The Definition Of Public Relations Essay

* Publics: Group that has an actual or potential interest in or impact on an organization’s ability to achiever its objectives (Financial publics, media publics, Government publics)

Ever since Bernany’s work, public relations have continued to become a vital part to businesses success, as the field continues to grow. While this progression has occurred, different public relations functions also have developed. Specifically,

Public relations, also referred to a PR, represent an essential component of business, in which the business interacts through various modes such as promotions, initiatives, and so forth with its customer base, as well as, the potential new customers. Subsequently, according to Davis (2009), this interaction permits the business, as well as, the public to intermingle in such a way to disseminate information to the public, which possesses a newsworthy nature via media sources such as a trade magazine or journal, the traditional radio or television networks, the newspaper, or the internet. Hence, an effectual public relations program has the potential to not only maximize, as well as increase sales, but also, enhance profitability by establishing a competitive advantage with relation to business contenders. Therefore, an effective PR campaign accomplishes this goal by creating greater visibility for the business, its products, and augmenting the credibility of the business, while, attempting to neutralize potential crises, as they arise. Thus, public relation programs represent an invaluable tool utilized by businesses such as the Olive Garden Restaurant.

During the twentieth century public relations operated with a ‘thin’ understanding of ethics, which caused complex problems for society. To understand why and how this happened we must first understand what ethics and public relations are and how they work together. Public relations is ‘the management of communication between an organization and its publics’ (Tench & Yeomans 2009, p. 5)); its role is to establish a positive relationship between an organisation (or individual) and society. Public relations has power – with that power comes a responsibility to be ethical, accurate and aware. Ethics is ‘the study of individual and collective moral awareness’ (Grassian 1992, p. 3); ethics allow people to identify what is ‘right and wrong, good and bad’ (Breit 2007, p. 309). Making ethical choices in public relations means to have honesty, loyalty, respect and integrity. Throughout this essay I will discuss why public relations has been perceived as unethical and examples of unethical communication; I will then

I am going to be explaining how practitioners use the Systems Theory to perform their work in their Public Relations field. I am going to explain How Todd Wertman connects with the community and uses his position to successfully perform his job. In this paper, I will be covering his specific job duties and responsibilities. I will explain how his responsibilities tie into the Systems Theory. I will also explain what the Systems theory is and how practitioners apply this to their job.

The most recent definition of public relations, according to the Public Relations Society of America (2012), states that “Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Through the rapid advancement of modern media and technology, there have never been more outlets and opportunities available for accomplishing the goals of public relations. Believing the development of social media has not created serious changes in the way public relations practitioners go about their duties would be foolish and a fast track to falling behind in this rapid world of communication. The main goals of public relations are “to

"Public Relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends." (Effective Public Relations, 2005, p.1)

Press agentry, public information, two-way asymmetric public relations, and two-way symmetric public relations are four models of public relations theory devised by Grunig and Hunt (1983). In this essay, the author goes on to identify an example each from current public relations business practices that goes on to show the four public relation models in action. Further stress is provided to ensure that the examples have all been taken place within last twelve months in the Australian media and justification of selection is to be done by comparing it with real world examples that are chosen.

Media relations can be defined as one of the most significant areas of the practice of public relations. (Shaw&White, 2004) It enhances the practice of public relations by serving a systematic, strategized and mutually beneficial relationship between journalists and the public relations practitioners to build credibility, understanding and respect between the two parties. (Supa&Zoch, 2009) It is essential to cultivate a positive and healthy relationship between public relations practitioners and journalists because journalists tend to look at public relations practitioners in a negative way where they believe that they spin information to get free publicity which making it difficult for journalists to report legitimate news and at the same time, against the basic rules of news writing. (Fedler and DeLorme, 2002) Another study by Kiranjit and Halimahton (2006) also suggests that public relations practitioners and journalists are very much sceptical about each other’s role and the relationship between two of them is doubtful and uncertain. From the point of view of public relations practitioners, they complaint that journalists do not understand the role of public relations. On the other side, journalists tend to think that public relations

The use of corporate communication to describe the Public Relations practitioner has recently gained an acceptance among scholars and practitioners (Groenewald, 1998:58). Moreover, the term could be used interchangeably to showcase that the function of Public Relation or corporate communication involves both internal and external communications of an organisation (Steyn, 1999). Cornelissen (2011) observed that corporate communication apart from coordinating all the interactions that goes on both within and outside the organisation, it also involve establishing and maintaining constructive reputations with stakeholder groups upon which the organisation is

The theory explains that the value of public relations in organization and society lies in socially responsible managerial decisions and quality organization to public relations. Organisations must behave in ways that solve the problems and satisfy the goals of the stakeholders as well as the management in order to be effective. Good relationship with organisation’s strategic publics is helpful in developing and achieving goals desired by both the organization and its publics, reducing costs of negative publicity, and increasing revenue by providing products and services needed by stakeholders. Practitioners identify publics who are affected by or affect organizational decisions and communicate symmetrically with them to build high quality long term relations.

This essay critically assesses how the New Zealand Transport Authority (NZTA) has communicated with publics throughout the WCD. It analyses the communication activity, and applies public relations theory.

The public relations tactics in relation to the corporate context will now be examined. Customer relations can be associated with the monitoring of attitudes of key publics and stakeholders especially in regards to any negative incidents that have the potential to effect the organisation’s reputation and consumer trust (Wilcox, 2013, p.312). For Malaysian Airlines, this is evident given the potential for consumer boycotts with the missing aircraft’s (Crossman Communications, 2015, p2). Having over 12, 000 employees, employee relations are important for the organisation. Employee relations consist of monitoring employees’ attitudes and beliefs towards the organisation (Wilcox, 2013, p316) as there is potential for negative word of mouth by employees essentially damaging the company’s reputation. This is evident as according to Malaysian Airlines, they offer a “dynamic exciting environment that nurtures a diverse talented team that work to make great things happen” (2017). Finally, media relations are vital in a corporate context as “negative coverage can cause a corporation’s reputation to plummet” (Wilcox, 2013, p. 310). Having said that, it is important as public relations professionals to establish positive relationships with those who operate in the media industry. Kimberly Blessing argues the two fields (public relations and journalism) have an important working interrelationship with “60% of PR

Only recently being recognized as a discipline in itself, modern day professional public relations practices can trace its roots to the early 1900s where the first public relations firm, the Publicity Bureau, was founded in Boston. In 1923, Austrian-American public relations pioneer, Edward Bernays, identified three fundamental concepts of public relations. In 1984, American theorists, Grunig and Hunt, conceptualized the now-famous four models of public relations and the excellence theory that were generally adopted by public relation agencies across the globe. With so many significant milestones and theories of public relations established in the United States, it stands to reason that public relation practices would naturally adopt a western perspective.

Promotion is an aspect of the marketing mix that has great importance. In order for our product to be successful, the promotion we use will be very vital. This is because of the fact that the method of promotion we use for the product can help to differentiate our product from other products which makes it unique and outstanding amongst other brands. Moreover, using the right promotion can be used as a way to persuade consumers of our product that they made the right choice.