DEFINITION OF PUBLIC RELATIONS : ITS NATURE, PROCESS AND PUBLIC

1.1 INTRODUCTION i I& d 1 This is the first block in this Course. It comprises five Units. In this block, we shall be dealing I with the basics of Public Relations. 1 1 - In Unit 1, we shall discuss the various important definitions of Public Relations, its nature, and various processes and procedures used in Public Relations. In the next Unit, i.e. Unit 2, we shall be dealing with various concepts in Public Relations. 1.2 THE PUBLIC RELATIONS ENVIRONMENT We will now focus more sharply on the environment in which Public Relations operates and also examine how Public Relations has become a necessity in the present society. As science gives us greater control over matter, machines, and methods, we must learn to deal with people with increasing effectiveness. Public Relations, as a means of inculcating attitudes, can greatly expedite the social adaptations required for our material advancement by influencing public opinion. The revolution in communication, that we referredto earlier, is more than an accelerator of . change. It has created a whole new pattern of human dynamics. Changes are being felt in various areas ofthe society, particularly in the lifestyles and attitudes. For, the current changes in society are basically because of shifts in public attitudes, whether they be in government, in business, education, in science or technology. It is because of this that Public Relations is rapidly gaining attention worldwide. In India also, the new leadership in all organisations, government or private, has become aware of the importance of public attitudes. Some are either aware of Public Relations, or are receptive when it comes to their attention. As they gradually replace the old guard, the significance and dynamism of the concept of Public Relations is likely to increase in scope and effect. The changes will create a human climate in which all organisations must exist. Understanding and coping with the human climate is as vital for an organisation as dealing with the weather is for a farmer. In true democratic traditions, today's organisations and institutions, political parties and associations, the church or tlie temple, groups and unions, all work with the avowed aim of serving the interests of the people. Therefore, the people's attitude towards these social groups gain importance. Public Relations acts as a "link, placed as it is between an organisation and the people. Further, the process of development in society creates certain problems. The resolving of these problems require the mutual understanding the goodwill between many groups, often having conflicting interests. As long as these societal processes operate,