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As recent corporate events have made it clear, an organization’s reputation is of paramount importance to its success as well as survival. This is because the happenings leave the corporate credibility at stake while public mistrust spills over into investment markets. As such, there is a need to restore public faith. Reputation accounts for a large portion of a company’s market capitalization and is one of its most important long term assets. It impacts the organization in several ways including stock price as well as the ability to attract and retain customers and employees (Michael and Judy, 2008). Organizational reputation is seen in such factors as the quality of products and services it offers, earnings and business performance, level of integrity in business practices, stability and fairness as an employer, involvement in local communities as well as the degree of honesty and openness. However, with the increased distrust of corporate world, corporate credibility is of paramount importance. Companies today must realize that they are at the mercy of the public (external environment). There is growing realization of the need to foster a good reputation through development of positive relationships with the various components of the external environment. It is for this reason that reputation management has become an integral part of public relations in organizations. Is reputation management an adequate description of the role of public relations in contemporary organizations? This paper aims at analyzing the role of modern public relations with emphasis on its contribution to the achievement of marketing and other organization goals. Reputation management As the name suggests, reputation management implies managing the re... ... middle of paper ... ...owever, while reputation management is a key role of public relations, it also plays a key role in establishing cordial (good) relations between the organization and other stakeholders. Therefore, organizations must always strive to put in place good public relations mechanisms to ensure that their public image is good and its relationship with various stakeholders is not at stake. Works Cited John, David. 2006. Reputation management: The key to successful public relations. London: Routledge. Michael, Austin and Judy, Bunn. 2008. Risk issues and crisis management in public relations. New York: Macmillan. Edward, Lickey. 2004. Public relations. Newyork: Oxford university press. Jane, Johnston. 2009. Public relations: Theory and practice. London: prentice Hall. Jacquie, Zawawi. 2007. Public relations: concepts practice and critique. London: Routledge.
In Arthur Miller’s The Crucible reputation was a critical factor for characters like John Proctor and Reverend Parris. As a hard working farmer, John Proctor cared very much about having a good name. Reverend Parris had a good reason to care about his reputation since he was a very respected religious leader. I don’t think reputation is everything but for these characters it was very important.
Our reputations are beliefs and opinions that are held by our friends, family and even complete strangers about bout us. Someone’s reputation determines how they will be seen before even meeting them, almost like a first impression. Which is why your reputation is something you need to handle with care and protect, however some will go to extremes in doing this for instance the play The Crucible, written by Arthur Miller. It is a look into what it was like back in the 1800’s during the Salem witch trails. During this play Miller makes the strong argument of the importance of reputation and the countless ways people will protect it. In the play this occurs with many of the characters some more than others yet it’s of importance to everyone in some way or another. The protection of one’s reputation also occurs outside of the play, an example of this would be in politics and sports. In the play The Crucible, Author Miller makes the argument that reputation is incredibly important and people will go to great lengths such as betrayal and lying to protect it, quite often ones morality will become altered when protecting their reputation.
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...
Public relations is a tactical way businesses and their customers’ communication constructs conjointly and affiliate cooperatively. As an account executive, it is very important to discover all that is possible about a new client. Research of a new organization helps to recognize the strengths and weaknesses of that company as well how to improve, and to create new opportunities regarding of its decision policy and communication. The Airline Business has continuously remained a foremost modernization in marketing strategies however Airlines segment their customers by seating class such as first, economy, business class; it does not give the insight for the customers need and motivation in terms of airline travels. As we can see by travel with this company, theirs is room for improvement in the
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.
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
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.
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.
The review of relevant literature is to identify what's brand awareness and how to carry out in strategic marketing, and consumers' behavior. The study prove that the significant factors on brand awareness as a perception of product, service, and image of the company and has a tremendous effect on consumers’ evaluation of system results. From reading all of the relevant journals, it is understandable that the significant factors on building a successful brand image and awareness is consumers and their relationship with the brand, company, service and the product. Brand awareness is the vital importance to marketing strategy and marketing communications because it links customer behavior to firms’ financial metric. Keller (2001), noted, customers’ reaction toward brand awareness is associated profitably brand equity.
Marketing is a vital component in the success of businesses. Smaller businesses rely on business advertising, expenses, knowing if the business is networking with the right people, or joining the best organisations which lead to success (EStartup business blog, 2010). Marketing concentrates on customers and what the customers want. Customers are the source of sales and profits. Many small businesses are faced with remarkable hardships due to not developing the right marketing plan (EStartup business blog, 2010). To help these businesses a more appropriate or better marketing plan needs to be designed. Small business internet marketing services can help businesses develop and thrive in a highly competitive market. For the highest quality internet marketing services, hiring an online marketing company to design a customized internet marketing campaign may be advantageous for some businesses (EStartup business blog and contributors, 2010). Identified will be the role that marketing plays in a successful business demonstrated by use of two examples, the importance of developing a marketing plan, and ethical and legal issues that surround marketing practices (EStartup business blog, 2010).
Reputation has taken on a whole new meaning because of the Internet. Nowadays, it's effortless to know a person and form impressions of them based on how you see them online, through social media sites. It's so easy to tell how a person might be like based on status updates, shared photos, and their online interaction with other social media users. If you can know so much about a person through social media, what more if it's a business establishment?
With social media’s rise in popularity, consumers were given another platform, a viral one, to discuss companies and their products/services. While the main focus of public relations has always been to promote communication and goodwill, the practice also promotes publicity for their clients. With the growth from traditional tools to more sophisticated tactics like video news releases, webcasts, blogs, and social networking, public relations has been able to transform its effectiveness in just a few short years. Any company that does not include the use of social media, is missing the opportunity to obtain valuable information about their brand while also losing a chance to spread its message on a platform that reaches
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:
According to Kotler (2012), Marketing is about identifying and meeting human social needs, thus it is not only about advertising and promotion it is more than this. It includes setting competitive price, communicating effectively with potential and existing customers and also introduction of new products.
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.