What are the characteristics of public relations?

The characteristics of public relations are as follows:

1. Planned and Sustained Effort — Public relations is a planned and sustained effort. It is a management function that requires careful planning and continuous implementation.

2. Relationship between Organisation and Public — It is concerned with the relationship between an organisation and its various publics — employees, shareholders, consumers, government, media, and community.

3. Evaluation of Public Opinion — It involves evaluation of public opinion and attitudes about the policies, procedures and actions of an organisation insofar as they relate to the public.

4. Public Interest — The public relations function seeks to ensure that the policies, procedures and actions of the organisation are in the public interest and socially responsible.

5. Action and Communication — Public relations requires both action and communication programmes. Communication without good action is unethical.

6. Harmonious Relations — The basic purpose of public relations is to create and maintain harmonious relations between an organisation and its public.

7. Not Propaganda — Public relations is not propaganda. Propaganda is one-way, guided by self-interest, and is an instrument of politics. Public relations recognises ethical conduct and seeks willing acceptance of attitudes and ideas.

8. Ethical Conduct — In public relations, the ends can never justify the use of false, harmful or questionable means.