Public Relations Principles and Practice

Public Relations: Principles and Practice

Public relations can be considered as one of the important mediums for any organization in order to communicate with the people outside of the organization. There are many modes of communication by the help of which organizations can tailor the particular type of message and then communicate to the concerned people efficiently and effectively. In order to develop the efficient and effective message marketers of the organization need to understand different type of communication methods by the help of which an organization can communicate their message in a better way (Grunig, 1993). Audience of the message should always be analyzed with the great precision whenever you are going to communicate about the organization. Understanding the internal audience that is employees of the organization are often easier to understand however the challenge for most of the organization comes when they have to communicate with the external environment particular to the organization. Public Relations department can play a vital role in order to develop the strategy for the communication. Besides the knowledge about the audience public relations department of any organization should also have a complete know how about the organizational culture, modes of representation, advocacy and social engagement as well (Grunig, 1993).

Objectives

To identify that whether the public relations theory should be confined to building the image of its company only.

To identify that whether the organizational culture can influence the public relation theory and practices prevailing in the organization.

How the public relation department of any organization can identify the need that the users of the information are in need of for the getting the answers of their questions?

How can we develop the public relations which can be considered as a socially responsible department?

Methodology

Literature review is used as a tool in order to conduct the research related to the topic of public relations. Since a public relations is a subject which comes under the umbrella of social sciences therefore quantitative analysis might not be useful in this particular area. Analyzing the literature and drawing the inferences from the reliable sources can be sufficient in order to develop the better understanding about the topic. The empirical studies already available related to the topic are have also used the qualitative approach to solve the problems. Therefore it will be better to make use of the secondary sources and develop the theoretical frame work as per the demands of qualitative research. (Lamme & Russell, 2010).

Findings

Ethics has been one of the major issues in the field of PR. Some scholars are of the opinions that interface between PR theory and democratic theory can minimize the problems related to this field. It has also been observed that public relation department of any organization often try to hide most of the internal things about their organizations. This practice of selective communication with the employees of the organization should be stopped because it is going to harm the brand image of the organization in future. Public relations department of majority of the organizations do not believe in communicating the information majority of the people. Instead they often try to answer the question of those in the publics which are considered to be strong. It should be realized by the organizations that the majority of the people will show more interest and can become the profitable clients once they will have a sufficient knowledge about the company.

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