Category: Public relations

Company Background

Airbnb will be the target company when creating a public relations message. The company was founded in 2008 to address the problem of overbooked hotels during large events (Airbnb fourth quarter, 2022). Through its platforms travelers and vacationers can access short-term rentals, which eases movement from one place to another. To provide the best accommodations, the business recruits homeowners and landlords. As a result of this, the company is available in a majority of the countries in the world, which gives it an advantage over local entities.

Mission, Core Values, and Annual Revenues

The mission of the organization is to create a world where you can belong anywhere and where people can live in a place instead of just traveling to it. Airbnb has amassed 150 million users in at least 100,000 cities around the world (Airbnb fourth quarter, 2022). The company was able to achieve a 76.6% increase in revenues in 2021 (Airbnb fourth quarter, 2022). This can be attributed to the market share of 20% that the business controls in the vacation rental industry (Airbnb fourth quarter, 2022). The core values of the company are championing the mission, being a host, being a serial entrepreneur, and embracing adventure. Despite its successes, the company has been accused of hiring homeowners and landlords who discriminate against minority groups.

Organization Structure and Employees

Airbnb is headed by a Chief Executive Officer under an organizational structure called an inter-supportive matrix. This structure helps integrate the many small teams that are within the firm’s ecosystem. As a result of the significant gap it has filled in the housing industry, the company has a strong brand reputation. This is enhanced by its presence in over 220 countries around the world (Airbnb fourth quarter, 2022). The company has a global workforce of 6,132 employees and 48.3% are women (An update on diversity, 2022). In the US 15% of the employees identify as underrepresented minorities (An update on diversity, 2022). Airbnb has a 2025 goal to raise the number to 20%, which will enhance diversity (An update on diversity, 2022).

Organization Philosophy

Airbnb has a unique and appealing business concept that encourages people to share their living space. Airbnb appeals to travelers and vacationers as it links them to homeowners and landlords. This has allowed the company to attain a 20% market share in the vacation rental industry. The firm’s website provides travelers with unique additional features, which encourages customers to keep using the platform. However, the organization is vulnerable to homeowners and landlords who are discriminatory toward visitors. Big events such as sports events offer the biggest opportunity for a revenue boost (Hati et al., 2021). This contributes to enhanced travel across different cities and towns around the world.

Stakeholders

Airbnb has various stakeholders who form a significant part of the business. Guests are a major part of the business because they have a need that Airbnb helps to solve using hosts who are the other major stakeholder. The satisfaction of hosts is essential and the recruitment of new hosts enhances growth. Reducing personal safety incidents for guests is crucial for the business. Airbnb has faced complaints from hosts who discriminate against minority groups. This includes the rejection of black people, the LGBTQ community, and other people of color as guests by hosts.

Another stakeholder for Airbnb is communities who are impacted by the business in various ways. The organization has committed to adopting sustainable travel to reduce its carbon footprint. Mutual funds form a big part of the shareholders in the business followed by institutional shareholders and lastly individual stakeholders. The main objective of the management is to create value for investors through strategic planning. The organization has in the past faced criticism over the issue of discrimination against women, people of color, and the LGBTQ community. This is an issue that can result in a loss of investor confidence if it persists, which is why the public relation campaign is important.

Public Audience

Airbnb targets hosts and guests as they form a significant part of their business. The organization uses social media to provide updates and engage with customers (Appel et al., 2019). The firm’s website and application are used as a platform for travelers to access the accommodation type they want. The company has a global audience, which means that any complaint or issue can affect the strategic direction of the company. Minority communities, women, and LGBTQ have faced discrimination from hosts and other guests due to their race, gender, and sexual orientation (Clemence, 2022). Airbnb needs to address these complaints as they can harm the image of the brand. The public relation campaign will emphasize that Airbnb is for everyone.

Public Relation Campaign Objective

Airbnb has faced significant complaints as a result of hosts who provide poor customer experience and discriminate against minority groups. The business should embark on a five-year strategy to revamp its public image. The first step is to create a public relation campaign whose main objective is to enhance the public image of the company. The other objectives are to promote safety and assure the customer of comfort. The campaign will also cultivate trust among minority groups and broadcast positive stories on social media (Clemence 2022). This will help in addressing the challenges that have been highlighted above. The campaign will focus on the host and guest relations because the overview of the company showed that complaints by guests can result in a reduction in hosts who use Airbnb.

Target Audience

The target audience is people of color, LGBTQ, women and hosts. The public relation message will emphasize that Airbnb is for everyone. The campaign will target individuals aged between 18 years and 40 years. This group has a huge social media presence, which is going to be crucial for the success of the exercise. Another aspect is that the target audience has experienced discrimination at different stages of their life. By indicating that the company does not condone discrimination and poor service, the business can enhance its public image. The minority groups identified have disposable income to travel and a strong interest in vacations.

People of color and LGBTQ community have an approval rate of less than 94% when making a booking on Airbnb (Clemence, 2022). The group has a strong interest in travel, which can be an advantage for the company. The preference for quality services means that the company has to ensure that issues of discrimination and poor services are dealt with using policy changes. The campaign will not be successful if there is no support from the management. The social media team has to sustain the message and re-emphasize it to ensure the stated objectives are achieved.

Intended Message

The main message of the campaign is to emphasize that Airbnb is for everyone. The message will focus on the issues of poor services and discrimination against minority groups. The campaign should confirm that policy changes will follow to increase confidence. As the campaign progresses, the social media team should provide evidence of the steps taken to create change. This will enable more social media users to understand that the company knows how to solve the problem of discrimination. The message should also encourage people to stay with strangers and hosts to accept all travelers.

Purpose of Communications

The purpose of the communications is to present steps that are being taken by the firm to combat the issue of discrimination and poor services. The company will use the campaign as a way to show support to minority groups. The other aspect is to change the negative perceptions and stereotypes, which will enhance the image of the organization. This will be achieved by having significant engagements with customers on different platforms. The final purpose is to establish a positive relationship with the target audience.

Media Strategy

The media strategy will involve the use of three different media to drive the campaign. Most Airbnb users are on social media platforms (Twitter, Facebook, YouTube, Instagram). The use of both text and visual messaging will help the information reach a wider audience. Recruiting influencers to help with the messaging is another strategy that Airbnb can apply. The message has to be consistent because it will enable more engagements with customers on different platforms. The team should encourage people to share their positive experiences at Airbnb.

Media Mix

In the current era, social media is critical for public relations because most people are active on various platforms. The main platforms that will be applied in the campaign will be Facebook, Twitter, Instagram, TikTok, and YouTube. The identified platforms have the highest number of active users, which will enable the campaign to reach a wider audience (Appel et al., 2019). Airbnb should adopt these sites because most of the customers are active on social media and it is easy to engage and provide feedback to the users. Consistent messaging on the platforms can enhance the bond between the company and key stakeholders, which can help change negative perceptions.

The other media to be used is television because of its wide reach for audiences aged 45 and above. Airbnb can use the video to capture the attention of users by providing information on what the company is doing to combat discrimination and poor services. The video can also help Airbnb to tell its story using its own words. The company can include additional insight from hosts and guests on what needs to be done. Another media that can enhance the campaign is newspapers, which also targets people aged 35 years and above. The article can help the business provide information on its corporate social responsibility. This can include steps taken to combat discrimination of guests by hosts on its platform.

Media Timeline Chart

The campaign will involve three media, which are social media, television, and newspaper. The social media platforms to be used are Facebook, Twitter, YouTube, Instagram, and TikTok. The main goal on social media will be to launch the campaign and provide insight into what it entails. The television channels to be used are ABC, CBS, and FOX as they have a wide reach in the United States. Wall street journal and New York Times will serve as the disseminators of the interest article. The two major newspapers have an online presence, which will allow people from other countries to read the article. The campaigns on social media will run for six months with the first week being used for laying the foundations. Influencers from minority communities will take over after the first week as they can engage with customers more easily.

3 Separate Medias

One of the media to be used will be a video news release. The first shot will be of a group of people from different races and sexual orientations holding hands with the Airbnb logo at the center. The next shot will involve the CEO explaining the purpose of the campaign and the steps the company is undertaking to eliminate discrimination. This will be followed by footage of users sharing their experiences, which may either be positive or negative. The next shot will be of a bird flying and then perching on a house. This will be a metaphor for the slogan that Airbnb is for everyone. The last shot will display the statement that Airbnb is for everyone.

Another media to be used is a social media event which will be coordinated across all the identified social media platforms. The first step will be to recruit influencers, who will popularize the event. The influencers will adopt the hashtag #Airbnbisforeveryone. The second step will be to change the profile pictures on all social media platforms to an image of people of different races and sexual orientations holding hands with the Airbnb logo at the center. The third aspect will be a post that details the need to enhance diversity and inclusivity. This will be followed by a LIVE interview with the CEO, who will provide the steps being taken and the expected outcomes for the campaign. The last aspect will be to encourage users to share their experiences whether positive or negative. The social media team and influencers will respond to some of the posts.

Another essential media to be used is newspaper publications. The news article should be published in the Wall Street Journal and The New York Times. The article should provide the objectives of the campaign in the first paragraph. The next paragraph should provide quotes from the CEO explaining the steps being undertaken to combat discrimination. This should be followed by a statement encouraging users to participate in the campaign by sharing their experiences. The last part will be to re-emphasize the mission of the company, which is to create a world where anyone can belong.

Assessment Evaluation

The first aspect of evaluating the intended outcome is to analyze the media impressions and press clipping. This will involve checking the number of times the campaign has been mentioned in the media and by the target audience. The next aspect will be to measure the website and application traffic to determine if there have been any changes. The third aspect is to check the number of new listings from minority communities. The next step is to assess the number of new complaints involving discrimination. The organization should also monitor its social media mentions on all the platforms. The last aspect is to analyze the diversity and inclusivity ratings for the company.

The campaign may result in non-intended outcomes that can benefit or disadvantage the company. One of the ways to assess these outcomes is to conduct an online survey targeted at minorities. The organization should also analyze the changes in revenues and assess the user comments on social media. The other issue is to assess the negative reaction to the campaign on different platforms. The organization should also check the changes in perception in the target audience and whether there have been reduced listings from minorities on its platforms.

Airbnb needs to adopt a new direction to ensure the issues do not arise again. This can be done by showing that the company understands the core issues through its messaging. The firm needs to work closely with leaders from minorities to address the issues that have been identified. Another aspect is that the company needs to review its anti-discrimination policies regularly. Airbnb needs to offer avenues that can be used to report discrimination for both the hosts and guests. Fighting discrimination should not be viewed as a 6 months process. The firm should regularly post messages condemning discrimination.

References

Airbnb fourth quarter and full-year 2021 financial results. (2022). Airbnb Newsroom. Web.

An update on diversity and belonging progress at Airbnb. (2022). Airbnb Newsroom. Web.

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2019). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. Web.

Clemence, S. (2022). Black travelers say home-share hosts discriminate, and a a new Airbnb report agrees. The New York Times. Web.

Hati, S. R., Balqiah, T. E., Hananto, A., & Yuliati, E. (2021). A decade of systematic literature review on Airbnb: The sharing economy from a multiple stakeholder perspective. Heliyon, 7(10). Web.

A Public Relations (PR) strategy is a guideline that highlights how an organization deals with the public (Gregory & Willis 136). The main aim of the strategy is to build a viable relationship between a company and its target audience. Previously, PR was only used as a crisis communication tool. However, currently, PR is used throughout a product or project’s lifecycle to ensure that the public has a positive image of the product/project. PR has become a useful tool in marketing as well. Public Relations strategies often include Public Relations tactics. According to Smith, PR tactics are the tools used to execute a PR strategy (14). Thus, one can argue that these tactics are a component of the PR strategy.

Several examples can be given to explain the difference between a PR strategy and a PR tactic. The Coca-Cola “Taste the Feeling” PR strategy highlighted how soda would be marketed during a defined period (Sarmistha 262). The main goal of the strategy was to increase the sales of soda globally. A second example is that of Dior, a luxury accessories and clothing company. The company’s PR strategy is a combination of demographic, psychographic and behavioural segmentation plans that affect their target audience (Donzé & Fujioka 19).

Thirdly, the telecommunication giants, Vodafone, recently announced a new strategy that affects how marketers in their different countries of interest present their brand to the public (Curwen & Whalley 210). The primary goal of the strategy is to use technology and digital services to promote quality of life of communities. Last but not least is the example of Google which uses an integrated approach to PR. The primary goal of their current campaign is to combine technology and creative approaches to enhance user experience (Luttrell & Capizzo 12).

The different PR strategies mentioned use different PR tools as well. For example, Coca-Cola uses personalized bottles to implement the “Taste the Feeling” strategy. Buyers can pick out soda bottles that have their friends’ or loved ones’ names and share it with them. Secondly, Dior uses a media tactic to enhance its sales. The media tactic includes making advertisements using highly respected and adored personalities using the company’s products. The adverts are then pushed through the media channels. Thirdly, Vodafone uses the corporate social responsibility tactic. The tactic allows for engagement with communities of interest by re-investing some of the company’s profits in social work (Curwen & Whalley 210). Fourthly, Google uses a digital media tactic to connect with its target audience.

One of the prominent PR campaigns this year was Times up Now Campaign. The strategy aimed to highlight gender inequality in the workplace. Several tactics were used to make the campaign a success. For starters, the strategy used female personalities in Hollywood to drive their agenda. Whereas much attention was on gender inequalities in Hollywood, women from all over the world participated in the campaign. Secondly, the strategy also used the media tactic.

Times Up Now was tied to the Golden Globes, which is one of the most televised shows in the world. All the women that supported the campaign wore black to the event. In turn, the people who look up to these women also joined the campaign, including political figures. By default, other tactics were used to make the campaign a success including social media, and riding on the PR of other interested and highly influential organizations that also supported the cause.

Works Cited

Curwen, Peter and Jason Whalley. Telecommunications Strategy: Cases, Theory and Applications. Routledge, 2014.

Donzé, Pierre-Yves and Rika Fujioka. Global Luxury: Organizational Change and Emerging Markets since the 1970s. Springer, 2017.

Gregory, Anne and Paul Willis. Strategic Public Relations Leadership. Routledge, 2013.

Luttrell, M. Regina and Luke, W. Capizzo. Public Relations Campaigns: An Integrated Approach. SAGE, 2018

Sarmistha, Sarma. Global Observations of the Influence of Culture on Consumer Buying Behavior. IGA Global, 2017.

Smith, D. Ronald. Strategic Planning for Public Relations. Taylor & Francis, 2017.

Introduction

The efficient control of information between fire service organizations and public enables individuals to gain exposure concerning fire and emergency management plans. In other words, fire service organizations use public relations to persuade and inform communities and other stakeholders about fire and emergency management plans.

In order to inform the public concerning handling fire emergencies, fire departments utilize various communication channels including conferences, press and print media. The channels are also used to communicate vital fire related services information to the public (Birr, 1999).

In addition, fire services departments utilize publicity events, newsletters, blogs and press kits as well as the video and audio news to communicate fire emergency preparedness to the public. Most importantly, the public need to be informed in advance on fire management, which encompasses prevention, preparedness, response and recovery.

In essence, the fire emergency management forms a cycle of interconnected phases regarding the control of fire (Birr, 1999). In reality, the efficiency of fire management depends on continuous public updates by fire service departments through the application of various communication channels including visual and audio news communiqué conduits. In fact, the availability of efficient public relations tools enables fire services departments to improve fire and emergency management.

Fire prevention and mitigation

The prevention and elimination of fire occurrences involve the utilization of Fire Station Alerting Technology (FSAT). Through the technology, the response time to the emergency is reduced leading to timely prevention of fire disaster. In essence, the FSAT communication expertise alerts fire fighters when required for action.

In addition, with the presence of web expertise, fire departments are capable of tactically maintaining the public relations and carrying out tasks through the exploitation of audience-directed communication approaches concerning fire management programs.

Periodicals, public education handouts and the mass media are channels that are highly accessible to millions of residents (Antonellis, 2012). Therefore, fire service departments employ such means to provide information to the public and stakeholders concerning fire disasters management and prevention. Further, through information management departments, the fire service departments are capable of developing websites that aid in the provision of essential information on fire prevention and mitigation.

Emergency preparedness

During firebreaks, numbers of victims saved depend on the plans and procedures put in place to reduce the losses. In other words, the level of emergency preparedness is enhanced through planning and training. In reality, training and planning are important in the enhancement of most reactions in the event fire outbreaks. In addition, public responses to fire emergencies also determine the number of victims that can be saved. As such, public relations become critical tool for public information concerning fire emergencies management.

The preparation for potential fire disasters involves initiation of procedures, designs and protocols as well as tactics such as the establishment of incident command systems to aid in the organization of public in reacting to fire emergencies.

In addition, preparedness in terms of fire management entails the development of hazard policies and processes by fire service departments through collaboration with other stakeholders including law enforcement agencies and medical services. Further, fire emergency preparedness involves allocation of duties to employees and the definition of duty lines pertaining to work processes. Most importantly, informing the public on how to react during emergencies is critical in the fire disaster preparedness (Baltic, 2006).

Response

Fire service departments often keep multiple response programs as well as capabilities regarding fire emergencies. Through emergency operation plans, fire service units are capable of developing effective outlines for controlling and responding to fire outbreaks. In this regard, the emergency operations plan enables preservation of lives and the environment (Baltic, 2006).

Recovery

Fire service organizations often continue carrying out emergency operations after fire outbreaks to ensure prevention and elimination of such emergencies in the future. The accomplishment of such objectives includes the identification and development of contexts through which continuous operations can be conducted (Antonellis, 2012).

Recovery is important in restoring normalcy in the working environment after fire disasters. In fact, fire emergency recovery encompasses physical, structural, psychological and emotional restorations.

Management of information spread between fire service departments and the public

In order to achieve efficient spread of information on fire emergency management, various communication centers are utilized. First, through the Public Information Units (PIU), fire service organizations are capable of improving public relations programs (Baltic, 2006).

In other words, the unit provides correspondence to repetitive media calls from the public as well as forwarding the organization’s fire emergency management information to media houses for release to the public. Frequent press conferences aimed at augmenting publicity campaigns on initiatives undertaken by fire service providers in managing fire emergencies are essential. The press conferences result in public enlightenment on fire and emergency management initiatives.

Moreover, through command and dispatch centers, the fire service providers ensure that fire and emergency management episodes are covered in the local news broadcasts as well as in the print media (DiPoli, 2005). In other words, fire service providers often make use of centralized systems in enhancing response to fire emergencies. Essentially, the personnel are normally tasked with the harmonization of information relating to emergency preparedness across states.

Secondly, through multimedia units, fire service organizations are capable of producing public graphic arts, multimedia presentations as well as designs concerning fire emergency management. Additionally, the multimedia unit is capable of creating video presentations, animations and other published documents that are used to communicate to the public emergency management plans undertaken by fire service providers.

Moreover, fire services departments exploit the multimedia unit in the production of books containing vital information that provides guidelines for operations of fire and emergency management (Giesler, 2010).

For instance, the publications provide guidelines for First-In Response (FIR), truck company manuals as well as post-incident policies. The media publications are also availed to fire service departments during training services in order to enhance public awareness regarding emergency prevention, preparedness, response and recovery.

Third, fire service departments recognize the imperative roles played by the communications unit. Through the unit, periodic newspapers are produced targeting different audiences including the personnel, county and city officers, native communities and fire officers. The publications provide efficient information concerning fire and emergency management plans. Communications department also controls the online sites for both public and employees through the presentation of scripts, messages and speaking points.

The presentation scripts and speaking points are invaluable in supporting operational activities regarding emergency management plans (DiPoli, 2005). The unit allows fire service departments to express core values as well as visions that are significant in the accomplishment of fire emergency management plans. Moreover, the communications unit’s personnel are capable of creating public cognizance on emergency response and preparedness in the event of fire occurrence.

Fourth, fire service departments often use photo units to convey information relating to fire and emergency management to the public. In the unit, disaster reaction, preclusion and awareness to the public are augmented. In essence, the photo unit employs assorted photography types, episode images portraits, aerial shots and studio lightings in communicating fire predicament management. As a result, members of the public are capable of obtaining efficient information regarding emergency management.

Fire service departments also utilize audience targeting to convey information regarding fire and emergency management due to differing interests of audiences (Birr, 1999). As such, fire service providers exploit video units in supporting public data and community education on fire and emergency control to reach different audiences.

For instance, through the video units, fire departments are capable of accumulating numerous intervallic video publications to varieties of audiences. The video publications are significant in the provision of information to the public and employees as well as educating the fire service employees on issues concerning fire and emergency management.

Fire service providers exploit Community Emergency Response Teams (CERT) program. The program engages the community through provision of training on fire and emergency management. Through the program, the public are provided with information about emergency preparedness during fire crisis (Baltic, 2006).

Additionally, the program provides members of the public with adversity response skills such as fire safety and rescue operations. The skills are imperative in helping members of the public in assisting other members during fire emergency responses.

Conclusion

In conclusion, the efficiency in managing fire emergencies depends on the control of information spread within the fire departments. As such, the management of communication on fire emergency prevention, response, preparedness and recovery involves the utilization of audience targeting and various information units including the multimedia, video and photo units as well as community emergency response units in the conveyance of fire and emergency management plans.

References

Antonellis, P. J. (2012). Labor relations for the fire service. Tulsa, Oklahoma: Fire Engineering Books

Baltic, S. (2006). All the learned and authentic fellows. Fire Engineering, 40(12): 24-29.

Birr, T. (1999). Public and media relations for the fire service. Tulsa, Oklahoma: PennWell Books.

DiPoli, R. A. (2005). End the ‘burning baby’ approach. Fire Chief, 39(8): 68-70.

Giesler, M. P. (2010). Fire and life safety educator. Mason, OH: Cengage Learning.

Introduction

Any esteemed organization should aim at having managerial, technical, and logistical effective systems, and to make this happen and to have it realized sustainably, a good fostered public image is needed. It is always clear that the good public image of an organization is always related to the well-formulated and exemplified organization’s Vision, missions, objectives, and strategies. Hence it comes out clear that the enhancement of good public relations in the organization counts a lot in the development of the organization’s public image. The general importance of public relations can be placed into the category of societal and organizational. Among the many challenges that face any thriving organization is the association of the organization with the public or with the media.

In any given well-established organization the public relations is well integrated into its management systems. It is so an important aspect that all the people in a given organization who come into close association with customers or the general public should practice good public relations principles when undertaking their duties. Some of the basic types of widely practiced public relations include consumer relationships, societal or community relations, media relations, publicity relations, industrial relations, and governmental relations. Each one of the above-stated outlets of public relations plays its distinctive role. In mentioning, an example of organizational public relations functions includes; keeping the general public and the stakeholders of the organization aware of every advancement or failure in the organization. On the other hand examples of the societal public relations functions include an organization’s social responsibility and organization’s publicity. The domain function of societal public relations is to sustain a well-natured consistent relationship with all the organization’s systems (Daniel, 2004).

Media and organization relationship

A well-established organization should always be sensitive to its receiving clients or the public and should try to improve the relationship with the society to attain an enabling environment to enable the organization to expand. Media relations between the organization and the society stand out to be one of the major organizational functions of the public relations processes of an organization. The mass media is a credible entity of corporate management in many organizations in the world. One of the common scenarios with organizations is the characteristic of any organization trying to influence the general public hence the public relations initiatives help the organization to develop a good understanding of the organization and the kind of product they offer the society (James,1998).

The way the organization repackages its information to reach society should be considered with caution to be sensitive to the interest and other factors which might be compromised by improperly packaged media information. Mostly the media comprises the use of print and electronic media. The most organization does not have control over the information that is disseminated in the media especially with the most adverts portrayed in the media and hence the kind of message to be disseminated to the public is therefore left in the hands of the advert presenters and reporters.

Hence in the cycle of good public relations practices and functionality, the above-mentioned aspect of the organization’s messages or information being left at the mercies of the advertisers and reporters tends to compromise the good relationship that an organization might wish to continue fostering into the public since the information advertised by the media agencies on behalf of the organization might consist of some levels of either untrue information, Unfiltered or culturally insensitive messages which might tarnish the name of the esteemed organization.

When we take an example of a hotel business, it might be that a certain hotel is giving out a promotional package aimed at enhancing its public image in both external and internal spheres. The hotel might be doing these promotions in the form of giving out discounts on the products they are selling. When critically observed from the organization’s point of view the kind of incentives they are giving to their customers are aimed at enhancing the sales. When the hotel is doing such a promotion it should repackage the promotion well and it should be coupled with good public relations features.

Enhances Productivity among Workers

Good public relations, makes the employees of an organization feel as if they are part of the organization. These workers play an important role within a given organization and hence the management can make the workers feel motivated by just enhancing the public relationship between the management and the workers. Side by side with that the organization should make sure that it takes all its senior and junior management team for refresher bonding and public relations training sessions to sustain the management to staff relationship in the organization. It has been observed that if the management practices good public relations with its staff the staff will be productive and also extend good public relations to the public on behalf of the organization. Organizations can then easily organize fully staff team participatory events without the doubt of the bad outcome. A worker’s relation is very important in that it helps organizations to sustain a lively line of communication to make its workers interested in new ideas and to share the vision and mission of the organization equally with the management.

Enhancement of Social Responsibility

Good public relations practices and Social responsibilities account for some of the flourishing transition of collective expectations and depend mostly on how the organization addresses and responds to moral conduct. The enhancement of an organization’s social responsibility strictly has more to do with how well that particular organization relates to the beneficiaries or the public. Hence the way an organization conducts itself in its immediate surroundings will work towards its acceptability or bad reception by the general public. Hence the kind of relationships a given organization displays to its surroundings is a clear determining factor of the organization’s ethical procedures (Harris, 1998).

Resolving Some of the Organizational Malpractices of Public Relations

Apart from the already mentioned above the need of every visionary organization involving all its staff and management in public relations training forums and refresher courses the organization should instill working ethics and proper standards without compromising on the welfare of the workers and the receptive society. Management ethics are the key elements in an organization’s governance and coordination. It is also important that every organization or company make informed public relations and ethical policies and direct the workers to follow and abide by them.

Conclusion

Public relations principles are very important and applicable in a vast array of activities that have both direct and indirect impacts on the organization on different levels. Numerous details could be mention above exhaustively but they rotate around the already mentioned facets of societal or organizational public relations functions. All the organizational and societal public relations function seems to interrelate well between each other in a properly functioning organization. In all the cases when a given organization needs to share out information or messages to either its employees or the general public the organizational and societal public relations functionality will come into play and they will influence the way that given information is disseminated. Hence the organizational and societal public relations functions overlap each other significantly.

References

Harris, B. (1998) Enhancing effective organizational interrelationship culture, Macmillan Publishers.

Daniel, A. (2004) Importance of a good public relations: Building a growing Organization, McGraw Hill Press.

James, B. (1998). Factoring Organizational Public Relations in Management, Management Press.

Introduction

Excellence Theory is implied by the public relations department in their various communication processes and establishing relationships with the company’s clients and other people associated with the company. This theory is based on various models, which define the most appropriate way it should communicate various future propositions, companies’ past endeavors’ or any policies to the clients and other members. For the public relations department, establishing good relationship with the clients and people associated with the company is most important and more important is the way to retain this relationship.

Main body

Excellence theory models help the public relation department to form the best conducive method to send the message across. It all depends on the company’s policies, at the current situation and its target audience to whom the message needs to be sent and how they could establish the fruitful relationship with the company. Several studies conducted on the excellent theory found excellent results but one thing more needs to be noted that several corporate organizations do not value excellent communication theories and someone who feels public relations as a valuable asset are more occupied with maintaining media relations for the publicity of the company or organization. But the companies who developed the excellent communication theory rely and capture more valuable asset into this model. The excellence in the communication process also helps to reduce the cost and give good returns.

Dr. James E Grunig formulated the excellent theory in 1960 and conceptualized ‘excellence’ in the theory model on the basis of the various desirability levels. According to him, model 1 is least desirable, whereas model 4 is the most desirable and models 2 and 3 fall between these two categories.

The first model is also known as press agentry or publicity model whereby the public relations department needs to adopt the methods for publicity campaigns. In this model, they can exaggerate or make false statements to lure the customers and create positive impact on them. Second model is known by the name of the public information model whereby information is granted to the public on the bases of the truth. Correct information about the company’s policy is disseminated to the public. The information of general or economical interest is sent as press or news release and is one-way transfer of information. Third model is a two-way asymmetric model, which is also known as a scientific persuasion model. In this model, public relations practitioners adopt the methods to pursue the client to accept their point of view and allow the feedback, but want the public to adopt company’s views. The fourth is the two-way symmetric model. It is also known as mutual understanding model. It acts as an intermediary between the organization and the public. Public relation officers give their proposals in a direct conversational manner and allow public also to give their opinions’ regarding the same. In this type company involves the public in the communication process and then formulate the policies. (Fearn-Banks, 2007).

Grunig formulated this model of the excellence theory, which became the most useful concept for the public relations department and it’s functioning. Though, in its two way symmetrical model, public relations department invites its prospective clients and people to give their feedback in the company’s proposals, it means company is inviting people to come forward to give their suggestions and become a part of the decision making. Finally, it is the company who has the upper hand in the negotiation process and making decision.

Here is the idea of the model that is going to bring in people concerned also to make suggestions and recommendations and take an active part in the formulation process of the company. The model suggested is the relationship and investment model. As the whole concept of the public relations department is based on the relationship and therefore in development and maintaining of the relationship, this model can serve a great purpose in bringing the company closer to its clients and can help in making company clear in the client’s changing needs and requirements. In this process, unnecessary cost too can be reduced which may be incurred in the research process of just keeping market watch.

Relationship and investment model is based on the concept that relationship and investments are required. This model states that investment of time and emotional gratification of the clients will not only maintain the good relationship with them but also get good returns in the long run.

In today’s global world and stiff competition, maintaining long run and cordial relationship is equally important to the formulating of various marketing strategies in selling of the services and products. In this theory, public relation department can follow the method like arranging collateral meetings for the specific clients and inviting them to attend the same. In the meetings, they can be told about the policies of the company, launching of the new products and their usefulness and importance in their life. The clients could be encouraged to give their feedback, suggestions or also any of their concrete ideas that can help book the company image and publicity of the product.

The other methods can involve sending the clients greetings during their festival seasons. Also sending them proposals in various schemes, which could be profitable for the clients too. It is the natural human tendency that people are attracted towards the places where they are promised better returns either in the form of promises of quality products, good services and / or certain profitable ventures. The proposals could be free gifts or prizes and even holding of exhibitions or events for their pleasure. These proposals would ultimately take the company to make their stable clients, and increase their profits.

In this process, there is no issue of power or power over and every one is participatory in the decision process. Only disadvantage in this process is the time spent and more staff to make arrangements but this could also be ruled out, as it is not important as the events can be arranged on monthly or yearly basis. Secondly in the early phases of the previous model, the communication process is a one-way flow- i.e. from company to the clients. Since relationships involved in public relations approach are mutually influential, this power highly influences the relationship between organization and stakeholder. Foucault highlighted the difference between power and power over. (Coombs & Holladay, 2007, p. 53).

In power, the organization and stakeholders equally influence each other’s actions whereas in power over, the organization has enormous influence than stakeholders. It was during 1980’s and 1990’s when excellence theory dominated the public relations thinking and was based on having a dialogue between organization and stakeholder. This theory believes that problems can be identified and solved through dialogue but researchers of public relations have questioned its utility concerning the power imbalance between the organization and its stakeholders and control of power during the initiation of dialogue. The theory relationship and investment dismisses the issue of power and power over and does not recognize that organizations have upper hand in negotiations.

Under the several theories, public relations practitioners serve multiple purpose But majority of them owe their allegiance to the organization and only few of them show their concern towards stake holders and or clients or people concerned and practically their process involves in increasing the credibility and image of the company but relationship and investment theory methods takes clients into criteria because they know that little investment in the clients and stake holders will give far more results.

Conclusion

It is said that, “the extent to which public relations may influence results in organizational political arenas is linked to the professional, managerial and political skills-and especially to the political skill –of the public relations leaders in the organizations”. (Berger, 2007, p. 232) Public relations process should follow corporate propositions with skills that would establish cordial relationship with the clients at one hand and increase the profit and image of the company at the other.

Annotated Bibliography

Berger, B.K. (2007). Public relations and organizational behavior. In Eds. James E. Grunig, Larissa A. Grunig and Elizabeth L. Toth The future of excellence in public relations and communication management: Challenges for the next generation, 221-235. New York: Routledge.

The Future of Excellence in Public Relations and Communication Management is an assembled collection, which depicts the methods and ways the theories of the Excellence Study have developed and changed. The research regarding the advances, new additions and directions in excellence theories and its movement to global stage are presented. Strategic public relations management contributes to organizations and society is widely discussed.

Coombs, W. T. & Holladay, S. J. (2007). It’s not just PR: Public relations in society. Malden, MA: Blackwell Publishing.

Coombs & Holladay in It’s Not Just “PR” take a balanced approach in assessing the impact of Public relations and examples of power of Public relations of global corporations and non-profit sector are diversely discussed. It has also revealed the usefulness PR and effects and influences of PR in society and also discusses how PR earned a negative public reputation. Authors also debate the power issues involved in public relations theory and practice.

Fearn-Banks, K. (2007). Crisis communications: A casebook approach. New York: Routledge.

This book consists of case studies of organizational and individual problems that might result into problems or crises and their communication responses to deal in such situations. Critical issues such as how organizations, companies, and individuals communicate with the news media, employees, and consumers in times of crisis are explored and the method of avoidance of potential mismanagement is illustrated. Fast changing communications technology in relation to causing and fighting with crisis and theories pertaining crisis communications is discussed.

Grunig, J. E. (Ed.). (1992). Excellence in public relations and communication management. Hillsdale, NJ: Lawrence Erlbaum Associates.

The two fundamental questions about public relations in this book are answered. These are relating to the characteristics of an excellent communication department and how an organization can be made more effective due to excellent public relations and what is the economic worth of such a proposition. This book contains the integrated research as well as new theory i.e. general theory of public relations, which compasses the wide range regarding the ideas and practices of communication management in organizations as this theory relies upon other disciplines like sociology, psychology, management, communication, marketing, anthropology and women studies.

Tyma, A. D. (2008). Public relations through a new lens —Critical praxis via the “excellence theory”. International Journal of Communication, 2, 193-205.

Excellence Theory as a critical inquiry paradigm is presented by Tyma in his essay Public relations through a new lens —Critical praxis via the “excellence theory” and demonstrates that this theory is not only normative but also allows for the creation of spaces accessible by otherwise marginalized publics by the public relations practitioner while still following the principles of ethics in an organization. It is an answer to the critic’s version that such theory no longer holds relevance in today’s social, political and corporate realities and demonstrates its effectiveness in present scenario.

Introduction

The efficient control of information between fire service organizations and public enables individuals to gain exposure concerning fire and emergency management plans. In other words, fire service organizations use public relations to persuade and inform communities and other stakeholders about fire and emergency management plans.

In order to inform the public concerning handling fire emergencies, fire departments utilize various communication channels including conferences, press and print media. The channels are also used to communicate vital fire related services information to the public (Birr, 1999).

In addition, fire services departments utilize publicity events, newsletters, blogs and press kits as well as the video and audio news to communicate fire emergency preparedness to the public. Most importantly, the public need to be informed in advance on fire management, which encompasses prevention, preparedness, response and recovery.

In essence, the fire emergency management forms a cycle of interconnected phases regarding the control of fire (Birr, 1999). In reality, the efficiency of fire management depends on continuous public updates by fire service departments through the application of various communication channels including visual and audio news communiqué conduits. In fact, the availability of efficient public relations tools enables fire services departments to improve fire and emergency management.

Fire prevention and mitigation

The prevention and elimination of fire occurrences involve the utilization of Fire Station Alerting Technology (FSAT). Through the technology, the response time to the emergency is reduced leading to timely prevention of fire disaster. In essence, the FSAT communication expertise alerts fire fighters when required for action.

In addition, with the presence of web expertise, fire departments are capable of tactically maintaining the public relations and carrying out tasks through the exploitation of audience-directed communication approaches concerning fire management programs.

Periodicals, public education handouts and the mass media are channels that are highly accessible to millions of residents (Antonellis, 2012). Therefore, fire service departments employ such means to provide information to the public and stakeholders concerning fire disasters management and prevention. Further, through information management departments, the fire service departments are capable of developing websites that aid in the provision of essential information on fire prevention and mitigation.

Emergency preparedness

During firebreaks, numbers of victims saved depend on the plans and procedures put in place to reduce the losses. In other words, the level of emergency preparedness is enhanced through planning and training. In reality, training and planning are important in the enhancement of most reactions in the event fire outbreaks. In addition, public responses to fire emergencies also determine the number of victims that can be saved. As such, public relations become critical tool for public information concerning fire emergencies management.

The preparation for potential fire disasters involves initiation of procedures, designs and protocols as well as tactics such as the establishment of incident command systems to aid in the organization of public in reacting to fire emergencies.

In addition, preparedness in terms of fire management entails the development of hazard policies and processes by fire service departments through collaboration with other stakeholders including law enforcement agencies and medical services. Further, fire emergency preparedness involves allocation of duties to employees and the definition of duty lines pertaining to work processes. Most importantly, informing the public on how to react during emergencies is critical in the fire disaster preparedness (Baltic, 2006).

Response

Fire service departments often keep multiple response programs as well as capabilities regarding fire emergencies. Through emergency operation plans, fire service units are capable of developing effective outlines for controlling and responding to fire outbreaks. In this regard, the emergency operations plan enables preservation of lives and the environment (Baltic, 2006).

Recovery

Fire service organizations often continue carrying out emergency operations after fire outbreaks to ensure prevention and elimination of such emergencies in the future. The accomplishment of such objectives includes the identification and development of contexts through which continuous operations can be conducted (Antonellis, 2012).

Recovery is important in restoring normalcy in the working environment after fire disasters. In fact, fire emergency recovery encompasses physical, structural, psychological and emotional restorations.

Management of information spread between fire service departments and the public

In order to achieve efficient spread of information on fire emergency management, various communication centers are utilized. First, through the Public Information Units (PIU), fire service organizations are capable of improving public relations programs (Baltic, 2006).

In other words, the unit provides correspondence to repetitive media calls from the public as well as forwarding the organization’s fire emergency management information to media houses for release to the public. Frequent press conferences aimed at augmenting publicity campaigns on initiatives undertaken by fire service providers in managing fire emergencies are essential. The press conferences result in public enlightenment on fire and emergency management initiatives.

Moreover, through command and dispatch centers, the fire service providers ensure that fire and emergency management episodes are covered in the local news broadcasts as well as in the print media (DiPoli, 2005). In other words, fire service providers often make use of centralized systems in enhancing response to fire emergencies. Essentially, the personnel are normally tasked with the harmonization of information relating to emergency preparedness across states.

Secondly, through multimedia units, fire service organizations are capable of producing public graphic arts, multimedia presentations as well as designs concerning fire emergency management. Additionally, the multimedia unit is capable of creating video presentations, animations and other published documents that are used to communicate to the public emergency management plans undertaken by fire service providers.

Moreover, fire services departments exploit the multimedia unit in the production of books containing vital information that provides guidelines for operations of fire and emergency management (Giesler, 2010).

For instance, the publications provide guidelines for First-In Response (FIR), truck company manuals as well as post-incident policies. The media publications are also availed to fire service departments during training services in order to enhance public awareness regarding emergency prevention, preparedness, response and recovery.

Third, fire service departments recognize the imperative roles played by the communications unit. Through the unit, periodic newspapers are produced targeting different audiences including the personnel, county and city officers, native communities and fire officers. The publications provide efficient information concerning fire and emergency management plans. Communications department also controls the online sites for both public and employees through the presentation of scripts, messages and speaking points.

The presentation scripts and speaking points are invaluable in supporting operational activities regarding emergency management plans (DiPoli, 2005). The unit allows fire service departments to express core values as well as visions that are significant in the accomplishment of fire emergency management plans. Moreover, the communications unit’s personnel are capable of creating public cognizance on emergency response and preparedness in the event of fire occurrence.

Fourth, fire service departments often use photo units to convey information relating to fire and emergency management to the public. In the unit, disaster reaction, preclusion and awareness to the public are augmented. In essence, the photo unit employs assorted photography types, episode images portraits, aerial shots and studio lightings in communicating fire predicament management. As a result, members of the public are capable of obtaining efficient information regarding emergency management.

Fire service departments also utilize audience targeting to convey information regarding fire and emergency management due to differing interests of audiences (Birr, 1999). As such, fire service providers exploit video units in supporting public data and community education on fire and emergency control to reach different audiences.

For instance, through the video units, fire departments are capable of accumulating numerous intervallic video publications to varieties of audiences. The video publications are significant in the provision of information to the public and employees as well as educating the fire service employees on issues concerning fire and emergency management.

Fire service providers exploit Community Emergency Response Teams (CERT) program. The program engages the community through provision of training on fire and emergency management. Through the program, the public are provided with information about emergency preparedness during fire crisis (Baltic, 2006).

Additionally, the program provides members of the public with adversity response skills such as fire safety and rescue operations. The skills are imperative in helping members of the public in assisting other members during fire emergency responses.

Conclusion

In conclusion, the efficiency in managing fire emergencies depends on the control of information spread within the fire departments. As such, the management of communication on fire emergency prevention, response, preparedness and recovery involves the utilization of audience targeting and various information units including the multimedia, video and photo units as well as community emergency response units in the conveyance of fire and emergency management plans.

References

Antonellis, P. J. (2012). Labor relations for the fire service. Tulsa, Oklahoma: Fire Engineering Books

Baltic, S. (2006). All the learned and authentic fellows. Fire Engineering, 40(12): 24-29.

Birr, T. (1999). Public and media relations for the fire service. Tulsa, Oklahoma: PennWell Books.

DiPoli, R. A. (2005). End the ‘burning baby’ approach. Fire Chief, 39(8): 68-70.

Giesler, M. P. (2010). Fire and life safety educator. Mason, OH: Cengage Learning.