Taking a Look at te Excellence Theory

Public relations, also referred to a PR, represent an essential component of business, in which the business interacts through various modes such as promotions, initiatives, and so forth with its customer base, as well as, the potential new customers. Subsequently, according to Davis (2009), this interaction permits the business, as well as, the public to intermingle in such a way to disseminate information to the public, which possesses a newsworthy nature via media sources such as a trade magazine or journal, the traditional radio or television networks, the newspaper, or the internet. Hence, an effectual public relations program has the potential to not only maximize, as well as increase sales, but also, enhance profitability by establishing a competitive advantage with relation to business contenders. Therefore, an effective PR campaign accomplishes this goal by creating greater visibility for the business, its products, and augmenting the credibility of the business, while, attempting to neutralize potential crises, as they arise. Thus, public relation programs represent an invaluable tool utilized by businesses such as the Olive Garden Restaurant.

Many organizations have experienced some form of public relations problem or crisis. The severity of these public relations problems can vary from very minor to very serious. A public relations problem can arise from a number of areas including leaked information about the practices of a company that could be damaging to their business or sales. In addition a public relation crisis could be dealing with a human resource problem or exposure of poor treatment of employees

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

“Public relations work is all about developing effective relationships between organizations and groups that are important to them, including the media, customers, employees, investors, community leaders, activist groups and government agencies” (Lattimore, 2008). In 1997, one woman, April Williams, felt she was working so hard and not getting anywhere in America’s workforce. She decided to open up her own marketing agency that has now been serving companies to help better promote their business and work. Marketing is such an immense factor of Public Relations. It is the way business’ and people view your company and its reputation. North Star is Williams’ flexible and fun marketing agency which has received many awards and recognitions.

Quality Associates, Inc. is a consulting firm that advises its clients about sampling and statistical procedures that can be used to control manufacturing processes. In one case, a client provided Quality Associates with a sample of 800 observations that were taken during a time when the client's process was operating satisfactorily. The sample standard deviation for these data was .21, hence, the population standard deviation was assumed to be .21. Quality Associates then suggested that random samples of size 30 be taken periodically to monitor the process on an ongoing basis. By analyzing the new samples, the client could quickly learn whether the process was operating satisfactorily. When the process was not operating

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

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

Ever since Bernany’s work, public relations have continued to become a vital part to businesses success, as the field continues to grow. While this progression has occurred, different public relations functions also have developed. Specifically,

Because they have a large degree of understanding of the public relations is an image of the establishment of business or put more persuasion efforts for business. The reporter general agree PR is in a public image, propaganda, persuasion activities, as well as marketing efforts, and promote the organization 's position. As the role of public relations become more diverse and important, public relations progress toward becoming the subject of strategy management, it is essential for public relations to the strategy. And to a wide range of business functions integration marketing communication (IMC) concept of the functions of public relations as a commitment to development a of an organization and its product, the image and the impact of the public or the consumer in the campaign of behavior(Ha, JH, & Ferguson, MA 2015）.

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.

Many people view the role of a public relations professional within an organization as one that involves “making the company look good” among other image enhancing functions. Whether they are called PR professionals, PR people, media relations folks, they are the ones typically called on to inform the public of updates or improvements, they are called to help change the perception of the public, help with rebranding efforts and in the event of negative press or other crises, public relations professionals are often called on to “fix things,” to wield that magic wand of words and press releases to make the bad stuff all go away in an effort to preserve or salvage a positive identity. Many would be surprised to learn that the role of a

The success of a company depends on relationships with the public such as consumers, suppliers, investors, employees, government and media. Since public relation practitioners are the once who do the actual communication between their organization and its public it is obvious that public relation is a management function.

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.