Pinkleton

The purpose of this essay is to propose the most adequate way to define public relations for practitioners. As Weintraub and Pinkleton (2001) described, public relations helps organizations to build and maintain long-term relationships with publics that ensure long-term organizational success. This definition is most useful because it entails that practioners are managers using strategic communications tools and tactics needed to achieve validity in public relations work .

In order to qualify Weintraub and Pinkleton’s definition of public relations as most useful to practitioners, it is necessary to explain that this definition implies that public relations practioners function as managers in their organiztions. Through key words such as “build” and “maintain” the definition positions practitioners in more dominant, policy making roles. It is necessary that public relations practitioners who are helping organizations to achieve the success described in Weintraub and Pinkelton’s definition serve in management-level positions to assure that the messaging decisions and policies of the organization are “building and maintaining long-term relationships with publics.” Without a clearly defined leadership role, it is improbable that practitioners will be effective in “building” or “maintaining” if their position requires them to serve the organization by communicating decisions made by other individuals.

The activities encompassed by public relations practitioners on a daily basis must involve strategically researching, planning and evaluating the publics that they serve in order to understand the needs and views of the publics (Weintraub and Pinkleton, 2001). As explained, public relations professionals must take a research-based, planned approach to their programs and problem solving in order to maintain the validity and importance of the public relations job function. Research of an organizations publics assists the practitioner with the task of “building” and...