Public Relations and Strategic Management

Governmental public relations have been inspired by Grunig’s models of PR and, particularly, by the concept of symmetrical communication between organizations and publics (Gregory, 2006; Fisher & Horsley, 2007), a concept which, with its relationships with the notion of excellence (Grunig & Hunt, 1984; J.E. Grunig & L. Grunig, 1992; Grunig, 2001), has constituted the major framework that has guided public relations scholarship for the past 30 years (Botan & Hazleton, 2006). Mutual benefit, mutual understanding, win-win mixed motivated communication, are concepts used to denominate purposes of organizational public relations.

On November 11, 2014, online sales on Alibaba earned 57.1 million Yuan. Zhang Liang is the boss of store on selling woolen clothes on Taobao e-business. On “Double Eleven Day”, the turnover was 840,000 Yuan. The number of turnover was 40times compared with routine sales. (Liang & Bian, 2014) Alibaba has good public relations because Alibaba has high reputation in public, and people trust him. Public usually buy the goods especially on sale promotions. It is important for company to have good public relations. There are three main parts for managing public relations for company. At beginning, company should understand the definition of public relations clearly. Public relations not only is relationship but also has function of management. Next

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

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 are the efforts to build relationships with institutions outside the business and the main aim is to improve the image of the enterprise buy continually sending positive messages to the outside world.

This theory agrees that “public relations makes organizations more effective. If systems organized and managed, then they will contribute in organizational efficiency, the conditions in organizations and their environments that make organizations more effective, and the monetary value of public relations can be determined”. The excellence theory formulated, from a study about the best practice in public relations.

“Public relations work is all about developing effective relationships between organizations and groups that are important to them, including the media, customers, employees, investors, community leaders, activist groups and government agencies” (Lattimore, 2008). In 1997, one woman, April Williams, felt she was working so hard and not getting anywhere in America’s workforce. She decided to open up her own marketing agency that has now been serving companies to help better promote their business and work. Marketing is such an immense factor of Public Relations. It is the way business’ and people view your company and its reputation. North Star is Williams’ flexible and fun marketing agency which has received many awards and recognitions.

Public relations use traditional media, social media and stakeholder engagement in everyday practice. Each of these three concepts is contingent to the success of public relations and practitioners use them in order to connect and communicate with publics and audiences to enforce messages. Each concept correlates with one or more of Grunig and Hunt’s four models of public relations, emphasising the importance of these three concepts in the public relations industry. To further understand these concepts, real world applications of each concept has been identified and explored in relation to contemporary public relations practice and ethical considerations related to the organisation’s behaviour in practice.

"Public relations is the management of communication between an organization and its publics." (Grunig & Hunt's, 1984)

The aim of this report is to discuss an effective PR campaign for the established business Virgo. The report will follow Scott Cutlip’s four-step process as a structure that is important for Virgo in regaining its company’s profile. Defining Cutlip’s four-step process helps in the development of communication for the organisation to its publics. In relation, Virgo will add extension in the rebuilding of reputation through its aims and objectives. Using this process breaks down into situation analysis, planning and programming strategy, implementation, and evaluating the program. Edwards work on ‘Public relation Origins’ (2009:5) looks at the ‘Institute of Public relations’ (2004) and states, that the CIPR defines “PR as: about reputation-

Today’s society lives in a fast-paced environment and we expect businesses to accommodate to our needs quicker than ever. In our fast moving business world creating just the right image in the public’s eye is essential for the survival for any organization. Public Relations professionals have to deal precisely with this aspect of every business. These professionals work hard at developing a good, positive relationship between a firm and the public it serves. Investing in good public relations for your business will help achieve its objective efficiently. Effective Public Relations can create and build up the image of an organization. During times of adverse publicity an effective Public Relations can remove the misunderstanding and can

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.

Public relations is a 100-year-old discipline, yet it is still hard for many people to define. Even public relations practitioners will hesitate when asked to give it a definition. Public relations involves so many different things. One practitioner’s job might be to write a newsletter to a company’s employees. Another’s job might be to contact media outlets to get their company’s event covered. Public relations is difficult to define because of its evolution through history and lack of consensus throughout the field. Throughout its history, public relations has taken many forms and evolved from the pageantry of PT Barnum to the complex communication discipline it is today.

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