Public Relations as Relationships Management - Essay Example

Public Relations I. Overview of Public Relations a. Introduction: Thought aptly confined to the concept of relationship between the management of an organization and its public, public relations (PR) is actually a vast topic, which simply refers to a multidimensional management activity that looks for establishing professional and corporate relationships by the industries working in governmental, non-governmental and private sectors in order to create an amicable work environment while dealing with the public on the one hand, and for providing best possible services and benefits to the public in the best interest of society and organization on the other. Public relations, according to Harlow, aims to ascertain and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics, and hence involves the management of problems or issues by helping the management to keep informed on and responsive to public opinion (Palaniappan & Ramachandraiah 2008). Consequently, public relations domain is associated with the processes of communicating and exchanging of ideas related to change in order to handle argument and facilitate policy making initiatives. As a result, the public relations personnel look for entering into relationship with the public with the objective of motivating them to work in collaboration with their organization for the mutual interests of society and organization. Although the discipline of PR appears to be newer one in theory, yet it has been in vogue practically in all social sectors since the establishment of first state on the face of the earth. Theories have been articulated and researches have been conducted in order to determine the nature, scope and principles for the discipline. US Public Relations Society defines several components of PR, which include counseling, research, media relations, publicity, employees & community relations, public affairs, financial issues, communication and much more (NOUN 2006). Thus, PR contains vastness in its nature and scope, and encompasses all social, political, financial and religious institutions in its wide scope. It is therefore the PR personnel contain heavy responsibilities to perform while rendering their services to the public at large. Public relations function using various types of technology and media, which makes it extremely critical from ethics and image perspective. Public relations, according to Wilcox & Cameron (2009), are involved in providing information to the media and have the responsibility of accurate dissemination of information as well as the ability to convince the audience of the messages. Public relations are expected to function in an ethical and professional manner. b. Ethics and Professionalism: Like all other professions, PR sector has also determined specific set of ethics for the appropriate functioning of the people associated with it. Persuasion as a function of public relations is highly debated from ethical standpoint. As a consequence, ‘ethics’ in public relations are classified into three types, absolute, existential and situational (Wilcox & Cameron 2009). In public relations, any communication that is formal and professional is believed to be legal, ethical and in good taste; however, it must be in adequate manner and for the public interest only. As developing personal contacts come under the definition of personal relationship, which could be against public interest due to the very reality that it may cause the promotion and projection of favoritism and nepotism in the wake of it. A multi-perspective view of professionalism by various researchers and scholars only proves that professionalism actually helps communication-oriented profession to conduct its work in a logical and systematic fashion that will be unquestioned, at large. Bureau of Labor Statistics (2011) also describes the duties and obligations attributed to the PR personnel, according to which preparation of press releases and information to be meant for media, identification of major customers and clients in order to have access to them, making responses to public needs collected from media and other sources, establishing of an effective communication network with public and clients, highlighting the purpose behind policy making, drafting speeches for the clients, evaluation and projection of various schemes and projects and much more are included in the list of the obligations of the PR managers and employees. II. Employment Opportunities in PR: a. Requirements: The studies reveal the very fact that employment in public relations occupation encompasses vast areas, and occurs in almost all types of industries including services, manufacturing, hospitality, education, fashion, government, and even religious institutions (NOUN 2006). An important prerequisite for PR occupations is the access to media and technology although their presence can be seen in remotest of the places. One of the most imperative reasons behind the requirement from the PR professionals for having command over communication skills includes their responsibility of keeping in contact with the public in order to get acquainted with their problems for solving the same according to the available sources and opportunities within shortest possible time period. Another challenging responsibility before the PR professionals includes the maintenance of sound working relationships all the stakeholders including the media, government, community and consumers in general at national scale. While talking about the international level, it becomes evident that PR comes to the forefront when dealing with government, defense, hospitality and multinational organizations. Consequently, the subject is broad, and looks for satisfying the needs and requirements of the entire social sector without discrimination of class, caste, creed, community, race, religion, ethnicity, gender and socioeconomic status of the members of society (Macionis 2008). b. Qualifications, Eligibility and Salary: Studies demonstrate the very fact that PR has played very important for the socioeconomic uplift of the masses by including the individuals in policy-making and implementation of the laws and strategic plans necessary for the collective benefit of society (NOUN 132-33). For this purpose, the most suitable persons are hired by the organizations at the positions of PR personnel keeping in view their qualifications, skills, experiences and proficiencies. Consequently, in order to work as a PR professional, one must possess an apposite degree in media or mass communication along with some relevant knowledge or experience in related activities. In addition, the individuals having degrees in the disciplines like sociology, social work, economics, law and humanities are also taken into considerations while making recruitment of the PR professionals. This also means the professionals must possess appropriate skills such as making verbal and written communication with their superiors, the political authorities and people at large. Numerous degrees relevant to this profession are at disposal for the aspiring candidates, such as advertising, mass communication, journalism, etc, which will help candidates to prepare for the role that involves activities and responsibilities related to public speaking, news reporting, advertising and marketing, etc (NOUN 2006). Knowledge of legislation pertaining to the relevant industry is another essential requirement for PR professionals. As per the bureau of labor statistics, the median earnings of PR professionals were around $ 91,810 in 2010, which is really remarkable and astounding simultaneously. c. Skills and Training: Like all other private and public sectors, professional qualification, relevant skill and experience, pleasing personality, high self-esteem and high confidence level are regarded the most admirable qualities for a PR professional. Application of cultured language, proper mannerism, command over technical jargon and everyday language comprehensible for the masses, dexterity over verbal and written communication, sound judgment, novelty and creativity can complement the PR professional’s personality and self confidence (Bureau of Labor Statistics 2011). Many PR organizations provide internship opportunities for aspiring candidates by which they can earn high-quality experience before taking off their careers in this field (NOUN 2006). III. Trends and Future Prospects: Distinguished entrepreneur of contemporary era Bill Gates declares fast and perfect flow of information as vital in respect of making sure headway towards successes and destination (2005); the same is the case with the public relations profession. Consequently, introducing improvements in information technologies and network systems serve as boosters to the PR industry, and thus creating greater number of innovative opportunities for the professionals subsequently (Hallahan, 1999). In almost all reputed firms and organizations, relationships with their customers and other stakeholders are managed by their PR teams, which signify the importance and inevitability of the PR sector. In addition, media’s presence and influence on various business and administrative spheres is a catalyst for the PR profession. IV. Conclusion: To conclude, it becomes crystal clear that the profession of PR has emerged as a high-potential as well as lucrative occupation, not only in the developed nations, but also throughout the world at large. Advancements and innovation in technology systems have been one of the reasons for acceleration of its popularity at global scale. Expansion of public sector and emerging of the world societies into multicultural regions have also multiplied the significance of PR to a great extent. Several institutions are there to provide the individuals with education and training related to PR discipline, which turns out to be supportive in acquiring the jobs related to PR. Consequently, the PR professionals are expected to develop a personality appropriate with this field not only for becoming successful in their fields, but also for rendering the best possible services to the governmental, non-governmental and private organizations and institutions for making society progressive, developed, peaceful and prosperous one. Works Cited Gates, Bill Business @ the Speed of Thought Barnes & Noble New York 1999 Macionis, John J. Sociology 11th Edition Prentice-Hall 2011 Stephen D. Bruning; John A. Ledingham. Public Relations As relationships Management: A Relationship Approach to the study of Practice of Public Relations. Lawrence Erlbaum Associates 2000 Wilcox D. L, and Cameron, G. T. (2009) Public Relations Strategies and Tactics 8th ed. Boston: Allyn and Bacon. Bureau of Labor Statistics, U.S. Department of Labor (2011) Occupational Outlook Handbook, 2010-11 Edition, Public Relations Specialists. Retrieved from http://www.bls.gov/oco/ocos086.htm (visited September 18, 2012) National Open University of Nigeria “Principles and Practice of Public Relations” 2006 JLS 610 Retrieved from http://www.nou.edu.ng/noun/NOUN_OCL/pdf/jls%20610.pdf (visited October 18, 2012) Hallahan, Kirk Seven Models of Framing: Implications for Public Relations Journal of Public Relations Research, 11(3), 205–242 1999, Lawrence Erlbaum Associates, Inc. https://umdrive.memphis.edu/cbrown14/public/Mass%20Comm%20Theory/Week%203%20Agenda%20Setting%20and%20Framing/framing%20and%20public%20relations.pdf (visited October 18, 2012) N.Palaniappan, N. & Ramachandraiah, A.M. Training Programme on Public Relations Trainee's Hand book 2008 Retrieved from http://persmin.gov.in/otraining/UNDPProject/undp_modules/PublicRelationsNDLM.pdf (visited October 18, 2012) Read More