WHAT IS PR?

It's a question that gets asked all the time - and ends up with many different answers because people have encountered different elements of public relations rather than seeing the whole. The answer to 'what is public relations' is simply this: public relations builds and sustains the relationships organisations need to keep their licence to operate.

To build those relationships, good communication is vital and we use four forms - oral, visual, written and experiential - with written communication the most widely recognised. Good communication, good behaviour and mutual understanding are the supporting elements that put the relationship at the heart of all we do. 

Watch the video for some answers and mid-way through you'll encounter Arrow's Atom Model of Public Relations which demonstrates how everything works.

WHAT IS A LICENCE TO OPERATE?

Every organisation - public or private sector, charity or not-for-profit - has a licence to operate. It is given by those who have a stake in the organisation - customers, voters, donors, employees and more.  Keeping a licence to operate requires a good relationship - complete with all its dimensions of trust, loyalty, satisfaction, mutuality, understanding and reputation. Which is where public relations and communication management comes in - our purpose is building and sustaining the relationships our organisations need to keep their licence to operate.  Watch the video for an overview of what's involved.

ORGANISE YOUR LEARNING

Here's a quick skills guide for PR and communication professionals to help you decide what to learn

REFRESH YOUR THINKING

Some thoughts here on aspects of our work we all need to refresh and update

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