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

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…