Public Relations Institute Of New Zealand Essay

: The Public Relations game is fast changing. The industry has been found to be intimidating in its approach, especially for those who do not practice it. PR is no more cut and dry it used to be in the past. In the current scenario, the domain is all about maintaining focus on the art and science of creating and promoting favourable relationship with the public.

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.

Public relations is a demanding career that can be rewarding and satisfying. Before its popularity, for decades, people’s attitude toward this profession was viewed as “lukewarm, at best.” This negative connotation was due to the lack of knowledge of this up and coming career. The term public relations is also know by its abbreviation PR. The role of an PR personal is to help establish and matin mutual lines of communication, understanding, acceptance, and cooperation between an organization (Guth & Marsh, 2012 p.3).

The development of social media becomes more frequent in various parts of the world. It makes the field of public relations experience changes both in the field of theory and practice. The changes are not directly caused by the presence of social media, but social media offers many opportunities for public relations practitioners to interact with the public through the adaptation of technology and integrate it into their daily activities (Curtis, 2010)

The term Public relations (PR) refers to the act of an individual or organization managing the reputation of an organization or oneself. A career in Public relations demands a clear understanding and support for clients. Also, it demands trying as much as possible to influence the public’s opinion and behavior in favor of an organization. Since the media plays an important role in making the public aware of the current happenings all around the world, organizations are faced with a lot of criticism and scrutiny (Marder, 2013). Such scrutiny and criticism bring forth the need of a PR officer. PR officers use the same media to manage and maintain their reputation with clients. Since the organization’s stakeholders are quite important, a PR officer is required to closely monitor the

     Good public relations is key to the success of any business. A company must strive to make itself stand out in its particular field. The media can be a very effective public relations tool if it is used right.

The perceived ‘cantankerous’ relationship that characterises the exchanges between public relations professionals and media practitioners has been rife since the birth of public relations. The pair are, in its simplest term ‘frenemies’, they do work together, albeit covertly, and are usually hesitant to admit (on the media side) their cooperation. However, there is no absolute trust held between the two for there is a shifting power of control and influence that continually changes, which Fletcher (as cited in Hobsbawn, 2010, p. 64) believes is due to the market value of the particular product that public relations is representing. Media practitioners are often called the ‘watchdogs’ of society, their history of holding the rulers of society accountable and maintaining democracy is a view that is still maintained today. They are, however, in the eyes of public relations practitioners the ‘gate-keeper’, whereby they decide what is accessible to the public, conversely this power has somewhat diminished due to the rise of the internet. Comparatively, public relations practitioners are viewed by the media as “spin doctors” who threaten legitimate news content and act as “...the servants of vested interests who deny the people their right to know...”(Greenslade, 2005, as cited in White & Hobsbawm, 2007, p.284). In discussing the symbiotic relationship that is held between the two with the essay being written from the perspective of a public relations student, it is

public relations in an effective organization. The article begins with an elaboration of a theory of

Everybody has a different explanation about Public Relations because the practice is constantly changing and adapting to the new ways of the world. PRINZ (Public Relations Institute of New Zealand) defines Public Relations as: “The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its target audiences”. Through out this essay I will be deconstructing and critically assessing this definition through clearly defining and explaining the key concepts of public relations, and will be using real life contemporary New Zealand examples where and when applicable to explain relevant concepts, models and theories.

1) Mostly, because a rising number of public relations experts and authorities especially has ascend to reflect that the important objective of public relations is to construct and then improve on-going or durable affairs with an organization’s noteworthy publics. The inevitability for revisions, such as this discrete, that a number the discernments recognized publics has of their associations with organizations. This quantifiable indication can be used by frontrunners to aid manage companies and prove the value of public relations. Tools and measures for analyzing and appraising the equitably immediate outputs and results of accurate public relations programs, events, and campaigns have endured for entirely a quantity of times. Nevertheless, confident pending immediately, calculating the victory or flop of enduring relationships curtailing, in part after public relations struggles, need not initiated.

Media relations relies on upon such a variety of outside sources to be effective. One of the principle source is online networking or better known as social media; nonetheless this relationship is twofold: social meida offers opens various doors for public relations practitioners to associate with the general population while embracing new types of innovation and coordinating them into regular lives. These advances in technology have experienced widespread use among public relations practitioners and journalists (Edwards, Fraser, Gudelsky, Holmquist, Thornton, Sweetser & 2010). All and all, it is uncovered that social networking tools are getting to be valuable routines for

PRINZ - the Public Relations Institute of New Zealand - defines Public Relations (PR) as “The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its target audiences.” In this essay I will critically assess PRINZ’s definition of PR through deconstructing the definitions into sections in relation to relevant PR theory such as the excellence theory, relationship management and the systems theory. The major part of the PRINZ quote that all these theories address is the function that public relations teams should have in the building and maintenance of relationships between organisations and their publics, stakeholders and target audiences. As well as this I will further explore the effectiveness of PRINZ’s definition and these theories through case studies of public relations tactics within New Zealand companies such as Fonterra, Westpac and BNZ.

In order to wholly understand the reasoning of this elaborate definition it is best refined into three sections. This essay hereby endeavours to critically examine the PRiNZ definition of Public Relations against various models of both Public Relations communication and the ethics employed when exhibiting them. Examples from contemporary New Zealand will clarify critical assessment.

This essay will deconstruct and critically assess the Public Relations Institute of New Zealand’s (PRINZ) definition of public relations. PRINZ defines public relations as: “The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its target audiences” To deconstruct the definition of public relations this essay must define and explain the key concepts, referring to theory and scholarly material. This essay will refer to the excellence theory, systems theory and relationship management theory. This essay will use real-life, contemporary New Zealand examples when applicable to explain relevant concepts, models and theories.

‘100% Pure New Zealand’ conjures images of green pasture, snow covered alpine peaks and clear, crisp water. It implies the purity of an untouched, rugged land open for exploration and experience, unaffected by the ills of modern life. Tourism New Zealand’s slogan to describe New Zealand is a marketing tool which presents a constructed representation to the rest of the world, with the purpose of growing the tourism industry. This constructed representation is not unlike that which is found from the late nineteenth century through the 1930s. Since the 1870s, New Zealand’s tourism industry has grown exponentially. The industry has relied on the 100% Pure New Zealand image long before the slogan was introduced in 1999 (wonder country 284). The specific type of New Zealand of the early twentieth century was not only constructed by visits from overseas tourists, but by New Zealanders venturing abroad. The type of New Zealand that was constructed through to the 1930s was a country of picturesque landscapes, untamed wilderness and a sense of newness, free from the ills of industrialization found in the motherland. However, this New Zealand had to negotiate both rural and urban identity as it ventured into the twentieth century.