Managing Public Relations - Essay Example

? 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, they differ because advertisers intend to sell services and products, while PR managers put their emphasis on shaping an organization’s image. This paper will explain societal and organizational functions of PR, citing an example of an issue from an organization. It will further explain how the example used would be addressed both on societal and organizational levels. American Apparel is a youth attire brand in the United States that employs the services of professional designers, marketers and managers. Being among the top homegrown brands, the organization betrayed the loyalty of their customers as well as its corporate responsibility by taking advantage of a disaster and using it to market its products. During the event of Hurricane Sandy, the organization sent an email blast encouraging retailers to shop online within a 36-hour period and get a 20 percent discount. The marketing effort turned into an insult when it suggested that the customers were bored after being trapped in their homes by the hurricane, hence it was offering an escape from boredom. The PR officials had done a poor job in their social functions, because property and life had been destroyed, with millions of the trapped victims left without electrical power to even get online, yet no apology was offered for the offensive email blast. Societal functions of PR stipulate that public opinion about an organization must be gauged by analyzing what appears online, on the air and in print (Broom, Allen & Scott, 1994). The PR officials should issue press releases on company news, communicate with journalists on industry trends and establish the organization as a responsible player in the industry. Reputation should also be managed online through interactions with prospects and existing customers via social media websites. Conversations should be created by posting updates, responding and commenting to questions or complaints. Despite knowledge of these responsibilities, the marketing director and PR manager at American Apparel did not respond to the huge public outcry about their poor choice of marketing strategy. Customers responded to the email claiming never to visit the stores again, and urging whoever came across the email to spread the same word. This could have devastating effects on the existence of the organization. Innocent employees who had nothing to do with the posting of the email will be traumatized by the comments being made about the organization as a whole, with a negative impact on performance. Those with friends and relatives that were victims of the hurricane may be affected more. If the customers carry out their threats of never visiting the stores again, shutting down would be inevitable. Within the society, the organization would be viewed as being very socially irresponsible. At a time when everyone expects them to join in salvaging a disaster affecting the most critical element of stakeholders, the customers, the firm uses it to market. Organizational functions of PR require the PR manager to share the organizational goals and vision with their internal audience, which includes shareholders and employees, and seek their feedback (Broom, Allen & Scott, 1994). Open communication increases shareholder satisfaction and employee engagement through uniting an organization in its quest of collective goals via a common identity. Crises can be managed by preparing and sharing response strategies in advance and updating shareholders and employees frequently as events occur. Concerns and complaints must be addressed immediately. Even in the absence of an immediate solution, an assurance that it is being worked on is appreciated (Grunig & Hunt, 1984). In the case of American Apparel, the failure to respond or apologize for the email suggests no internal consultations were conducted on how to handle the matter. On the other hand, if consultations were actually carried out, the lack of action is a major failure to their publicity and business. On the organizational level, the PR manager should avoid recurrence of such crises by communicating with the marketing department. No advertisement should be posted before scrutiny to find out how the public will react. Relieving the marketing director of his duties and hiring a new one would be an effective corrective measure, unless the email blast was maliciously prepared and released without his knowledge. With his previous interactions with the public, the PR manager should be in a position to know what the public thinks of the organizations and foretell how they would react to certain campaigns. Any marketing activity should reflect on the positive interests the organization has in the public (Marshall, 2002). Employees should be made to understand that although the organization exists to make profits, welfare of the public can never be overlooked. On the societal level, to alleviate effects of the email already posted, withdrawing it and apologizing would be the best starting step. The PR manager and the entire marketing team should make time and apologize to the public by responding to email and posting press releases. Negative memories are bound to linger for a while, therefore, the PR manager must devise ways of erasing them (Marshall, 2002). Although American Apparel is a homegrown and well established brand, the name has to be done away with. It will definitely be a costly affair and take time to build another brand name, but it is worth the effort in assuring the public that it is a whole new outfit with new ethics. The benefits outweigh the risk of having to deal with a public that will always associate a brand name to a calamity that destroyed lives and property of beloved ones. The PR manager can revive the organization under a new brand name by managing relationships with media houses and journalists (Jakobsen, 2000). It is his responsibility to build trust among the public through journalists by availing accurate and timely information and facilitating requests for interviews. Crisis planning should also be undertaken by the PR manager in conjunction with the organization’s leaders by monitoring issues that are potential communication crisis. References Broom, G., Allen, H., & Scott, M. (1994). Effective public relations (7th ed.). New Jersey: Prentice. Grunig, J. & Hunt, T. (1984). Managing public relations. Florida: Harcourt Brace Jovanovich. Jakobsen, P. (2000). Focus on the CNN effect misses the point: The real media impact on conflict management is invisible and indirect. Journal of Peace Research 37(2), 83. Marshall, T. (2002). Ethics – Who needs them? Journal of Communication Management 7(2), 107–112. Read More