Theories and Practices of Public Relations - Term Paper Example

The Theories and Practices of Public Relations and Its Writing Public relations focus on effective communication with the public in addressing certain information. The main goal of public relation is to achieve understanding from the target audience, win belief and effectively communicate the required information (Cheney et. al., 2006). This communication is done by use of different modes of communication such as broadcast messages, oral communication, exhibitions or printed word. The process of public relations involves planning in order to develop relevant information that will be successfully be received by the target audience. Writing in public relations is an important aspect and the success of any form of public relation campaign depends on the writing skills of the writer. Information has to be researched well, organized in a logical format so that the intended information is delivered effectively. Good public relation writing thus is important in ensuring relevant and correct information is communicated. Public relations is planned communication (Mahoney, 2008) TABLE OF CONTENTS ABSTRACT 2 TABLE OF CONTENTS 3 1.0INTRODUCTION 4 2.0PART A: 4 2.1Planning and Preliminary Research 4 a)Personal Study Checklist: 5 b)Timetable: 5 2.2Research Fact sheet  7 2.3Planning Template 8 2.4Planning Questions: 5ws and H 8 3.0PART B: 9 3.1Public relations is planned communication 9 4.0CONCLUSUION 12 LIST OF REFERENCES 15 1.0 INTRODUCTION Public relation is the practice related to the management of communication between the public and an organization (Zhao, 1999). It is the planned effort of establishing a mutual understanding between the public and an organization or an individual (Jovanovich, 1984). Public relation provides an opportunity of exposure of an organization or individual to a target audience. The purpose of this practice is the evaluation of public attitudes, identification of an organization’s policies in relation to public interest and also planning of strategies that will earn understanding and acceptance from the public. There are strategies that are used in public relations which include newsletters, press releases, brochures, annual reports and also social media networks. All these methodologies are used in communicating to a target audience and the success is based on how well it is done. Public relation is a planned communication that involves research of relevant information, organization of the information in a clear format and the delivery to the target audience. The public relations practitioner has to identify the target audience and establish the form of information delivery that the audience will best understand. Written word is an important aspect in public relations that helps to communicate information to the public. The success of any public relation writing is in the writing skills of the writer and thus it is important to have good writing skills so as to deliver the information effectively (LEtang, 2007). 2.0 PART A: 2.1 Planning and Preliminary Research Research and planning is a fundamental aspect of Public Relations writing. The following was the research plan that was formulated in preparation for the discussion, demonstrating planning, time management and organisation. a) Personal Study Checklist: I read and understood the assignment details and requirements carefully Brainstorming for the assignment Noted the due date for the assignment ( 3rd June, 2011 ) Started a plan on how I was to complete the assignment Confirmed the due date from the unit guide provided by the lecturer The assignment had to be done by Friday 27th of May, before the due date Borrowed the Mahoney textbook from the library to aid in the assignment b) Timetable: 9th May, 2011 Started the assignment Read the assignment description carefully Made a note on how I was to do assignment 11th May, 2011 Brainstormed Read the instructions once again and noted the requirements Searched for documents that were necessary for the assignment Downloaded the fact sheet, personal checklist, bibliography, ‘5Ws and H and Planning template from the identified resources. 16th to 18th of May 2011 Planned on how I was to approach the subject area of the assignment Noted down the resources I would require for the assignment Went to the library to find the resources 23rd May, 2011 Motivated to work on the assignment Went to state library and studied Read Mahoney and Four of the Public Relations – Style documents Started the personal study checklist Planned what to write Decided on how to use Harvard referencing style Completed the bibliography 25th May, 2011 Started the Fact sheet Fulfilled all the criteria that was needed Completed the fact sheet Started the Planning template Brain stormed the ‘5Ws and H’ Fulfilled and completed the criteria of planning template 27th May, 2011 Proof read the assignment Printed out all the documents I had written on the assignment which was ready to be handed in on 3rd June, 2011. In the process of obtaining the required information, I followed the timetable and completed the documents and I also made sure that I was on schedule. When obtaining information via the library or databases, I made sure that I noted all reference documents correctly, used in-house referencing style and also ensured that the found documents were relevant to the assignment. In fulfilling all the requirements and getting the assignment done by due date, I noted that: Time management was tremendously important Personal checklist was to be followed When formulating the checklist it was important to check other units’ assignments and study so as not to be delayed by the work or by unexpected events Printing out of the checklist to see what was to be worked on the assignment each day, was helpful 2.2 Research Fact sheet  The research fact sheet was formulated so as list all the key terms related to the topic of discussion and their definitions. The following were the terms: Public Relations: This is the social science that focuses on management of communication between an organization and a target audience or public (Grunig et. al., 1984), which is done by analysing trends and implementing planned programs of action that serve both public interest and the organization (Jensen Zhao,1999). Communication: This is the process of conveying information from a sender to a recipient (Mahoney, 2008). Public relations Practice: This refers to the professional work of individuals in public relations (Mahoney, 2008). Written communication: This is a form of interaction that uses written word, or expression of ideas and information in writing (Mahoney, 2008). Strategic Writing: This is carefully planned writing whose purpose is to achieve a particular goal. (Mahoney, 2008). Information: This is data that is presented within a certain context so as to increase understanding in a certain area or decrease uncertainty (Mahoney, 2008). Target audience: This is the primary group of individuals or people that a message is aimed at appealing to. They are the intended recipients of a particular message (Mahoney, 2008). Practice: This is the description of performing public relations work (Mahoney, 2008). Practitioner: This is a professional who performs public relations work (Mahoney, 2008). 2.3 Planning Template Public relations involves organization of the information that is to be delivered, understanding the target audience and the how best to deliver the message to be put across. The public relations writer has to understand well the issue at hand that is to be addressed and also know that different audiences receive information differently depending on the mode of delivery used. Information has to be logically built, clear and concise so that it is easily understood by the audience. 2.4 Planning Questions: 5ws and H There is a five W and H writing plan that is used to aid in development of a good public relations report on a particular issue or subject (Mahoney, 2008). The following were the planning questions: Who is this message designed to reach? The information was designed mainly for students studying public relations writing. The information addresses the role of writing within the public relations profession. What is the structure of the discussion paper? The structure of the assignment would be in Public Relations-style, the presentation of the topic being in argumentive form. What is the importance of this assignment? The assignment addresses the importance of quality writing in the public relations profession and how this is an essential aspect of communication. The paper comprehensively explains reasons why public relation is planned communication. When is the deadline for the assignment? The deadline for the assignment is 3rd June, 2011. Planning and preliminary research ensures early completion of the assignment. This also helps in development of an excellent public relations write up. Why pursue this, that is, what is the purpose of this assignment? The main purpose of the assignment was to highlight the role of writing in public relations profession and the importance of every practitioner to have good writing skills so as to effectively communicate with a target audience. How will the theme of this assignment be highlighted? The assignment would be presented in an argumentantive format highlighting reasons why public relation is planned communication, also indicating the key concepts of the assignment. 3.0 PART B: 3.1 Public relations is planned communication Thank you for giving me the time to talk about the role of writing in the PR profession and the importance of having excellent writing skills in this profession. This paper will argue that public relation is planned communication and that writing in the PR profession is the basis of the practice. Public relation is planned communication that aims at forming a favourable social climate based on public opinion. The main purpose of public relations is communicating effectively with the target audience or public, which is done by analysing trends and implementing planned programs of action so to deliver the required information (Mahoney, 2008). There are different tools that are used to deliver information, such as oral communication, broadcast messages, exhibitions and printed word. Writing within the practice of public relations is an important aspect that helps to pass information across to audiences and this should be done well so as to effectively deliver the intended information. Strategic writing in public relations aims at delivering messages to target audiences effectively and requires development of well-crafted sentences that help to get the message across. The writing should engage the reader and be compelling enough to make the audience want to read on or know more. In order to be effective in communication, the writer has to improve their witting skills so that the target audience can get the message that is being put forward (Baines, et al, 2004). An important technique in public relations is the identification of the target audience and developing the information to appeal to that particular audience. Barriers to effective communication include delivery of complex messages or provision of irrelevant information that does not target the subject matter effectively. Written communication can be delivered successfully by planning the structure of the information in a clear logical format that will be easily understood by the audience. Communication is thus achieved when the receiver understands the message delivered by the sender. Public relations practitioners have to develop their writing skills so that the information that is to be communicated is successfully delivered. Society spends most of its time communicating through the written word, through social networks, press releases, electronic mail or text messages. It is thus important that writing as a form of communication in public relations should be done well so as to attain its purpose in passing information. How writer conveys information determines the success of a public relation campaign. The recipients must recognize as well as comprehend the facts presented by the writer. Thus written word represents a bridge upon which ideas and thoughts travel (Johnston et. al., 2000). Poor writing leads to miscommunication and the delivery of the information is not effective. It is thus important that a public relation practitioner uses the techniques for producing a good report to deliver the intended message. The success of a public relation campaign is based on the development of a well written communication, whose content is user friendly, and is able to deliver the message effectively. The writer must be skilled in the various styles of writing in order to create a persuasive presentation to the target audience, the purpose being to communicate effectively. The choice of words, structure of sentences and the tone of the writing determines the success of a written report. The writer has to have in mind and use all the strategies involved in putting together a good public relations report that involves knowing the audience that is meant to be addressed and how to effectively deliver the message. In all written communications, the writer uses an inverted –pyramid style where by the important information is used to introduce the message, which is then followed by less important information. This style format compels the reader to continue reading. The associated press style of writing is an example of how written information can be presented (Haynes et. al., 2008). It is used in magazines, newspapers or other public relations publications. This styling format provides a guideline for publications in terms of punctuation, grammar, language usage and spelling. It also ensures there are consistency, accuracy and clarity of the information provided. This writing style gives a guideline or lead that provides the most important information in an interesting and clear manner and gives a direction to an article. The five Ws and H are part of the structure, including also specificity, active sentences, honesty, conflict and brevity. Writing is a major form of communication and thus a public relation practitioner should have good writing skills in order to reach the target audience and communicate the message effectively. It is important that every public relation practitioner learns how to deliver an effective written communication, whether a press release or any other form. Public relation practitioners need to be well informed on the topic of concern and writing out the required message that is to be delivered to the public in a clear manner (Baines et. al., 2004). Written word is the most important part of a public relation report and must be well done in order to pass across the message to the public. The substance of an article and not its content is the most important and must be clear, relevant and straightforward (Bivins, 2005). Redundancy is avoided and it is imperative that there is a display of a steady flow of critical and relevant information. Therefore public relation writing involves a planned process which ensures that the relevant information is communicated to the target audience. The planning process involves research of materials that are essential in revealing information required. This information is then put together in a logical format so that the audience can understand it better. The writing strategy used by a public relation practitioner will determine the effectiveness of delivery and thus it is important to have good writing skills. 4.0 CONCLUSUION Communication of information is done in various ways such as print or face to face conversations as well as other forms. The choice of communication method depends on the message that is to be communicated. Written communication is mostly used in society to convey ideas and information. Different writing styles are used to express information in a format that the target audience will easily understand and obtain the required information. The purpose of public relations is to effectively communicate with the target audience. There are various public relations tools such as newsletters, press releases, brochures, annual reports and also social media networks. Writing communication is the most common tool used. Writing is the basis of a public relations practitioner that is important in communicating information to the public (Cornelissen, 2000). Without organized and informed writing when carrying out the work of public relations, it is most likely that the practitioner will fail in his or her duties. The writing skills of a practitioner have to be excellent so as to effectively communicate the relevant information to the audience. This could be developed over time or could be gained from continuous practice. There are various strategies a writer can use to express ideas or information, thus it is dependent on the writer to use the best strategy in order to pass the message across (Tench, 2003). Skills such as attention to detail, well edited work and proofreading are also important in the process of producing a well written communication. Identification of the target audience is also important in the development of a written public relation report. Different audiences receive and respond to information differently and thus the delivery of the information has to ensure that the target audience understands clearly what is being communicated. The different public relation writing styles offer a guideline on writing an effective report that ensures the relevant information is addressed and presented in a clear format. The writing style includes the five Ws and H that give a guideline on how to address a subject and also the inverted pyramid style that captures the audience’s attention compelling them to want to know more information. The delivery of a successful public relation write up is thus dependent on the good writing skills of the writer in ensuring effective communication with the audience. Public relation writing is thus planned communication, which requires thorough research, organization of information and delivery of the information successfully to the target audience. It is an important aspect of the public relations profession. LIST OF REFERENCES Baines, P., Egan, J., Jefkins, F. W., 2004, Public relations: contemporary issues and techniques, Butterworth-Heinemann: Burlington Bivins, TH 2005, Public Relations Writing, The Essentials of Style and Format, 5th edn, McGraw Gill, NY  Cheney, G. & Christensen, L.T., 2006, ‘What should public relations theory do, practically speaking?’ Journal of Communication Management, Vol. 10, no.1, pp.100-102 Cornelissen, J., 2000,‘Toward an understanding of the use of academic theories in public relations practice’, Public Relations Review, Vol. 26, no. 3, pp. 315- 326 Grunig, James, E. and Hunt, Todd, Public relations is what you do with what you know and what other think about what you say, Managing Public Relations, Orlando, FL: Harcourt Brace Jovanovich, 6th edition, 1984 Haynes, J., & Newsom, D 2008, Public relations writing: form & style, 8th edn, Thomson Wadsworth, Belmont, CA.  Johnston, J & Zawawi, C 2000, Public relations: Theory and practice, Allen & Unwin, St Leonards, NSW.  Jovanovich, H.B., (ed.) 1984, Public relations is what you do with what you know and what other think about what you say, 6th edn, Managing Public Relations, Orlando, FL.  LEtang, Jacquie, 2007, Public relations: concepts, practice and critique, Sage Publications, London Mahoney, J 2008, Public Relations in Australia, Oxford University Press, Melbourne Smith, RD 2007, Becoming a Public Relations Writer: A Writing Process Workbook for the Profession, Hoboken: Lawrence Erlbaum Associates, NY.  Tench, R 2003, ‘Public relations writing- a genre-based model’, Corporate Communications: An International Journal, Vol. 8, no.2, pp. 139-146 Zhao, J., 1999, Encyclopaedia of Business, 2nd edn, CBS Business Network, San Francisco Read More