Week 1

Define public relations

US perspective- Robert Heath and Coombs (2006,7) That it is a ‘management function’, which means that a firm cannot work or progress without it. It also mentioned ‘collaborative decision’ which meant that it works hand in hand, not independent of its client. Also it asserts that PR management has the responsibility to help its client build stronger relations with whom they are concerned with, while at the same time remaining true to their values, ethics and goals.

UK perspective- Chartered Institute of Public Relations (CIPR) also noted that PR involves maintaining the client’s relationship with the public (Edwards 2006,6). This also includes the relations of PR with its employees (Chia 2006; Huang 2008)

Asian perspective- Is with regards to the Asian culture where authorities have power over the media and information that can or cannot be transmitted to the public. This is especially true of Southeast Asians but developed nations like Korea and Singapore are moving away from this.

Chia, Joy (2009) notes that PR works with both minority and majority in organisations or society, adapts to changing times while remaining true to its creative lines and making a difference to the community.

Demonstrate an understanding of the public relations

PR recognises and highlights what is important to a community. It also strives to create awareness of subjects that the public is not aware of and thus try to mould public opinion.

Understand why theory is important to practice and what theory is important to public relations practice.

It is more important that the theory works (Okay & Okay, 2008, 303) and not whether it is important to practice.

Theory is important because:

it helps us to compare with previous works of PR, whether successful or not, to then help in future PR undertaking.

PR is based on the study of communications and thus the profession requires familiarisation with theories that affects communication.

It helps to build the basis for more guidelines and discoveries in the field of PR.

James Grunig and Todd Hunter’s theory is important. It highlights that PR is ‘more about the communication process than the communication itself’ which suggests that is it the way the PR, the public and the client interact that affects their relations and understanding of one another, rather than the interaction or conversations itself. They also developed the context of press agentry, public information and two way asymmetrical that relates the audience to PR and its client.

Critical theory- Discusses what goes on in an organisation,’ organisational dynamics’.
(KREPS 2008) Related to the system SMART.

Rhetorical perspective-discusses the interactions and conversations between parties involved. Both verbal and non verbal (Heath& Combs 2006)

Systems theory- RELEVANT TO ALL PR PRACTICE. Explains that PR is a social system in which it requires other parties to interact cohesively to work against or for the PR environment (Gregory 2008,51)

Relationship Management and relational theory- Depends heavily on the changing relational dynamics(Chia 2008), it discusses how relations developed, challenged and progress.

Communications Theory- Theaker says of Osgood and Schramm’s model that it is crucial to constantly recheck the contents of PR messages and its feedback before transmitting it (Theaker 2008,22).

Agenda Setting Theory- Media changes how people think by selectively putting out agendas for the public. In this way PR, which constantly work with Media would have the ability to change the mindset of its audience. Something I personally did for a project concerning the effect of media on its audience.

Behavioural Change model- Attempts to change the behaviour of passive audience to that of being actively involved in the messages that is put across by clients. PR also encourages the active audience to increase their participation in spreading this message.

Understand the activities and functions of pr within d varied roles of pr practice and the values that underpin practice.

Internal communication management-

PR manages internal publications which include blogs, bulletin boards, website, preparing position papers for management and speeches.

PR maintains employee relations with HR, keeping them as active participants of the organisations’ undertakings and also keeping good relations with the media.

External communication-

External networking and multifaceted communication, relationship building

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PR spread client’s message by using different media mediums such as the internet and television as platforms and through community involvement projects and meeting with grassroots leaders to highlight its presence and success. It can also promote (CSR) or corporate social responsibility, like Starbucks and its cASlaim to support its many coffee pickers by balancing their wage and coffee price.

Issues management ,reputation and brand management

PR manage concerns of organisations by training them on how to undertake and present themselves in the media such as in times of crisis when there is a dire need to support the client’s image and its management.

Research

Conduct interviews, focus groups and internal audits and implementing strategic plans and reviewing already present programs through methods like S.W.O.T

Public Affairs

P.R creates proposals for new government campaigns and initiatives and also to open up the public to have a say in these proposals.

Investor Relations and financial public relations

PR ensures that important share holders and financial auditors have access to credit services of organisations.

Developing a new pr relations position for the organisation

PR places organisations’ importance to society and developing above mentioned PR functions and components.

Note: Values also plays a crucial role behind actions that PR consultant undertakes.

It is important that in all times that PR works in context of the country, religion and place where it wishes to promote its clients organisation or improve its image. It is important that PR consultants do not become passive receivers of clients or public opinion. It also needs to remain transparent to the client in order to fully understand the clients’ wants and vice versa.

What is shaping the profession?

Stark and Kruekeberg (2003:39) states the society is the most crucial component. PR needs to adapt to the ever changing dynamics of society and thus changes it plans and process according to the developments of society as it ultimately shapes public opinion which PR hopes to influence.

Harris and Fleiser (Chua,Joy, 2009) also notes that global trends also changes the society. This includes how public still do not want much government interference in areas such as health as much as they want authorities to take interest in such matters. It is now also crucial to have transparency between client, practitioners and the public since many companies like Enron and also how the recent financial crisis have affected the public sentiments.

It is also through that the changing dynamics of media such as the implementing of new media and blogs have influenced PR processes and perceptions.

Harris and Fleisher also emphasised on how values and ethical practices is imperative towards PR practice although there are still criticisms on the use of ethical practice which was discussed in my PR debate.

What is the international and local context of the PR relations profession?

International does not equal global. Global is all encompassing while international means PR has to constantly refer to the dynamics of the society in that particular country such as race, religion, taboos and education. This also means that previous economic, social and political environment should still be taken into account although there might be striving towards a complete change of such adherence by countries which is especially true of countries that were previously under the communist regime or are starting to become secular. PR in such countries should strive to work with the country instead of enforcing their opinion onto the public (Chia, Joy 2009). However, it is still important to note that government still influences how PR relations to media for example, and PR has to respect how each government analyse whether the PR messages are befitting of that country. It is also important to note that the difference of ‘collectivistic’ and ‘individualistic’ society. PR has to attain whether the society works as a whole or if some information are better or less accepted in some pockets of society.