UNIT 1 . DEFINITION OF PUBLIC RELATIONS : ITS NATURE, PROCESS AND PUBLIC Structure 1.0 Objectives 1.1 Introduction 1.2 The Public Relations Environment 1.3 Definitions of Public Relations 1.3.1 Aiialysis of Definitions 1.3.2 Working Definitions . 1.4 Nature and Scope of Public Relations 1.4.1 Elements in Public Relations 1.4.2 Scope of Public Relations Practice 1.4.3 Role of Public Relations , 1.4.4 Public Relations as Management Function 1.4.5 Limitations of Public Relations 1.5 Public Relations - Publics 1.5.1 Nature of Organisation and its Public 1.5.2 Identification of Publics 1.6 The Process of Communication 1.7 The Public Relations Process 1.8 Benefits of Public Relations 1.9 Public Relations - Tools of Communication 1.10' Public Relations Professionals - Coping with changes 1.1 1 Let Us Sum Up 1.12 Glossary 1.13 Suggested Reading 1.14 Check Your Progress : Model Answers 1.0 OBJECTIVES In this Unit, we introduce you to Public Relations (PR), its nature, scope and process. We will begin by defining the term "Public Relations7' and other associated terms. We will define who the publics are, how important they are, how one can communicate with them. In shoit, we will take a wide look at what Public Relations does for the organisation, the publics and the management. When you complete reading this unit, you should be able to : state the factors that have contributed to the need for Public Relations; define Public Relations to bring out the various functions it serves; explain various terms used in Public Relations context; describe the nature and purpose of Public Relations; map out the scope of Public Relations and its limitations; relate the role of Public Relations to management function; define 'public' and analyse the nature of publics; identify the publics of various organisations; list the tools and media available to a Public Relations person; describe how Public Relations can bring about mutual understanding through strategic commuiiication; and