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The Power of Public Relations - Essay Example

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The author of this essay "The Power of Public Relations" touches upon the concept of public relations job. According to the text, public relations has evolved to encompass a wider role from its previous content limited in creating mass media feeds…
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Extract of sample "The Power of Public Relations"

Presidential Candidate Policy Position as Well as Recommendations for a Broader Public Relations Package
Public relations has evolved to encompass a wider role from its previous content limited in creating mass media feeds or materials and maintaining good relations with the media to the creation of a sympathetic image as well as well-informed presidential candidate or politician. The role, however, is not limited as it seemed. The public relations person becomes involved with the moulding of the policies and positions of the client so that a consistent approach towards informing the media and the public creates a credible leader image (Calcagni, 2007).
For a presidential candidate to be perceived well by the public he must, first of all, be perceived in a positive manner by the various media entities from print, broadcast, major network columnists and talk show hosts to bloggers (Phillips, 2009). There are pitfalls to be considered in providing a position on every public concern- the opponent, the advantages and disadvantages of being identified with the position. A well-planned and executed public relations campaign will not, however, highlight the negative aspects but provide an acceptance and readiness among the public to consider the position of the candidate without necessarily agreeing with him. The technique should be focussed in allowing the candidate to be heard and his position considered.
Thus, for every position or policy, careful considerations of all sides are necessary. An example would be on the provision of health care benefits to constituents. It is the role of the PR practitioner to prepare the candidate to become well-versed with the pros and cons of various coverage, how coverage may become sustainable and practical, as well as the need to protect those who could hardly afford them. On this issue, balance is difficult to identify and maintain since corporate stakes are some of the most powerful actors in a democratic, western society such as the United States. The roles of corporations have emerged to be criminal and obscene in nature that it becomes difficult to even consider proposing a change in their business conduct and culture.
A clear, well-planned policy and public relations approach will rally the audience or the public to support the leader amidst the counter-campaign of opponents, not only political but also corporate in nature. This has become necessary in the US political landscape and mass communication due to the open encroachment of corporate actors in policy-making and informing the public. After all, majority of the so-called mainstream media are corporate in nature and they tend to support their advertisers despite obvious negative actions they are committing against the majority of the public. In addition, delineation between freedom and expression and controlled information has been blurred to a point where truth may be difficult to identify (Hall, 2007).
To conclude, public relations for a political leader or client may prove difficult if one is on the side for the public good. A need to bargain with major actors becomes necessary to strike a balance and make the opposite side understand the importance of sustainability even in corporate dealings. Where a balance may be bargained, the problem will be on safeguarding an equitable implementation of policy. All these encompass the work of the public relations practitioner and should be considered carefully in their PR packages especially for politicians.
Reference:
Calcagni, T. (2007). Tough Questions, Good Answers, Taking Control of Any Interview. Sterling, VA: Capital Books, Inc..Hall,
Hall, P. (2007). The New PR. Mount Kisco, NY: Larstan Publishing
Phillips, D. (2009). Online Public Relations. London: Kogan Page. Read More
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