The definitive goal is to become a Social Entrepreneur. A social entrepreneur is in comparison to any other entrepreneur; the difference is social entrepreneurs create a business plan that often implies the public’s well-being. The normative business entrepreneur may not have much concern for the well-being of society when creating a business plan. For example, fast-food owners are businessmen that primarily sell unhealthy products to the public, or, soda companies produce drinks that may also be unhealthy. Most social entrepreneurs take into account social problems when creating a business plan. Some of these business plans may arrange from cleaning the community’s water supply (Flint, Michigan), to creating a health care system that is affordable for middle/lower class citizens.
A business plan will never be successful with one individual. The idea may originate from one individual, but to accomplish the plan will depend on many individuals with various skill-sets. This statement brings us to the point of this article. I will be discussing public relations, and why it is critical for all entrepreneurs to master the skill of communication. I will use one sufficient source for this article. A book titled “Public Relations” by Edward Bernays. Edward was a magnate. He was an intelligent individual, who understood psychology and sociology, and used his knowledge to influence the American public. Bernays is a well-established public relations man, who could have been substantially defined as an entrepreneur, if he so chose to be a businessman.
First, we shall grasp an understanding of public relations. Edward Bernays defines this term in three factions. 1. Information given and received from the public, (2) persuasion directed at the public to modify attitudes and action, and (3) efforts to integrate attitudes and actions of an institution with its publics and of publics with that institution. Essentially, public relations is information and data given or received from the public, and promoting ideas to persuade or integrate the public. It is the concept of intriguing the public to believe an individual or groups machinations. Social entrepreneurs may not have the most popular business plans; therefore, they must be able to influence the public about their solutions to social problems. Social entrepreneurs are not solely concerned with making money. These entrepreneurs have a great deal of passion for society. Bernays explains, “Public Relations do not concern itself primarily with selling something to somebody, or, advertising something to someone. It is a field of theory and practice of dealing with the relationships of people to the society on which they are dependent for their maintenance and growth.” (Bernays, Public Relations, 1952, 122) Public Relations is defined as promoting social growth. This field does not shy away from promoting social change. Individuals depend on society for maintenance and growth. For society to improve, individuals must be truly selfless and work together to promote a healthier lifestyle (mentally, economically, physically, and spiritually). This is the primary direction of Social Entrepreneurs; to create solutions for the public, using data and a business model. Who are the ideal social businessmen? And what qualities classify these individuals to be the ideal social leader?
Edward Bernays elaborates on the ideal public relations man. Public relations men and social entrepreneurs have similar qualities. Bernays states, “I think the ideal public relations man should, first of all, be a man of character and integrity, who has acquired a sense of judgment and logic, without having lost the ability to think creatively and imaginatively. He should be truthful and discreet; he should be objective, yet possess a deep interest in the solution to problems.” (Bernays, 126) These men are intellectuals. They have the ability to think logically and creatively. They are ambitious, and enjoy the aspect of solving problems. They are demanded to excessively study the various dynamics society has to offer. Social entrepreneurs are curious to know everything about society. Of course, these individuals do not know everything, but they strive to gain as much knowledge as possible. Bernays asserts, “A good public relations man should, nevertheless, have some knowledge of specific techniques. If he does not know much about them, he must know how to engage persons who can adapt them for his purposes. (130) I have stated previously in the article, entrepreneurs must create business plans integrating multiple individuals. Businessmen do not contain an infinite amount of knowledge. They must depend on the intellect of other individuals to create the perfect business plan. Entrepreneurs must have excellent communication skills and the ability to network efficiently.
I am truly motivated to learn the skills of a public relations man. I am eager to enhance the skill-set necessary to become a Social Entrepreneur. Entrepreneurs are bona-fide leaders. “A good public relations man should have knowledge of the art of persuasion. In persuading the public, he must know how to use facts, his own reason, his persuasive powers and appeals to tradition and emotion.” (133)