Public Relations College Essay Example | Topics and Well Written Essays - 2000 words

Public Relations College - Essay Example This term was initiated by Thomas Jefferson. This was in the year 1807. It was first defined by Edward Bernays. He defined it as a management function with policies and programs that help an organisation to earn acceptance from the public. Research shows that throughout history public relations were used. One of the people that used it includes Georgiana Cavendish. 1 This was during the 18th century. She used so many approaches like lobbying the business. This she did with the help of her friends. She also incorporated press relations in her public relations venture. There are also many other people through out history that used public relations. For instance the American precursors carried out the promotion of circuses. In fact research shows that public relations were started in the United States. This was done such that the railroads were supported. Research shows that Railway literature book was the first to be reported to have the term public relations. This was in the year 1897. The public relations today have gone through many changes since the initiation. New techniques have been incorporated unlike what used to happen before. For instance there is the use of focus groups. This was never carried out initially but rather much generalization was done. When the public relations are carried out a specific group of people is targeted. For instance the loyal customers in the organisation can be a target group. 2 There is also the use of new technology in making sure that information reaches the clients. For instance since the nineteenth century, the internet has really been used in remitting information to clients. There is also the use of satellite feeds in the public relations. Today people need vast knowledge like economics and management principles to carry out public relations. For efficiency and effectiveness basic communication skills knowledge has to be studied by the concerned managers. Even video productions are widely used by various organizations. Nowadays many organisations have got a public relations department that deal with all the issues concerning the public in general. When the above evolution of public relations is evaluated one realizes that there used to be limitation in the communication because the technology was not advanced at that time. The public relations were carried out quite generally and therefore the desired effects were not well achieved. For instance the entire process was quite generalized that it did not deal with a specific focus group. This really limited the effectiveness. The communication could take time before being communicated. This is unlike what is happening in the organisations today because technology has really enhanced communication. Relationship marketing Relationship marketing is all about having tactics that are event driven. It is about retaining the customers in the business organization. It is a process and not an issue of a single event. Relationship marketing is usually carried out by having tactics that will help in retaining the loyal customers in the hospitality industry. The customers include local and the international tourists. The marketing messages in this case have to be moulded in line with the customer's life cycle. Through this there is usually high profitability since the customers are satisfied. For instance in the hospitalit