The Role Of Public Relations At Usa Pharma And Tsao Industries Now Face

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In reference to our previous conversation about the role public relations can play in meeting the unique challenges USA Pharma and Tsao Industries now face, I have provided my recommendations for the Public Relations Department moving forward. These recommendations will help to alleviate some of the concerns the public has expressed regarding the acquisitions of USA Pharma, while rebuilding the company, and establishing new standards of communication. The contained information is based on a combination of research, theory and modern strategic communications management with special attention to updates on Grunig’s characteristics of “Excellence.”

Noted Public Relations Theorist James Grunig and his team first examined public
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This study led to the creation of the Excellence Theory, which promotes organizational and communication effectiveness through use of the characteristics of “Excellent”.

This theory defines communication excellence as the knowledgeable communicators need to perform the strategic management of organizations and obtain symmetrical relations with target publics. Symmetrical relationships are mutually beneficial. Organizations that apply two-way symmetrical communication take into account the interest of the public and negotiate common ground, where both the organization and stakeholders receive their needs. Involvement in strategic communications management is also an essential characteristic of excellent public relations. Successful communication through this theory delivers forms of tangible value, such as reducing costs, increasing sales and/or establishing a positive reputation.
When comparing the previous efforts of the Public Relations Department to this theory, we can see that the department was largely ineffective in communicating, both on an internal and external level.
USA Pharma suffered from financial challenges, and questionable ability to sustain facilities, illustrating poor strategic risk management and failure to
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