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Journal of Promotional Communications

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Published

2016-09-26

Issue

Vol. 4 No. 1 (2016)

Section

Articles

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What is Public Relations?

Stephen Waddington

Abstract

Public relations is the practice of understanding the purpose of an organisation and its relationships within society.It is a management discipline that relates to planned and sustained engagement designed to influence behaviour change, and build mutual understanding and trust. Engagement between an organisation and its publics is the core of public relations practice. It is a two-way process by which  an organisation communicates with its publics, and vice versa. Helping organisations get to grips with this as media changes is my day job.