Elements of Public Relations are :
(i) Empathy : Empathy means looking at things and events from the other's point of view. It requires that the communi. cator be in tune with communicatee. Empathy involves seeing and feeling matters as others see and feel. It enables an executive to be sensitive and sympa. thetic to the attitudes, expectations and problems of his workers and clients. A person with empathy can be receptive and appreciative of the ideas and opinions of others. Empathy contributes to success of public relations in several ways. It fosters greater understanding and improves relationship with the client. Empathy tells an executive when he should talk and when he should remain silent. It tells when to be firm and when to be restrained. An empathic executive is more accurate in interpreting what a client says or does.
(ii) Persuasion : Persuasion is an important element of public relations. It is through some kind of communication that persuasion takes place. To persuade means to convince another person of some idea, product, service or institution, to induce a person or group or to do something.
Messages coming from credible sources are generally accepted without any questions being asked. Reasonable messages presented in an attractive manner tend to be more persuasive. A flexible approach is helpful in persuading others. A sense of human interest is necessary for anyone indulging in persuasion. The speaker has to ensure that people understand, approve and accept him and his words.
(iii) Dialogue : Dialogue means a conversation between two persons with a purpose. If a person goes on talking without allowing others to participate in the discussion or talk, then it is a monologue. In a civilised society, dialogue is the only weapon of reasoning and understanding. Democracy and freedom cannot survive without discussion and debate. In a dialogue each person presents facts and views and considers the fact and views presented by others. It is a reasonable exchange of ideas and opinions. Dialogue reveals the true personality of a person and helps to reduce prejudice and builds up mutual confidence. Effective dialogue requires impartial listening and understanding. A good way to start a dialogue is by asking questions and listening to the answers.
(iv) Human Relations : Human relations mean relations between human beings on the basis of human dignity and respect for each other. Good human relations require that people are getting along well together with the 'internal' public as well as 'external' public. Each person who works in organisation should be aware of the others and should show sincere interest in his official and personal progress.