Presse and Public Relations

The success of an organization or project depends not only on its goals and content but also on how well these are communicated to the public. Even the best ideas and projects can go unnoticed if shared only with a small audience. In today's world, where public recognition is crucial for success, professional press and public relations are essential.

Public Relations (PR), known in German as “Presse- und Öffentlichkeitsarbeit “(PÖ), originated in the United States and was first used in 1882. Over the years, the definition and role of PR have evolved significantly. Today, PR focuses on building and maintaining relationships with various groups, such as associations, institutions, political parties, and stakeholders. It is clearly distinct from advertising, marketing, and journalism, as PR emphasizes active communication to enhance organizational visibility while fostering public understanding and acceptance. This approach broadens an organization’s influence and enhances its capacity to shape public discourse effectively.

Sources

N. Franck (2017): Praxiswissen Presse- und Öffentlichkeitsarbeit, DOI 10.1007/978-3-658-13253-8_2, Springer Fachmedien Wiesbaden.

Klaus Merten (1999): Einführung in die Kommunikationswissenschaft. Band 1: Grundlagen der Kommunikationswissenschaft (= Aktuelle Medien- und Kommunikationsforschung 1, 1). LIT, Münster u. a., ISBN 3-89473-592-9, S. 279.

Röttger, U. (2010): PR-Theoriebildung – wissenschaftliche Ansätze zur Öffentlichkeitsarbeit. In: Public Relations – Organisation und Beruf. VS Verlag für Sozialwissenschaften. https://doi.org/10.1007/978-3-531-92523-3_2.