Issues in PR conclusion

The last day, the last hours of the Theory and Issues in PR module. In fact the classes ended on the 24th of March, but from then and until now we had the opportunity to revise everything we have learned during this course and to continue our blogs.

This is my last post for this class but hopefully not for PR profession. And here I would like to sum up what is written in my blog.

Public Relations is the art and science of establishing relationships between a company and its audience. It plays a key role in creating communication channels between these players and in spreading the message across people. such interaction is supposed to be a two-way mutually beneficial dialogue resulting in particular public actions. This is the good side.

However PR has a doubtful side: propaganda, spinning, fiction, manipulation, ethics and moral issues, "window-dressing" through CSR and NGO, women's discrimination, transparency and authenticity etc.

In addition to this the "bad" side of PR is the loss of people's trust, critique and an undermined reputation.

Truthful and devoted to the profession practitioners still struggle hard to improve and "lift" the face of PR. Using new technologies, new media, new global opportunities, new advocates and new "brains" these fighters are moving towards people's interests, ethically and legislatively regulated activities, charitable and socially responsible deeds and of course towards a good name.

In conclusion I'd like to say that PR is an essential part of our everyday life. Every single person is introducing and promoting him/herself to others, is doing his/her own PR even without realising it. PR professionals help people communicate, have a dialogue, say their opinions, concerns, share their information and experience and so forth. What could happen if PR didn't exist? There would have definitely been an analogue to this profession. Nonetheless people's feedback, evaluation and analysis are crucial for its reputation and existence.

It is not truth that this profession has almost died out - there are plenty of new ways and opportunities for development, it is just important to look attentively around, understand people's needs and create.