Stakeholders are an essential element of every public relations (PR) activity did have a significant effect on the organization’s performance. The organization’s public relations planner has to identify their publics in order to launch the best activities to attract their attention and enhance their interests. Gordon (2011:145) pointed out that prioritizing stakeholders are very important in communication planning. By prioritizing publics, the organization can identify the effect of PR activities, potential problems and the key partners in these communications. At the beginning of the essay, the main aim is to define the concept of publics and stakeholders. Next, it is to demonstrate the reason why publics and stakeholder are important to public relations planning. Finally, we will discuss how to prioritize different stakeholder groups when planning a public relations campaign. The concept of publics and stakeholders are similar and often used interchangeably. However, in some condition, they still have differences. “Stakeholder” as a recent business ethnics concept was primarily introduced by R Edward Freeman in 1984 (Boatright, 2006). Its meaning has experienced different development and is identified by different ways. Tench and Yeoman (2006:241) highlighted that stakeholders are those who influence or can influence the organization. Comparing stakeholders, publics have much longer history. Dewey (1927) defined publics as a group of people who face, recognize and handle a similar problem. Baines et al. (2004:14) regarded publics as groups that are deliberately targeted. Rawlins (2006) also argued that stakeholders are used in business literature to describe their relationship to organization; publics are used in the PR and othe... ... middle of paper ... ...(2013). Coca-Cola reports 16 per cent volume growth in India for 2012. Retrieved 1 June 2014, from http://profit.ndtv.com/news/earnings/article-coca-cola-reports-16-per-cent-volume-growth-in-india-for-2012-317804 Rawlins, B. (2006). Prioritizing stakeholders for public relations. Institute For Public Relations. Stampler, L. (2012). These Are The Biggest PR Disasters Of 2012. Business Insider. Retrieved 28 May 2014, from http://www.businessinsider.com/biggest-pr-disasters-of-2012-2012-11?op=1#ixzz338m4j8lL Tench, R., & Yeomans, L. (2006). Exploring public relations (1st ed.). Harlow, England: FT Prentice Hall. The Economic Times,. (2013). Immense pressure from stakeholders prompted KV Kamath to pass baton to NR Narayana Murthy. Retrieved 1 June 2014, from http://articles.economictimes.indiatimes.com/2013-06-03/news/39714811_1_nr-narayana-murthy-kv-kamath-infosys-board
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.
Over the course of time, the idea that surrounds popular culture is mainly the fullness of ideas, perspectives and attitudes. Also within the mainstream of a given culture there are other phenomena’s such as images, videos and outlooks that shape the idea of how public relations is looked upon in the society today (Street 2004). In the past decade or two public relations has been portrayed through different texts, images, movies, shows and ideas that provide a critical analysis of how it is looked upon as a profession (Rhodes and Westwood 2008, 2]). In popular culture public relations is often depicted as being negative and devious (Morris, Goldsworthy and Corporation 2008). Over the period of time, entertainment mediums such as television
Companies have to distinguish themselves in different ways if they are to have a good reputation and this can be done through their communication strategies. In a time of crisis the company’s reputation is threatened and the communication strategies used will save or hurt the firm’s reputation. Before creating communication strategies, companies ought to identify their stakeholders. Appendix 3 illustrates the different stakeholders of a company.
Public relations professionals are strategic communicators. These professionals are often tasked with everything under the sun such as, managing the consumer and stakeholder’s perception of the company, writing press releases, manage a crisis situation, plan events, and work with the media. Within this field of work, there are various job titles with different job descriptions. The public relations panel provided a glimpse into the public relations world and provided useful information for entering the field.
Stakeholders are those groups or individual in society that have a direct interest in the performance and activities of business. The main stakeholders are employees, shareholders, customers, suppliers, financiers and the local community. Stakeholders may not hold any formal authority over the organization, but theorists such as Professor Charles Handy believe that a firm’s best long-term interests are served by paying close attention to the needs of each of these stakeholders. The modern view is that a firm has responsibilities to all its stakeholders i.e. everyone with a legitimate interest in the company. These include shareholders, competitors, government, employees, directors, distributors, customers, sub-contractors, pressure groups and local community. Although a company’s directors owes a legal duty to the shareholders, they also have moral responsibilities to other stakeholder group’s objectives in their entirely. As a firm can’t meet all stakeholders’ objectives in their entirety, they have to compromise. A company should try to serve the needs of these groups or individuals, but whilst some needs are common, other needs conflict. By the development of this second runway, the public and stakeholders are affected in one or other way and it can be positive and negative.
Furthermore, a public relations career is much more closely grouped with media relations these days than journalism. In the book, Making it in Public Relations: An Insider’s Guide, it is said that Media relations is the most dominant function of public relations. Its basic role is the origination of press information and the handling of requests from the media about a specialist’s subjects and activities. After all, the main goal of specialists is to present a positive public image of their client to the public (Mogel). The possible types of clients and fields vary wildly from each other. Some specialists can work in public relations consulting firms and hold campaigns for many clients. Other specialists can work in the advertising departments of major brands and w...
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)'.
Public Relations has acknowledged public involvement as the most essential factor of the practice since its creation. However, the means and methods of reaching the public remained significantly limited until recently. Over the last decade, public relations has welcomed the use of varied tools, including new media, to further their reach and cultivate relationships with its publics. The term “new media” encompasses a variety of non-traditional methods including social media. Social media has become a significant catalyst in the communication sector of public relations. The pairing of social media and public relations has helped create new opportunities for brands through two-way communication, social case study campaigns, and social sharing.
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
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:
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.