Public Relations : A Strategic Communication Process That Builds Mutually Beneficial Relationships Between Organizations And Their 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,

Many organizations have experienced some form of public relations problem or crisis. The severity of these public relations problems can vary from very minor to very serious. A public relations problem can arise from a number of areas including leaked information about the practices of a company that could be damaging to their business or sales. In addition a public relation crisis could be dealing with a human resource problem or exposure of poor treatment of employees

Public relations is a management function, a PR professional uses public relations as a way to manage their relationship with different publics on behalf of an organization. For our team’s proposal on Chick-fil-A we are managing and focusing on improving Chick-fil-A’s relationship with vegans and vegetarians.

More often than not, I’ve heard some refer to communications as a “lazy major”. Many people have a misconception about the Communications discipline, and assume that it is an easy major because it just simply consists of learning how to talk. This flawed idea however; could not be any farther from the truth. The Communication discipline heavily relies on reading comprehension, effective writing skills, and active listening skills. In a world where technology and electronics have dominated almost every aspect of American culture, the ability to communicate with others has become a dying art.

2. Advocacy: Since a public relations professional works as an advocate for the public, it is important to provide the public with pertinent information so that people can make informed decisions. For instance, when presenting information to the public, it's important to provide views from different sides and/or people, as well as all of the relevant facts.

One of my educational plans is to attend a four year university in California such as San Diego State University and plan to receive a bachelor degree in communications. With the broad spectrum that is a communication major, I plan to focus on the English aspects since I have always had the need and passion to communicate effectively through written and oral modalities. I also plan to continue on my path towards higher education by attending graduate school. Majoring in communications will allow me to accomplish my long term goals and fulfill the dreams I had when I was younger.

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

After recieving a Communications degree, I aspire to become an event producer for large corporations. A communications degree allows me to have a better understanding of businesses and will provide me the skills nessesary to start up and run a succesful business, communicate with clients and gain marketable knowledge.

Public relation is a management function that helps achieve organizational objectives, define philosophy, and facilitate organizational change. Public relations practitioners communicate with all relevant internal and external publics to develop positive relationships and to create consistency between organizational goals and societal expectations.

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

Public relation is not an easy job, it requires smart people and people are able to understand the community as well.

Odwalla utilizes Facebook and Twitter as forms of owned media. The company 's profiles give exposure to both their juices and bars, however, their juices dominate their platforms.Many pictures are featured on their profiles, displaying products and bright colors that transmit a feeling of enthusiasm and energy. Odwalla believes that this “speaks to the flavor” of their products (Pfrang, 2013). This practice otherwise known as color psychology is used to attract consumers to purchase items based on their color coordination as colors penetrate human emotion. Statistics show that 93% of consumers focus on visual appearance as it weighs heavily on their decision-making process (D, 2014). Odwalla uses pictures of real fruit as

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.

As the name of the discipline implies, public relations is how an organization builds beneficial relationships with its key stakeholders. With effective communication as the practices’ primary tool, modern day organizations have taken advantage of proficient practitioners to boost exposure of their company and its message across to international audiences.