Free

Public Relations - Essay Example

Comments (0) Cite this document
Summary
PUBLIC RELATIONS IN ACTION (Marketing) Name of Student (author) Name of University PUBLIC RELATIONS IN ACTION The role of public relations in a traditional marketing plan or campaign is to enhance an organization's standing in the eyes of the general public…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92% of users find it useful
Public Relations
Read TextPreview

Extract of sample "Public Relations"

PUBLIC RELATIONS IN ACTION (Marketing) of PUBLIC RELATIONS IN ACTION The role of public relations in a traditional marketing plan or campaign is to enhance an organization's standing in the eyes of the general public. In this regard, public relations is part of top management's function which undertakes to evaluate, measure, and influence the public's attitudes, sentiments, opinion, and perception of the organization. In a strictly marketing point of view, public relations seeks to influence a firm's buyers or customers in a positive way such that it will be able to guide their buying patterns and behaviors. If successful, this public relations can be translated into healthier bottom lines for the firm. Public relations can be considered as part of an overall comprehensive corporate communications plan, which includes advertising activities, sales promotions, merchandising, corporate social responsibility (CSR) and direct sales. The big idea behind a good public relations campaign is to project a positive image to all stakeholders. A good example is how a firm responds to a crisis, in a responsible, ethical and calm manner. This is the societal function of public relations in connection with the general external public. On the other hand, public relations has a second function. This is towards its employees. The people in any organization are its greatest and most valuable resources, repeated quite often to emphasize how treating people well translates into a well-run and highly-motivated group. In this regard, how a firm or organization treats its own employees is a reflection of its reputation, image, sense of responsibility, and the value it places on its human resources. A good public relations policy towards employees can affect the products and services it provides to the buying public. This is because a highly-motivated and loyal workforce always endeavors to provide an excellent product or satisfactory service, that in turn promotes repeat customers and ensures consumer loyalty. Good internal public relations creates a cycle of positive image and feelings. To recap everything briefly, public relations serves two primary functions. The first is a societal function in which the organization communicates to the general public and community at large all about its activities. This is intended to build up goodwill, understanding, awareness, and educating the different publics in order to influence public opinion. The organization does it by sending out appropriate messages on whatever issues it considers will build public rapport. In the same vein, the second function of public relations is internal; this is to inform its employees about what the company is doing, what is happening within the said firm, and on other issues like employee benefits, promoting loyalty, enhance their morale, encourage ethical behavior, to bridge management and workforce, and promote unity, cooperation, and camaraderie. The generally-accepted and more widely-used definition of public relations is a strategic use of communications to build mutually beneficial relationships between a firm and its various publics (both internal and external). The early definition of public relations as press agentry and publicity had been enhanced today to now include the concepts of engagement and relationship building (Public Relations Society of America, 2013, para. 1) in order to bring together closer all the various publics involved, to emphasize the public nature or function of public relations. The organization chosen for this paper discussion is General Motors. In particular, this paper talks on the advances in technology in the auto industry, and also the drive of an American automaker to recapture its lost market share in global markets. The United States auto industry had suffered badly during the Great Recession which started with the collapse of the sub-prime housing mortgage back in 2007. American automakers had made big strides back to profitability. General Motors had once been in bankruptcy, but it is using new technology to win back buyers. The company is using smart phone technology and voice-recognition technology to help drivers get around. In this case, General Motors (GM) had developed a proprietary software it is calling as MyLink to let drivers issue voice commands to their automobiles. This in-vehicle new voice recognition system is installed on the front-wheel drive 2014 model of Impala (Quain, 2013, para. 2) which is the flagship motor brand of the Chevrolet Division of General Motors and is expected to draw in new buyers from the younger generation. This new system forms part of the built-in 3D-graphics navigation system, which had been around for a few years already. The societal issue of using voice-recognition systems in newer car models has an impact on how Americans view their national brands. It means America is now back in business, using complex and sophisticated computer technology for which America is the leading-edge country. Public relations can be used to announce this new breakthrough technology as part of marketing activities, like holding a press conference so car enthusiasts and critics will know about it and to highlight its features, and utilize it in advertising, product launch, and promotional activities too. This lets potential buyers make better decisions by product orientation (Plessis, 2001, p. 92). A brand like Impala is re-positioned to regain its old luster. GM plans to use the same redundant technology (Schultz, 2013, para. 5) across all its models like the Chevy, Buick, and Cadillac. The organizational implication of this issue is General Motors is now back on track to regain its preeminent position in the auto industry. It gives employees a new sense of well-being and self-confidence; it will instill in them great pride in the firm. It is no longer dependent on government bailouts in order to survive (Morse, 2010, p. 13). This can be done by disseminating this through memos, newsletters, company bulletin boards, and even in the social media. References Morse, J. (2010). Surviving socialist America: How to take advantage of the government that is trying to take advantage of you. Seattle, WA: Code Publishing, Incorporated. Plessis, D. F. (2001). Introduction to public relations and advertising. Capetown, South Africa: Juta & Company, Limited. Public Relations Society of America (2013). “What is public relations? The PRSA's widely accepted definition.” PRSA. Retrieved May 15, 2013 from http://www.prsa.org/AboutPRSA/PublicRelationsDefined Quain, J. R. (2013, May 02). “Talking to the 2014 Chevrolet Impala: GM's improved MyLink.” The New York Times. Retrieved May 17, 2013 from http://wheels.blogs.nytimes.com/2013/05/02/talking-to-the-2014-chevrolet-impala-g-m-s-improved-mylink/ Schultz, J. (2013, May 01). “Chevy Impala: New thinking from an old horse.” BBC News. Retrieved May 16, 2013 from http://www.bbc.com/autos/story/20130501-impala-wins-the-dash Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Public Relations Essay Example | Topics and Well Written Essays - 750 words - 4”, n.d.)
Public Relations Essay Example | Topics and Well Written Essays - 750 words - 4. Retrieved from https://studentshare.org/marketing/1478461-public-relations
(Public Relations Essay Example | Topics and Well Written Essays - 750 Words - 4)
Public Relations Essay Example | Topics and Well Written Essays - 750 Words - 4. https://studentshare.org/marketing/1478461-public-relations.
“Public Relations Essay Example | Topics and Well Written Essays - 750 Words - 4”, n.d. https://studentshare.org/marketing/1478461-public-relations.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Public Relations

Public Relations

...Public Relations Public Relation is a crucial department that entails development and management of ethical strategies using communication to build relationship with stakeholders and public. The role of public relations is to promote goodwill and understanding in an organization, business or a corporate. Communication in the business, industry, and corporate world is paramount. It is an indication of openness and accountability (Pride et al 2011:242). This is because the media and the public in the contemporary world are much more interrogating than the past. The failure to have a transparent...
7 Pages(1750 words)Essay

Public relations

...Sur Public Relations The term “public relations” is believed to have been introduced by Edward Barnays. The father of PR, as some would later call Barnays, used it in his publication Crystallizing Public Opinion (1923). Since that time, corporations and state agencies alike have broadly applied the “public relations” concept to their practice. At the same time, contemporary scholars agree that this term has failed to firmly establish itself as a beneficial concept and a positive social phenomenon. Jacquie L’Etang, the leading British theorist of PR, describes this situation in his...
10 Pages(2500 words)Essay

Public Relations

...to reassure the public and the media. BP wanted to convince people that it was doing its best to help clean up the spill. They wanted people to think they were working very hard and tirelessly to do their best and ensure that the livelihood of people in the Gulf area and many of the marine animals were protected. This context is very important to understand. BP was dealing with a massive public relations (and natural) disaster. It was a challenging environment. One of the things that they worked hard to do was be open and transparent about the actions they were taking to solve the problem. That is in part what got them through the mess intact. What was accomplished in the communication?...
3 Pages(750 words)Essay

Public Relations

...? Public Relations Public Relations Public Relations (PR) refers to the science and art of managing how information flows between organizations or individuals and the public. Because public opinion and image are critical aspects of an organization, PR managers strive to make their organizations’ win public trust and become positive and ethical role models (Marshall, 2002). PR aims to convince stakeholders who include employees, partners, investors and the public to uphold a desirable perception of an organization. Although PR bears a level of resemblance to advertising,...
4 Pages(1000 words)Essay

Public Relations

...In the highly competitive environment of business, public relation is a vital tool that facilitates consistent, accurate and the right message to be communicated to the audience, to investors as well as customers. It addresses the issues that affects the performance of the company and significantly impacts its credibility amongst the various stakeholders. Thus, Johnson & Johnson’s public relation campaign was not only designed to project a credible image of honesty and responsible behavior but it was also used as means to assure the public that it would not buckle under pressure from the vested interests. The company was faced with the major crisis when...
3 Pages(750 words)Research Paper

Public Relations

...Public Relations Communications and PR professionals must adherence to ethical standards when posting and promoting news, information, or products of the organization such as addressing issues of “puffery, bad taste, stereotyping, targeting children, promoting unhealthy products and subliminal advertising” (Marketing Communications par. 1). The Public Relations Society of America (PRSA) have stipulated core values that PR professionals must practice when promoting: “fundamental values like advocacy, honesty, loyalty, professional development and objectivity structure ethical practice and interaction with clients and the public” (Public...
1 Pages(250 words)Essay

Public Relations

...Public Relations Inserts His/Her Inserts Grade Inserts 5 October Each individual has one’s biased interpretation upon receiving new and unknown incoming messages. The components are necessary parts that will increase clarity of the media message. The characteristics are important in terms of ensuring the original message is received in its unadulterated period. The public relations perspective variables must be incorporated to ensure smooth transition and delivery of the message to the intended users without changing the original message. Understandably, the various media channels have identifying characteristics. First, the message has to be appropriate. Next,...
1 Pages(250 words)Essay

Public Relations

...for the time they spared to talk to me and left. 2 Evaluation of public relations programs is instrumental in determining the effectiveness of the programs that an organisation has set. Stated objectives will enable the public relations officers and workers of an organisation to know how they will communicate the desired message to the public effectively. The stated objectives set the standards that will guide people in an organisation on how to relate to the public and customers of the organisation. The standards are instrumental since people will ensure that they live up to the rules of dealing with the...
1 Pages(250 words)Essay

Public Relations

...Public Relation: Telethon Key Target Publics Telethon is a registered charitable trust that is committed to raising funds for ameliorating the lives of children and young people, primarily in Western Australia. Telethon was founded in 1968 and has, since inception, raised more than $103 million. These funds are used to provide financial assistance to other charitable organizations, childrens hospitals and research institutions. The trust affects and is affected by numerous stakeholders. Using the ‘Linkage Concept’ as given by Grunig and Hunt (1984), the various publics of Telethon have been enumerated below. Enabling linkages: The board of trustees, small team of...
3 Pages(750 words)Essay

Public Relations

...Public Relations al Affiliation) Generally, the case studies deal with how a product’s perception can influence its sale and growth. Regardless of the quality, product perception (Alan Louis Hospital and the Pedophile book) can determine whether the product is deemed valuable or invaluable by the general public. Therefore, there is need to brand a product successfully in order to attract new customers and ensure the loyalty of existing customers. According to Sandhya et al., in both case studies, the products’ brand image is responsible for its position. For instance, the Pedophile book was removed from the list of available books due to public perception, influenced by...
2 Pages(500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Public Relations for FREE!

Contact Us