Public Relations
Daniel Webster, a famous statesman, said, “We live in an age, fellow-citizens, when there has been established among the nations a more elevated tribunal than ever before existed on earth; I mean the tribunal of the public opinion of the world.” He made this statement in a speech in 1842 and yet his words apply today, perhaps more so than before. Since Webster’s remarks, technology has completely transformed the way information is distributed and received and has made information widely accessible. Coupled with the fact that the court of public opinion is very unforgiving, Associations are on trial every day. At the same time, success also waits in the court of public opinion.
Public relations is the management function that measures attitudes of interested people or the general public, compares policies and procedures of an organization with the public interest, and develops programs of action to earn understanding and acceptance.
The way the message is delivered has become hypercritical in the modern world. A good public relations program increases the value of an association. If members perceive that an organization is doing a good job, they will be motivated to continue giving their time, talents, and resources. Government officials who perceive that a strong association is concerned about a specific public policy will seek them out and take the group’s positions into consideration when making decisions. Prospective members are more likely to join an association that is well known and respected. The benefits of a favorable image are endless.
