Public Relations

Public Relations

Introduction

In this research paper from the basic definition of public relation to the three core concepts of public relations are deeply discussed in general as well as in context of contemporary public relations practice. The three concepts Traditional media, social media and stakeholder engagement is the core element of dissuasion of this research. Ethical elements within these concepts and Grunig and Hunt's four models of Public Relations are also the part of this research essay.

Discussion

Public Relations

The British Institute of Public relations (BIPR) defines public relations as 'the sustained effort and deliberate planned to maintain and establish joint understanding between a public and their organization.” This definition implies that public relations is the establishment or creation of joint understanding between public and their organization. This also suggests that public relations is not a messy process. It must be deliberately designed. Planning calls for deliberation, attention, anticipation, analysis, research and consequences. It must be ensured by public relation that the organization understands its public, and the same time public must understand the organization as well. Whatever action the organization takes public must understand that. It is also the duty of the public of an organization to ensure the mutual understanding with their public relations manager or officer. Sometimes the public shows passive response to perform this role. Therefore, the organization must take proactive steps towards achieving it. (Olusegun, 2006)

The Public Relations Society of America (PRSA) says “public relations is concerned with creating mutual understanding between institutions and groups” (PARSA, 2012). The PRSA recognizes the place of institutions and groups in the process of public relations. PRSA believes that interest of these entities must be protected. It also hypothetically supposes the centralization of these advantages for mutual excellence. According to this definition the concept of mutuality makes you as a public relation man and women, a negotiator between the organization and its public. This means that should be able to line up the interest of both the parties for their mutual advantage. You can do this by convincing your organization that the broad interest of the public should be given preference than the special interest of the organization. Ultimately by doing this the organization serves its own interest and so public relations has what is called “enlightened self interest”. (Olusegun, 2006)

Grunig and Hunt's four models of Public Relations are considered most important in professional and academic world. Grunig and Hunt in their book “Managing Public Relations” state that the models “help us to understand the diversity of public relations practice today (Grunig, Hunt, 1984) The four models based on the common characteristic and behaviour of past public relations practitioners and organizations. These models are; Press Agentry Model, Public Information Model, two way asymmetrical model and the two way symmetrical model. The elements that Grunig and Hunt mentioned in their book are discussed in this essay in the detail of sub elements of three core concepts of public relations.

Components of Public Relations

Public relations has several number of related activities, ...