Role of psychology in public relations

Pages: 147-150
Amra Ahsan (Amity Institute of Behavioral & Allied Sciences, Amity University, Jaipur, Rajasthan)

The preoccupation of many public relations and Psychology practitioners with the concept of viewing the relationship between Public Relations and Psychology with what the organization says about itself. A paradigm struggle is occurring in public relation, therefore, between practitioners who use only superficial symbolic activitiesthe quest for positive imagesand those who build substantive behavioral relationships between organizations and publics keeping public relation and psychology in mind. The reading below includes study of psychology and public relations in various aspects including research, writing, social media, Social Psychology. As Psychology is important factor in Public Relations it starts with decision making which is guided by few factors like reciprocity, authority, consensus, liking, and scarcity.