Functions Of Governmental Public Relations

Today, it is without a doubt that public communication is at the heart of our economy, our politics and our society. It is being used in different aspects of society - studios use it to advertise their films. Advocates use it to encourage social causes. The businessmen use it to furnish their image. Politicians use it, for them to get elected. It is a field constructed on various ideas and images, many information and persuasion, tactics and strategy. There is no product or policy that will ever succeed without a clever message that targets the right audience or people in innovative and creative ways. To communicate strategically is one of today’s ability to communicate and what our programs are all about. Therefore, public communications

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.

Public relation is communication process placed strategically to build mutual and beneficial relationship between organization and public on products, leadership and organization policy. Since the two depend on each other, they have to interact and have amicable relationship (Hunt and Grunig 1992). Throughout human history public relation provide right information, persuading public to uptake the information and has public to integrate with the information given. (Edward 1971). In any society people who live, work and interact in all levels must have relationship which intricately joins them, (Richard W. Darrow 1996).

Public Relations in New Zealand is widely useful, practised and builds up an organisation’s relationships with its publics. PR in short, is essentially about communication and relationship building. PRINZ [Public Relations Institute of New Zealand] (2009) defines PR as “The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics.” This essay will deconstruct and critically examine this definition of public relations in relation to PR theories. These theories being Systems Theory, Relationship Management and Excellence Theory will be examined and applied to campaign examples. This will give a comprehensive understanding of the theory’s meanings as well as relationships with aspects of the PRINZ definition of PR. To understand PR theories however, the term publics must first be addressed.

Investors invest for the return that they come to expect and receive, not necessarily deriving some emotion of a “feel good moment”. Identifying and fostering partnerships is the ideal solution, maintaining those relationships that aligned closely with the company that is meant to last, and giving ones employees a great sense of belonging and contributing towards a cause - all lead towards a long-term goal of providing some ideal public relations and brand citizenry- ship longing for acknowledgment.

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 of communication between an organization and its publics." (Grunig & Hunt's, 1984)

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

One of the political functions of public administration is implementing the public interest. Public interest is generally presumed to be commonly accepted good. In ideal world, clear eyes and rational minds are common enough to produce what is commonly good. You are behind a veil and don’t know what group of society you belong to; you would make the best unbiased decision for common. But in real world, where individuals have political leanings and self-interests, it is really difficult to find a common accepted good. If we live in democracy where the legislative body is determined by votes of citizens that form the society, we should assume that the legislative body will produce public interest disinterestedly by considering constituencies’ preferences. But we know it is nearly impossible. Therefore, it is one the most controversial areas of public administration. Public interest can be observed in two different phases: Decision-making process and implementation. How it will be created and how it is implemented? In my opinion, here is the most important criteria is the time and technology. Time changes perceptions of citizens and administrators. Technology increases the individuals’ access to information and makes it possible analyze the data faster. Today, citizens can reach the information at the decision-making and implementation process easily. This fact changes the attitudes toward public interest faster than the leaders or administrators would change their attitudes on

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.

One of the biggest questions that individuals or companies ask if whether to have an in-house public relations department or to turn to a public relations agency. There are many benefits to using a firm or working in a firm. From a business standpoint, using an agency is very beneficial. The public relations firms already have connections and relationships established with media outlets, which makes it easier for an agency to place press releases or articles into almost every form of media. Another benefit of using an agency is that they give an objective view at the business or individual about what is considered newsworthy and worth promoting. Finally, an agency can give constant public relations activity. They have more time to work on the public’s perception of a product or service, which most internal public relations departments do not. However, every advantage comes with a disadvantage. Public relations agencies are typically costly. They can charge either hourly, with a flat fixed fee, or a combination of both. There is also the possibility of conflict of interest. “A typical PR firm employee will work on at least 2-3 accounts simultaneously. Often a single person on the account team will achieve the bulk of the results for those clients” (Van, 2007). There may be times where the firm a business has hired will be working on competitors companies. Also, because the company is so large, it is difficult to be as flexible and nimble as smaller niche agencies.

Because they have a large degree of understanding of the public relations is an image of the establishment of business or put more persuasion efforts for business. The reporter general agree PR is in a public image, propaganda, persuasion activities, as well as marketing efforts, and promote the organization 's position. As the role of public relations become more diverse and important, public relations progress toward becoming the subject of strategy management, it is essential for public relations to the strategy. And to a wide range of business functions integration marketing communication (IMC) concept of the functions of public relations as a commitment to development a of an organization and its product, the image and the impact of the public or the consumer in the campaign of behavior(Ha, JH, & Ferguson, MA 2015）.

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.