Public Relations Theory - Essay Example

? Public Relations Theory Task: Public Relations Theory Public relation (PR) is an important strategy used by either governments or corporations in explaining difficult situations to the public. It is characterized by different theories used in manipulating clients’ minds. For example, certain firms may use psychological manipulation or impression management in convincing its customers to accept a given explanation. However, public relations exercise is meant to persuade the public in this case the motorists of South of Australia. Motorists are questioning the failure of the South Australian council to fund 50 black spot projects earmarked for funding in the previous year in the local government budget (Butterick 2011, p. 119) (Information on black spots is in Appendix A). Despite the complaints from motorists and citizens on the need for equal funding, the government has also increased its financing of road network projects with an added percentage of 13.6% in 2011 from 13.2% in 2010. Black spots are national tragedies in different countries leading to unnecessary loss of lives. This is caused by government neglect or inadequate funding of such black spot projects. However, several issues make underfunding of dangerous areas in South Australia a media issue. For example, minimal participation of the media in highlighting casualties has resulted to lack of awareness. In that case, persuasion and communication theories are critical in preventing unnecessary loss of life. Media should exercise its powers of mass persuasion against the decision of funding black spot projects (Culbertson et al 2012, p. 167). Similarly, in the communication model, three ways are fundamental in influencing people to participate in an activity. In this case, sensitization of the government to fund the 50 black spot projects through its councils. These include patronage, power and persuasion. Use of legal systems and application of threats and intimidations constitutes power in public relations. It, therefore, is imperative for road users unsatisfied with the underfunding of the black spot projects to initiate a go slow against road authorities (Doug et al 2009, p.198). In public relations, it has the potential of shaming the government hence losing revenue and moral ground from the people. Another tactic is to block roads to prevent transportation procedures leading to massive losses in the transport industry. However, patronage in public relations is meant to reform people’s behavior. Government through the council may use bribery and favor of wrong opinions using threats and denials to underfund the black spot project. Patronage also involves using a celebrity to endorse the 142 black spot projects for renovation and repair while ignoring the 50 unattended cases. South Australian council, therefore, may also use endorsements and public appearances of leaders to discredit the remaining 50 projects (Kemp & Higgins 2013, p.1). This is conducted through civic improvement projects and awareness campaigns essential in communication models in public relations. Use of persuasion is also fundamental in convincing people to accept or refuse an idea. Communication is applied in this case in public relations following six distinct steps. Presenting the message comes first because it gives an individual the chance to prepare for the message. South Australia’s council, for example, may persuade the Freedom of Information Laws from pressing on with the eligibility of 50 black spot projects recorded between 2011 and 2012 (More information on budget is on appendix B). Second step involves attending that is very critical in the field of public relations. Listening to the persuasive message is essential for the message to reach its recipient. This is followed by comprehension of the sent message. It implies the South Australian council and the citizens understand the implications of accidents and underfunding respectively. Persuasion strategy, therefore, assists in examining and reporting on the outcome of the desired effect (Hazleton 2006, p. 213). The desired effect in the black spot projects case involves rating persuasion and behavior models of the audience. After comprehension, it is upon the masses to yield to the information presented. This includes citizens of South Australia agreeing with the varying views emanating from the government position. Public relations and media here mean convincing the masses on the benefits of accepting the funding of 142 black spot projects instead of criticizing 50 not underfunded. Fifth step under the persuasion theories is the retention of the information transmitted for future use and reference. In propaganda, a concept of public relations, it is paramount to remind the people constantly on the import of the previous message. For example, addressing the issue of underfunding by the council should take place consistently it is raised by the Freedom of Information Laws and NGOs. This will guard against losing a vote of no confidence against the government (Johnston & Zawawi 2009, p. 166). During such a scenario, acting assumes the final step in comprehending the receiver’s behavior. In public relation, psychological manipulation and impression management is essential to prevent rebellion or opposition against an idea. Introduction of theories in public relations is to restore mutual relationships. For example, South Australian government through its council is bound by moral principle to explain reasons for underfunding 50 black spot projects. Under the principle, other objectives include organization and explanation to assure the public on road safety. Next is prediction of the decision especially the causes and effects of funding 145 black spot projects and leaving 50 others. Control follows through observation of the existing variables or concepts motivating complaints from the citizens (Philip 1998, p. 216). Relationships are reviewed to anticipate outcomes and effects such as go slow and strike from motorists and pedestrians. Public relations being a social science, place guidelines of meeting the expectations of both the stakeholders and the citizens. A good example is Jon Hutchinson who lost his 20 year old son in one of the underfunded black spot projects. Other theories and concepts of public relations are also important for management. Excellence theory, for example, if applied by the council of South Australia would help in quelling the tensions between the Freedom of Information Laws and the government. This theory involves striving for effective communication without causing conflicts between warring bodies such as the government and the masses budget (Butterick 2011, p. 124)). It, therefore, requires strategic decisions enabling long lasting relationships. The concept in public relations is called strategic publics. However, for effectiveness in the case of complaints for underfunding of black spot projects, it is imperative to apply the two-way symmetrical model. First, seeking publicity is crucial for the council of South Australia to gain relevance as a government body. The council should, therefore, spread accurate information involving its funding from $8.5 million recorded in 2011 to $9.3 2012. Similarly, correct information should spread concerning the adequate funding of 45 new black spot projects worth $13. 6 million in 2010-11. This is in contrast with $13.2 million used on 47 projects between 2011 and 2012 (Kemp & Higgins 2013, p.1). In public relations it is called two-asymmetrical and it involves scientific persuasion. It is two-way approach of conducting research and dissemination information to the public and stakeholders. However, mutual understanding is also fundamental especially in convincing citizens on the failure to fund 50 notorious black spot projects in the country. It calls upon understanding from both sides of the perspective especially on successes and failures. Contingency theory is also important in public relations. For example, the disagreement between the South Australian government through its council and citizens requires proper organization. Managing conflicts entails understanding the audience and market especially their reactions to situations. Measures of contingency, therefore, should assume a dynamic perspective to accommodate the views of both sides (Culbertson et al 2012, p. 172). The council deserves to explain its inability to fund 50 black spot projects while sponsoring others. Conversely, motorists and pedestrians should also appreciate the financing of 142 projects including increased funds for the renovation and repair for other road projects. However, with growing complaints from the public concerning lack of commitment from their governments, relationship management theory is applicable. In public relation it involves listening to the complaints to manage relationships instead of preventing the citizens from asking disturbing questions. South Australia government through its council should accept the grievances of the public without validating the funding of 142 black spot projects (See appendix C). It should also highlight its 2010-2011 road projects to identify citizen’s satisfaction in regards to governmental projects. Virtues such as agreement, accuracy and credibility are crucial when instilling relationship management theory in public relations (Doug et al 2009, p.204). Public relations have two forms of publics namely internal and external. For instance, in external, regulatory agencies of the government such as South Australian council has no relationship with other organizations. It, therefore, means media, motorists and community members are not permitted to receive information affecting their interests. Alternatively, internal publics have the same institutional identity and they include employees, management and investors (Johnston & Zawawi 2009, p. 169). In the South Australian case, the council does not recognize the input of motorists and citizens in their calls for the funding of 50 black spot projects. In media and message orientation models in public relations, this causes a friction between stakeholders and clients hence increasing the conflict. Identification of publics guiding of company decisions is paramount to arrive at amicable solutions. In that case, the council managing the funding of black spot projects in South Australia should target two members of the public. Motorists and citizens will fall in the category of target or priority public in finding solutions of saving lives (Watson & Noble 2007, p. 198). Prioritizing publics involves studying the attitudes and character of motorists and other stakeholders to find the cause of their complaints. Studying factors such as primary and secondary motivation in the residents of South Australian residents is imperative to avoid fallout. Similarly, integration of issues management is critical when other methods have failed. It happens when organizations systematically recognize actions related with public policy such as adequate funding of black spot projects for the council of South Australia. The concept of government relations is also fundamental in public relations because it helps bridging the gap between legislations and agencies calling for accountability (Macnamara 2011, p. 78). The council of South Australia, therefore, should strengthen its concepts of employee relations by giving reasons for not funding other black spot projects. Apart from explaining the lack of funds, other convincing reasons should follow such as budgeting and ministry legislation. David Hitchcock, the Local Government Association chief executive also the jurisdiction to highlight the achievements of the council. These include the successful management of 80% of the budget in repairing a road of 74, 000km leading to reduction of accidents by 30%. Public relations theories are fundamental in guiding administrations in conflict towards finding long term solution. This applies to the council of South Australia tasked with persuading the public against rejecting the funding of 142 black spot projects while leaving 50 others. Using persuasive skills such as highlighting the council’s merits especially the renovation of roads and funding of other road projects annually is essential in reducing the tension with the (Robert et al 2006, p. 109). Bibliography Butterick, K 2011, Introducing Public Relations: Theory and Practice, SAGE, New York. Culbertson, H et al 2012, Social, Political, and Economic Contexts in Public Relations: Theory and Cases, Routledge, New York. Doug, N et al 2009, This is PR: The Realities of Public Relations, Wadsworth Publishing, New York. Hazleton, V 2006, Public Relations Theory Two, Routledge, New York. Johnston, J & Zawawi, C 2009, Public Relations: Theory and Practice, Allen & Unwin, Mason. Kemp, M & Higgins, A 2013, ‘South Australia doesn't have $30m to fix 50 black spots’ adelaidenow, 22 January, p. 1. Retrieved from http://www.adelaidenow.com.au/news/south-australia/south-australia-doesnt-have-30m-to-fix-50-black-spots/story-e6frea83-1226559608273 Macnamara, J 2011, Public Relations: Theories, Practices, Critiques, Pearson Education, New York. Philip, L 1998, Lesly's handbook of public relations and communications, Contemporary Books, New York. Robert, H et al 2006, Today's public relations: an introduction, SAGE, New York. Watson, T & Noble, P 2007, Evaluating Public Relations: A Best Practice Guide to Public Relations Planning, Research & Evaluation, Kogan Page Publishers, New York. Appendices Appendix A: South Australia doesn't have $30m to fix 50 black spots’ adelaidenow. http://www.adelaidenow.com.au/news/south-australia/south-australia-doesnt-have-30m-to-fix-50-black-spots/story-e6frea83-1226559608273 Appendix B: Budget Media Releases http://www.infrastructure.gov.au/department/statements/2012_2013/media/index.aspx Appendix C: Ludlam, S. South Australia's Bike Black spots http://scott-ludlam.greensmps.org.au/south-australias-bike-blackspots Information concerning articles used: I used articles from books provided in explaining aspects of Public Relations theory including the article attached. Here is one below: Kemp, M & Higgins, A 2013, ‘South Australia doesn't have $30m to fix 50 black spots’ adelaidenow, 22 January, p. 1. Retrieved from http://www.adelaidenow.com.au/news/south-australia/south-australia-doesnt-have-30m-to-fix-50-black-spots/story-e6frea83-1226559608273 Books from where articles were derived: Philip, L 1998, Lesly's handbook of public relations and communications, Contemporary Books, New York. Doug, N et al 2009, This is PR: The Realities of Public Relations, Wadsworth Publishing, New York. Read More