Public Relations, Strategy and Theory.

The public relations strategy (PR) defined by the Qantas Group is very clear and the PR portfolio is very broad. The core PR goals of the group are as follows:

After reviewing the outline for the process for the Strategic Public Relations Planning, it appears that the process covers the general guidelines that I believe to be necessary for nonprofit to follow for public relations. This would be a great template for nonprofit organizations starting up to follow. Therefore, I would not add any more steps to the authors current process because each step that is listed in the process plays a vital role to the process. However, the process can be altered to meet the needs of other nonprofit organizations because every organization has different approaches towards building and maintaining relations with the public.

Luttrell, Regina. Public Relations Tactics. Dec2014, Vol. 21 Issue 12, p12-12. 3/4p. , Database: Corporate ResourceNet

Over the past decade, social media use has been increasing at an expeditious rate. According to Pew Research Center, 86% of Americans are active internet users, and the number of active social media users is increasing daily. As of 2016, Facebook has 1.6 billion users, Instagram has 430 million users, LinkedIn has 429 million users, and Twitter has 325 million users. With those numbers in mind, why wouldn 't the public relations agency utilize these free platforms as a way to gain publicity? My digital project raises the question of “how has the public relations industry changed over the past decade, due to the increase in use of social media?” Patricia Swann (2014), states that “public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success and failure depends” (p. 2). Strategy is a large aspect of public relations, and gives us reasoning behind all the communication activities done throughout the work day. Having a set strategy allows us to target specific missions, goals, audiences. Public relations practitioners rely on their audience to support their missions and goals. Gaining another way to put forth these strategies—via social media, has the ability to change the field of public relations in a prodigious way. With the rise of social media, some may argue that it is now easier for practitioners to communicate more effectively and timely with their

Public relations has changed drastically since the early 20th century. In its earliest forms it was more focussed on the idea of publicity and advertisement. However, more recently it has been seen as a way to engage and build relationships between an organization and it’s publics. Public relations deals with promotional activities that foster a positive public image of a company or organization.

The most recent definition of public relations, according to the Public Relations Society of America (2012), states that “Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Through the rapid advancement of modern media and technology, there have never been more outlets and opportunities available for accomplishing the goals of public relations. Believing the development of social media has not created serious changes in the way public relations practitioners go about their duties would be foolish and a fast track to falling behind in this rapid world of communication. The main goals of public relations are “to

Public Relations is the art and social science of studying trends, forecasting their impacts, analysis organisation leaders and applying planned sequencers of action which will assist both the organisation’s and the public attentiveness (Danny Moss, Dejan Vercic, Gary Warnaby, 2002).

The theory explains that the value of public relations in organization and society lies in socially responsible managerial decisions and quality organization to public relations. Organisations must behave in ways that solve the problems and satisfy the goals of the stakeholders as well as the management in order to be effective. Good relationship with organisation’s strategic publics is helpful in developing and achieving goals desired by both the organization and its publics, reducing costs of negative publicity, and increasing revenue by providing products and services needed by stakeholders. Practitioners identify publics who are affected by or affect organizational decisions and communicate symmetrically with them to build high quality long term relations.

Media relations can be defined as one of the most significant areas of the practice of public relations. (Shaw&White, 2004) It enhances the practice of public relations by serving a systematic, strategized and mutually beneficial relationship between journalists and the public relations practitioners to build credibility, understanding and respect between the two parties. (Supa&Zoch, 2009) It is essential to cultivate a positive and healthy relationship between public relations practitioners and journalists because journalists tend to look at public relations practitioners in a negative way where they believe that they spin information to get free publicity which making it difficult for journalists to report legitimate news and at the same time, against the basic rules of news writing. (Fedler and DeLorme, 2002) Another study by Kiranjit and Halimahton (2006) also suggests that public relations practitioners and journalists are very much sceptical about each other’s role and the relationship between two of them is doubtful and uncertain. From the point of view of public relations practitioners, they complaint that journalists do not understand the role of public relations. On the other side, journalists tend to think that public relations

There are 3 similarities between public relations and marketing. The first similarity is both of them are builds mutually beneficial relationship with publics, audiences, or markets internal or external to organizations. Public relations and marketing are also communicate effectively and efficiently with public and audience to spread out what are the values of a product or services of the company. (http://www.amazon.com/Public-Relations-Principles-Philip-Kitchen/dp/1861520913/ref=sr_1_1?s=books&ie=UTF8&qid=1448569626&sr=1-1&keywords=public+relations+philip+j.kitchen) Customers, employees and trade unions are the most important audience for both sides. (http://www.amazon.com/Public-Relations-Principles-Philip-Kitchen/dp/1861520913/ref=sr_1_1?s=books&ie=UTF8&qid=1448569626&sr=1-1&keywords=public+relations+philip+j.kitchen)

Governmental public relations have been inspired by Grunig’s models of PR and, particularly, by the concept of symmetrical communication between organizations and publics (Gregory, 2006; Fisher & Horsley, 2007), a concept which, with its relationships with the notion of excellence (Grunig & Hunt, 1984; J.E. Grunig & L. Grunig, 1992; Grunig, 2001), has constituted the major framework that has guided public relations scholarship for the past 30 years (Botan & Hazleton, 2006). Mutual benefit, mutual understanding, win-win mixed motivated communication, are concepts used to denominate purposes of organizational public relations.

As the name of the discipline implies, public relations is how an organization builds beneficial relationships with its key stakeholders. With effective communication as the practices’ primary tool, modern day organizations have taken advantage of proficient practitioners to boost exposure of their company and its message across to international audiences.

Over the last four years I have accepted, volunteered, or been assigned to contribute as an intern for more than 240 hours across five organizations in four industries: legal, nonprofit, retail, and business-to-business sales and marketing. I have been able to gain an exceptional amount of experience while working with each one, but the most interesting pattern I came across was that each of these organizations had their own preconceived notion on the definition (or application) of public relations. Some of these differences were simply minor details in strategy; others were based on completely different viewpoints altogether. With different industries came different points of emphasis, which inevitably led to different responsibilities at each. No matter the difference between each organization 's views, I was always able to see my employer 's objectives using the foundation provided by the Gonzaga University Public Relations program. It has become apparent that the ability to adapt and apply public relations knowledge to any given position is equally as important as learning the trade itself. The unique foundation of Jesuit/Ignatian values and the professional preparation provided by Gonzaga University’s Public Relations program has guided my journey for the past four years.

"Public relations is the management of communication between an organization and its publics." (Grunig & Hunt's, 1984)

Public relations is a demanding career that can be rewarding and satisfying. Before its popularity, for decades, people’s attitude toward this profession was viewed as “lukewarm, at best.” This negative connotation was due to the lack of knowledge of this up and coming career. The term public relations is also know by its abbreviation PR. The role of an PR personal is to help establish and matin mutual lines of communication, understanding, acceptance, and cooperation between an organization (Guth & Marsh, 2012 p.3).