Category: Public relations

Introduction

Public relations (PR) firms are important organizations that provide public relations services. The PR firm to be considered in this case is the Omnicom Group. Omnicom is a global company that offers marketing, advertising, communication, and digital services (Omnicom, 2012). There are various subsidiaries under Omnicom that specialize in public relations services. For example, Fleishman- Hillard, and Gplus are subsidiaries of Omnicom that specialize in public relations, marketing, and public affairs.

Type of services they offer to their clients

Omnicom Group is a communication company that offers various services to its clients. It has a Diversified Agency Services (DAS) division that is comprised of numerous agencies handling public relations. Different agency brands like Fleishman-Hillard are under the DAS. They conduct various specialized activities. Fleishman-Hillard is involved in relaying the positive aspects of clients to the public. It is also involved in the control of the flow of information from the client to the media or the public.

Many companies rely on public relations firms to spread positive information. This is advantageous to any organization because it shows proof of socially responsible behavior. Moreover, it leads to an increase in the consumer base. Companies will be cautious not to disclose information they view as detrimental to their activities. The public relations agency also plays an advisory role. It deals with advising its clients on what information should be released, especially when the information is detrimental to the clients.

The company is involved in crisis communication for its clients. The company applies various publicity strategies when a crisis occurs to ensure its clients do not suffer because of the crisis.

Omnicom’s clients are wide and varied. The public relations conglomerate deals with clients who include business organizations, governments, and non-profit organizations. Its client base is also comprised of politicians, celebrities, and wealthy individuals.

History and structure

The company’s origin is attributed to the merger of Needham Harper, Doyle Dane Bernbach, and BBDO in 1986. Three other agencies also joined Omnicom a year later. The company continued buying other agencies, thus establishing itself as a global entity. The merger did not make substantial progress during its initial days.

The company’s agencies were able to gain various clients during the same year, but the gain was not beneficial enough for the company (Omnicom, 2012). The company continued with the purchase of various agencies that became its sister companies. Consequently, Omnicom Group began to experience gains established by its sister companies.

Omnicom’s leadership is comprised of a board of directors. There are eleven members who make up the board. The company also has management officers. Omnicom has a network of 1,500 agencies. Amongst these agencies are seven public relations agencies that have played a significant role in the company’s growth. These are Ketchum Pleon, Fleishman-Hillard, Beaupre, CONE, Gplus Europe, and the Zimmerman Agency.

Culture of the firm

Omnicom’s mission is the provision of communication services. These are within the activities that are conducted by varying agencies and divisions under Omnicom. The company’s vision is to continue growing and remain as one of the best communication agencies (Omnicom, 2012).

Omnicom’s code is realized through the company’s code of conduct. Thus, the company views integrity and fairness as vital to its continued success. The code of conduct is applicable to the directors, officers, and employees of the entire organization. Moreover, the company complies with all established legal systems in the various countries it has established itself. The firm has a number of policies that it applies.

Corporate social responsibility is one such policy. Thus, the company follows various pre-determined strategies to ensure that its clients are able to deliver their products and services through means that are considered as good stewardship. The company is also reflected as having respect for its employees, the environment, and its persistence in solving social issues.

The specialty area of practice and campaigns

The public relations activities are conducted by subsidiaries within Omnicom. For instance, Fleishman- Hillard has its own clients and it operates in its own right. The clients may or may not be clients of the agency, thus the subsidiary is responsible for its own profits. Fleishman-Hillard is one of the largest PR agencies globally. This agency is able to gain from Omnicom’s back-up services that are inclusive of studios, photographic libraries, print production, and other facilities.

Public relations firms within Omnicom, like Fleishman-Hillard, are considered to be global organizations. Thus, they have a larger market base and gain from the established parent company. The services offered by Omnicom through its subsidiaries are beneficial to its clients in many ways. For instance, the subsidiaries offer promotional services for the organization in question, thereby improving its public image.

Fleishman-Hillard conducts a public relations audit whereby it analyses a client’s strengths and weaknesses. The audit is conducted for every new contract and when the management of an organization is changed. The audit is also conducted over several years or when a crisis occurs within the organization. Thus, the PR firm is able to come up with strategies it considers to be effective in improving its client’s image.

The activities of Fleishman-Hillard also entail persuading the public, employees, investors, and other stakeholders to have a specific opinion about the organization’s political decisions. Thus, the firm provides more information about the decisions so that the decisions made can be viewed in a positive light. In the long run, it encourages the various stakeholders to accept the decisions made and defend them (Omnicom, 2012).

Omnicom also provides research services to many organizations. Researches include polling, surveying, and analyzing public opinion. This information is then used to determine the best strategy for changing opinions formed about a company. Some clients have a negative image already established about their companies. Thus, the PR firm finds ways of presenting the client to the public in a positive manner.

The company also tracks existing trends and issues within a specific environment to know what strategy to use. Moreover, organizations can also request Omnicom to conduct research on specific markets for planning purposes. The principle is that the publicity company will be able to identify trends that the company can use to take advantage of and guarantee continued success.

Many companies prefer outside PR services in comparison to an in-house PR department. Many advantages are associated with this initiative. Omnicom is a global company. Thus any client of its subsidiary easily gains due to the quality of services they enjoy from the organization. The services are also cheaper in comparison to developing an internal PR department.

Omnicom also offers a media relations service. This is based on analysis of the media in question and the audience served by the media. It depends on the knowledge of how the media conduct its activities, thus the PR firm comes up with effective strategies to boost media relations.

The efforts to generate a friendly relationship and advantageous news coverage involve a lot of activities. For instance, the company constantly writes news articles, takes inquiry calls from reporters, and develops media kits. These help in presenting the client in a positive light through the media.

One of Omnicom’s well-known campaigns involved the Russian government. The company was tasked with championing efforts by the government to improve its image in the energy sector. Gplus Europe, a subsidiary of Omnicom, was involved in recruiting eminent journalists and former EU officials.

These individuals were involved in lobbying the European Union to improve Russia’s image. The company organized media articles that facilitated its efforts in improving Russia’s image. Thus, the use of the PR agency is advantageous because it is already aware of the best avenues to reach clients and it can organize events that are beneficial.

Omnicom, through Fleishman- Hillard, was also involved with the Office of National Drug Control Policy. The company was involved in publicizing the dangers of marijuana. Thus, the company advanced the ideas of the drug agency to the public through the use of various strategies. It was an effective method of publicizing because the company was already aware of the best strategies for informing the public on the dangers of marijuana. This led to a reduction in the number of new users of the drug.

Omnicom as a global company also regards investor relations highly. Thus, the company ensures it interacts with its investors because they determine its activities. For many years, the company has been involved in the purchase of other agencies. Thus, it is the support from investors and other stakeholders that have ensured its success.

Conclusion

In conclusion, Omnicom is a global advertising and marketing agency that has enjoyed continued growth. The company has a huge clientele base. This makes it one of the best agencies in providing public relations services to organizations, companies, and individuals.

Reference

Omnicom. (2012). Omnicom Group.

Introduction

Benchmarking an investigation that analyzed the efficacy of public relations in a rapidly developing region such as the United Arab Emirates portends a complex scenario given the multifaceted factors that demand to understand from multiple perspectives. Certainly, the factors for the effectiveness of public relations are multidimensional in effect and embrace educational, social, cultural, political, and economic facets, albeit in different ways (Alaajel, 2005).

Among the tried, tested, and trusted approaches to the effective delivery of public relations is that of contextualizing it within the precise needs and conditions of the intended community. According to Ayish (2005), research holds that the growth and development in a rapidly growing society, such as the UAE, demand proper consideration of the social and contextual factors to make public relations more effective within organizations. Public relations in any part of the world face huge challenges.

However, most organizations do not infer this challenge in a professional and rational way to make the necessary improvements (Alaajel, 2005). The success of the future generation does not only depend on building stronger economic blocks, but also on the understanding, respect, and mutual trust throughout the world – an aspect that only a robust PR infrastructure can guarantee.

Various opportunities and constraints affect both public and private organizations. This usually reflects on the general conditions prevalent in a country in which the UAE is not an isolated case.

The Middle East Public Relations Association (MEPRA)

The United Arab Emirates boasts of having a robust PR infrastructure for private and public sectors with a global outlook. The UAE’s public relations standards are above board, especially in its manifestations in the conceptions and practices that advocate for ethics in professionalism.

As part of a process to guarantee effective public relations mechanism, the UAE launched the Emirates Public Relations Association (EPRA), which, as Ayish (2005) notes, continues to play a central role in the affairs of the Middle East. The Middle East Public Relations Association is a not-for-profit establishment with the sole prerogative of securing the welfares of the public relations industry in the region.

The organization seeks to emphasize the strategic roles of public relations in the Middle East to guarantee high ethical standards in organizational management. Usually, both internal and external factors integrate directly or indirectly to make a production function complete.

MEPRA puts the business community, the governments, and the media in the Arab World in the spotlight to steer the region’s fast-growing public relations industry (Ayish, 2005). MEPRA plays host in the extensive membership consisting of 26 PR bodies with several offices in various Arab countries. Among the public relations firms currently operating in the Middle East under MEPRA consists of CIPR, PRSA, GA, IABC, and IPRA – all of which seek to guarantee the interests of the public relations industry in the region.

These public relations’ bodies offer a wide variety of consultancy services in the Arab world to make organizations secure their competitiveness. Rendering economic diversity is the sole prerogative of public relations’ bodies, which perform best only when there is a concerted effort to make them successful. In another context, albeit generally supportive of the larger arguments, research holds that a relationship exists between social units and social contexts with which public relations operate.

Professionalism in the UAE PR industry

With the exclusion of only a few characters in the UAE, the public relations’ scholarship lags behind in the documentation and analysis of the region owing to the dominant western PR treatise. This scenario further compounds itself by the fact that until in recent times, the public relations literature seemed more inclined towards the western scholarly mindset that may not give reference to other parts of the globe.

Notably, public relations both as a study and as a practice, according to Kirat (2006), have greater opportunities to affect the emerging economies positively through its ability to cushion the human resource capacities to nation-building. Despite the apparent opportunities that a robust PR infrastructure brings to the business in the UAE, PR has several challenges that the region must deal with to make their organizations effective.

Kirat (2006) shares in this view, and suggests that the intercontinental public relations will have to be more integrated to reflect the societal and cultural norms prevailing in the host nations. The scholarly aspects of PR in the UAE takes shape from the socio-economic and political developments in the region.

Following the region’s rapid economic growth, public relations have been able to experience a parallel growth as well as an increase in sophistication per excellence. Over the years, the PR practice in the UAE has been emerging from traditional professionalism to embrace institutions of higher learning in order to give it a significant thrust in the evolving global PR infrastructure.

PR education

The status of the PR tutelage in the UAE continues to emerge as an important profession keen on meeting the challenges of a rapidly developing economy. As Kirat (2006) notes, the PR as a discipline has been in existence in the region after the UAE University ratified it in the faculty of social sciences in 1995. The creation of the PR faculty, according to Hill (2011), was to respond to the growing needs of the region’s market in order to enhance its strategic competitive advantage.

With the development, expansion, and spread of higher education and institutions of learning, investing in PR in the region has been the prime focus of the government. Education and training in PR continue to gain great footing as institutions continue to embrace the faculty.

Today many universities in the region such as Zayed University in Sharjah, the American University in Sharjah, Ajman University of Science and Technology, the University of Sharjah, and the American University in Dubai are producing numerous PR graduates who upon the completion of their studies, join the job market to steer the region’s economic competitiveness (Hill, 2011). MEPRA particularly plays host in ensuring that the PR graduates do not idle but add their skills and academic expertise to the mix.

Public Relation education in the UAE and its constant professional advancement

As the number of programs that the institutions of higher learning offer continue to grow, learners in the UAE have better selections in their university courses. Within the PR community, however, most agency employers are not necessarily looking for PR graduates but rather the right attributes from the candidates. MEPRA usually provide students with internships that equip them with the required knowhow to steer the region’s competitiveness to economic success.

According to Hill (2011), for practitioners seeking to explore their professional development, MEPRA guarantees greater options to help them develop in the PR field. MEPRA continues to make tentative steps in student development by engaging them in workshops and learning sessions presided on by the senior members. MEPRA’s vision in championing these ideals is to guarantee institutional development.

The institution holds local academe in high esteem and does all within its limits to guarantee plenty of opportunities to ensure greater collaboration while developing the PR mindset in the region.

For example, in 2011, MEPRA instigated a practitioner-peer educator conference at Zayed University to foster grounds for students’ absorption in the employment market (Hill, 2011). While student chapters are not necessarily part or characteristic of university orientation in the UAE, MEPRA supports the business community and universities PR infrastructure.

MEPRA’s engagement with the students in the UAE

As the leading public relations agency in the vast Middle East, MEPRA has a lot to do in order to steer the PR infrastructure in the region. MEPRA may institute award programs for students in the Middle East to make the learning the faculty more competitive. Apart from that, the agency may form a benchmark on which organizations are evaluated based on their performance matrix.

With its wide outreach, the agency may further institute transparent judgment guidelines so that the organizations in the region know the specific areas for their evaluation to make them more competitive. According to Kirat (2006), this way will require organizations to engage the right professionals to deliver services beyond the obvious.

MEPRA must expedite professional consciousness in the industry so that fresh graduates could be absorbed in the region’s PR mainstream to make the PR faculty represent value in its public relations campaign in the Middle East. It is not lost, however, that when key players in the PR industry recognize the ability of the faculty, clients and employers will follow suit. MEPRA being the face of the PR in the Middle East, it is necessary to see it influence the future of the faculty to make advancements in the industry.

Scholarships, too, are very effective ways in which MEPRA can engage the students throughout the UAE. Students with various outstanding abilities could be given opportunities to explore their learning outcomes by extending scholarships and sponsorships to lessen the burden on school fees that might impede their earning processes.

In addition, the agency may institutionalize workshops and forums where MEPRA professionals and facilitators engage the students and the business community in the exchange programs to make the faculty more forthcoming.

Conclusion

In the United Arab Emirates, the economy is growing very fast, necessitating the need to expand the scope of public relations education to meet the growing demand that the market portends. Within the region, the international public relations firms continue to necessitate an all-inclusive business environment that makes it necessary for institutions of higher learning to take the PR faculty to the next level.

By collaborating with local universities and the business community, MEPRA is particularly making a bold move to ensure PR in the UAE is more professional, adequate, credible, and effective. Not a single economy can be successful without a clear public relations infrastructure. Therefore, the PR faculty seeks to advance in order to meet the challenges prevalent in the social, economic, and political environment of the region.

The rapidly growing UAE economy can use the profession effectively, professionally, and systematically to inject tremendous knowledge to the business community as well as benchmark its image in the UAE in the utilization of the resources. This will brighten livelihoods, thus evaluating measures capable of enhancing societal growth, political maturity, and economic empowerment.

References

Alaajel, M. (2005). A Case Study of Police Public Relations in the United Arab Emirates: Centre for Mass Communication Research University of Leicester. Web.

Ayish, M. (2005). Virtual public relations in the United Arab Emirates: A case study of 20 UAE organisations’ use of the Internet. Public Relations Review, 31(5), 381–388

Hill, R. (2011). Public relations and corporate communications in the UAE. Middle East Media Educator, 1(1), 43-47

Kirat, M. (2006). Public relations in the United Arab Emirates. The emergence of a profession. Public Relations Review, 32(3), 254-260.

Abstract

Written public relations communication is important in contemporary society since it incorporates comprehensive, but simple skills that present information in the most appropriate way to a targeted reader. Thus, this reflective treatise reflects on the comparison of public relations writings in order to identify effective public relations writing skills and identify the metamorphosis of written public relations communication over the last decades. Besides, the paper target to identify the impacts of technological advancement on written communication and the role of timing and targeting messages as a means of evaluating the accuracy, fairness, style, and writing skills. These skills are applied in the analysis of effective public relations communication, as presented in scripts to broadcast news stories I produced. In addition, the treatise identifies a public relations communication problem and develops a solution based on five forms of public relations communication. In the conclusive segment, the paper focuses on general issues that surround the practice of public relations exercise.

Comparison of public relations writings

Public relations writing differs in terms of the writing style, length, format, and target audience. The writing style is mainly influenced by the nature of the information and the targeted audience. Same as writing style, the length of a public relations writing is determined by the nature of the message in terms of content, and the need for an in-depth explanation. Often format for public relations messages assumes the same simple, accurate, and attractive form capable of drawing attention and keeping the targeted reader interested through the reading (Foster, 2008). Therefore, it is essential to reflect on the application of the above concepts in the following scripts to broadcast news stories I produced: Marine Week Boston CMC Visit, Osper Gunny, Newtok, Alaska Relocation, Remembering Belleau Wood, Sgt Jackson Saxophone Feature, and the Lioness: CPL. Jennifer Parcell.

These features prominently target the general audience interested in grasping basic concepts on social events in society. Applying more or less same timing and messaging approach, my writings are done in the same style. Besides, I wrote them in simple language through the Lioness CPL. Jennifer Parcell‘s article is more detailed. As a matter of fact, it is the longest. Though the article Osper Gunny is terse and was properly format it and it can keep the attention of a reader due to the aspects of proper but simple grammar and simple style. Reflectively, these writing have catchy messages, especially for audiences across the age groups, since the analysis is presented in easy to understand format.

Effective Writing Skills in Public Relations Writing

Good writing skills in public relations writing revolve on the aspects of clarity and use of simple English that can be understood by the targeted audience. Therefore, unnecessary rigidity on the adherence to grammar rules is but a myth since the aim of the whole process is to communicate in a way best understood by a target audience. Clarity is the first and most important ingredient to effective communication in writing. As a matter of fact, it secures the attention of the reader and keeps the reader interested in the topic of discussion. Therefore, the aim should be directed towards brevity, which is of the essence in communicating to a diverse audience. Moreover, lengthy, complicated constructions and unwieldy sentences are an instant communication barrier since they infringe concepts effectively. Unwieldy sentences also bore a reader. Brevity enables a reader to grasp the communicative idea within the shortest time possible without having to strain unnecessarily. According to Foster (2008):

Likewise, unnecessary long words, complex sentences, and lengthy paragraphs confuse the reader. Double negatives, needless jargon, faulty or misplaced punctuation, and constant repetition of words and ideas can all lead to nonsensical, hard to follow the text. And that means that the reader quickly loses interest in the face of endless waffle. Plain English, written in a simple and straightforward way, is the recipe for clarity in expression. More than that, it is the basis of good style. (p. 167)

A good written public relations document should be concise, unambiguous, and clear. “Whether the piece is for publication in a newspaper or periodical or for a brochure or leaflet, it should be written so that it grips the reader from start to finish” (Foster, 2008). Using plain language in addition to short sentences reduces the complexity of terminology and help to forge a reader-writer relationship of mutual understanding. Thus, a paragraph should not consist of more than five sentences though an intentional long paragraph may spice up the written work and activates then the reader’s curiosity.

Besides, the occasional and exceptional long or very short paragraph will give balance, class, and color to the piece. However, a writer is at liberty to use longer sentences, especially in expertise writing and explaining complex phenomena. When this is done, a comprehensive explanation should accompany the piece as a remedy for preserving clarity and affirming the communicative idea. Caution should be observed when this style is used since most readers are likely to “tire and skip the copy you have tried so hard to get right in terms of style and fact” (Foster, 2008).

Good writing skills in public relations writing exercise should be keen on integrating tautology. Basically, a tautology is the concept of expressing writing freedom by using a single sentence comprising of the word(s) having the same meaning. For instance, ‘new innovation’ and ‘free gift.’ “Repetition is seldom, if ever, desirable unless it is used deliberately for dramatic effect, perhaps for a speech or article” (Foster, 2008). Besides, sentence structure and grammar determines the clarity of a piece. It is of the essence for me to look out for active verbs, adverbs, nouns, and pronouns that conforms to and is appropriate in a composition. It is healthy and advisable to adopt the active voice, which stresses on the action of the doer. For instance, it would be appropriate for me to write ‘ABC Company wants fresh graduates for this position’ instead of ‘Fresh graduates are wanted for this position in ABC Company.’ When creating official documents, it is advisable to avoid confusing phrases and foreign words. Although it is a fact some phrases or words have on perfect English equivalent, excessive use of the same may actually turn the reader off when they think “I am showing off” (Hutton, 1999).

The key to success in communication via a written piece is directly proportional to editing and proofreading. It is important to polish the paper by re-reading the same more than once. The process should only stop when the writer is convinced the final draft is perfect and may not require further modification. Often, writers rush through writing and may not create ample time to recast on the piece. “Unless you are up against a tight deadline, there is usually time for another draft. And don’t think, ‘Oh well, there is still time to look at it again at the proof stage.’ This is fatal and can lead to mistakes” (Hutton, 1999) in writing and editing a public relations document.

In summary, good writing skills in public relations writing should function on being brief, avoiding excessive repetition, and cutting out verbiage. It is important to use short and simple words that selectively take the position of the doer first through the use of active verbs. Moreover, it is essential to kill wasted words and redundancy by avoiding ambiguous phrases and foreign expressions that are not understood by the targeted reader. Generally, it is important to adopt active revision when the document is in progress and when completed as a remedy for the composition of a tight and pruned piece. However, these skills are largely determined by a writing style adopted and the nature of the targeted reader in terms of educational level, profession, intention, and environment (Grunig & Hunt, 1984).

Metamorphosis of Written Public Relations Communication in the US

Written public relations communication in America has evolved into the advance system it is currently. A series of evolution has occurred in the practice of maturity development and definition of the desirable characteristics of comprehensive and properly written pieces meant to entice the reader while at the same time offer an alternative communication channel best understood by a targeted audience. According to Hutton (1999), “public relations communication via written media has evolved through history from the public being fooled, to the public being damned, to the public being manipulated, to the public being informed, and finally to the public being involved or accommodated”(Hutton, 1999).

Besides, Grunig and Hunt (1984), in their theory of written public relations communication theory, suggests that over the last two decades, the evolution of this concept has adopted four models which explain the current format and accepted forms of written public relation communication style. The four models reflect on a single war encoding and decoding of information as perceived by a writer and a reader. The models also dwell on the importance of research to bridge the gap between an encoder and decoder in order to expand the one-way channel into multiple, simplified, and desirable communication skills understood as was intended. The ‘two-way symmetric communication model’ was intended for the purpose of improving clarity via the use of simple, short, and properly punctuated sentences to minimize ambiguity and misinterpretation (Grunig and Hunt, 1984).

The feminine world view adopted the latter approach in pushing the order of the day into a symmetric and excellent world view characterized by the creation of press agency to create a three-dimensional notion of written public relations communication as a function of image, initiative, and interest. Thus, “while a given public relations function can cover a range of territory on each dimension, it is usually possible to locate an organization’s general orientation along each dimension” (Hutton, 1999). Reflectively, the approach then shifted to a six-way model comprising of persuasion, advocacy, public information, relationship management, managing critical relationships, and cause inspired public relationships. These aspects focused on crusading and advocating for compliance with the need to communicate and be understood through writing. The domain of this line of thought was to create a comprehensive paradigm shift from the usual grammatically correct and conservative means of written communication, which made the process of passing out ideas boring and very confirmative (Grunig & Hunt, 1984).

The above recommendations were made and passed during the first World Assembly of Public Relations Association, which was held in the city of Mexico in 1978. Their endorsement of the six-way model made it very popular and relevant even in the present time. The six-way model was inclusive of the critical perspective, the systems perspective, and the rhetorical perspective, which created meaning to other concepts such as ad brevity and authenticity. Lubbe and Puth (1994) assert that it is important to understand structural and system perspectives in order to determine metamorphosis and historical steps in the public relations field. Reflectively, I opine that the focal perspective of the systematic approach is wider in range of perspectives it supports than the structural perspective. Specifically, the systematic approach captures economic and social development goals as a function of public relations exercise. On the other hand, a structural perspective dwells on professionalism and issues affecting the same in the delivery of information. Specifically, it is comprised of professionalism aspects such as to conduct, ethics, and accreditation (Lubbe and Puth, 1994).

As a matter of fact, I found out that most literature on general public relations exercise dwells on post-1986 Mexico City meeting resolutions. These resolutions adopted an interactive relationship between the structural perspectives and that of the systematic perspectives to create a universally accepted practicing environment.

Impact of technological advancement on written communication

The revolutionary transformation has been experienced in the field of public relations communication following a series of technological advancements. The print media has developed into an efficient and reliable media of public relations following the invention of electronic books, newspapers, digital documents, and brochures. As a matter of fact, incorporation of technology in communication has become a necessity as the world steadily embrace the need for efficiency and reliable when exchanging information (Seitel, 1992). However, this comes with positive and negative impacts. Technology has improved the speed of communication through the invention of electronic print media such as e-documents, e-newspapers, and online reference materials. Besides, mass production of print adverts and notices has become affordable and faster.

Technology has made modifications and beautification through stencil easy. At present, a unique effect can be created just by modifying some parts of the written text to create special effects and highlight a point. In addition, online editors and translator software have made proofreading and editing of a communicative material almost perfect (Seitel, 1992). The instant messaging service presents a written message in the most efficient and fastest way possible. Thus, public relations communication has been liberated to reach clients without having to maintain physical contact necessarily. However, in my opinion, technology has limited creativity since modern software has the ability to literally do any assignment as long as it is programmed to do so. Luck of creativity has slowed down humanistic progress despite the growth of the technological spheres (Zawawi & Johnston, 2009).

Roles of timing and targeting messages

The major intention of communication is to ensure that the targeted audience encodes the information within the shortest time possible and with minimal ambiguity to create overall effectiveness (Zawawi & Johnston, 2009). In written public relations communication, timing facilitates optimal gain from intended purpose since proper timing will ensure that the targeted reader gets the information on time and identify with the situation when the same is still relevant. On the other hand, targeting messages are necessary for the design of a communicative process that is void of complexity and ambiguity. Messages that are designed to target a particular class of readers will create the overall effect of proactive response since the reader is likely to identify him/herself with the message.

Evaluation for accuracy, clarity, fairness, style, and writing skills

Accuracy, clarity, fairness, style, and other writing skills are essential in the determination of an effectively written public relations piece. Often, length, content, and presentation determine success, in terms of perception on the side of a reader, of a piece of a written document or a communicative advert. Therefore, it is essential to reflect on the application of the above concepts in the following scripts to broadcast news stories I produced: Marine Week Boston CMC Visit, Osper Gunny, Newtok, Alaska Relocation, Remembering Belleau Wood, Sgt Jackson Saxophone Feature, and the Lioness: CPL. Jennifer Parcell. The Lioness: Cpl. Jennifer Parcell reports on the feminist approach view on war. The writing is very detailed and presents accurate reflection. That is why it is a bit longer. Since the issue of discussion requires expertise view, I opine that it poses a deep reflective content and is presented scientifically with a simple touch in language.

On the other hand, The Marine Week Boston CMC Visit is short, though, and very clear in terms of expression. I did take the time to proofread it and correct grammar mistakes and made the words as simple as possible. Content coverage is good, and the general topic coverage is encouraging. The presentation is attractive and can hold a reader interested for a longer time. The other writings are very accurate and point directly towards a conceptualized idea. Words used in discussion are simple and free of ambiguity. Reflectively, I applied the concept of brevity at its best in briefly introducing a concept from with a simplified explanation follows. These writings appreciate the need for simplicity in style and accuracy in the language used. As stated by Foster (2008):

It is essential for everyone in PR and communication to have an appropriate citation of style so that the reader, or receiver of the message, is on the side of the sender from the outset…but two essential requirements are for identity and response which are hallmarks of successful communicative results that are tangible. (p. 124)

Problem and solution incorporating five forms of public relations

The recent indiscriminate shooting of sixteen Afghan civilians by an American soldier had created a hostile ground for Americans living in Afghanistan and the diplomatic community. In fact, it has become a ‘public relations disaster’ as reported by most media houses. The unfortunate incident has become an acid test to the Obama administration and experts in the public relations industry. This latest public relations huddle is projected to directly affect the social, political, and social relationship between these nations who depend on each other economically. As posted on NBS’ new debate, the effect of the massacre is likely to trigger the inactive anti-America backlash by Afghans who feel their space is threatened by a foreign agency. On the other hand, the United States of America has to keep things on the check and assist the unstable region to get back on its feet. As Abawi Atai, an NBS New reporter puts it, “Obviously people here very fearful as to what’s going to happen next, what protests will come about throughout different parts of Afghanistan, and how the Taliban are going to use this to their advantage”(Abawi, 2012). How should the American government respond to this?

In my opinion, the government should appreciate the essence of stress management in its military barracks. Before each mission, the government should carry out a thorough psychological assessment besides physical fitness before assigning a battalion in a foreign land. Moreover, the recruitment process should be systematic, and a qualified public relations expert should be consulted, especially on image creation and maintenance. The government should then send a sincere apology message to the people of Afghanistan and exercise justice, bypassing the responsible solder to a fair public trial. In addition, the expert American community living in Afghanistan should be trained social interaction and keeping in touch with neighbors. This is likely to quell down tension, especially when this relationship is kept cordial and proactive. Through sharing of activities, a permanent and sincere alliance is within reach as the government monitors further situational development.

Conclusively, public relations communication becomes effective when the message is encoded by a target audience, as was expected. In order to make the process effective, the message to be passed down should be clear, simple, and properly formatted so as to minimize cases of ambiguity and disinterest as presented in my scripts to broadcast news stories I produced. It is necessary to maintain brevity and attractiveness of the message since the success of a public relations exercise largely depends on perception and response from the targeted decoders. The process has evolved from a single channel to a two-way channel of passing message and monitoring response. Reflectively, technological advancement has positively influenced the effectiveness and accuracy of the message directed to the public. This is due to the fact that the process has been simplified and made faster by the invention of electronic media. Generally, aspects of public relations communication skills function simultaneously.

References

Abawi, A. (2012). Afghanistan Massacre a Public Relations Problem. NBS News, p. 3.

Foster, J. (2008). Effective Writing Skills for Public Relations. New York: Kogan Page Publishers.

Grunig, J., & Hunt, T. (1984). Managing Public Relations. New York: Holt, Rinehart and Winston.

Hutton, P. (1999). Phil Sheridan and His Army. Oklahoma: University of Oklahoma Press.

Lubbe, B., & Puth, G. (1994). Public Relations in South Africa: A Management Reader. Cape Town: Heinemann.

Seitel, F. (1992). The practice of public relations. Delhi: Macmillan Publications.

Zawawi, C., & Johnston, J. (2009). Public Relations: Theory and Practice. Alabama: Allen & Unwin.

Using porter’s “five forces driving industry competition’’ describe who a firm should deal with or what direction it should take?

A public relations practitioner of a company is supposed to identify the strategy with whom the company should have relationships. Using Porter’s “five forces driving competition” in industry analysis (Porter 79), we can come up with the following issues, such as threat from potential entrants, threat from existing competitors, threat from substitute products, buyers purchasing power and suppliers purchasing power. Threat of potential entrants creates barriers to entry (Crunig 287). It includes factors like economies of scale, differentiating products, capital, cost disadvantages and switching costs. These factors limit the entrance of new companies into the market.

Consumers purchasing power is determined by the performance of the business, price (consumers are price sensitive) and alternative products. Consumers also have information on demand, supplier costs and market prices which enhance the bargaining power of a consumer (Lenz 336). Another factor which acts as a significant force in the competition is the bargaining power of the suppliers. Suppliers dealing with different buyers’ have more influence on the terms, quality and prices of the products.

Chemco manufactures the evergreen laminated floor system with a 30 years warrant. How does public relations practitioner enhance marketing of the product?

Public relations department is an important factor for companies and corporations. Chemco, a firm which manufactures laminated floor system, needs to work on its relationship with public in order to market its products. Considering the fact that its products have a warrant of 30 years, effective public relations will play an important role in marketing of its goods. Public relations department has a managerial function and should ensure that it informs its clients of the products in a smart and effective way. The department should be clear and precise regarding the products. In case a client needs extra information, then the practitioner should explain everything in a polite way (Crunig 10). The public relation managers should be patient and attentive to the clients. The personnel at public relations department should be confident to ensure that clients are confident of the skills of the organization and its ability to accomplish what it says. The public relations practitioner should also welcome opinions raised by clients to create a sense of belonging (Crunig 10). The personnel should be able to communicate Chemo’s commitment to maintain a long-term relationship with its clients.

A public promotion made by Sunrise, Royal Garden and Lakeview real estate developers contradicts the warranty period for flooring system. How does public relations department address the problem?

Chemo should ensure that its public relations make important clarifications to its clients. Evergreen flooring system gives its clients a warrant of 30 years, while the developers mention 25 years. The department of public relations should assure the clients that Evergreen flooring system is committed to 30 years warrant (Crunig 25). The practitioner should also involve the developers in a comprehensive talk to make the Evergreen’s point well known. Effective communication is important for Chemo and the apartment developers. The two parties should come to an agreement (Brownlie 110). They can choose a similar period of time. However, Chemo should ensure that the developers point out an extension of five years warrant for the flooring system. This fact should be made clear and explained comprehensively to the clients (Brownlie 34).

The public relations department is charged with the duty of winning clients’ trust. It is done through one way communication where the company clears all the contradicting information.

What is the role of public relations department in easing the pressure real estate developers’ face?

The real estate developers should involve public relations department in easing the pressure they have from banks and Chemo Company. The practitioner should create a lasting relationship with Chemo and the banks (Crunig 27). The reason is that public relations should establish and maintain mutual understanding and good will between an organization or the company and its publics. Developers should assure both parties that it will repay its dues as soon as the estates get clients. Communication should be done on regular basis to avoid cases of mistrust (Crunig 30).

The public relations should establish formal meetings with the banks and Chemo in order to keep the parties informed. Public relations practitioners are supposed to collaborate with managers from both companies, in order to come up with solutions of problems that the company faces (Brownlie 247). Transparency and openness are the very factors in ensuring understanding and reduced pressure. It is important for all parties to acknowledge that all sides are of great importance to the market. Public relations practitioners in all the agencies or parties involved should work together towards achieving a common goal.

The news of presence of cancer causing element in Chemo’s product has a negative impact on its sales. It is also a public concern. How does public relations practitioner address the issue?

Public relations manager acts as a communication technician and is supposed to deal with the media. Presence of chemical causing cancer in the flooring system has negative impacts on the image of the company (Brownlie 255). The public relations practitioner should come out to the public and address the issue clearly. Chemo’s public relations department should write a press release explaining its concern in the public health. It should also show the public its willingness to work on the contents which are used in the manufacturing of flooring products (Crunig 295).

Every step Chemo takes in order to improve constituents should be communicated to the public through preparing and editing newsletters which will be made available to the customers for them to be informed (Crunig, 30). The relationship between Chemo and its publics should not be affected by the news. Producing the press release and newsletters should protect the profile of the company (Lenz 330). It is also necessary to create awareness and acquire a continuous flow of positive coverage by media regarding its (Chemo’s) products. The media and consumer will have a positive perception of Chemo as a result.

How does public relations department address the fears and concerns of buyers of the apartments regarding the news of the presence of chemical?

The concern of the buyers should be given the first priority. As the public relations practitioner, one should advise the CEO well. The CEO should be sincere with the public or the buyers on the materials used. The CEO should promise the public that he/she is addressing the situation. As a public relation practitioner, I would advise the CEO to have a meeting with its stakeholders, particularly buyers, potential buyers and developers. In the meeting, the CEO should answer all the questions they have. He should also promise to release press materials on the progress made towards addressing the issue. I would advice the manager to assure the public that there is no harm in the mean time (Crunig 301).

On the other hand, phone consultations should be available for the concerned persons to call in and make enquiries. In order to avoid congestion, the callers should be called to attend the meeting which gives a brief of the situation (Broom & Smith 17). The CEO should be patient with the stakeholders. While dealing with a client through a phone call, politeness and patience are essential. As the public relations practitioner, I would advice the CEO to develop and implement programs which address the fears of the clients. The most effective one is the production of newsletters which are used by the media to address the issues concerning the product. As a result, the company will get a positive coverage from the media (Broom & Smith 20).

What would you do and advise your CEO with the facts aforementioned?

As the public relations practitioner, I would take my managerial function, information facilitator and technician duties well. Managerial function involves passing of information to clients regarding the Evergreen flooring system. I would inform the in a smart, precise and comprehensive way (Lenz 229). The most important is to build trust and a long-lasting relationship with clients. On cases of propaganda and the presence of cancer causing products in Chemo’s product, I would employ professionalism. I would facilitate the company with the information needed in order to create mutual understanding between chemo and developers. The main reason is to avoid passing contradicting information. I would request for a meeting between the public relations departments of the two companies in order to ensure understanding (Broom & Smith 18). I would also make press release materials and newsletters to keep client informed about the company’s progress.

I would advise the CEO to support the public relations department in order to market and solve all the issues arising. I would advise him to assure our clients the commitment of the firm to deliver and build a long lasting relationship with them. I would also advise the CEO to remain calm and objective when issues arise in regard to our products (Crunig 300). I would also advise him to be polite and patient when addressing the concerns of our clients. The CEO should be positive by assuring the clients the best from the company. I would also advise him to keep our clients informed through newsletters and press release materials. I would advise the CEO to trust the public relations department to address the concerns of clients (Crunig 296).

List the necessary elements that would ne qualified for being accused for defamation.

Defamation refers to a negative statement made regarding a person, company or a product, which is untrue. The statement by developers on warranty of floor system is defamation. It is a false statement which contradicts the warranty of 30 years offered by the company. Another case of defamation is that of government inspectors who make a negative and false statement about Chemo’s flooring product. The information is misleading and impacts negatively on the product (Broom 49). Lastly, the report revealed by media of possibility of cancer illness through exposure is defamation. Moreover, it causes fear among the buyers, thus influencing negatively the product and the company as a result.

Works Cited

Broom, Glen M. “A comparison of sex roles in public relations.” Public Relations Reviews 8.3(1982):17-22. Print.

Broom, Glen M. and George D. Smith. “Testing the practitioner’s impact on clients.” Public Relations Reviews 5.3(1979): 47-59. Print.

Brownlie, Douglas T. “Environmental Scanning.” The Marketing Book, Third Edition. Ed. Michael John Baker. Oxford: Butterworth-Heinemann, 1994. 81-109. Print.

Brownlie, Douglas T. Rethinking Marketing: Towards Critical Marketing Accountings. London: SAGE, 1999. Print.

Crunig, James E. “Organizations and public relations: Testing a communications theory.” Journalism Monographs 46(1976): 5-63. Print.

Crunig, James E. “Organizations, environments and models of public relations.” Public Relations, Research and Education 1983: 6-29. Print.

Crunig, James E. and Lillian A. Grunig. “Models of public relations and communication.” Excellence in Public Relations and Communication Management. Ed. James E. Grunig. Hillsdale, NJ: Lawrence Erlbaum Associates, Inc, 1992. 285-326. Print.

Harlow, Rex F. “Building public relations definition.” Public Relations Review 2.4(1976): 34-42. Print.

Lenz, Richard and Jack L. Engledow. “Environmental analysis: The applicability of current theory.” Strategic Management Journal 7.4(1986): 329-346. Web.

Porter, Michael E. “The Five Competitive Forces That Shape Strategy.” Harvard Business Review. 2008: 79-93. Web.

Abstract

In this paper, I chose Rex Harlow as a historical figure in public relations. Rex Harlow is considered one of the most influential pioneers in the history of public relations. Harlow’s involvement in the Oklahoma City Chamber of Commerce and experience in publication provoked a public relations interest. Harlow’s interests were fine-tuned at Central State Teachers College and Stanford University where he specialized in public relations as a profession. Harlow’s contribution to public relations by writing books, journals, giving speeches and consultations is impeccable. From Harlow’s contribution, one understands the importance attached to Public Relations (PR) in respect to managing information.

Harlow illustrates how public relations have been developed and transformed consistently with changes in society, human behavior and needs. As a student of public relations, one borrows a lot from Harlow’s commitment in accrediting the profession. Harlow’s work and studies on the code of ethics, sociological and psychological research is paramount for students of public relations. In this regard, students understand the founding principles behind public relations from an academic perspective especially through research. Harlow offers a variety of information regarding public relations through scholarly materials, lecture notes and speech recordings.

Introduction

It is imperative to understand that Public Relations (PR) involve managing information between the source and public. The history of public relations is traceable back in the 18^th century. The seedbed era between 1900 -1916 is associated with notable historical public relations events. During this period, organizations used public relations to inform people on various issues related to social reforms and workers’ unions. Public relations became significant during the World War one period (Brewer, Gross, Aday & Willnat, 2004). A change in public relations practices has been critical between 1920s and current globalization era. It is important to note that key figures were instrumental in shaping the history of public relations. Rex Harlow is considered a pioneer of public relations. In fact, Harlow is attributed with establishment of the Public Relations Society of America (PRSA). This research paper focuses on Harlow’s role in public relations over the years.

Person studied

Rex Harlow is considered a writer and public relations pioneer. Born in 1892, Harlow was lucky to get education in Missouri’s common schools (Penning, 2005). Harlow immersed himself in the world of the publishing business. In fact, Harlow used his skills to establish a weekly publication in Oklahoma. Eventually, Harlow upgraded the weekly paper to a publication company under his name. Upon joining Central State Teacher’s College, he specialized in public relations. In addition, he pursued his public relations interest at Stanford University in California where he earned a doctoral degree and became a professor. Harlow is attributed with the founding of a public relations department at Stanford University (Harlow, 1940).

Rex Harlow contribution in public relations is exemplary especially in making the discipline an accredited profession. Harlow focused in making public relations as a core element in social responsibility. Public relations practices are integrated into an organization’s strategic plan of sharing information with the world.

Harlow’s advocacy in identifying and developing a code of ethics is considered one of his major contributions in public relations. Through PRSA, Harlow advocated for a set of rules and guidelines that professionals have to follow when at work. Harlow noted that professionals required certain behavioral standards especially when faced with ethical dilemmas.

Harlow believed that effective public relations required understanding human behavior from a sociological and psychological perspective (Broom, Casey & Ritchey, 1997). Moreover, accrediting public relations practices required an academic rationale. Therefore, Harlow conducted research to justify public relations practices. Most of the sociological and psychological research focused on human behavior, group psychology, ethical issues and public relations impact on society.

Harlow published and edited journals on issues related to his profession. For example, his contribution was evidenced in Public Relations Journal between 1945 and 1947. Harlow’s other important literary work included the Social Science Reported and Public Relations Research Review between 1952 and 1960. It is important to note that Harlow also wrote at least 75 books. Some of the notable public relations books by Harlow include “Public Relations in War and Peace,” “Building a Public Relations Definition” and “Practical Public Relations” (Harlow, 1944).

Conclusion

Harlow’s contributions to public relations exemplify fundamental principles required in the profession. Moreover, accreditation of public relations as a profession is founded on research principles. Harlow’s passion in shaping public relations derives the importance of sharing information from his experience as a writer, publisher and ex-soldier. Harlow’s interest in sociological and psychological research is consistent with the requirements of public relation professional. Harlow’s devotion in accrediting public relations was complemented by several literary works based on the profession.

In this context, Harlow gave other researchers a foundation to conduct intensive studies on public relations. Perhaps, this explains why much interest is given to the code of ethics in various professions in recent times. For many years, Harlow acted as a public relations consultant. Moreover, he was awarded several honors such as the Public Relations Man of the Year in 1953 and Gold Anvil Award of PRSA in 1969. Harlow is recognized as an influential public relations figure of the 20^th century. Unfortunately, Harlow died in 1993 at the age of 100 in California.

References

Brewer, P. R., Gross, K., Aday, S & Willnat, L. (2004). International trust and public opinion about world affairs. American Journal of Political Science, 48(1), 93-109. Web.

Broom, G. M., Casey, S & Ritchey, J. (1997). Toward a concept and theory of organization-public relationships. Journal of Public relations research, 9(2), 83-98. Web.

Harlow, R. F. (1940). The American Council on public relations. The Public Opinion Quarterly, 4(2), 324-326. Web.

Harlow, R. F. (1944). Public Relations at the Crossroads. Public Opinion Quarterly, 8(4), 551-556. Web.

Penning, T. (2005). Questioning assumptions: Why teaching public relations is consistent with liberal education. Grand Valley Review, 28(1), 21. Web.

Introduction

In present day society an organization’s reputation and appeal are some of the most important aspects ensuring a competitive edge and the benefit of continuous growth. It is really important for an enterprise to make a name in its environment as it instils a sense of patronage among those it serves best.

This in turn boosts its performance in terms of increased sales or/and overwhelming profits. For this reason, organizations must depend on PR for their complete survival. (In this essay PR will be used to represent public relation). This is the basis of Public relation in any organization be it a profit or a non- profit making.

The relationships between the public and organisations should be regulated in accordance with the field of application of this or that model. At the same time, it is necessary to remembers that some features of the public relations models are not appropriate for specific areas and occasions.

As such, it is not appropriate for companies that are interested in improvement of their financial performance and popularity among the potential customers to use false advertising which is more regularly used for entertainment.

However, there are cases of companies using deceptive advertising techniques that are, nevertheless, are not considered to be deceptive unless applied to legislature and issues where knowledge of laws and regulations is essential.

The international relations should be regulated in accordance with the norms that are accepted in all countries. However, the similar tendencies in public relations sector reflect the development of the deceptive practices and their spread whereas the governments and other corresponding organisations do nothing to prevent spread of false information and other inappropriate issues.

In this respect, the application of some of the public relations models can be questioned in terms of its effectiveness. So, the use of the press agentry model can be considered the most harmful when applied with the purpose of gaining money whereas the application of a two-way symmetric model is considered to be the most difficult though the most positive in terms of the outcomes.

In fact, the concept dates way back that there is even a chance it could be as old as human interaction by way of communication (Wilcox, 2009, p. 40). It originated from the United States way back in the twentieth century.

However, activities by bodies of the government related to the concept of public relation have their roots in Britain especially when world war two was coming to a halt. Wilcox (2009) studies the transformation of the concept through three basic functions which include: press agentry, publicity, and counselling. It is worth noting that these three activities still have their way in present day society.

There are four models associated with public relation as a concept. Through the models we are able to appreciate the process through which the concept evolved to form what is now the present day PR in the society. It was observed that the theories had a tendency to succeed each other as complements rather than overrule each other (Wilcox, 2009).

Grunig and Hunt (1984) have discussed the theories precisely and elaborately basing their arguments from their knowledge on management as stated in their definition of the concept earlier (pp. 7-8).

The four models as discussed by the two principles include: press agentry/publicity; public information; two-way asymmetric; and two-way symmetric (Grunig and Hunt, 1984, p. 22). They have placed a 2-way symmetric model as the most transformed public relation theory. Here now is a summary of each individual model and its contribution to the society.

The Press Agentry/Publicist Model

The press agentry which is also referred to as publicity is one of the types of public relations as part of the public relations model that is aimed at explaining the relationships between the public and an organization. Press agents are people engaged into the process of distributing information based on this model.

Press agents are known to have no time for research of any kind on their subjects, because what matters most is how best they can manipulate personalities (Harrison, 2008). As such, the most notable feature of this model is the lack of necessity for truth.

The similarities of this and other types of relations include the following: that it influences the attitude of public to an organization; uses one-way communication as well as the public information model; requires little research as it is not based on the feedback either is the public information model.

In this respect, it has more similarities with the public information model while it differs greatly from the two-way asymmetric model and the two-way symmetric models.

One of the greatest examples of using the press agentry model refers to the distribution of one-way communication on the Internet. Specifically, due to the fact advertising has become sophisticated with the rise of new media, Australian advertisers create new ads on YouTube to promote the Carlton Draft bee (James, n. d., p. 139).

This growing tendency to introduce advertising with the help of virtual space is, indeed, effective because the Internet users can sub-consciously receive advertising information even when they use YouTube for different purposes.

The penetration to the communication space has allowed the producers to gain a competitive edge and capture greater market segments. As defined by Richards (1990), deceptive advertising which is regulated and controlled by the Federal Trade Commission can be treated as not being deceptive “for persons operating outside the legal context” (p. 20).

In this respect, using video, audio and other media platforms that are downloaded on the Internet enables the advertisers to expand their influence on the potential customers and manipulate their demands.

The Public Information Model

The public information model is one of the four basic public relations models introduced by Grunig and Hunt (1984) to analyse and explain the relationships that occur between the public or its representatives and an organisation or a person that is influencing the public opinion or manipulates its awareness with some purposes.

However, the public information is usually used by governmental and non-profit organizations in order to make the population aware of some issues such as importance of protected sex, danger of smoking, consequences of negligence, and other issues.

In this respect, people usually perceive such information adequately without doubts because government does not want to make profits by using this strategy as well as companies do by advertising.

The key similarities between the public information and other models related to public relationships include the following: it has the same communication scheme as the press agentry approach and is consequently based on the one-way communication technique; it uses little research because dissemination of information is the basic purposes as well as for the press agentry model; truth is important for this model as well as for the two-way symmetric model.

One of the most effective examples of application of the public information model includes the information that is aimed at persuading people not to use drugs, informs about the effective rehabilitation methods issued by the health care institutions; different funds and ministries also distribute some information.

As claimed by Bongila (2003), in the late nineteenth century in the United States, “the public information model held to the belief that private gifts could be raised efficiently and with greater morality by disseminating accurate information” (p. 33).

As such, this public relation theory is characterised by a one-way form of communication where information is dispensed from one end and expected to be received in another (Ward, 1995).

The Two-Way Asymmetric Model

The two-way asymmetric model is one of the types of public relationships introduced in the framework of the four-type model by Grunig and Hunt. Grunig and Hunt (1984) refer to this as scientific persuasion.

The main similarities of this model include the key features that are also typical of the two-way symmetric model of public relations: the nature of communication includes the two ways because both the organisation and public are interested in the outcomes of the interaction; formative research and a feedback also pertain to the similarities between the two-way symmetric model and the two-way asymmetric model; the areas of application is specific for this model and does not resemble other models.

The main difference between the two-way asymmetric model and three other approaches of distributing information applied in public relations is that it is strongly based on attitudes. As such, forming the attitude and perception of an organisation by the public is one of the main purposes of this model of public relations.

One of the examples of application of the two-way asymmetric model is the company that conducts researches and surveys on the way one of its brands is perceived by consumers in order to change something or select another target audience.

For instance, as introduced by Davidson (1992), Persil Automatic’s success “has demonstrated a precise and continuing understanding of the attitudes and lifestyles of the women who own such a machine” (p. 52). In other words, the company collects information and uses it to promote its goods and improving its competitive advantage.

The Two-Way Symmetric Model

The two-way symmetric model is the fourth of the models introduced by Grunig and Hunt (1984) pertaining to the field of public relations. This model is aimed at regulating the public relations with regard to the organisation and the public being interested in solving the problems the coping with certain difficulties.

The area of application of this model is a bit similar to the one used for the public information model when the approach is applied to structured companies and regulated business. Grunig and Hunt (1984) suggest that this is the best of the public relation models as it is effective, though it is hard to come by.

Grunig puts it that “idealism is and always has been a central part of the two-way symmetric model of communication and vital to the development of excellent PR – both theoretically and practically” (Grunig, 1992, pp. 56-57; 307). The role of PR in an organization appears to be sacred (Grunig and Hunt, 1984, p.6-8).

Merging his previous agenda for the theory of two-way symmetric communication it comes out apparently, that efficient public relation was characterized by aspects of symmetry, management, idealism and its social relevance (Grunig and Grunig, 1992).

This clearly gives the public the mandate to influence the organization’s behavior which is not quite practical (Grunig, 1992, p.55-61).

A good example of application of the two-way symmetric mode is the corporate social responsibility when a company is involved into different activities that improve its image for the public and other organisations. At the same time, the company benefits via increase in the financial performance.

Corporate philanthropy and community volunteering are claimed to be methods used as parts of the corporate social responsibility (Kotler & Lee, 2005, pp. 31-32). It is possible to see the examples of corporate social responsibility practices in every large company.

For instance, environmental protection issues and charity funds as well as relations of the manufacturers with suppliers pertain to the two-way symmetric model public relations.

Conclusion

In the works of Grunig it is clear from the definition all the way to the four remarkable models of PR that concept of idealism stands out mostly. His two-way symmetric model brought with it a lot of reforms to the public relation department of organization to enhance a mutual form of agreement between parties involved in place of persuasion.

This is a step in the right direction because it aims at making the society a better place to live in. on that note, even with its shortcomings the model should be utilized to as far as it makes sense. In conclusion, anything aimed at making the society better than it is, is a noble course worth living for.

References

Bongila, J.-P. K., 2003. Funding Strategies for institutional advancement of private universities in the United States: applications for African/Congolese universities. Sydney: Universal-Publishers.

Davidson, M. P., 1992. The consumerist manifesto: advertising in postmodern times. London: Routledge.

Grunig, J, & Hunt, T 1984, Managing Public Relations, Thomson, NY, USA.

Grunig, JE & Grunig, LA 1992, ‘Models of public relations and communication’, in JE Grunig (ed.), Excellence in public relations and communications management, Lawrence Erlbaum Associates, Hillsdale, New Jersey.

Gruning, J E 1992, ‘Symmetrical versus asymmetrical public relation’ ,in D Dozier , W Ehling , L Grunig , F Repper & J White (eds), Excellence in public relations and communication management , Lawrence Erlbaum associates, NJ, USA.

Harrison, K 2008, Strategic public relations: a practical guide to success, 5th edn, Century Consulting Group, Perth, Australia.

James, M n. d., ‘A Review of the Impact of New Media on Public Relations: Challenges for Terrain, Practice and Education’, Asia Pacific Public Relations Journal, University of Newcastle, vol. 8, 138-148.

Kotler, P., & Lee, N., 2005. Corporate social responsibility: doing the most good for your company and your cause. Hoboken, NJ: John Wiley and Sons.

Richards, J. I., 1990. Deceptive advertising, Hillsdale, NJ: Erlbaum.

Ward, I 1995, Politics of the media, Macmillan, Melbourne.

Wilcox, DL & Cameron, GT 2009, Public relations: strategies and tactics, 9th edn (International edn), Pearson Education, Boston, Massachusetts.

Success in public relations entirely depends on integrating communication. Integrated communication is strategic in nature and ensures that the organization gets its desirable output. This specifically crucial in cases of crisis response where organizations are trying to undo any damages caused by rumors or negative accusations.

Communication is therefore not just a common aspect of public relations. However communication needs to be strategic in nature. The approach used to relay any information to the public is one that is less offensive (Dozier, Grunig, & Grunig, 1995).

Communication in public relation is considered to similar to communication in advertising where the massage is sent to the end user. The similarity comes with the nature of information to be sent (Cutlip, Center, & Broom, 1997). Clarity is of the essence while relaying the message.

The public need not to experience difficulties in decoding the messages or interpreting them. The process of communication involves the sender encoding the message and sending it through a medium to the receiver, who is required to decode the message. The practitioners in this case are the senders of the message and the public is the receiver. The message therefore has to be relayed in a simpler way to enable the receiver act in the expected desirable manner (Wilcox, Ault, Agee, & Cameron, 2003).

According to Dozier, Grunig, and Grunig (1995), the message communicated in public relations, has several components. These components include: developing an idea in the senders mind, coding the idea appropriately, selecting a medium to send the encoded idea, decoding the idea by the receiver, the receiver developing the idea in their minds.

Practitioners in public relations are of high caliber. They have the ability to feed the public with strategic information while making consultations with the management and leadership of organizations.

The practitioners have the ability to plan what information will go to the public, how the information will be relayed without causing damage, and when is the appropriate time to relay the information? Basically, practitioners are critical thinkers. They weigh situations before informing the public. With strategic planning in public relations, there is prospect of getting desirable output (Wilcox, Ault, Agee, & Cameron, 2003).

Selecting practitioners to fill the post of public relation personnel in any organization needs to take into account some important characteristics and skills of the prospective individual (Wilcox, Ault, Agee, & Cameron, 2003). Apart from having stable individual characteristics, there are other dimensions of behavior that need to be displayed by the practitioners. Basically practitioners are a people’s person.

Networking is a critical aspect that is mandatory for every practitioner. This entails the ability of the individual to be able to develop and maintain casual relationships or informal interpersonal relationships with other people. Networking is a fundamental characteristic for practitioners to possess since it helps in certain critical situations (Wilcox, Ault, Agee, & Cameron, 2003).

Another important characteristic for practitioners to be a people’s person is the ability to communicate effectively. Communication is wide and it involves oral, written and internet enabled communication. Writing skill is specifically professional forms of writing. They include the ability to write documents such as memos, letters, and press releases.

Despite the fact that electronic communication especially social media and emailing has marred the quality in written forms of communication, practitioners are expected to be able to adjust to professionalism especially when handling official communication. Most companies today use social media as a means to maintain their public relations. Professionalism still needs to be maintained when communicating through social media (Wilcox, Ault, Agee, & Cameron, 2003).

Apart from written communication prowess, practitioners are also required to be able to express themselves orally. Practitioners need to have the ability to articulate their thoughts and represent the perception and philosophy of their organization confidently before people (Wilcox, Ault, Agee, & Cameron, 2003).

In most cases, it is the public relation people who are expected to make speeches on behalf of an organization during internal or external crisis response. Any information relating to public relation that needs to be relayed will have to be done by the PR practitioner. Therefore making the communication of the information effective needs an individual with a combination of communication skills including confidence of making speech before cameras and before people.

Being a people’s person also requires the ability to use social media and any other internet enabled communication. The practitioners have to familiarize with internet communication tools such as blogs, and search engines, and social media. There is a whole range of the public who can easily be reached through the use of internet enabled communication tools.

With communication skills, simplicity is the most emphasized. PR practitioners are required to communicate to all kinds of audiences. The audiences include: business and corporate executives both in the c level management and mid level management, normal employees, and the general public. The information communicated needs to be simple so that all these audiences can be able to understand (Wilcox, Ault, Agee, & Cameron, 2003).

References

Cutlip, S. M., Center, A. H., & Broom, G. M. (1997). Effective Public Relations. Eaglewood cliff: prentice hall.

Dozier, D. M., Grunig, L. A., & Grunig, J. E. (1995). Manager’s Guide to Excellence in Public Relations and Communications Management. Prentice Hall.

Wilcox, D., Ault, P., Agee, W., & Cameron, G. (2003). Public Relations Strategies and Tactics. Boston: bacon and allyan.

Executive Summary

The Newlandia Education Foundation (NEF) was established in early 1900 by the missionaries. Formerly known as Newlandia Trust of Hope, the charitable organization has grown tremendously since its establishment (Newlandia Education Foundation 2010). Currently staffed with six dedicated members, NEF has been able to live its dream of promoting education in Newlandia.

The Newlandia government has set aside a small allocation from its budget to support the organization. With three schools to support at the moment in south Newlandia, the funds by the government are hardly enough to meet all the expenses. It has therefore been forced to turn to the public for donations to keep the organization and its projects running. In order to raise public awareness, a successful public relations campaign will have to be launched.

Project Overview

A public relations campaign is necessary to raise awareness to the outside world about an existing company. It further helps to raise awareness of the current situation of that particular company (Bobbitt and Sullivan 2008). To understand the problem at hand, it is important to give a brief overview of the project and the need to launch the campaign. Newlandia Education Foundation has been in operation for many years now with its main goal being to provide education to the Newlandians.

It has already established three schools that it is currently supporting in Shalel, Rajan and Calina in the south region of Newlandia. These small schools are proof that the organization is up in hand to provide quality education regardless of sex, religion or even the economic background of the residents. The residents in these villages are struggling individuals who can hardly support themselves financially. Accessibility to these villages is not easy due to lack of proper infrastructure. The roads are in pathetic conditions.

The southerners mostly rely on fishing as their main source of income (Newlandia 2010). The schools are under-resourced and in poor conditions. The reading materials are hardly enough to cater for all the students and the school’s infrastructure is in poor condition. Imagine a situation where children are subjected to sit on a cold floor in a windowless classroom and with inadequate learning materials to gain knowledge from.

It is an un-imaginable scenario but one that clearly portrays the children’s struggle to quench their education thirst. Despite this struggles, one of the school has produced a graduate currently studying teaching at the University of Pacific. This is proof that the education projects undertaken by NEF are not in vain.

The problem being faced by NEF is the ability to keep the schools running to cater for the needs of all the students in Southern Newlandia. With a population of 750,000, the schools are not enough to accommodate all the school-aged children in the region. A project to build three more schools is underway but the project will require support from other communities in Newlandia.

The Northern and Central Newlandia for example do not seem to understand the situation at Southern Newlandia. They need to be made aware of NEF’s existence and its role in the community. The government also needs to chip in more money to support the organization. A public relations campaign will therefore come in handy to raise awareness and to lobby for public’s support.

Objectives Of The Public Relation Campaign

Through an aggressive public relation campaign, Newlandia Education Foundation (NEF) will begin to seek attention from both the members of the public and other donors. A research conducted indicated that only few residents of Newlandia knew about the existence of NEF. Shockingly, it was just a few of them who knew the core business conducted by NEF.

Most people seem to think that NEF is part of Newlandia Children Foundation (NCF) which has gained major popularity among the Newlandians. The campaign will play a huge role to bring out the difference between the two organizations and any other organization in Newlandia that might cause confusion.

The other objective is to win both the public and private support of the organization. The campaign will seek to give NEF the good reputation that it possesses. This will help to shed light on the real intention of the project carried out by NEF for the goodwill of children who are unable to access learning facilities. The establishment of a goodwill and understanding between NEF and Newlandians is the main objective of the campaign.

The campaign will also help to establish and reinforce the professional image of NEF. This helps the public to view the organization in a positive manner hence winning its support. Failure to create a positive image will lead the organization losing its credibility. Positive image helps to create good perceptions of the organization’s good name and the kind of projects that it undertakes.

The general goal of the project will be to raise public and government awareness. The awareness will help NEF raise sufficient funds to run the current and future projects. The public will be inclined to offer any kind of support to keep NEF running. The government on the other hand will be obliged to increase its monetary allocation to support the projects.

Communication Strategy

Any public relations campaign should have a set communication strategy in order to achieve its goals and objectives. It targets the audience to whom the message should be communicated to and how the communication will be done. Communication strategy is very essential for the success of public relations campaign.

The reaction of the audience is determined upon reviewing the communication strategy. Using the wrong mode of communication can render the campaign futile. The key message to be communicated should also be carefully considered. Misrepresentation of words can alter the initial meaning of the message. The communication strategy to be applied by NEF should therefore be simple and straightforward.

Target Audience

The primary target audience will be the general public and the government. The secondary audience will be private individuals, companies and external donors. The campaign should first and foremost target both the Northerners and Central regions. The North East of Newlandia has a population of over 200,000 people. The region is swarmed with copper mines industries. This is an indication that the Northerners have the financial ability to support the Southerners to access education (Newlandia 2010).

The Central region on the other hand has many industries ranging from agriculture to timber processing. With a population of about 15,000, it is the home of the famous Van On Organic Coffee Plantation, one of the leading coffee plantations in Newlandia. The residents of this region have enough financial power to back the ongoing projects in Newlandia (Newlandia 2010).

The government of Newlandia should also be notified of the situation at the Southern region of Newlandia. The campaign will especially target Mr. K.L Gupta who is currently serving as the Finance Minister and Infrastructure. He is also the chairman of the Newlandia Conservative Party and is actively involved in the politics.

Private individuals include accomplished businessmen in Newlandia such as Mr. Rohan Singh and Mr. Bill Klempf. Mr. Rohan has great influence in the business sector and can easily influence other business owners. Mr. Klempf on the other hand is one of the most powerful business people in Newlandia. Born in an equally powerful family, he owns major booming businesses in Newlandia. Though he rarely gets involved in community organizations, the campaign can lure him to support NEF and the Southerners.

As a businessman, he will be keen to learn the current situation at the Southern region and discover the untapped potential of the region. In a bid to establish himself in the region, he is bound to support NEF’s project initiatives to win over the hearts of the Southerners. The industry organizations are other audiences that should be targeted. Newlandia has established industries and organizations such as the Newlandia Organic Coffee Growers Association and Newlandia Garment Industry.

External donors will also be key targets. The WorldHelp for example is one of an external donor that should be targeted. A multi-national organization based in Atlanta, it is deeply involved in charitable programs all over the world. With a keen interest in such projects being initiated by NEF, WorldHelp will be following the implementation of the projects at a very close range (WorldHelp 2010).

Media and Events

The other important stage of the campaign is to establish the appropriate channels that will be used to deliver the message to the target audience identified above. This includes media activities and events that will help promote the campaign. Use of lobby groups or individuals is also another avenue to gain publicity.

The main channel that the campaign will use is Newlandia Broadcasting Corporation Television (NBC) which is a public media. The television has wide media coverage. The other public media that will be utilized is the Newlandia Times newspaper. The paper reaches many people who don’t have visual means of receiving news and information. Another form of print media that will be used is the Newlandia Tourism Authority Newsletter.

The newsletter can be used to cover the tourism attractions in Southern Newlandia. With fishing as the main activity in the region, the newsletter will help to attract tourists in the region hence increasing public awareness and support. Lobbyists will also be used to deliver the intended message to the target audience. Newlandia has avid campaigners such as Lakshmi Shankaran, married to Henry Abalone, who is also a campaigner and a journalist.

The couple will provide a fantastic avenue to take out the word of the suffering children at the Southern region. Active involvement in media events held by the Newlandia Business Development Authority will also be an appropriate channel to gain public awareness. Lastly, it will be important to involve the south region local newspaper to highlight the situation at the South. The Mouth Of The South will be utilised for this purpose.

The Key Message

The main message to be communicated to the audience will be the need to support the education programs initiated by NEF. It will also differentiate NEF from other organisations that have initially been confused with. The core business of NEF will also be brought to the public.

The audience should be notified of the hardships being experienced at the South and the need to support the schools currently running. They should also get involved in the future project of building more schools in the region that will be implemented within 18 months.

The Communication Models And Theories To Be Applied

The campaign will apply the public information and the two-way asymmetric models as opposed to the press agentry/ publicity and two-way symmetric. In the public information model, it is used to convey correct and true information to the audience. The press agentry/publicity model is full of propaganda and will kill NEF’s credibility.

The two-way asymmetric is also favourable to communicate to the target audience. It will help the organisation to get a feedback from the audience to enable it apply the appropriate theories to convince them. This model is better as it will allow the audience to see the logic from NEF’s point of view. The aim of the campaign is not to negotiate with the public hence the reason to disregard the two-way symmetric model.

The appropriate theory to be applied is the accommodation theory as opposed to the cognitive dissonance theory. The accommodation style allows the speaker to adjust their communication style to accommodate different classes of audience. It is therefore ideal in our project to gain social approval from all the audiences targeted. In cognitive dissonance theory, the audience tend to avoid views that seem not to support their own feelings (Jamieson 1985).

Conclusion

The public relations campaign will not only be used to win over the public’s support but also to make it aware of NEF’s existence. The organisation requires monetary support and learning materials that will help the students excel just like one of their student, Rangi.

The learning conditions are harsh, yet the children are willing to go beyond all means to gain that academic knowledge. Their efforts can only succeed if the people of Newlandia can join hands to make their dream a reality. That will be the main task of this public relations campaign, but one that is sure to succeed.

Reference List

Bobbitt, R. & Sullivan, R. (2008) Developing the Public Relations Campaign: A Team Based Approach. USA, Pearson College Div.

Jamieson, H. (1985) Communication and Persuasion. New York, Routledge.

Newlandia (2010) Central Region. Web.

Newlandia (2010) North East Region. Web.

Newlandia (2010) South Region. Web.

Newlandia Education Foundation (2010) Our Background. Web.

WorldHelp (2010) Organisation Profile. Web.

Definition of public relations in terms of not-for-profit organisations and how it is practised in the field

Public relations (PR) is a field involved in the management of information between firms and the public (Hallahan, Holtzhausen, Van Ruler, Verčič & Sriramesh, 2007, p. 5; Mackey, 2009, p. 47). In the context of not-for-profit (non-profit) organisations, PR could be defined as an act of communicating with various stakeholders about several issues that could be important to organisations or the public. Not-for-profit organisations do not utilise their financial proceeds to offer dividends. However, they use financial gains in achieving their goals. PR officials in such organisations are concerned with managing information that they consider appropriate to share with the public.

Organisations are interested in implementing communication approaches that could be used to improve effectiveness and reduce redundancies. They practise PR in the field with the aim of establishing and maintaining profitable relationships with including customers, beneficiaries, donors, employees and community leaders, among the others (Hallahan 2007 p. 15).

The decision to share essential information with the public should be approved by the management. However, the information could be conceptualised by PR officials or top-level managers. Before the public is aware of specific aspects of a non-profit organisation, all the personnel and other important stakeholders involved in the running of a business should be informed about it. This is suggested by the systems theory that is used to view organisations as collections of independent entities (Mackey 2009 p. 58).

The practice of PR in the field can be based on the theory of structural functionalism, which states that departments within an organisation can be free to implement their strategies (Mackey 2009, p. 59). In the context of non-profit organisations, PR departments can be viewed as semi-autonomous systems that can make their independent decisions with regard to the type of information that should be shared with the public. It is critical for professionals in the field of PR to consider the processes of transmitting information to the public. The communication theories assert that channels of distributing information can negatively impact on the intention of communicating with various stakeholders (Mackey 2009 p. 60). While practising PR, the best approaches are adopted to ensure that information reaches its target in its original form. Strategic PR approaches are used based on the prevailing cultural aspects. Integration of cultural considerations in PR is proposed by the cultural theory (Mackey 2009 p. 61).

Information is created in a manner that it cannot deviate from cultural standards that are associated with a certain community. Finally, another way of PR practice is the use of the rhetorical theory to ensure that information is effectively delivered to recipients. The theory argues that PR professionals should utilise their skills to persuade the public to hold certain views. With regard to non-profit organisations, the public should be influenced to get the information that is spread with the goal of benefiting both the public and the businesses.

The role and functions of PR in not-for-profit and charitable organisations

PR has important roles and functions in running non-profit and charitable organisations. It aims at promoting communication management within companies. This role is concerned with adopting the best communication approaches that could be used to communicate with stakeholders based on the set objectives. In fact, this is a crucial role because every communication strategy is executed on the premises of the organisation’s short-term and/or long-term goals. This function of PR increases the chances of a group to achieve its objectives.

Crisis management is a critical function of PR because it helps in dealing with emergencies that can negatively impact establishment operations. For example, PR can play an important role in explaining to the public the origin of events that cause undesired effects and/or performance outcomes. With a well-detailed framework of explanations, an establishment could benefit by preventing distortion of its public image (Grunig 2006 p. 162).

Non-profit and charitable organisations utilise PR to avoid the occurrences of events that could sever relationships with various stakeholders. Thus, relationship management is an integral role of PR that is used to build and maintain approaches that are essential in building and preserving relationships. Effective management of relationships is also important in maintaining the ideal reputation of an organisation. However, reputation management is largely executed by PR through corporate social responsibility functions that have a direct impact on the public (Hutton, Goodman, Alexander & Genest 2001, p. 249).

PR is involved in the strategic management of resources that may result in improved outcomes (Grunig, 2006, p. 157). In this context, PR professionals are involved in formulating goals, planning for their execution, budgeting, and managing financial resources. In fact, PR has a critical role in promoting efficient management of resources. In case it is confirmed that resources are not well utilised, its duty is to explain to the stakeholders why they were not spent as planned (Grunig, 2006, p. 154; Hallahan, 2007, p. 17). The last role of PR is considered to be strategic management of non-profit and charitable organisations by helping management teams to develop and execute policies that take into account the interests of the public.

References

Grunig, JE 2006, ‘Furnishing the edifice: Ongoing research on public relations as a strategic management function’, Journal of Public relations research, vol. 18, no. 2, pp. 151-176. Web.

Hallahan, K, Holtzhausen, D, Van Ruler, B, Verčič, D, & Sriramesh, K 2007, ‘Defining strategic communication,’ International Journal of Strategic Communication, vol. 1, no. 1, pp. 3-35. Web.

Hutton, JG, Goodman, MB, Alexander, JB, & Genest, CM 2001, ‘Reputation management: the new face of corporate public relations?’, Public Relations Review, vol. 27, no. 3, pp. 247-261. Web.

Mackey, S 2009, ‘Theoretical perspectives’, in J Johnston & C Zawawi (eds), Public relations: Theory and practice, Allen & Unwin, Crest Nest, NSW, pp. 48-77. Web.

Introduction

Grunig& Hunt (1984) established four models of public relations (PR) that are widely used today. The ‘Four Models of Public Relations’ include: press agency/publicist, public information, two-way asymmetrical and two-way symmetric. These theories were drawn from the systems theory and were based on the authors’ view of organization and management practice. Their approach to public relations was in line with what they considered public relations to entail.

They believed that public relations include the activities that are vital to organizational management, communication in the organization and to the public. In further research, Grunig came to understand that for PR to be excellent, it has to be “symmetrical, idealistic, critical, and managerial” (Blaike 2002).

Critics argue that the model of two-way symmetrical that emphasized PR excellence was “over-idealized” and this has led to problems in the theory and practice of PR. Furthermore, these models have been cited as not being realistic. For this paper, it is important to define the following terms since the following discussion is based on the nature of these definitions as constructed by Grunig& Hunt (1984).

Press agency/Publicity

These include the attraction by the media due to the activities of an organization.

Public information

This represents the means by which information is generated to the public about an organization.

Two-way Asymmetric

This is a system that allows an organization to communicate with the public and receive feedback about the same information conveyed to them. However, the writers believed that the organization does not need to respond to the public in the way it is requested of them. This implies that an organization cannot change its policies due to the public feedback, but tends to put forward an alternative to the public which the organization believes is effective (Wilcox & Cameron 2012).

Two-way Symmetric

This model calls for free and equal movement of information between the organization and the public. This implies that there is an understanding between the two principles since both can communicate.

I will investigate the social, cultural and economic issues related to the theory proposed by Grunig and Hunt. Furthermore, I will discuss the relevance of these models to public relations models, academics, and their critics.

Role of the Models in Understanding Public Relations

Organizations must understand the social, economic and cultural setting of their customers to increase their profits. Moreover, these are vital in reaching the cross-cultural markets around the globe. Therefore, in designing a communication model for organizations the above issues must be considered to be successful in their service delivery (White 2003).

Factors such as the cultural differences, language barriers, values and beliefs of the customers must be well understood through mutual communication to understand the customers so that the organization can deliver its products in the most efficient manner. Grunig and Hunt’s model of two-way symmetric is important in dealing with such issues (Szondi 2006).

The theory of public relations states that problem in the organization and the public need to be resolved in a fair way (Edward 2006). This concept is clear in Grunig and Hunt’s definition of two-way symmetric model of public relations. In regard to this model, Grunig and Hunt propose that communication is two-way between the organization and the public. These conflicts and problems should be resolved through negotiation, and communication of the concerned persons.

Recent research into the models reveals that two-way symmetrical is rarely used in organizations. Grunig and Hunt’s public relation models enable organizations to know the importance of mutual communication so that they can solve the social, economic and cultural issues that is a barrier to marketing by organizations (Grunig 2001).

The public relation models moreover provide the public relations managers the role of being responsible as they act as the controller of the communication between the organization and the public. This enables the organizations to be effective in the delivery of their services and to build a stronger relationship with the public through mutual communication.

The model of two-way symmetry enables the organizations to observe the importance of ethics in management. Ethics is vital in the mutual understanding of the organization and the public and this is how the organizations should be run. Observing ethics allows the attitudes of the public to be assessed and also how the public views the organization to act as the way forward in reshaping the organization’s culture and behavior. In return, this should be done to the public (Grunting 1992).

However, critics argue that such systems are dominant in the academic PR literature and that the literature does not give a clear understanding of how PR should be managed. Critics such as Pieczka (1996) believe that such a model is over-rated, cannot be relevant in the contemporary practice and that the foundation of the model is a “hybrid” of systems theory.

Grunig and Hunt’s model cannot maintain its theoretical integrity. Critics argue from the point of view of the development of the two-way symmetric model and the way it originated. The excellent managing of the organization implies that this model was based on the systems theory to draw a line on how the organizations work and the operations of the PR within such system.

Grunig& Hunt (1984) selected a variety of system paradigms to fit their model. Clearly, models are based on a variety of “ontological and epistemologies” that are rarely ignored. Their models are based on an ideal situation and this causes a lot of contradictions in their practical application For example, the use of different systems adopted in their models to explain how an organization’s PR functions is contradictory.

The two-way symmetrical model, for example, enables us to look at the functions of an organization as being “bounded” that is important in understanding the relationship between the organization and the public. Therefore, for an organization to have a mutual understanding with the public, it is established from these models that it must develop an open system.

However, in a real situation, it is not easy to come up with an open system. To achieve a mutual understanding between the organization and the public calls requires the adoption of an adaptive system that considers an organization’s hierarchy and management cooperation to counter for the open and organic system (Watson 1992).

Grunig and Hunt believe that their two-way symmetrical model is normative and therefore runs the organizations in the most efficient manner possible. However, this is not always considered important as it is like imposing some form of dictatorship on others by the organization’s management (Dozier 2002).

Comparison and Contrast of the Models in Relation to Communication

The above models of public relations represent a way in which communication should to be done in organizations. The two-way asymmetric and two-way symmetric models present two different ways in which organizations present their information to the public and vice versa.

In the two-way asymmetric models the sender, which is the organization, is only concerned with giving out information that is not in the requested manner by the public. This implies that the organization does not take the receiver into account and therefore it is hard for organizations to change their policies to suite the public interest (Kalberg 1996).

Two-way symmetric communication implies that there is mutual communication between the public and the organization and therefore the organization is able to take into account the interest of the public and can proceed to change its policies and way it functions to public demand.

The public can put forward their views on how they feel the organization should be run to cater for their interests, including their culture and social responsibility. This is unlike what is proposed in the two-way asymmetric model where there is unequal communication and rarely the organization and the public understand each other. Symmetric communication means that the organization and the public can influence each other’s decisions.

Managers in the organization view information as the main reason for communication as seen in the public information model. The way the information reaches the public is their main concern and therefore efficient distribution of this information, communication track, feedback, quality control, communication channels is concerning to them.

Their work is to manage the transfer of such information properly. The control of this information is the main job of managers, as is conveying the information to the right people and at the right time. With this, the organization is making a positive presence on specific people (Leitch & Neilson 2001).

In these models, the writers present communication to the public and the organization and therefore the public relations professionals act as spokespersons of the organizations.

This call for the organizations to use both the traditional one-way communication, such as organizing press conferences, creating new releases and public relations material, and the two-way models for effective communication with the public. All these models are vital in the organization and no single model is superior to the other and must be used interchangeably.

Analysis and Applications in Different Countries

The use of media has been vital in the implementation of the two-way communication model in different countries such as the Singapore and Malaysia. These countries have realized the importance of such communication as they give an opportunity for the stakeholders and the organizations to share ideas in a mutual way.

Most organizations in these countries use interactive features, such as the web, to get the government’s feedback on their organization and to give feedback to the government and other stakeholders. The media and the two-way symmetric models have found their use in these organizations through enhancing their communication with different stakeholders (Murphy 1991).

Research has realized the importance of interactive media in two-way communication in most organizations. The need for transparency is emphasized in Singapore as it calls for participation and equality as factors of democracy. Democracy in Malaysia has improved as the model of two-way communication is widely used in the government and other organizations and this takes into account the value of the society being involved in decision-making processes (Pieczka 1996).

Case Study

I conducted a case study on Jah Company in Singapore to see how Grunig and Hunt’s public relations models are used in today’s organizations as part of their strategic management.

Communication has found itself at the heart of these organizations in the improvement of its services and having a clear understanding of the customers’ cultural and social well-being. Grunig and Hunt’s models of press agency and public information can be seen as the one-way traditional model and the two way symmetric and asymmetric models present the modern models that are in use in most organizations.

These models help to solve problems related to communication (Plowman 1998). The research I conducted included issues such as how the organizations manage their public relations and the way they conduct their interviews with the public. I realized that there were issues related to individual interviews in these organizations, group interviews, and poor understanding of the customers, and this was attributed to lack of proper communication channels (Pollner 2002).

This showed that Grunig and Hunt’s theory models provide an understanding of the public’s characteristics, behaviours, and attitudes that are often not considered in decision-making in most organizations. A lack of proper communication can lead to both management and public issues and to problems with cross-functional conversation in organizations.

Conclusion

Grunig and Hunt’s models of public relations have changed in later years due to a significant amount of research. In this essay, I argued that such models were based on ideal situations and rarely apply in today’s organizations. Several critics have arisen to argue about the reality in these models.

Several writers claim that Grunig and Hunt’s models are more theoretical and do not apply in today’s organizations. However, whatever the case these models have been useful in the running of organizations and in having a deeper understanding of the public that are the customers these organizations are serving.

References

Blaike, N 2002, Exploring Public Relations, Pearson, Harlow.

Dozier, D 2002, Models of Public Relations, Lawrence Erlbaum Associates, New Jersey.

Edward, L 2006, Systems theories: emergence of public Relations Research, Pearson Education Ltd, Harlow.

Grunig, J & Hunt, T 1984, Managing Public Relations, Holt, New York.

Grunig, J 1992, The Effect of Worldviews on Public Relations Theory and Practice, Lawrence Erlbaum Associates, Hillsdale, New Jersey.

Grunig, J 2001, Two-way symmetrical public relations: Past, present and Future, Handbook of public relations.Sage, London.

Kalberg, M 1996, ‘Remembering the public in public relations research: From theoretical to operational symmetry’, Journal of Public Relations Research, Vol. 10 (4), pp. 237-261.

Leitch, S & Neilson, D 2001, Case Studies: PR practice, Sage, London.

Murphy, P 1991, Symmetric and Asymmetric public relations, Hillsdale, New Jersey: Lawrence Erlbaum Associates.

Pieczka, M 1996, Public Relations Critical Debates, Lawrence Erlbaum Associates, New Jersey.

Plowman, K 1998, ‘Power in Conflict for Public Relations’, Journal of Public Relations Research, Vol. 10 (4), pp. 237-261.

Pollner, R 2002, Public Relations, Lawrence Erlbaum Associates, New Jersey.

Szondi, G 2006, International context of public relations, Sedge, NY.

Watson, J 1992, Communication, Public Relations and Effective Organisations, Hillsdale, New Jersey.

Wilcox, D & Cameron, T 2012, Public Relations Strategies and Tactics, Pearson Education, NJ.

White, J 2003, Communication in Public Relations, Lawrence Erlbaum Associates, New Jersey.