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grunig and hunt (1984) define public relations as ‘the management of communication between organisation and its publics’
concept of public relations
grunig and hunt (1984) define public relations as ‘the management of communication between organisation and its publics’
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Functions of Public Relations Public relations is everywhere today. It is a practice that has become an important aspect of any business venture. Whether an organization is not for profit, for profit, or governmental, they still need and desire to communicate their purpose within the community and public relations allows this to happen. There are several publics in which the PR practitioner must correspond with and each requires a different means of communication. Internal publics are inside the organizations such as clerks, managers, and stockholders. "External publics are those not directly connected to the organization: the press, government, educators, customers, suppliers, and the community" (Seitel, 2004). Each public plays a key role in the PR of the organization. The many functions of PR can also be categorized based on what purpose they serve the organization. Organizational Functions of Public Relations "There is a fundamental difference between the functions of public relations and the functions of marketing and advertising. Marketing and advertising promote an individual product or service. Public relations promotes an entire organization" (Seitel, 2004). There are several functions of public relations and they can be categorized into organizational functions and societal functions. Some of the organizational functions of PR are: media relations; employee relations; and community relations. "PR specialists must understand the attitudes and concerns of community, consumer, employee, and public interest groups and establish and maintain cooperative relationships with them" (Bureau of Labor Statistics, 2006).These functions are organizational because they maintain goodwill between the organization and consumer by providing information on how the organization contributes to the overall well-being of the community. Media relations is a function of PR that directly works with the press. This allows the press to publicize the organization in the best possible light so that the organization can gain notoriety and a position in the community. Employee relations deals with the internal publics of the organization. The managers and employees who work for the firm are provided with current information on policies that affect their well-being and the future of the organization. Again PR promotes good will but this time it is between the organization and those that it employs. Community relations positively reinforces the organization's message and image within the community. This promotes the organization as a positive performer and member of the community. Societal Functions of Public Relations Some of the societal functions of public relations are publicity and marketing communications. Publicity is a marketing related function that generates positive exposure for the client.
(pg. 9.) He defines public relations as a positive process spanning internal and external communication. The process is intended to produce and maintain positive relations and organizational image as well as foster communication and organizational effectiveness. (Kowalski, pg. 13) Alternately, researcher Kenneth S. Trump offers this summary in his work Crisis Communications in a Digital Word: “Strong school public relations can be defined as good behavior, well-communicated.” (pg. 75) This is a succinct way of describing the purpose of a well-rounded public relations
We now live in a liberal democracy were public opinion influences political action. So as public opinion has sustained an influential presence within politics we have now seen the emergence of public relations within politics. According to Moloney public relations is “the discipline which looks after reputation, with the aim of earning the understanding, support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain good will and mutual understanding between organisations and its publics” (Moloney, 2:2006). In relation to politics public relations is about maintaining a positive relationship with the public. Public relations main concern in relation to politics would be the reputation and image...
As the years begin to progress Public Relations is being shaped and modified because it is known to have many meanings. According to our text “public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communications” (Seitel, 2007). Using this definition as guidance has helped in the research process during the 1989 crisis of Exxon Valdez. There were many things that the researchers have found to be informative. Therefore a brief summary will be given in the areas of...
The role of PR involves many different activities as well. Most people think of PR as just the person that speaks to the media but that is only a small portion. They are also involved in marketing, merchandising, graphics, advertising, and research. Research is considered the foundation of what PR is all about. It’s important to know all you can about the public before any of the other functions can take place. With these activates come the three basic roles of PR. These roles include; staff members who are part of the organization they represent, firm/agency who may hold another title in the firm, and the independent practitioner who work outside the company and ...
Public relations are the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends.
As organizations seeks ways to increase profits by filtering into international markets, many turn to the field of public relations as a way of reaching cross-cultural markets. Factors such as values, cultural differences, language barriers, beliefs, etc…in order to successfully promote an organization's products and services. Public relations practitioners have the responsibility to be the mediator between the organizations and public(s). According to Murphy and Dee (1992), " Public relations makes organizations more effective by building relationships with stakeholders in the environment that have the potential to constrain or enhance the mission of the organization." This role also involves disseminating and seeking information to the public. This information/feedback provides the public relations practitioners and the organizations with insight as how the publics perceive the organization.
According to the Institute of Public Relations in 1987 “Public Relations is the planned and sustained effort to establish and maintain goodwill and understanding between an organization and it public.” (Theaker, 5) This is one of the countless definitions about what really is Public Relations. Another effective description comes from our handbook, which states that Public Relations is “The occupation responsible for the management of organizational relationships and reputation. It encompasses issues management, public affairs, corporate communications, stakeholder relations, risk communications, and corporate social responsibility.” (Theaker, 6). It’s a broad office that incorporates many offices and functions into its branches. These would
To begin with, these words can be defined and analyse; The term Public Relations first appear in 1827, Eric F.Golman mentioned that O.P Hoyt used the term to describe the concise information of the public opinion (Goldman 1978). Today there are many different definitions of the topic but the generally accepted was offered by the Foundation for Public Relations Research and Education in 1976. They defined it as a management function which helps to build up common lines of correspondences, comprehension, acknowledgement and collaboration between an association and its publics;
...s in public relations are always exciting and ever changing. The different aspects of the job, along with unconventional office hours and locations, make this profession one of the most desirable in the country.
The role of public relations in organizations FPMP not only disseminate information but also bridges or be a liaison between students, communities, and organizations in order to establish a good relationship. PR also acts to keep the image, the image or good name of the organization
Large organisations usually employ numerous public relations specialists to handle these duties but in small organisations, one person is usually assigned to handle all these tasks (Lattimore, 2013). There are many different perspectives and perceptions on what a PR practitioner does. We too share many of the same general ideas as everyone else, not knowing what really goes on in the life of a PR practitioner. The first function that we had discussed was on information dissemination. We thought that PR practitioners only deal with large crises, but the reality is that every misinformation should be clarified and not looked over, even if you never predicted people to believe it or thought it would not become a big issue (Wynne, 2011). A good example to illustrate this point is an incident that happened to the Chicago Bears, a professional American football team. In 2011, Jay Culter, a quarterback, suffered an injury and was put to the side-lines during the NFC championship. Other players then took to Twitter to accuse Cutler of being a coward, and the PR staff for the Chicago Bears chose to say nothing instead of replying with medical report explaining his injury. This in turn made Cutler and his team look extremely guilty. Another function would be relationships. Although we understood that building ties with an organisation’s
What is Public Relations (PR)? PR is difficult to define because it encompasses so many areas and today has developed into a multi-million dollar industry influencing all aspects of our lives (Adams et al, 1999). However, it is important to be able to compare and contrast the various definitions in order to have a complete understanding of what public relations is and how it is used. The public is a large population to consider, making it easier to understand why it is so difficult to define PR. Along with a large population come many perceptions, beliefs, ideas, and opinions, all influences on PR. I define public relations as the act/s used by individuals, corporations, and groups to influence ones opinions and/or decisions about a product, idea, person/s, company/s, etc. and the public. Robert L. Heath defines PR as functions of management/supervisors that foster an organization's ability to strategically listen to, appreciate, and respond to those persons who's mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values (Health, 2007)'.
The discipline of public relations is a modern profession which has been in existence for only close to a century; however, it has already taken an important role in the fields of business, government, entertainment and non-profit organizations including educational institutions and healthcare organizations. Public relations professionals are required to have excellent organizational, interpersonal and communication skills and have the ability to persuade the public. It is imperative for PR professionals to effectively communicate with its public in order to establish and maintain a positive relationship. Furthermore, public relations professionals must have the ability to work under pressure and effectively manage crisis which may have detrimental effect on the company and the public it serves. State purpose of paper and an overview of what will be covered in the introduction
Public relations practitioners are often described as an organization’s voice, positioning messages in the media to ensure the organization is perceived as beneficial, relevant, and credible. According to Zoch and Molleda (2006), this role is defined as “media relations” and is a pivotal aspect of the public relations profession. Two theoretical frameworks, agenda setting and framing are at the core of effective media engagement. Agenda setting is the process determining which social issues dominate public discourse, and framing is the way each issue is presented to the public (Dearing & Rogers, 1996; Hallahan, 1999). First, public relations practitioners use agenda setting to garner media coverage for its organization and its stakeholders
The main goal of PR is to affect individuals or groups to help organizations reach more successful by building relationships with them through organization’s activities. PR people’s functions and key tasks can be varied. In simple terms, the role of public relations in an organization is immense and wide scope and it can be divided into the following categories: