Umm Al-Qura University

Umm Al-Qura University

Highlights on Public Relations


- 2020/08/18

Golden Rules of Public Relations

Listen carefully to clients, colleagues, media representatives, and other interested parties to understand all relevant viewpoints and perspectives. This approach enables public relations professionals to make judgments that address all appropriate issues, concerns and objectives.*

*See: Inside the Minds: The Art of Public Relations, 2002: 20.


Goals of Communication:

  1. To inform
  2. To persuade
  3. To motivate
  4. To build mutual understanding.

* See: The Practice of Public Relations, 2017: 77-78.


Five Principles to the Public Relations Process:

  1. Honest communication for credibility
  2. Openness and consistency of actions for confidence
  3. Fairness of actions for reciprocity and goodwill
  4. Continuous two-way communication to prevent alienation and to build relationships
  5. Environmental research and evaluation to determine the actions or adjustments needed for social harmony.

* See: The Practice of Public Relations, 2017: 36.


Build a Bridge to the Future – From the Present

The fundamentals starting point for communicating is not deciding what you want to say. Rather, it is identifying what people want to hear. Outstanding communicators work back from whether their prospects are residing, in communications terms.

* See: Effective Personal Communication Skills for Public Relations, 2006: 98

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