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
The use of corporate communication to describe the Public Relations practitioner has recently gained an acceptance among scholars and practitioners (Groenewald, 1998:58). Moreover, the term could be used interchangeably to showcase that the function of Public Relation or corporate communication involves both internal and external communications of an organisation (Steyn, 1999). Cornelissen (2011) observed that corporate communication apart from coordinating all the interactions that goes on both within and outside the organisation, it also involve establishing and maintaining constructive reputations with stakeholder groups upon which the organisation is
This paper was prepared during the Spring Semester of 2016 for COMM 226-003 - Introduction to Public Relations.
The importance of Public Relations practice is underscored by the indispensability of communication in any human setup. However, in spite of this importance in our side of the world Public Relation practice has suffered certain abuses by those who profess to practice it as well as those who are supposed to benefit from its practice. While management seems not to appreciate the importance and its relevance, the numerous publics do not appear to understand it and the practitioners themselves have for most part been woefully incapable of explaining to both management and the various publics what the practice entails. In short the Public Relations profession, its aims and objectives, guiding principles have largely not been understood and appreciated by the public.
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 has changed drastically since the early 20th century. In its earliest forms it was more focussed on the idea of publicity and advertisement. However, more recently it has been seen as a way to engage and build relationships between an organization and it’s publics. Public relations deals with promotional activities that foster a positive public image of a company or organization.
Among the many competing definitions of public relations, J. Grunig and Hunt’s is the most widely
"Public relations is the management of communication between an organization and its publics." (Grunig & Hunt's, 1984)
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
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.
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.
And in accordance with Curtis (2011), public relations is establishing effective relationships in long time between private person and organs. (Curtis, 2011) Public relations consist of two parts. The first part is the two objects that are public and organization. Public means people including company’ customer, supplier and investor. Public also consist of medias. Organization means corporation, firm, company, or institutions. The second part is relation. The relation means relationship, communication, or passageway. Public relations means relationship between public and organizations. According to Tymson’s opinion (2008), public relations is building and sustaining comprehension between public and organizations by cogitative, designed, and continuous struggle. (Tymson, 2008) And organizations and the public establish benefits contraction together by communicating strategically of public relations. (PRSA, 2009) The relationship aims to let organizations learn public and public learn organizations at same time. Public relations is a bridge of communication between public and organizations. The aim of public relations is making money by contacting companies and public. Public relations is not only relationship between public and organizations but also function of
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.
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.