Marketing guru Philip Kotler also has developed several pages in his bestseller "Marketing Management" to the centrality of customer in affecting brand-building/ PR exercise. Thus, any definition of PR has to come from a customer point-of-view itself.
No major organisation of today, can survive without at least a few members of their team, dedicated to launching PR initiatives in order to give the organisation, a certain recognition in the area where it wants its influence to spread, or to be maintained. The purpose and scope of PR can be applied to a multitude of organisations; Wikipedia, the free encyclopedia, gives an all-inclusive list in this way (webpage on PR):
3. NGO's such as schools, hospitals, orphanages, etc. use PR as a means to draw awareness to their cause, and appeal to the heartstrings of charitable people in order to establish funds.
4. Politicians use PR exercises, in order to extract votes, or to push new measures. President Bush once came under criticism for spending nearly $2.2 million on his campaign to overhaul US social security (Common Dreams News Centre).
In order to grasp the finer elements of PR's nature, it is useful to corroborate
information from a PR consultant itself. Sunday Odedele, Managing Director of a Lagos-based PR agency, looks at his profession from the angle of "philosophy" (webpage).
Odedele reasons that PR is "human-centric", since the process of maintaining a brand-conscious image stems from the basic human approach to transmit social signals by means of communication, he explores the nature of the PR exercise from the vantage point of core philosophy. Enumerating basic human needs as "survival, health, freedom, fellowship, self respect, knowledge, fulfilment, and happiness", he unconditionally mentions that these needs must be fully-accounted for in any endeavour of a PR initiative, because ignoring them would