The aim of this report is to discuss an effective PR campaign for the established business Virgo. The report will follow Scott Cutlip’s four-step process as a structure that is important for Virgo in regaining its company’s profile. Defining Cutlip’s four-step process helps in the development of communication for the organisation to its publics. In relation, Virgo will add extension in the rebuilding of reputation through its aims and objectives. Using this process breaks down into situation analysis, planning and programming strategy, implementation, and evaluating the program. Edwards work on ‘Public relation Origins’ (2009:5) looks at the ‘Institute of Public relations’ (2004) and states, that the CIPR defines “PR as: about reputation- the result of what you do, what you say and what others say about you. […] It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” Virgo’s PR campaign can be defined by Edwards’s definition of PR due to the organisation wanting to restore the reputation of Virgo within its organisation and publics. The campaigns aims and objectives are to inform customers that after a recent discovery of child labour, the change in Virgos ethical standpoint will help when eradicating the problem. Public relations in the context of Public Relations, Harlow (1976) expressed in Theaker (2008:4) states, “Is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and co-operation between an organization and its publics; involves the management to keep informed on and responsive to public opinion; defines and emphasis the responsibility of management to serve the ... ... middle of paper ... ...mans, L, Tench R., (2009). 2nd edn. Exploring Public Relations. Harlow: Pearson’s Education Limited. Ch. 1 Chapter 8 Edwards cited Gruing and Hunt Chapter 3- Gregory, cited Gruing, hunt and cutlip Cutlip et al (2006) Effective Public Relations, London, Pearson p.176 (Theaker, A.2002:145) Milton Friedman – Capitalism and Freedom Chicago, University of Chicago Press Pitcher, Friederman, Moss and Powel Exploring public relations. Public relations Model of a socially responsible company- case stydy coca-cola Beverages Hrvataska chapter 12 Broom, G.M (2009) ‘Cutlip and Centers Effective Public Relations’ 10th edn. New Jersey: Pearsons Dorianne Beyer (2007) Gap inc Social responsibility https://blackboard.canterbury.ac.uk/webapps/portal/frameset.jsp?tab_id=_2_1&url=%2Fwebapps%2Fblackboard%2Fexecute%2Flauncher%3Ftype%3DCourse%26id%3D_1833_1%26url%3D
Newsom, D., Turk, J., & Kruckeberg, D. (2013). This Is PR: The Realities of Public Relations
Public relations are the practice of distributing the information between an organisation or individual and the public. The aim of PR practitioners by the client is often is to persuade stakeholders, partners, employees, investors and most importantly, the public. The practitioner’s communication stance is reaching the individuals or organisation ultimate goal. However many can examine and scrutinize public relations ethics to assert a PR problem within the industry. All PR organisations and individuals have a code of ethics of which the professionals are expected to follow. Regardless of these guidelines, ethics in individual practices seem to prove continuous and consistent violation worldwide. The James Hardie Industry, a company that is known for knowingly using products that caused thousands of people throughout Australia to grow to become sick and even resulting in death, from its products that produced massive profits is a prime example of the PR problem. However ethical communication and critically reflective practices are procedures that benefit both the public and the organisation when use correctly, opposite to the James Hardie case.
Public relations have been a prominent aspect of society for millennia, dating back to 50 B.C. with Julius Caesar and referred by the Ancient Greeks as “semantikos”, which is the practice of persuading people into a belief or action (Witman, 2000). Public relations is still been influenced by the contributions of key historical and contemporary figures including Benjamin Franklin and Ivy Lee.
In the book, Propaganda, author Edward L Bernays, who is nephew of Sigmund Freud, transcends the public relation industry. This short, 13-part instructional manual delves deep into the intricacies and usage of propaganda. Bernays claims that the public is in a constant state of manipulation. He argues that in order for a society to be highly functioning and stable, public opinion must be manipulated and swayed. While I find his claims disturbing, it was refreshing to read something so blunt. Bernays’ use of psychological techniques to work the mechanics of public opinion truly classifies him as the “father of public relations.”
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...
Gallaudet University. (1997). Public relations Gallaudet University: The beginnings. Gallaudet University, 1-17. Retrieved from http://pr.gallaudet.edu/
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
Bernays established the social field of public relations in the form of propaganda and was highly influential in providing the foundation for modern advertisers. Edward became known as the ‘Father of Public Relations’ (Tye, 1998) his psychological and sociological techniques date back to his experience working for the United States propaganda. Manipulating a mass audience Edward’s theories were adopted by his uncle Sigmud Freud, Freud believed that ‘irrational forces’ determined our behaviour (Bryan, 2009, 61) with this key concept he then applied it to his own propaganda practices ‘Men are rarely aware of the real reasons which motivate their actions’.
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.
PepsiCo discloses their stakeholder engagement as a contribution towards sustainability. As part of the company social responsibility and sustainability strategic planning, the company has put in place strict policies to guarantee a long-lasting relationship with all its stakeholders. According to the company website, ‘PepsiCo has established a strong relationship with NGOs and routinely engage them to leverage their areas of expertise or interest to help shape their CSR processes and tracking methods. These relationships have helped to better identify sustainability priorities that supports both the business model and the expectations of the stakeholders’ (PepsiCo 2013). PepsiCo invests mainly in activities linked to their chain of management, they totally applied Kramer and Porter’s ideas. Porter explains that businesses are socially responsible today because they realized that socially responsible activities build and develop credibility, integrity, and give competitive advantage.
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...
Today, public relations is a complex profession by thousands of thousands of people all the world to practice. Almost all large and small organizations have their own public relations department or they need to outsource their public relations to a company. Public relations practitioners work for schools and universities, companies, governments, professional and trade associations, hospitals, hotels, non-profit charities, and other else more (Grunig, 2001). Therefore, PR is an important department for organizations.
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 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.
There are four different functions of management. In this paper, I will define these functions; planning, organizing, leading and controlling. I will also explain how each of these functions relates to my own organization. Bateman and Snell (2004) define management as the process of working with people and resources to accomplish organizational goals. By utilizing the four different functions of management companies can work with their employees and other resources to reach the organizations goals.