Public Relations & ReputationManagement
Of all the elements of the communicationsmix, Public Relations is the hardest to define.Many different definitions have beensuggested by practitioners and academicsalike
However, Public Relations has, ratherironically, suffered from ‘
an identity crisis
’. Asearch through marketing literature will revealdozens of different definitions, some placingemphasis on its role in media relations, othersoffering a much wider perspective.