Keys to the Public

There are key elements to public relations. Four elements combine to form a successful system. First is the research. This includes public opinion polls, surveys, questionnaires, interviews, focus groups and literature searches. There are three basic phases to research – preparation, implementation and impact. The second element of public relations is a detailed strategy. One cannot play guessing games when it comes to the public’s reaction. Additionally, public relations coordinators have the goal of gaining and keeping public support. They are the liaisons for their clients. The final step is an evaluation of the campaign. What has worked? What did not? Public relations uses all facets of our media communications – digital, electronic, print and personal. “They are vehicles that carry information back and forth between private and public interests” (317).