RHETORIC
AND
PUBLIC RELATIONS
Search
Summary Prepared:
MOHANNAD ABDUL-ELAH
ALKHOULI
Category
• Overview
• Provide
• Definitions
• The Historical relationship between rhetoric and
public relations
• The use of rhetoric through AD campaigns.
• The Reputation and the relationship with rhetoric
• The use of rhetoric through AD campaigns.
• The Reputation and the relationship with rhetoric
to preserve it.
• Conclusion
• Conclusion
Overview:
We can say that public relations are the key of the changes which, taking place in the market, economics, politics and the media, in developed countries nowadays. The develop in minds of the public, encounter with spread and immediate exchange of information and accessible to all, forced the government and economic institutions to in-depth study of the public, before taking any tyro move that would return a negative impact on its owner rather than to achieve the desired objective. Many philosophers and experts in the field of humanity and marketing sciences, that, the shortest way to the hearts and minds of the public is by learning the art of rhetoric and eloquence. Using the pulpit and speeches is an old style to deliver the message to the public. It is not possible to anyone to step on the pulpit and give a speech unless he is aware of the arts of rhetoric in order to select the right word, which may be useful short-or long words and meaningful. In light of this subject, this research discusses the art of rhetoric in the work of public relations historically and contemporary. It defines public relations and the rhetorical style used within, the moral and declarative, through contemporary examples.
Presentation:
Rhetoric is the oldest science and most studied sciences and still argued to this day; and it is linked with the spoken language of any nation in any historical period in order to enrich an understanding of the public through a process of mutual communication. Study of rhetoric has evolved with the evolution of the man and the changing patterns of spoken language into dialects and the extinction of numerous dialects used among certain people; to be used in textbooks and educational institutions exclusively, what drew attention of specialists in this field for the development of studies and researches simulating contemporary language (the science of contemporary language ) and explain how, the use of rhetoric, to reach out to the minds of the largest possible segment of the target audience, the right way. One of the most important parts of a study of public relations (the focus of the search) to learn the art of rhetoric (art of speech) where the function of public relations aimed at a wide range of customers or a whole nation in some cases, it is very important to focus on the language arts to move away from the grammatical errors, which may reflect negatively on the performance of the work of public relations in the process of implementation of corporate public relations or media or advertising companies that are doing public relations. The following definition of rhetoric and public relations in addition to the mention of the most important pioneers of this science since the pre-birth to the present day; through analysis of their writings, from the viewpoint of public relations.
Rhetoric is the oldest science and most studied sciences and still argued to this day; and it is linked with the spoken language of any nation in any historical period in order to enrich an understanding of the public through a process of mutual communication. Study of rhetoric has evolved with the evolution of the man and the changing patterns of spoken language into dialects and the extinction of numerous dialects used among certain people; to be used in textbooks and educational institutions exclusively, what drew attention of specialists in this field for the development of studies and researches simulating contemporary language (the science of contemporary language ) and explain how, the use of rhetoric, to reach out to the minds of the largest possible segment of the target audience, the right way. One of the most important parts of a study of public relations (the focus of the search) to learn the art of rhetoric (art of speech) where the function of public relations aimed at a wide range of customers or a whole nation in some cases, it is very important to focus on the language arts to move away from the grammatical errors, which may reflect negatively on the performance of the work of public relations in the process of implementation of corporate public relations or media or advertising companies that are doing public relations. The following definition of rhetoric and public relations in addition to the mention of the most important pioneers of this science since the pre-birth to the present day; through analysis of their writings, from the viewpoint of public relations.
Definitions:
Rhetoric: the art of speech or writing process, the art of studying the principles and rules of language and structures used as a means of communication and persuasion.
Rhetoric: the art of speech or writing process, the art of studying the principles and rules of language and structures used as a means of communication and persuasion.
(Merriam
Webster Dictionary).
The
rhetoric in the language of the Arabs, as mentioned in Alwaseet dictionary, the
strength of the good effect and the meaningful word. And the scientists of
rhetoric said: it is the Science which argues all possible meanings of a
language, so far, the rhetorical sciences has played a major role in the
history of the Arabs, in terms of famous Rhetoricians and gives people a very
good examples to inspire them, and to give the speaker, spokesman, or a poet a
rank according to the rules of rhetoric and its laws. Siddeek Ben Hassan Alguenoji
says in his book (Abjad Aloloom): rhetoric is a statement of figures of speech
and meanings. The purpose of that sciences: the rhetoric, whether in speech or
speaker, return to two things?
First:
to guard against error in the performance of the meaning...
Second:
discrimination between formal and informal language. (p101, Salem, 1999)
Public Relations: "It was a
management function concerned with building relations of mutual benefit between
the institution and the people, and preserves the continuation of these
relations. The success or failure depends on these relationships." as Cutlip
defined in 1985 (Kitchen 2008, p. 43).
He concluded that "the Institute of
Public Relations", which was founded in 1948 in Britain, to adopt in 1987
a useful definition of public relations: "Public relations is a planning
effort and continued support for the establishment and maintenance of good
reputation and mutual understanding between the organization and its
audience." Fiker Allison (2004 p. 10)
The
historical relationship between
rhetoric
and public relations:
“If the decent generous, lacked money; visit
him, for smelling a rose after the cut is a habit. If Varmint enriched do not;
for the malice house lacks increase.” Words summed up the advice of
a poet to the reader to know how to deal with the insidious and decent, in
order to reach the idea in poetic eloquent way, to help the reader understand
and preserve a permanent principle. There are also instructions of Lukman (whom
has a title as the wise man, was a contemporary of the Prophet Muhammad (peace
and prayers upon his soul)). Using rhetorical words of poetry, being taught at
universities nowadays, which he explained the method of interaction between
individuals and society and to avoid alienating the people away from you.
Old nations used to hire prior the poets and
philosophers to represent it in front of
the Governor or to represent the
Governor in front of the rulers of other States, for, the poet has been the
best to choose the right words of the people, speaks eloquence and formal. Mention
of the philosophers and writers who have left a mark an influential political
and cultural generations that came after them (Aristotle 394-322, Horace
Hicheron 65-8 and 106-43 BC; and Arab philosophers, such as: Ibn Khaldun and Ibn
Rushd 1332-1406 and 1126-1198 have been others
... Arabs poets used in the war to urge the public to make money and
boys, before Islam; even in the era of the Renaissance in Europe, writers and
philosophers of the major role in changing the face of Europe, such as: Russian
poet Pushkin 1799-1837 bulk of Russia's greatest thinkers who have contributed
to triggering the Russian Revolution through eloquent poetry and literary
novels, 1898-1936, and Lorca in Spain and the German philosopher Nietzsche
1844-1900). Many historical examples of the impact of rhetoric in the hearts of
the masses that have been drawn from literary works (the STATE of the
great Plato 427-348 BC. The book is one of the oldest public relations
campaigns, in terms of political principles and ideas in the process to build
up a civilized society; as well the Divine Comedy of Dante 1265-1321 AD) ideas
and principles for building a civilized society without order or used in the
work of public relations or public information campaigns, such names were not
known at that time. As Mihuob (2009) said that of Aristotle in ancient Greece
and Rome's Hicheron stressed the importance of the use of rhetoric in the
letters addressed to the public. Aristotle was considered the art of public
speaking (through his book RHETORIC) is a way to get to convince the public,
and learn the art of rhetoric is one of the important elements for the success
of his mission and in gaining the sympathy of the public. The famous Roman
philosopher Hicheron the theme (the importance of studying the psychology of
the masses and their interests and tastes, of great importance in its work in
the field of rhetoric, and stressed that the task is to reassure the public through
spokesman, is aesthetic and influence the will of the people and their behavior
and the ability to get them to work actively) (2009p.13). In the opinion of Maccuri
(1996) (many of the rhetorical techniques used by experts rhetoric (of poets
and writers) in ancient times, such as: Rhyme and Pun and exaggeration,
however, remained an influential and distorted and non-visible in the theory of
the Declaration). All this are clear evidences that the poet and thinker (armed
by eloquence) are the first of the so-called leaders in current public
relations business and public relations campaigns, and organize his campaign
and puts it on paper to publish, or use the pulpits at certain occasions to
present their views and ideas to the public. Moreover, their students copy the
ideas to preserve what he said to the coming generations, the belief that this
will change the face of history, if apply the right way.
Uses of rhetoric through campaigns:
Bevanz considered that it is essential to
writ, nevertheless, the means of communication have evolved (and despite the
proliferation of cable television and the space and, increasingly, the
Internet, the written word still powerful). (2006 p.7).
Despite the tremendous development in the
media, but experts and public relations firms do not ignore the traditional
methods in the search for a catalyst for the public by various ways. No
objection to use the old methods, such as a pen, writing and the use of
proverbs, and even printed ads. Bevens (2006) clarified that, specifications of
printed Declaration as great mental image, which in turn track the main title
where first brought the attention of the receiver of the Declaration, and
measure the degree of success depending on the strength of the Declaration
address, written and eloquence (must be, neither long nor short in order to be effective. Headlines
needs to be an exciting and interesting) Bevens had included some examples:
•
Your own death, your own risk. (Association of
Himlook).
• The way in which AIDS is understood, that may think that you will be infected once you touch this photo. (Foundation for AIDS children). (2006 p. 233-234)
• The way in which AIDS is understood, that may think that you will be infected once you touch this photo. (Foundation for AIDS children). (2006 p. 233-234)
The importance of rhetoric in public relations:
(you should write well), Bevens stated in his WRITING FOR PUBLIC RELATIONS that you need to study the importance of writing and planning in advance, make sure that no negative effects or out of context will take place, even a coincidence, because the public relations created at the outset to strengthen the position of the company and improve its image as well to increase sales and, of course, out of sudden crises least possible losses. Bevens also pointed to the goal of writing in public relations (generally, public relations article is produced for one or tow reasons: (to learn or to persuade) (Bevens 2008 p. 12). Information and persuasion as the goal of politicians is the goal of sales men, but in the writing style it differs from the other two goals. political Man needs a long newspaper articles, arguments and supporting evidence to convince his audience , the receiver, about the idea which is under process to implementing it on the ground. For instance, to persuade about positive qualifications of a person to be elected to the governor office, while the sales man tries to shorten his brief as possible, to find meaningful words (vocabulary) better than use of long words, because the public the receiver, is not forced to read what is written in the Declaration unless the title draws attention, supposed to be flagrant. Of course, the blatant title required in both cases to stimulate the reader, the difference between the AD articles that the receiver expected it short, while not surprised of long political article.
Reputation and the relationship of rhetoric to preserve:
We cannot confined the work of public
relations in management meetings, interviews, cocktails parties and oversee the
marketing, it is more studying, researching, analysis and planning to
implementation and collecting the
process results of any steps taken by the
institution at all levels. And it is promotional and marketing framework to
study the social, psychological and economic future of the internal situation
of the addressee. In spite of all
analytical studies for the public and
market, however, sometimes errors occur because of misunderstanding meaning of words, Dr. Ghannam Ibrahim (2007) explain that
through the following example:"Having found that some common words with
more than 28 meanings to explain, for example, when a manager declared, we need
to work as efficiently as productive, some have interpreted the need to
increase production at all costs, and others need to reduce the pressure of the
expenses of production, while others have interpreted the need to increase the
number of workers to increase production.“Ghannam refers to the need for
attention to the significance and meaning of words used in the message, which could
lead to a negative impact on the expected outcome, which calls for a focus on
the study of rhetoric science deeply and hire good experts in this field.
Conclusion:
At the end of this short research about rhetoric and the close relationship with public relations, we deduce, to gain access to public satisfaction, the receiver, does not complete till you activate the role of research, art of speech and rhetoric studies of the public relations officer. As we pointed out earlier, that each language has its own receiver, the public, must be studied in depth, because persuasion is the main objective in the work of public relations. The above examples can be found to enrich the education of the researcher in this field, we cannot deny that philosophers have been, through the use of rhetoric, to convince the reader of literature and to encourage research and study of these works to get the desired result of the author, as many ancient writings and modern declarations contain the meanings of the current deep between the lines need to be deepened in the letter of understanding and absorption well.
At the end of this short research about rhetoric and the close relationship with public relations, we deduce, to gain access to public satisfaction, the receiver, does not complete till you activate the role of research, art of speech and rhetoric studies of the public relations officer. As we pointed out earlier, that each language has its own receiver, the public, must be studied in depth, because persuasion is the main objective in the work of public relations. The above examples can be found to enrich the education of the researcher in this field, we cannot deny that philosophers have been, through the use of rhetoric, to convince the reader of literature and to encourage research and study of these works to get the desired result of the author, as many ancient writings and modern declarations contain the meanings of the current deep between the lines need to be deepened in the letter of understanding and absorption well.
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&
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• Merriam Webster Dictionary Electronic (Merriam-
Webster Online)
http://www.merriam-webster.com/dictionary/rhetoric
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Figures of Rhetoric in Advertising Language 1996.
http://lsb.scu.edu/ ~ emcquarrie / rhetjcr.htm
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Figures of Rhetoric in Advertising Language 1996.
http://lsb.scu.edu/ ~ emcquarrie / rhetjcr.htm
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