Public Relations Institute Of New Zealand Essay

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The Public Relations Institute of New Zealand (PRINZ) defines public relations (PR) as the mutual understanding between organisations and their target audiences. (PRINZ, 2014). The definition will be broken down and explained by using systems, relationships and management, and the excellence theories. These theories will be accompanied by an example of PR in a New Zealand organisation, to explain the relevant models involved with PR in the real world.

PRINZ definition of Public Relations is, “The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its target audiences.” (PRINZ, 2014). This means that PR is in charge of maintaining a working relationship between the organisation and its publics. The ‘publics’ are the variety of different people who are affected by the organisation. Relationships in regards to PR shows the state existing between the organisation and its key publics, in which the actions of both impact on the economic, political and social well-being of the other. (Ledingham & Brunig, 1998).

A contemporary New Zealand example of PR in an organisation is the BNZ Shake, rattle and roll: responding to Central North Island earthquakes case study. This was brought about by the 6.5 magnitude earthquake that hit Wellington Central in July 2013. BNZ’s Wellington office had been severely damaged and its 1300 employees could not return back to the office because it was unsafe. The incident management
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