Relations Between Public Relations Professionals And Media Practitioners

In an interview with Richard Weiner, “The Practice of Public Relations,” he argues that that the top management of an organization will often contract help from an outside agency. Weiner, chief executive of Richard Weiner, Inc., a major public relations agency in New York city, contends that an outside agency is more likely to be proficient in media relations, and thus, more capable of attempting to achieve significant publicity in major media. Management is more likely to respect, and act on, the advice of an outside counselor as compared to their staff (270, 271).

Perhaps no one has had a greater impact in the field of public relations as Edward Bernays. He was named one of the 20th century most influential people by LIFE magazine, yet most people don’t even know his name. Known as the “father of public relations”, Bernays was born in Austria in 1891, but his family moved to New York when he was one year old. He would go on to graduate from Cornell with a degree in agriculture, but instead of becoming a farmer he decided on becoming a journalist. During World War 1 he helped the Woodrow Wilson administration to promote the idea that US efforts would bring democracy to Europe. It was during this period that Bernays began to understand the power of propaganda and wondered if it could be used just as effective

Public relations serve many positive functions, to radio and television announcements of school closings and community events, they make us aware of what is happening around us. This type of public relations is needed and benefits the public without personal hidden agendas. However, there is a darker side to public relations that seeks manipulate an unsuspecting audience for their own personal gain. It is this type of public relations that the film Toxic Sludge is Good for You is unraveling. Through use of every kind of media communication and technology, public relations firms have set out to convince people that what they are saying is good for us (Toxic Sludge is Good For You [video file] Access to Restricted Library Resources, n.d.).

This paper was prepared during the Spring Semester of 2016 for COMM 226-003 - Introduction to Public Relations.

During the twentieth century public relations operated with a ‘thin’ understanding of ethics, which caused complex problems for society. To understand why and how this happened we must first understand what ethics and public relations are and how they work together. Public relations is ‘the management of communication between an organization and its publics’ (Tench & Yeomans 2009, p. 5)); its role is to establish a positive relationship between an organisation (or individual) and society. Public relations has power – with that power comes a responsibility to be ethical, accurate and aware. Ethics is ‘the study of individual and collective moral awareness’ (Grassian 1992, p. 3); ethics allow people to identify what is ‘right and wrong, good and bad’ (Breit 2007, p. 309). Making ethical choices in public relations means to have honesty, loyalty, respect and integrity. Throughout this essay I will discuss why public relations has been perceived as unethical and examples of unethical communication; I will then

I chose the movie, The Same Kind of Different as Me. Most of us have already seen this movie, but I’ll lay down some brief background to refresh your memories and to clarify my connections. In this movie, Ron (a wealthy man) realizes that his money and job are not worth losing his marriage so he joins his wife volunteering at the local mission. During the process of restoring his marriage, Ron befriends a homeless man named Denver. Ron and his wife find their love again with the help of their new friend, Denver.

How has public relations practices help you make important choices in life? Many Americans don’t realize how important public relations practices are. But the fact is public relation practices has effected the American people. First, public relations practices cause Americans to make better health choices. Secondly, public relations practices educates Americans on public issues.

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

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.

Press agentry, public information, two-way asymmetric public relations, and two-way symmetric public relations are four models of public relations theory devised by Grunig and Hunt (1983). In this essay, the author goes on to identify an example each from current public relations business practices that goes on to show the four public relation models in action. Further stress is provided to ensure that the examples have all been taken place within last twelve months in the Australian media and justification of selection is to be done by comparing it with real world examples that are chosen.

The public relations tactics in relation to the corporate context will now be examined. Customer relations can be associated with the monitoring of attitudes of key publics and stakeholders especially in regards to any negative incidents that have the potential to effect the organisation’s reputation and consumer trust (Wilcox, 2013, p.312). For Malaysian Airlines, this is evident given the potential for consumer boycotts with the missing aircraft’s (Crossman Communications, 2015, p2). Having over 12, 000 employees, employee relations are important for the organisation. Employee relations consist of monitoring employees’ attitudes and beliefs towards the organisation (Wilcox, 2013, p316) as there is potential for negative word of mouth by employees essentially damaging the company’s reputation. This is evident as according to Malaysian Airlines, they offer a “dynamic exciting environment that nurtures a diverse talented team that work to make great things happen” (2017). Finally, media relations are vital in a corporate context as “negative coverage can cause a corporation’s reputation to plummet” (Wilcox, 2013, p. 310). Having said that, it is important as public relations professionals to establish positive relationships with those who operate in the media industry. Kimberly Blessing argues the two fields (public relations and journalism) have an important working interrelationship with “60% of PR

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

Only recently being recognized as a discipline in itself, modern day professional public relations practices can trace its roots to the early 1900s where the first public relations firm, the Publicity Bureau, was founded in Boston. In 1923, Austrian-American public relations pioneer, Edward Bernays, identified three fundamental concepts of public relations. In 1984, American theorists, Grunig and Hunt, conceptualized the now-famous four models of public relations and the excellence theory that were generally adopted by public relation agencies across the globe. With so many significant milestones and theories of public relations established in the United States, it stands to reason that public relation practices would naturally adopt a western perspective.

Anyways, through different definitions this essay gives you an overview and a better understanding of what public relations is and does. It shows you the importance and function of public relations in an organization especially in today's world.

Public Relations in New Zealand is widely useful, practised and builds up an organisation’s relationships with its publics. PR in short, is essentially about communication and relationship building. PRINZ [Public Relations Institute of New Zealand] (2009) defines PR as “The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics.” This essay will deconstruct and critically examine this definition of public relations in relation to PR theories. These theories being Systems Theory, Relationship Management and Excellence Theory will be examined and applied to campaign examples. This will give a comprehensive understanding of the theory’s meanings as well as relationships with aspects of the PRINZ definition of PR. To understand PR theories however, the term publics must first be addressed.