Public relations | Solutional Webdesign Antwerpen

TOUS 0-9 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Relations publiques^[1], often abbreviated as PR, is a complex field that primarily revolves around managing communication between an organization and its stakeholders. It’s a strategic communication process that helps organizations and individuals build mutually beneficial relationships with the public. The roots of public relations can be traced back before the 20th century, but it was pioneers like Ivy Lee and Edward Bernays who defined its modern-day practice. In essence, PR involves managing information dissemination with the aim of influencing public opinion and perception. The key responsibilities of PR professionals include designing communication campaigns, managing réputation^[4], crisis management, brand awareness^[2], and event management. They also leverage médias sociaux^[3] platforms for marketing and tailor messages to meet different audience needs. The field, despite its importance, faces criticism for negative practices such as spin and unethical behaviors. However, to counteract these, organizations such as CIPR, PRSA, and IPR have published ethical codes to guide PR practitioners.

Définitions des termes

1. ↑ Relations publiques ( Public relations )

1 Les relations publiques, souvent abrégées en PR, sont un processus de communication stratégique qui permet d'établir des relations mutuellement bénéfiques entre les organisations et leurs publics. Ce domaine, dont les origines remontent au début du XXe siècle avec des personnalités comme Ivy Lee et Edward Louis Bernays, se concentre principalement sur la gestion de la perception d'une organisation par ses parties prenantes. Le rôle des professionnels des relations publiques peut varier de la conception de campagnes de communication à la gestion de situations de crise. Ils travaillent dans différents secteurs tels que les cabinets de relations publiques, les agences gouvernementales et les organisations à but non lucratif. Les tactiques de relations publiques peuvent inclure la communication financière, la publicité auprès des consommateurs, la réponse aux crises, la gestion des litiges juridiques et l'engagement des pouvoirs publics. Les professionnels des relations publiques respectent également des codes éthiques et des normes internationales afin d'équilibrer les intérêts publics et privés.

2 Les relations publiques, souvent abrégées en PR, sont un domaine complexe qui s'articule principalement autour de la gestion de la communication entre une organisation et ses parties prenantes. Il s'agit d'un processus de communication stratégique qui aide les organisations et les individus à établir des relations mutuellement bénéfiques avec le public. Les origines des relations publiques remontent au XXe siècle, mais ce sont des pionniers comme Ivy Lee et Edward Bernays qui ont défini leur pratique moderne. Par essence, les relations publiques consistent à gérer la diffusion d'informations dans le but d'influencer l'opinion et la perception du public. Les principales responsabilités des professionnels des relations publiques comprennent la conception de campagnes de communication, la gestion de la réputation, la gestion de crise, la sensibilisation à la marque et la gestion d'événements. Ils exploitent également les plateformes de médias sociaux pour le marketing et adaptent les messages aux besoins des différents publics. Malgré son importance, ce domaine fait l'objet de critiques pour des pratiques négatives telles que la manipulation et les comportements contraires à l'éthique. Toutefois, pour y remédier, des organisations telles que la CIPR, la PRSA et l'IPR ont publié des codes éthiques pour guider les praticiens des relations publiques.

2. ↑ brand awareness. Brand awareness is a fundamental concept in marketing that refers to the level of familiarity consumers have with a particular brand. It plays a significant role in their purchasing decisions, affecting the sustainability and growth of a business. Brand awareness is divided into two types: brand recall, the ability of consumers to remember a brand from memory when prompted with a product category, and brand recognition, where consumers confirm their previous exposure to a brand. It is typically measured using surveys, recall tests, and other metrics such as brand association and salience. Advertising is a crucial tool in building brand awareness and converting consumer interest into sales. Notably, strong brand awareness can enhance brand equity, which is the cumulative value derived from a brand's name and logo, including factors like brand loyalty and perceived quality.

Articles connexes :

Glossary: Public relations

Relations publiques (Wikipedia)

The examples and perspective in this article deal primarily with the English-speaking world and do not represent a worldwide view of the subject. You may améliorer cet article, discuss the issue on the page de discussionou create a new article, as appropriate. (June 2018) (Comment et quand supprimer ce modèle de message)

Relations publiques (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. Public relations and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The exposure is mostly médias-based, and this differentiates it from publicité as a form of marketing communications. Public relations aims to create or obtain coverage for clients for free, also known as médias gagnés, rather than paying for marketing or advertising also known as paid media. But in the early 21st century, advertising is also a part of broader PR activities.

An example of good public relations would be generating an article featuring a PR firm's client, rather than paying for the client to be advertised next to the article. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other les parties prenantes, and persuade them to maintain a positive or favorable view about the organization, its leadership, products, or political decisions. Public relations professionals typically work for PR and marketing firms, businesses and companies, governmentet public officials as public information officers et nongovernmental organizations, and nonprofit organizations. Jobs central to public relations include internal positions such as public relations coordinator, public relations specialist, and public relations manager, and outside agency positions such as account coordinator, account executive, account supervisor, and media relations manager.

Public relations specialists establish and maintain relationships with an organization's target audience, the media, relevant trade media, and other opinion leaders. Common responsibilities include designing communications campaigns, writing press releases and other content for news, working with the press, arranging interviews for company spokespeople, writing speeches for company leaders, acting as an organization's spokesperson, preparing clients for press conferences, media interviews and speeches, writing site web et médias sociaux content, managing company reputation (crisis management), managing internal communications, and marketing activities like brand awareness and event management. Success in the field of public relations requires a deep understanding of the interests and concerns of each of the company's many stakeholders. The public relations professional must know how to effectively address those concerns using the most powerful tool of the public relations trade, which is publicity.

Significations alternatives :

Relations publiques
Les relations publiques, souvent abrégées en PR, sont un processus de communication stratégique qui permet d'établir des relations mutuellement bénéfiques entre les organisations et leurs publics. Ce domaine, dont les origines remontent au début du XXe siècle avec des personnalités comme Ivy Lee et Edward Louis Bernays, se concentre principalement sur la gestion de la perception d'une organisation par ses parties prenantes. Le rôle des professionnels des relations publiques peut varier de la conception de campagnes de communication à la gestion de situations de crise. Ils travaillent dans différents secteurs tels que les cabinets de relations publiques, les agences gouvernementales et les organisations à but non lucratif. Les tactiques de relations publiques peuvent inclure la communication financière, la publicité auprès des consommateurs, la réponse aux crises, la gestion des litiges juridiques et l'engagement des pouvoirs publics. Les professionnels des relations publiques respectent également des codes éthiques et des normes internationales afin d'équilibrer les intérêts publics et privés.

" Retour à l'index des glossaires