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significance of public relations
essays on The Significance of Ethics in Public Relations
significance of public relations
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Strategy is a concept that relies on various definitions to capture interrelationships between various components that make up a strategy. Henry Mintzberg (1987) outlines five definitions of strategy including strategy as a plan, pattern, position, perspective, and ploy. As a plan, strategy is concerned with setting up guidelines to establish direction for an organization. As a pattern, strategy consists of various actions carried out with consistency by firms. Strategy as a position looks at how organizations interact with the external environment, and how they place themselves in the competitive environment. Mintzberg also defines strategy as a perspective. This view explains strategy as the behavior and actions of the organization’s collectivity, which are aimed at achieving a common mission. Public relations is a management function that identifies, establishes and maintains mutually beneficial relationships between an organization and publics that have an influence on the success of the organization. In public relations, strategy is important in determining the role of PR in an organization, as well as in outlining the techniques and activities to be used in achieving an organization’s public relations objectives. Public relations contributes to the fundamental systems of an organization, and is therefore a core function in the organization’s overall strategy. Organizations’ overall strategies control and limit public relations campaigns and strategies as they establish certain goals and bounds that guide the work of PR practitioners. Public relations strategies are subordinate to this higher level strategy, which involves policy level decision making on the goals, alignments, and relationships of the company with stake... ... middle of paper ... ...Relations Strategy. Sage Publications Limited, 2009 Erica W. Austin, and Bruce E. Pinkleton, Strategic public relations management: Planning and managing effective communication programs. New Jersey: Lawrence Erlbaum Inc. 2001 Exxon Valdez Oil Spill Trustee Council, Oil Spill Facts. Retreived From: http://www.evostc.state.ak.us/facts/index.cfm Internet Encyclopedia of Philosophy http://www.iep.utm.edu/e/ethics.htm Patricia A. Curtin and Lois A. Boynton, Ethics in Public Relations: Theory and Practice Sandra Oliver, Public relations Strategy. London: Kogan Page Publishers, 2007 Shannon A. Bowen, Ethics and Public Relations. Institute For Public Relations, 2007 Retrieved from http://www.instituteforpr.org/topics/ethics-and-public-relations/ Vincent Hazleton, Public Relations Theory II. New Jersey: Routledge Publishers, 2006
Thompson, A., Peteraf, M., Gamble, J., & Strickland III, A. J. (2014). Crafting and executing strategy: The quest for competitive advantage; Concepts and cases. (19th ed.). New York, NY: McGraw-Hill.
Forman, J., & Argenti, P. A. (2005). How Corporate Communication Influences Strategy Implementation, Reputation and the Corporate Brand: An Exploratory Qualitative Study. Corporate Reputation Review, 8(3), 245-264.
"What Is Public Relations?" PR Definition: PRSA Official Statement. N.p., n.d. Web. 04 Apr. 2014.
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...
According to Johnson et al (2013) and John (1997), strategy can be defined as a general scope or long-term direction of a firm. Johnson et al (2013) state that strategy has three levels which refer to corporate, business and operational levels. In Lynch’s view (2006), there are two elements in corporate strategy that are corporate-level and business-level. This essay will focus on both corporate and business-level strategy. To conclude Lynch (2006) and Johnson et al (2013)’s points, corporate-level strategy can be identified as a purpose or overall scope of an organization. Business-level strategy is related provide the best value for products or services to compete in the specific markets. For example, innovation or response to competitors are usually the tactics of business-level strategy (Johnson et al.,
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
Thompson, A. A., Strickland, A. J., & Gamble, J. E. (2008). Crafting & executing strategy: The quest for competitive advantage (16th ed.). New York: McGraw-Hill Irwin.
Thompson, A., Peteraf, M., Gamble, J., & Strickland, III. (2012). Crafting and executing strategy: The quest for competitive advantage (18th ed., pp. C243-C256). New York, NY: McGraw-Hill Irwin.
Robert I. Wakefield probably gives one of the best definitions of Public Relations when he stated, "All public relations should exist to preserve a consistent reputation and build relationships" (This is PR 1). This is a very broad and generic scope that does not necessarily infer any type of ethical behavior nor implies any sense of right or wrong with what is generally referred to as "spin. The bottom line for any company is to make a profit. Why else would they be in business? The book, This is PR, written by Newsome, Turk and Kruckeberg states that the Public Relations Society of America (PRSA) defines public relations as a management function that involves counseling at the highest level and being involved in strategic planning for the organization (2). This is a rather ambiguous statement that could mean a number of different things. Public Relations can be summed up in two words: Public Relations! No more needs to be said. PR can be anything that affects a company's, organizations, or individual's relative position within a market or society.
While initially this may seem to be slightly in contrast with the ultimate objectives of a for-profit business, these non-profit organizations cannot achieve their goals without solid financial performances and bottom-line results. In order to do this, public relations plays a critical role in the daily operations of a non-profit organization while also presenting a variety of distinct challenges. Now more than ever, non-profits must stand out amongst the fierce competition for their publics’ money, time, and attention. In order to accomplish this, organizations must respond to those communication challenges in the most effective ways possible by engaging in informed and strategic public relations activities executed by trained public relations professionals.
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.
Strategy formulation is the process of establishing the firm's mission, goals, and choosing among alternative strategies or plans; it involves and implies that preparing the best approach to respond to the circumstances of a firm's environment, whether or not its conditions are known in advance; being strategic and tactical, then, means being clear about the management's aims; being aware of the company's resources, and incorporating both into being consciously responsive to a dynamic environment (SM, 2010). As nearly all businesses have limited resources, top leaders and management must determine which alternative plans or strategies will do well to the organization most; strategic management requires attention to the big picture and the motivation to adapt to circumstances, and consists of the following aspects:
Public relations can positively affect the Australian public, and bring forward important issues and the need for attention amongst society, which is why EON’s campaign is classified as public relations.
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
A strategy, according to Robbins and Barnwell (2002, p. 139) is “the adoption of courses of action and the allocation of resources necessary to achieve the organisation’s goals”.