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Public relations work is a lifestyle; it is more than just sitting at a desk, behind a computer

monitor and typing extravagant text onto the screen. The field is fast paced, competitive and often
timeschallenging. Unlike most disciplines or specialized fields, PR does not have a concrete definition
and there is no obtainable license after graduation; however, to have a degree in this particular study is to
have more than just a single sheet of paper with a name inscribed in elegant font. With a degree in PR, a
student has opened doors to limitless careers paths and exciting opportunities. PR professionals strive to
be and are most known for being: creative, introspective as well as extroverted, proactive (especially with
their work in maintaining effective relationships) and they are undoubtedly the voice of public interest (or
in other words, the voice of the people) which is tremendously rewarding. Branding, image and good
publicity are also important to the work of public relations professionals.
Dan Lattimore, author of Public RelationsThe Profession and The Practice (2008), claims
public relations work is all about developing effective relationships between organizations and groups
that are important to them. This statement accurately describes one vital component of public relations
work; albeit it does not encompass the discipline as a whole, but Lattimore does provide insight to what
an individual working in the field actually does. Through Lattimores definition, one might conclude that
public relations is all about persuasion: persuasion of a company to perform a certain task, or persuasion
of the public to purchase a certain product, and that would be the extent of the relationship between both
parties, but that would be an incorrect notion. Public relations involves practicing two way
communication, it depends on both a deliberate response through strategic management function as well
as constructive feedback. The inherent in this philosophy of public relations is the basic idea that the
objective is to build mutually beneficial relationshipsIn other words, a win-win situation for both the
organization and the public. (Wilcox and Cameron, 2009, p. 6).
The website for (add)ventures, a pr/marketing/advertising agency headquartered in Providence RI,
visually demonstrates Lattimores statement above. Right off the bat, on their homepage, site guests are
welcomed by an impressive display of graphics and designthere is an immediate sense of comfort and

virtual trust with the soothing yet professional tone the website projects, which paves the way for a good
foundation for an effective relationship with the general public. Based on the site, (add)ventures appears
to have good relationships with all of its corporate clients and small business partners; visitors to the site
are instantly welcomed by a proud display of animated links and coordinated pictures that relate to each
particular client. Even the (add)ventures mission statement for potential employees insinuates that this
agency places a healthy amount of interest on the significance of good PR and is successful at
maintaining effective relationships. Employees of this agency must fulfill the requirements of being NICE:
they must be nurturers with intelligence, have character and energy, and to a third partynamely visitors
of their website, an acronym represented by such alluring words translate well.
To highlight Lattimores statement, Wilcox and Cameron provide a specific example in the first
chapter of their text Public Relations: Strategies and Tactics to support the idea that maintaining effective
relationships is very important in public relations work. In the case of various apparel and footwear
manufacturers (Nike, Reebok, Tommy Hilfiger, etc.) a decision was made to engage in a dialogue with
the labor and human rights groups about working conditions in their overseas factories; after a
considerable amount of negative publicity on their use of sweat shop labor. From this was the result of
the Fair Labor Association, which essentially set grounds for fair rules and boundaries for the relationship
between the employer and the employees to avoid exploitation. Because of this corporate effort, the
companies not only built up trust and a better reputation, but the relationships between the both the
corporations, the general public and activist groups/labor unions, got better. This is an example of PR as
its finest, a win-win situation as mentioned earlier; the corporations involved attained a better reputation
and the consumer can feel less guilty for contributing in the promotion of sweat shop labor because a
labor association now exists to be the voice for the once voiceless. Lattimore would definitely approve.
To wrap up, there are more accurate definitions that describe public relations work as a whole
including various branches and aspects, such as the definition Rex Harlow (founder of the Public
Relations Society of America) provides. Public relations is a distinctive management function which

helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation
between an organization and its publics; involving the management of problems or issueskeep
informed on and responsive to public opinion. Public relations work is a numerous amount of things, it
involves so many different aspects that it can be difficult to pinpoint an single definition to identify the
field as an entiretybut that is also the beauty of working in such an open field; the many choices
available and the rewarding feeling after a successful project. This is why Lattimores statement is a
strong foundation for the definition of PR, but could not stand alone.

Works Cited
Wilcox, Dennis L., and Glen T. Cameron. Public Relations: Strategies and Tactics. 9th
ed. Boston, MA: Allyn & Bacon, 2009. Print.