Public Relations Case Study

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PUBLIC RELATIONS 1 WHAT IS PULIC RELATIONS? 1.1 PR = EFFECTIVE COMMUNICATION 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 …show more content…

Any progress starts when a case hands to a team. First of all, the team leader has responsibility to communicate with their clients. Meanwhile, the rest of this team usually begin to do the case analysis and data collection. Secondly, the team will come together and do a brainstorming that exactly based on the requirements of their client. After that, a designed plan will come out, any member will be distributed to response for different parts of this plan. Team members will have tasks to prepare materials (articles, brochures, videos, exhibition stands, slide presentation) and press releases, or to communicate with relevant parties (media, journalists, hotels, governments and other useful contacts), or to organize events (press briefings, conference, exhibitions, tours), or to initiating public relations campaigns. (University of Kent 2012) Based on my experience, it has to say that workload of a Public Relations Professional is not low. How high it is? Honestly, it depends on which kind of service you are doing. Generally, new media, online and digital activities would be slightly easier. Offline activities, however, would be very tough. Or sometimes, if your team receive a crisis management case, it would be the hell. Thus, who are Public Relations Professionals, what they look

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