Explain the elements of public relations.

OR

What are the four elements of public relations? Briefly explain any two of them.

There are four main elements of good public relations:

1. Human Relations — Human relations means relations between human beings on the basis of human dignity and respect for each other. Good human relations require that people get along well together with both 'internal' publics (employees) and 'external' publics (consumers, community, etc.). Every person in an organisation is a human being and should show sincere interest in others. Employer or management can buy a person's time and actions, but their enthusiasm, loyalty and initiative cannot be bought — these have to be earned through good human relations.

2. Empathy — Empathy means looking at things and events from the other person's point of view. It requires that the communicator be in tune with the communicatee. Empathy enables an executive to be sensitive and sympathetic to the attitudes, expectations and problems of workers and clients. Empathy is different from sympathy — empathy is feeling with the other person, whereas sympathy means feeling sorry for the other person. Empathy fosters greater understanding and improves relationships with clients.

3. Persuasion — Persuasion is an important element of public relations. To persuade means to convince another person of some idea, product, service or institution, or to induce a person or group to do something. There are two forms of interaction between individuals and groups — force and persuasion. Force is considered improper conduct in a civilised society, while persuasion is the right conduct as it involves convincing the other person. A message becomes persuasive when people believe in the source of the message.

4. Dialogue — Dialogue means a conversation between two persons with a purpose. If a person goes on talking without allowing others to participate, it becomes a monologue. In a civilised society, dialogue is the only weapon of reasoning and understanding. Effective dialogue requires impartial listening, understanding and respect for each other's opinions. A good way to start a dialogue is by asking questions and listening to the answers. Dialogue helps reduce prejudice and builds up mutual confidence.