to various types of crises including natural disasters, serious accidents, dramatic financial changes, plant closures, labor disputes such as strikes and government actions such as product recalls
* [[Internal communications]] – Creating a company culture through words, actions and company policies that helps employees respond more effectively to achieve the organization's mission 
* [[Government relations]] – Engaging government departments to influence public policy
* [[Media relations]] – Building and maintaining close relationships with the news media so that they can fairly and accurately report on a business or organization
*[[Social media marketing|Social media/community marketing]] – Leveraging social media marketing and special events to convey messages about clients to desired target markets
*'Black Hat PR' – Manipulating public profiles under the guise of neutral commentators or voices or engaging to actively damage or undermine the reputations of the rival or targeted individuals or organizations
*Executive visibility – a strategy used to grow an executive's presence and exposure in order to impact a company's success

Building and managing relationships with those who influence an organization or individual's audiences have a central role in public relations.<ref>{{citation|first=David|last=Phillips|year=2006|title=Towards relationship management: Public relations at the core of organizational development|journal=Journal of Communication Management|publisher=[[Emerald Group Publishing|Emerald Group Publishing Limited]]|doi=10.1108/13632540610664751}}</ref> After a public relations practitioner has been working in the field, they develop relationships with the media and other influencers that become an asset, especially for those in media relations. Media directories are also available that offer extensive lists of broadcast, print and online media that list the names of editors, deadlines and the type of contributions they may accept. Perhaps foremost among these is [[Cision Media Contacts Database]], formerly known as Bacon's Media Directories. Media can be searched and organized in a variety of ways including by type (e.g. magazines, newspapers, radio, TV, websites/blogs), industry, and publication frequency (e.g. daily, weekly, monthly, online).

Within each PR discipline, typical activities include [[pseudo-event|publicity events]], speaking opportunities, [[press releases]], [[newsletters]], [[blog]]s, [[social media]], press kits, and outbound communication to members of the press. Video and audio news releases (VNRs and ANRs) are often produced and distributed to TV outlets for potential use in regular program content.

=== Audience targeting ===
A fundamental PR technique  is to identify [[target audience]](s) and tailor messages relevant to each audience.<ref>{{cite book|chapter=Target audience|title=Key concepts in public relations|page=[https://archive.org/details/keyconceptsinpub0000unse/page/227 227]|first1=Bob|last1=Franklin|first2=Mike|last2=Hogan|first3=Quentin|last3=Langley|first4=Nick|last4=Mosdell|first5=Elliot|last5=Pill|publisher=[[Sage Publishing|SAGE]]|isbn=978-1-4129-2318-7|year=2009|chapter-url=https://archive.org/details/keyconceptsinpub0000unse/page/227}}</ref> Audience targeting requires public relations professionals to have a deep understanding of the needs and desires of each audience segment they want to reach. Sometimes the interests of differing audiences and stakeholders common to a public relations effort necessitate the creation of several distinct but complementary messages. These messages however should be relevant to each other, thus creating consistency in the overall message and theme. Audience targeting tactics are important for public relations practitioners because they face all kinds of problems: low visibility, lack of public understanding, opposition from critics, and insufficient support from funding sources.<ref>Smith, ''Ronald D. Strategic Planning for Public Relations''. Mahwah, NJ: [[Taylor & Francis|Lawrence Erlbaum Associates]], 2002. Print.</ref>

On the other hand, [[Stakeholder (corporate)|stakeholder]] theory identifies people who have a stake in a given institution or issue.<ref>{{citation|title=The Stakeholder Approach Revisited|first=R Edward|last=Freeman|year=2004|publisher=Rainer Hampp Verlag|volume=5|issue=3|pages=228–241|journal=Zeitschrift für Wirtschafts- und Unternehmensethik|doi=10.5771/1439-880X-2004-3-228|s2cid=158039195|url=http://www.ssoar.info/ssoar/handle/document/34707 }}</ref> All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are members of a target audience. For example, if a charity commissions a public relations agency to create an advertising campaign to raise money to find a cure for a disease, the [[charitable organization|charity]] and the people with the disease are stakeholders, but the audience is anyone who is likely to donate money. Public relations experts possess deep skills in media relations, market positioning, and branding. They are powerful agents that help clients deliver clear, unambiguous information to a target audience that matters to them.<ref>Andrews, Mark. "Climate Change and Public Relations." StarTribune.com: News, Weather, Sports from Minneapolis, St. Paul and Minnesota. Livefyre, 11 August 2014. Web. 25 November 2014.</ref>

=== The public in public relations ===
A public is any group whose members have a common interest or common values in a particular subject, such as a political party. Those members would then be considered stakeholders, which are people who have a stake or an interest in an organization or issue that potentially involves the organization or group they are interested in. The Publics in Public Relations are:

* '''''Traditional Publics''''': Groups with which the individual has an ongoing and long-term relationship. These may include Employees, Media, Governments, Investors, and Customers<ref name=":0">{{Citation |title=Public relations : a values-driven approach|last=David.|first=Guth|date=2012|publisher=[[Allyn & Bacon]]|others=Marsh, Charles, 1955-|isbn=978-0-205-81180-9|edition= 5th|location=Boston|oclc=660088137}}</ref>
* '''''Non-Traditional Publics''''': Groups that are typically unfamiliar with the organization and the individual has not had a relationship with but may become traditional publics due to changes in the organization, in society or if a group changing event occurs.<ref name=":0" />
* '''''Latent Publics''''': A group whose values have come into contact with the values of the organization but whose members have not yet realized it; the members of that public are not yet aware of the relationship.<ref name=":0" />
* '''''Aware Publics''''': A group of members who are aware of the existence of a commonality of values or interests with the organization but have not organized or attempted to respond to that commonality.
* '''''Intervening Publics''''': Any public that helps an individual send a message to another public, could be the media or someone with stature.<ref name=":0" />
* '''''Primary Publics:''''' If a public can directly affect an organization's pursuit of its values-driven goals. This publics would include media, employees, government, shareholder, financial institutions, and the immediate community.<ref name=":0" />
* '''''Secondary Publics''''': Have high interest in the company such as the primary publics but will not be directly affected by decisions of the organization.<ref name=":0" />
* '''''Internal Publics''''': People within an organization<ref name=":0" />
* '''''External Publics''''': People outside of an organization<ref name=":0" />
* '''''Domestic Publics''''': Those within the country<ref name=":0" />
* '''''International Publics''''': Those outsides of the country and when communicating with these publics individuals must be wary of that areas culture, beliefs, values, ethic, and other valuable cultural difference as to not offend anyone.<ref name=":0" />

Early literature authored by [[James E. Grunig|James Grunig]] (1978) suggested that publics develop in stages determined by their levels of problem recognition, constraint recognition and involvement in addressing the issue. The theory posited that publics develop in the following stages:

* '''''Non-Publics''':'' Share no issue with an organization.
* '''''Latent Publics''':'' Face an issue but do not recognize it.
* '''''Apathetic Publics''':'' Face an issue but do not care to address it.
* '''''Aware Publics''':'' Face an issue but are unorganized to mobilize against it.
* '''''Active Publics''':'' Face an issue and are organized to respond to it.'''<ref>{{Cite journal|last=Grunig|first=James E.|date=March 1978|title=Defining Publics in Public Relations: The Case of a Suburban Hospital|journal=[[Journalism & Mass Communication Quarterly|Journalism Quarterly]]|language=en|volume=55|issue=1|pages=109–124|doi=10.1177/107769907805500115|s2cid=145019080|issn=0022-5533}}</ref>'''

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=== Messaging ===
Messaging is the process of creating a consistent story around: a product, person, company, or service. Messaging aims to prevent readers from receiving contradictory or confusing information that could instill doubt in their purchasing choices, or other decisions that affect the company. Brands aim to have the same problem statement, industry viewpoint, or brand perception shared across sources and media.

=== Social media marketing ===
{{Main|Digital marketing}}
Digital marketing is the use of [[Internet]] tools and technologies such as [[search engines]], Web 2.0 social bookmarking, [[new media]] relations, [[blogging]], and [[social media marketing]]. Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and to communicate directly with the public, customers and prospects.

PR practitioners have always relied on the media such as TV, radio, and magazines, to promote their ideas and messages tailored specifically to a target audience. Social media marketing is not only a new way to achieve that goal, but also a continuation of a strategy that existed for decades. Lister et al. said that "Digital media can be seen as a continuation and extension of a principal or technique that was already in place".<ref>Lister, M., Dovey, J., Giddings, S., Grant, I., & Kelly, K. (2009). ''New media: A critical introduction''. (2nd ed.). New York: [[Routledge]].</ref>

Social media platforms enable users to connect with audiences to build brands, increase sales, and drive website traffic. This involves publishing content on social media profiles, engaging with followers, analyzing results, and running social media advertisements. The goal is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach. Some of the major social media platforms currently include [[Facebook]], [[Instagram]], [[Twitter]], [[LinkedIn]], [[Pinterest]], [[YouTube]], and [[Snapchat]].<ref>{{cite web |last1=Rouse |first1=Margaret |title=Social Media Marketing (SMM) |url=https://whatis.techtarget.com/definition/social-media-marketing-SMM |website=WhatsIt.com |access-date=17 October 2019 |archive-date=1 April 2019 |archive-url=https://web.archive.org/web/20190401071651/https://whatis.techtarget.com/definition/social-media-marketing-SMM |url-status=live }}</ref>

As digital technology has evolved, the methods for measuring the effectiveness of online public relations have improved. The Public Relations Society of America, which has been developing PR strategies since 1947, has identified five steps for measuring online public relations effectiveness.
# ''Engagement'': Measure the number of people who engaged with an item (social shares, likes and comments).
# ''Impressions'': Measure the number of people who may have viewed an item.
# ''Items'': Measure any content (blog posts, articles, etc.) that originally appeared as digital media.
# ''Mentions'': Measure how many online items mention the brand, organization, or product.
# ''Reach'': Measure how far the PR campaign managed to penetrate overall and in terms of a particular audience.<ref>{{cite web|url=http://www.prsa.org/Intelligence/BusinessCase/MeasurementStandarization/#.VdZtN1WrTmE|title=PR Measurement Standardization: Moving Toward Industry Agreement: PRSA|first=Arthur|last=Yann|access-date=21 August 2015|archive-date=25 August 2015|archive-url=https://web.archive.org/web/20150825033727/http://www.prsa.org/Intelligence/BusinessCase/MeasurementStandarization#.VdZtN1WrTmE|url-status=live}}</ref>

=== Types of public relations arenas ===
Publicists<ref>{{Cite book |last1=Holtzhausen |first1=Derina |url=https://books.google.com/books?id=C42LBQAAQBAJ&dq=publicist+strategic+commu&pg=PA337 |title=The Routledge Handbook of Strategic Communication |last2=Zerfass |first2=Ansgar |date=20 November 2014 |publisher=[[Routledge]] |isbn=978-1-136-20712-9 |language=en}}</ref> can work in a host of different types of business verticals such as entertainment, technology, music, travel, television, food, consumer electronics and more. Many publicists build their career in a specific business space to leverage relationships and contacts. There are different kinds of press strategies for such as B2B (business to business) or B2C (business to consumer). Business to business publicity highlights service providers who provide services and products to other businesses. Business to Consumer publicizes products and services for regular consumers, such as toys, travel, food, entertainment, personal electronics and music.

=== Other techniques ===
[[Litigation public relations]] is the management of the communication process during the course of any legal dispute or adjudicatory processing so as to affect the outcome or its effect on the client's overall [[reputation]].<ref>Haggerty, 2003</ref>

== Crisis management in public relations ==
Public relations plays a crucial role in crisis management by helping organizations prepare for, navigate, and recover from unexpected events that threaten their reputation, operations, or stakeholders.<ref>{{Cite book |last=Coombs |first=W. Timothy |title=Ongoing Crisis Communication: Planning, Managing, and Responding |publisher=SAGE Publications |year=2019 |isbn=9781544331959 |edition=5th |location=Thousand Oaks, CA |publication-date=2019}}</ref> A crisis can range from natural disasters and product recalls to scandals and cybersecurity breaches. Effective crisis communication is essential to mitigate negative impacts and maintain public trust.

=== Role of public relations in crisis management ===

* '''Preparation:''' PR professionals develop crisis communication plans that outline strategies for potential scenarios. This includes identifying spokespersons, establishing communication protocols, and training staff.
* '''Response:''' During a crisis, timely and transparent communication is vital. PR teams disseminate accurate information to the public, stakeholders, and the media, addressing concerns and correcting misinformation.<ref>{{Cite book |last=Fearn-Banks |first=Kathleen |title=Crisis Communications: A Casebook Approach |publisher=Routledge |year=2016 |isbn=9781138923744 |edition=5th |location=New York, NY |publication-date=2016}}</ref>
* '''Reputation Management:''' Post-crisis, PR efforts focus on rebuilding the organization's image and learning from the event to improve future responses.

=== Examples of crisis management ===

* '''Tylenol Murders (1982):''' Johnson & Johnson's handling of the [[Chicago Tylenol murders|Chicago cyanide-laced Tylenol murders]] is a seminal case in effective crisis PR. The company's prompt recall of products, transparent communication, and introduction of tamper-proof packaging restored public confidence.
* '''BP Oil Spill (2010):''' The [[Deepwater Horizon oil spill]] highlighted the consequences of inadequate crisis communication, where BP faced criticism for its slow and ineffective PR response.

=== Key components ===

* '''Crisis Communication Plan:''' A strategic blueprint outlining how to communicate during emergencies.
* '''Media Relations:''' Managing interactions with the media to ensure accurate reporting.<ref>{{Cite book |last=Lukaszewski |first=James E. |title=Lukaszewski on Crisis Communication: What Your CEO Needs to Know About Reputation Risk and Crisis Management |publisher=Rothstein Publishing |year=2015 |isbn=978-1931332576 |location=Brookfield, CT |publication-date=2015}}</ref>
* '''Stakeholder Engagement:''' Keeping employees, investors, and other stakeholders informed.

=== Related concepts ===

* '''[[Crisis communication|Crisis Communication]]:''' The specific subset of PR focused on protecting and defending an individual, company, or organization facing a public challenge to its reputation.
* '''[[Reputation management|Reputation Management]]:''' The practice of attempting to shape public perception of an organization by influencing online information.
* '''[[Risk management|Risk Management]]:''' The identification and mitigation of potential risks before they occur.

== Ethics ==
Public relations professionals both serve the public's interest and private interests of businesses, associations, non-profit organizations, and governments. This dual obligation gave rise to heated debates among scholars of the discipline and practitioners over its fundamental values. This conflict represents the main ethical predicament of public relations.<ref name="Carolyn Bronstein 2006">Kathy Fitzpatrick and Carolyn Bronstein, " Introduction: Towards a Definitional Framework for Responsible Advocacy," in Ethics in Public Relations, Responsible Advocacy, ed. Kathy Fitzpatrick and Carolyn Bronstein (USA: Sage Publications, Inc. 2006), ix.</ref> In 2000, the [[Public Relations Society of America]] (PRSA) responded to the controversy by acknowledging in its new code of ethics "advocacy" – for the first time – as a core value of the discipline.<ref name="Carolyn Bronstein 2006"/>

The field of public relations is generally highly un-regulated, but many professionals voluntarily adhere to the code of conduct of one or more professional bodies to avoid exposure for ethical violations.<ref name="Marshall2002">{{cite journal|last1=Marshall|first1=Tim|title=Ethics – Who needs them?|journal=Journal of Communication Management|volume=7|issue=2|year=2002|pages=107–112|issn=1363-254X|doi=10.1108/13632540310807313}}</ref> The [[Chartered Institute of Public Relations]], the Public Relations Society of America, and The Institute of Public Relations are a few organizations that publish an ethical code. Still, [[Edelman (firm)|Edelman]]'s 2003 semi-annual trust survey found that only 20 percent of survey respondents from the public believed paid communicators within a company were credible.<ref name="journal">{{Cite journal | doi=10.1108/13632540510621498|title = Can the professionalisation of the UK public relations industry make it more trustworthy?| journal=Journal of Communication Management| volume=9| pages=56–64|year = 2005|last1 = Tobin|first1 = Natasha}}</ref> Individuals in public relations are growing increasingly concerned with their company's marketing practices, questioning whether they agree with the company's social responsibility. They seek more influence over marketing and more of a counseling and policy-making role. On the other hand, individuals in marketing are increasingly interested in incorporating publicity as a tool within the realm marketing.<ref>Kermani, Faiz and Alan Needham. Marketing and Public Relations. Marlow: Institute of Clinical Research, 2006. N. pag. Print.</ref>

According to Scott Cutlip, the social justification for public relations is the right for an organization to have a fair hearing of their point of view in the public forum, but to obtain such a hearing for their ideas requires a skilled advocate.<ref>{{citation|first=Scott|last=Cutlip|author-link=Scott Cutlip|year=1994|title=The Unseen Power: Public Relations: A History|publisher=Lawrence Erlbaum Associates|isbn=978-0-8058-1464-4}}</ref>

Marketing and communications strategist, Ira Gostin, believes there is a code of conduct when conducting business and using public relations. Public relations specialists have the ability to influence society. Fact-checking and presenting accurate information is necessary to maintain credibility with employers and clients.<ref>{{Cite web|last=Gostin|first=Ira|title=Council Post: Reflecting On Ethics And Doing The Right Thing As Professionals|url=https://www.forbes.com/sites/forbescommunicationscouncil/2020/09/10/reflecting-on-ethics-and-doing-the-right-thing-as-professionals/|access-date=30 November 2020|website=Forbes|language=en|archive-date=7 November 2020|archive-url=https://web.archive.org/web/20201107030223/https://www.forbes.com/sites/forbescommunicationscouncil/2020/09/10/reflecting-on-ethics-and-doing-the-right-thing-as-professionals/|url-status=live}}</ref>

=== Public Relation Code of Ethics ===
The Public Relations Society of America has established a set of fundamental guidelines that people within the public relations professions should practice and use in their business atmosphere. These values are:

* '''''Advocacy''''': Serving the public interest by acting as responsible advocates for the clientele. This can occur by displaying the marketplace of ideas, facts and viewpoints to aid informed public debate.
* '''''Honesty''''': Standing by the truth and accuracy of all facts in the case and advancing those statements to the public.
* '''''Expertise''''': To become and stay informed of the specialized knowledge needed in the field of Public Relations. Taking that knowledge and improving the field through development, research and education. Meanwhile, professionals also build their understanding, credibility, and relationships to understand various audiences and industries.
* '''''Independence''''': Provide unbiased work to those that are represented while being accountable for all actions.
* '''''Loyalty''''': Stay devoted to the client while remembering that there is a duty to still serve the public interest.
* '''''Fairness''''': Honorably conduct business with any and all clients, employers, competitors, peers, vendors, media and general public. Respecting all opinions and right of free expression.<ref>{{Cite news|url=https://www.prsa.org/ethics/code-of-ethics/|title=Code of Ethics - Public Relations Society of America|work=Public Relations Society of America|access-date=31 October 2018|archive-date=8 March 2019|archive-url=https://web.archive.org/web/20190308012507/http://www.prsa.org/ethics/code-of-ethics/|url-status=live}}</ref>

=== International Public Relations Code of Ethics ===
Other than the ethics put in place in the United States of America there are also International ethics set to ensure proper and, legal worldwide communication. Regarding these ethics, there are broad codes used specifically for international forms of public relations, and then there are more specific forms from different countries. For example, some countries have certain associations to create ethics and standards to communication across their country.

The International Association of Business Communication (founded in 1971),<ref name=":02">{{Cite book |last=Heath |first=Robert Lawrence |title=Encyclopedia of public relations |publisher=SAGE |year=2004}}</ref> or also known as IABC, has its own set of ethics in order to enforce a set of guidelines that ensure communication internationality is legal, ethical, and is in good taste. Some principles that members of the board of IABC follow include.

* Having proper and legal communication
* Being understanding and open to other people's cultures, values, and beliefs
* Create communication that is accurate, trusting, to ensure mutual respect and understanding

The IABC members use the following list of ethics in order to work to improve values of communication throughout the world:<ref name=":02" />

# Being credible and honest
# Keeping up with information to ensure accuracy of communication
# Understanding free speech and respecting this right
# Having sensitivity towards other people's thoughts, beliefs, and way of life
# Not taking part in unethical behaviors
# Obeying policies and laws
# Giving proper credit to resources used for communication
# Ensuring private information is protected (not used for personal gain) and if publicized, guarantee proper legal measures will be put in place.
# Publishers of said communication do not accept gifts, benefits, payments etc.; for work, or their services
# Creating results and spreading results that are attainable and they can deliver.
# Being fully truthful to other people, and themselves.

[[File:Three_sheets_of_newspaper.jpg|thumb|Media is a major resource in the public relations career especially in news networks. That is why as a public relations specialist, having proper information is very important, and crucial to the society as a whole.]]

=== Spin ===
{{Main|Spin (public relations)}}
Spin has been interpreted historically to mean overt deceit that is meant to manipulate the public, but since the 1950s has shifted to describing a "polishing of the truth."<ref name="Safire96"/> Today, spin refers to providing a certain interpretation of information meant to sway [[public opinion]].<ref>{{cite web|url=http://www.thefreedictionary.com/spin|title=spin|via=The Free Dictionary|access-date=17 June 2012|archive-date=6 September 2019|archive-url=https://web.archive.org/web/20190906101710/https://www.thefreedictionary.com/spin|url-status=live}}</ref> Companies may use spin to create the appearance of the company or other events are going in a slightly different direction than they actually are.<ref name="Safire96">Safire, William
(1996) [https://www.nytimes.com/1996/12/22/magazine/the-spinner-spun.html?scp=19&sq=spin%20definition&st=cse ''The Spinner Spun''] {{Webarchive|url=https://web.archive.org/web/20161222084110/http://www.nytimes.com/1996/12/22/magazine/the-spinner-spun.html?scp=19&sq=spin%20definition&st=cse |date=22 December 2016 }}</ref> Within the field of public relations, spin is seen as a derogatory term, interpreted by professionals as meaning blatant deceit and manipulation.<ref>[http://donhalepr.com/?p=163 Spin Doctor a Derogatory Term That Needs to Go, Dilenschneider Says] {{Webarchive|url=https://web.archive.org/web/20130518215557/http://donhalepr.com/?p=163 |date=18 May 2013 }}. Don Hale PR. Retrieved on 16 July 2013.</ref><ref>[http://blog.prnewswire.com/2012/02/17/dear-gracie-is-flack-a-four-letter-word/ Dear Gracie: Is 'Flack' a Four-Letter Word? {{!}} Beyond PR] {{Webarchive|url=https://web.archive.org/web/20121028045613/http://blog.prnewswire.com/2012/02/17/dear-gracie-is-flack-a-four-letter-word/ |date=28 October 2012 }}. Blog.prnewswire.com (17 February 2012). Retrieved on 16 July 2013.</ref> Skilled practitioners of spin are sometimes called "spin doctors."

In [[Stuart Ewen]]'s ''PR! A Social History of Spin'', he argues that public relations can be a real menace to democracy as it renders the public discourse powerless. Corporations are able to hire public relations professionals and transmit their messages through the media channels and exercise a huge amount of influence upon the individual who is defenseless against such a powerful force. He claims that public relations is a weapon for capitalist deception and the best way to resist is to become media literate and use critical thinking when interpreting the various mediated messages.<ref>W. Timothy Coombs and Sherry J. Holladay, "Does Society Need Public Relations? Criticisms of Public Relations" in It's Not Just PR: Public Relations in Society, (Blackwell Publishing Ltd, 2007), 10.</ref>

According to [[Jim Hoggan]], "public relations is not by definition 'spin'. Public relations is the art of building good relationships. You do that most effectively by earning trust and goodwill among those who are important to you and your business... Spin is to public relations what manipulation is to interpersonal communications. It's a diversion whose primary effect is ultimately to undermine the central goal of building trust and nurturing a good relationship."<ref>Hoggan, J., Littlemore, R., & Canadian Electronic Library. (2009). Climate cover-up : The crusade to deny global warming / James Hoggan and Richard Littlemore. (DesLibris. Books collection). Vancouver [B.C.]: Greystone Books.</ref>

The techniques of spin include selectively presenting facts and quotes that support ideal positions ([[Cherry picking (fallacy)|cherry picking]]), the so-called "[[non-denial denial]]", phrasing that in a way presumes unproven truths, [[euphemism]]s for drawing attention away from items considered distasteful, and ambiguity in public statements. Another spin technique involves careful choice of timing in the release of certain news so it can take advantage of prominent events in the news.

=== Negative ===
{{see also|Negative campaigning}}
Negative public relations, also called dark public relations (DPR), 'black hat PR' and in some earlier writing "Black PR", is a process of destroying the target's reputation and/or [[corporate identity]]. The objective in DPR is to discredit someone else, who may pose a threat to the client's business or be a political rival. DPR may rely on [[IT security]], [[industrial espionage]], [[social engineering (security)|social engineering]] and [[competitive intelligence]]. Common techniques include using dirty secrets from the target, producing misleading facts to fool a competitor.<ref>Wattenberg, Martin P. (22 August 1996). Negative Campaign Advertising: Demobilizer or Mobilizer. eScholarship Repository. UC Irvine, Department of Politics and Society. Retrieved on 29 January 2005</ref><ref>Bike, William S. (28 March 2004). Campaign Guide: [[Negative campaigning|Negative Campaigning]]. CompleteCampaigns.com. City: San Diego. Retrieved on 3 August 2005.</ref><ref>{{cite magazine |last=Saletan|first=William|author-link=William Saletan  |date=25 November 1999 |title=Three Cheers for Negative Campaigning |magazine=[[Slate (magazine)|Slate]]  |location= Washington }}</ref><ref>Does Attack Advertising Demobilize the Electorate? Stephen Ansolabehere, Shanto Iyengar, Adam Simon, Nicholas Valentino, 1994, [[American Political Science Review]], 88:829–838; Winning, But Losing, Ansolabehere and Iyenger, 1996</ref> In politics, a decision to use negative PR is also known as [[negative campaigning]].

=== T.A.R.E.S. ===
The T.A.R.E.S. is a five-point test that evaluates ethical persuasion and provides boundaries in persuasive practices.

* '''''Truthfulness''''' (of the message) examples
** Is this communicating something factually true and accurate?
** Does this downplay or diminish evidence?
** Am I creating a false narrative or image?
** Does this influence people to believe something that I do not believe myself?
* '''''Authenticity''''' (of the persuader) examples
** Will people question my honesty or integrity from this?
** Do I truly believe that what is being presented will benefit those who are reading?
** Do I support or advocate in the statement, person, or product?
* '''''Respect''''' (for the persuadee) examples
** Am I presenting statements in self-interest, or do I genuinely care about the issue, person, or product?
** Is this presented to persuadees who are rational, self-thinking beings?
** What ethical responsibility do I hold by presenting this information?
* '''''Equity''''' (of the persuasive appeal) examples
** Is this appeal fair and nondiscriminatory?
** Have I target persuadees who are not capable of understanding the claims and the context?
** Are the statements I present sensitive to various interests, needs, or concerns of the persuadees? 
* '''''Social Responsibility''''' (for the common good) examples
** Have I unfairly stereotyped groups of society in my statements or actions?
** Will my statements or actions cause harms to various groups of society?
** Will there be any negative consequences against a group in society based on my statements or actions? 
** Have I fairly presented issues that concern groups who may have been underrepresented in society? 
** Are the statements or actions that are being communicated responsible to various societal groups, public interest, and the public?<ref>{{Cite web|last1=Baker|first1=Sherry|last2=Martinson|first2=David L.|year=2001|title=The TARES Test: Five Principles for Ethical Persuasion|url=https://www.researchgate.net/publication/233168773|website=ResearchGate|access-date=30 November 2020|archive-date=22 March 2022|archive-url=https://web.archive.org/web/20220322114550/https://www.researchgate.net/publication/233168773_The_TARES_test_Five_principles_for_ethical_persuasion|url-status=live}}</ref>

=== Politics and civil society ===
In ''[[Propaganda (book)|Propaganda]]'' (1928), [[Edward Bernays|Bernays]] argued that the manipulation of public opinion was a necessary part of democracy.<ref>{{cite web| url = https://archive.org/details/EdwardLBernays-Propaganda| title = Edward Bernays ''Propaganda'' (1928) p. 10}}</ref> In public relations, [[lobby groups]] are created to influence government policy, corporate policy or [[public opinion]], typically in a way that benefits the sponsoring organization.

In fact, Bernays stresses that we are in fact dominated in almost every aspect of our lives, by a relatively small number of persons who have mastered the 'mental processes and social patterns of the masses,' which include our behavior, political and economic spheres or our morals.<ref>Edward Bernays, "Organizing Chaos," in Propaganda, (New York: H. Liverlight, 1928), 10.</ref> In theory, each individual chooses his own opinion on behavior and public issues. However, in practice, it is impossible for one to study all variables and approaches of a particular question and come to a conclusion without any external influence. This is the reason why the society has agreed upon an 'invisible government' to interpret on our behalf information and narrow the choice field to a more practical scale.<ref>Edward Bernays, "Organizing Chaos," in Propaganda, (New York: H. Liverlight, 1928), 11.</ref>

When a lobby group hides its true purpose and support base, it is known as a [[front group]].<ref>See Peter Viggo Jakobsen, ''Focus on the CNN Effect Misses the Point: The Real Media Impact on Conflict Management is Invisible and Indirect'', Journal of Peace Research, vol.37, no.2. Institute of Political Science, University of Copenhagen (2000).</ref> Front groups are a form of [[astroturfing]], because they intend to sway the public or the government without disclosing their financial connection to corporate or political interests. They create a fake grass-roots movement by giving the appearance of a trusted organization that serves the public, when they actually serve their sponsors.

Politicians also employ public relations professionals to help project their views, policies and even personalities to their best advantages.<ref>{{citation|title=On the Record: Politics, Politicians and Power|first=Laurie|last=Oakes|page=191|year=2010|publisher=Hachette Australia|isbn=978-0-7336-2700-2}}</ref><ref>{{Cite journal|last=Farmer|first=Yanick|date=2 January 2018|title=Ethical Decision Making and Reputation Management in Public Relations|journal=Journal of Media Ethics|volume=33|issue=1|pages=2–13|doi=10.1080/23736992.2017.1401931|s2cid=158618395|issn=2373-6992|url=http://archipel.uqam.ca/12464/1/Ethical%20Decision%20Making%20and%20Reputation%20Management%20in%20Public%20Relations.pdf|access-date=14 January 2020|archive-date=20 June 2019|archive-url=https://web.archive.org/web/20190620144748/https://archipel.uqam.ca/12464/1/Ethical%20Decision%20Making%20and%20Reputation%20Management%20in%20Public%20Relations.pdf|url-status=live}}</ref>

===Reputation laundering===
{{main|Reputation laundering}}
Some PR firms perform [[reputation laundering]] services.  In these situations, a client will hire a PR firm to conceal unethical, corrupt, or criminal behavior. The PR firm will supply services that improve the client's reputation and obscure the client's history, such as: arranging publication of positive press, coordinating donations to charities, arranging sponsorships and advertising (such as of sports teams), arranging attendance at major social events, and recommending prominent associations that the client can join.<ref>''The United Nations and Transnational Organized Crime'', p. 166, Phil Williams, Ernesto Ugo Savona, Psychology Press, 1996.</ref><ref name="GUARD2010">{{Cite web |date=2010-08-03 |title=PR firms make London world capital of reputation laundering |url=http://www.theguardian.com/media/2010/aug/03/london-public-relations-reputation-laundering |access-date=2022-11-11 |website=The Guardian |language=en}}</ref><ref name="NED">"Waking up to Reputation Laundering as a Mechanism for Transnational Kleptocracy"  Melissa Aten, John Glenn (editors) March 2022, National Endowment for Democracy, https://www.ned.org/wp-content/uploads/2022/03/Global-Insights-Waking-up-to-Reputation-Laundering-as-a-Mechanism-for-Transnational-Kleptocracy.pdf</ref>  Other mechanisms employed by PR firms on behalf of the purportedly corrupt or criminal customers include [[Sock puppet account|fake social media accounts]], [[Fake blog|blogs by fake personalities]], or partisan op-eds.<ref>''Media and Mass Atrocity: The Rwanda Genocide and Beyond'' Allan Thompson, p 509, 2019, McGill-Queen's Press. "So-called 'black' public relations (PR) firms have also played an important role as hired proxies for state-sponsored trolling attacks, notably Bahrain.  These firms offer 'reputation laundering' services, which take many forms,  including..."</ref>

Notable PR firms that have engaged in reputation laundering include British PR firm [[Bell Pottinger]], which employed reputation laundering in support of clients such as [[Alexander Lukashenko]], [[Bahrain]], and the Pinochet Foundation.<ref name="UKPR">{{Cite web |date=2017-09-05 |title='Reputation laundering' is lucrative business for London PR firms |url=http://www.theguardian.com/media/2017/sep/05/reputation-laundering-is-lucrative-business-for-london-pr-firms |access-date=2022-11-11 |website=The Guardian |language=en}}</ref>  PR firms [[Havas]], [[Publicis]], and [[Qorvis]] were hired by Saudi Arabia to perform reputation laundering after [[9/11]] and the [[assassination of Jamal Khashoggi]].<ref name="NED"/> Most beneficiaries of reputational laundering are politicians or politically affiliated individuals and organizations, but this type of PR can also be employed by businesses and non-politicians. 
  
The [[United Kingdom]] government published reports  stating that Russian oligarchs had been "extending patronage and building influence across a wide sphere of the British establishment" and had employed public relations firms that were "willing beneficiaries, contributing to a ‘reputation laundering' process".<ref name="FINTIM">{{Cite news |last=Thomas |first=Daniel |date=2022-05-04 |title=British accountants and PR firms told to cut Russia ties |work=Financial Times |url=https://www.ft.com/content/f79e55e7-dd07-4fab-b7b8-fa2991a4c4d0 |access-date=2023-05-24}}</ref><ref>"Economic crime in the UK: a multi-billion pound problem"  Oliver Bennett MBE, Ali Shalchi 6 April 2022,'' House of Commons Library'' https://researchbriefings.files.parliament.uk/documents/CBP-9013/CBP-9013.pdf</ref><ref name="UKREP">{{Cite web |date=2020-07-21 |title=Government response to Intelligence and Security Committee Russia Report |url=https://www.gov.uk/government/publications/government-response-to-intelligence-and-security-committee-russia-report |access-date=2023-05-24 |website=GOV.UK |language=en}}</ref>

== See also ==
<!-- New links in alphabetical order please -->
{{div col|colwidth=50em}}
* [[Brand management]]
* [[Grassroots]]
* [[Impression management]]
* [[List of press release agencies]]
* [[List of public relations journals]]
* [[Media intelligence]]
* [[Media manipulation]]
* [[Promotion (marketing)]]
* [[Public relations in India]]
* [[Publicist]]
* [[Reputation management]]
* [[Crisis Management]]
* [[Damage Control]]{{div col end}}

== References ==
{{Reflist}}

== Further reading ==
{{wikiquote}}
{{commons category|Public relations}}

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* {{citation|url=http://www.instituteforpr.org/files/uploads/MiniMe_HistoryOfPR.pdf |title=A History of Public Relations |publisher=The Institute for Public Relations |url-status=dead |archive-url=https://web.archive.org/web/20100602072558/http://www.instituteforpr.org/files/uploads/MiniMe_HistoryOfPR.pdf |archive-date=2 June 2010 }}
*{{citation|last=Breakenridge|first=Deirdre|author-link=Deirdre Breakenridge|year=2012|title=Social media and public relations: Eight new practices for the pr professional|location= New jersey|publisher= FT Press}}
* {{citation|first=Scott|last=Cutlip|author-link=Scott Cutlip|year=1994|title=The Unseen Power: Public Relations: A History|publisher=[[Lawrence Erlbaum Associates]]|isbn=0-8058-1464-7}}
* {{citation|first=Scott|last=Cutlip|author-link=Scott Cutlip|year=1995|title=Public Relations History: from the 17th to the 20th Century|publisher=Lawrence Earlbaum Associates|isbn=0-8058-1780-8}}
* {{citation|first=Lars M.|last=Heitmueller|year=2012|url=http://i.lmh.info/ccm|title=Corporate Communication Map: Outline of an interactive Overview of the fundamental Models and Theories of Public Relations|access-date=6 October 2013|archive-date=8 October 2013|archive-url=https://archive.today/20131008005103/http://i.lmh.info/ccm|url-status=dead}}
* Kelleher, T. (2018). ''Public Relations'' (1st ed.). New York, NY: Oxford University Press.
* Stoykov, Lubomir (2016). ''Public Relations Management'' (2nd ed.). Sofia: Alma communication.

{{Communication studies}}
{{Media culture}}
{{Media manipulation}}
{{Propaganda}}
{{Media and human factors}}
{{Authority control}}

{{DEFAULTSORT:Public Relations}}
[[Category:Public relations| ]]
[[Category:Communication design]]
[[Category:Business ethics]]