Question 4: Distinguish between a public relation policy and strategy and then discuss eight key components of a public relation strategy and give relevant example(s) where applicable. Definition of a public relation policy A policy is a set of rules or guidelines used by an organization or a group of people in order to achieve particular set goals, therefore, public relations policy are principle guidelines set by an organization with an objective to achieving management functions of that particular organization. In addition, public relations policy provides a framework for awareness building of your company and it’s offering thus creating a niche in company’s positioning as well as influencing the public. Definition of a public relations …show more content…
Public relations strategy is important since it does a thorough assessment of the set goals and targets in order to make them realistic. Strategies in public relations are channels or wheel s through which a company employs in implementing its policies. Difference between a public relation policy and a strategy Whereas a policy is just a set of rules and guidelines explaining how management functions will be employed and the pros and cons in it, public relations strategy goes beyond this by identifying the channels to be used in achieving the set policies. Strategies are long term since they involves a constant review of the market segments, emerging issues such as rival brands and other dynamics that might sprung up concerning that industry involved. Whereas policies are plain set of rules or theories, strategies focuses on results making those goals realistic and achievable. Strategies also revolves in assessing the weaknesses and threats of the company in management functions and how they can be curbed or avoided while banking on the strengths and opportunities that are present. Strategies can also be summarized as tools used in formulation and implementing the set policies. Components of a public relations
Dr. Bob Batchelor, Associate Professor of Public Relations states-“Public Relations is all of organizations relationships with all of its potential audiences. Marketing is the umbrella term used for all communication that goes on in a corporation or organization. Convergence has already taken place and it will continue.
Policy in my perspective illustrates as a decision making, planning and or action taken to achieve a certain specific goal within our society. According to Longest B. (2010), his definition stated in his text book states that a policy is defined as ” authoritative decisions made in the legislative, executive, or judicial branches of government that are intended to direct or influence the actions, behaviors, or decisions of others.” In developing a policy, certain steps need to be taken in act to implement the policy. The crucial steps in implementing a policy are: recognizing the problem, agenda setting, formulating the policy, and finally implementing the policy (N.A., 2015).
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...
Strategy is a clear vision of the outcomes to be reached, resources necessary to reach those outcomes, and relationships with clients, competitors and other participants of the external environment. Operations strategy, as the main part of corporate strategy has to develop common policies and plans for the most efficient use of company resources.
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 create, maintain, and protect the organization’s reputation, enhance its prestige and present a favorable image,” as defined by Inc. Magazine’s online encyclopedia. Fundamentally, it is not the goals of public relations that have changed with social media, but it is the means of accomplishing these goals that is dramatically changing.
The definition of strategy has been given by many theorists. The most approve one for personal is stated by Johnson, Scholes and Whittington: “Strategy is the direction and scope of an organisation over the long term, which achieves advantage in a changing environment through its configuration of resources and competences with the aim of fulfilling stakeholder expectations.” (Johnson, Scholes, and Whittington, 2008) For
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.
What is public relations? PRIA (2014) defined that it is the process to build, maintain and reinforce mutual understanding between an organization or individual and its publics by the designed, planned and sustained effort. Also, it can be understood as a practice of managing the flow of information between an organization or individual and the public.(Grunig& Hunt 1984) However, these two definitions cannot fully describe the term of “public relations”. A long-standing CIPR definition mention a concept of “goodwill”.(Oliver 2009, p. 11) It implies that PR not only refers to publics’ awareness of the information about an organization or individual, but also highly
“Strategy” is an action oriented involves goal directed setting and integrate an organization’s skills and resources with the opportunities and threats in its environment.
It is hard to define a “strategy” in one sentence but it could be defined as the “positioning an organization for competitive advantage”. Its main objective is to create value for stakeholders by providing customer value. (pg. 2) Strategies always change as the context in which strategy is developed always changes. For example, the evolution in the past fifty years has shifted from an industrial economics to a resource-based perspective to human an intellectual capital perspective. The can most definitely change strategies for business owners. New business ideas and concepts are created every day. A lot of different efforts are put into a corporation in order to enhance competitiveness. Sustainable superior performance can only be achieved if a company can reserve differences between itself and its competitors.
Q1. Grunig and Repper (1992) proposed a model of strategic management of public relations. Sung (2004) commented that the model emphasizes Public relations has a significant role in the process of an organization’s strategic management by identifying stakeholders, publics, and issues around the consequences facing the organization.
A strategy is an organization’s blueprint for attaining a specific objective typically over an extended period of time which is basically what a business will do in a particular market. A marketing plan is essentially a written process of how an organization will carry out their strategy which will then lead us into a marketing program that an organization will then combine everything into a single great plan. According to text for example, “Toddler University (TU) used print ads that featured close-up photos of babies wearing the shoes and informative details about their special benefits. TU also put one athletic
Strategic management is the process of formulating and implementing strategies in organizations. Strategy formulation is the first strategy in strategic management, which is the process of creating strategy and that involves assessing existing strategies, develop new strategies and strategic plans. The second strategy in strategic management is called strategy implementation, which is the process of allocation resources and putting strategies into action.
Numerous definitions of strategy exist, in most circumstances strategy can loosely be explained as an overall plan of deployment of resources to ascertain a favourable position within a market (Zablah, Bellenger and Johnston 2004; Grant 1994, p 14). Further, imbedded in many successful organisations are strategies, the importance of which is to remain relevant in the market, and successful in the various attributes of business; profiteering, employee motivation, maintaining sustainable core competencies, effectiveness in operation, or efficiency in the conduction of operations. Therefore challenges involved in the formulation and implementation of a strategy can revolve around the overall external market, as well as internal
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