Public Relations Theory - Assignment Example

Public Relations Theory Answers Student name: Course Name and Code: University: Tutor: Date of Submission: Public Relations Theory Answers 1. As a public relations consultant you are asked to develop a public information campaign about a complex subject that you know very little about. What public relations theory could you use immediately to assist you develop a successful campaign? In order to come up with an effective public relations campaign about a complex project in an area where I have little knowledge on, I would use the systematic/excellence public relations theory. This is a theory that advocates for a symmetrical two-way communication in public relations work in order to enhance effective results (Mackey 2009, p. 51-52). In this theory, it is suggested that in an ideal situation, knowledgeable communicators can assist in overall strategic management through enhancing communication with the key publics that determine the growth and survival of the organization (Mackey 2009, p. 52). This form of communication efficiency ensures that important information is passed within the organization and that it benefits through sustainable relations. During the process of preparation for this campaign, I would ensure that I obtain as much information from the parties involved as possible through forming effective communication lines. This is because through effective communication, I would be in a position to obtain information that otherwise would not be available to me. In this regard, I would form good relations with the publics involved in order to establish their needs and thereby formulate a campaign that meets these needs effectively. Accordingly, I am likely to fill any knowledge gaps that I have regarding the campaign; given that I initially have very little knowledge on the same. The final outcome would be a campaign which well formulated and well informed as if I had all the knowledge from the beginning. In the symmetrical/excellence model, it is possible for all parties to reach an agreement and thus create what is called a ‘win-win’ situation (Mackey 2009, p. 52). In this respect, I would seek to ensure that the objectives and contents of the campaign rhyme with what the potential users or publics of the campaign would expect. This would be done by ensuring that the goals of the campaign are met; and at the same time ensure that they do not violate the expectations of the publics; such that the needs of each party are met. The ‘win-win’ situation will ensure that the campaign in successful in achieving the set objectives. It is notable that organizations that make use of this theory are less likely to behave in a manner that results in positive publicity and thus avoid litigation and opposition. This is an objective that I would like to achieve in the development of the project. Accordingly, I would seek to enhance communication in order to collect as much information about the endeavor as possible. Further, I would involve the publics concerned in order to ensure that their needs are met and in this respect avoid any conflict of ideas in the future. This way, I would be assured that the project is successful and that it is expected to work well in enhancing the intended purpose. 2. In recent years the practices of Public Relations and Marketing have become more integrated, briefly explain how and why they are different, but also how they can complement each other The relationship between public relations and marketing has been a subject of contention for years; with questions being raised on whether public relations’ role is to support marketing or to serve the broader social and political purpose. Differences Public relations often focus on enhancing the public perception of the company and its brand while marketing is involved with advocating for the company’s product through advertisement and promotions (Kulkarni 2011). This signifies that while public relations is involved in selling the brand so that the company is appealing to the people or stakeholders/community, marketing is concerned with the sale of goods and services in order to make them appealing to customers and thus make profits (Grunig & Grunig 1998, p. 142). Public relations and marketing can be distinguished using the period of time in which they achieve their objectives. Marketing, is a short-term activity that involves advertising a product over a certain duration while public relations is a long-term endeavor whose results within the company are only seen after a considerable amount of time (Kulkarni 2011). Further, benefits accrued from public relations can be used to the advantage of the firm for an extended period of time. A notable difference between public relations and marketing can be explained by the methods used in implementing the campaign. It is notable that while marketing specialists tend to purchase placement for their promotions and advertisements, public relation specialists make use of relationships to convince the community and media to address the issues at hand with no payment. Finally, PR is considered as part of the entire company’s marketing strategy while marketing is only involved in promotional activities to help in improving sales. PR is a much newer concept than marketing but whose importance in promoting the company’s market can be considered highly valuable. How they complement each other Grunig and Grunig (1998, p. 142) note that public relations have overlapping functions which should be carried out in coordination so as to ensure that the organization is successful. As far as marketing is concerned, good public relations tend to promote ease in marketing, which makes company products become more desirable to consumers (Grunig & Grunig 1998, p. 144-146). In the same way, if the products and marketing strategies meet customer needs, the job of public relations specialists is bound to be easier because the company is well known among customers. In terms of objectives, marketers seek to establish how products will be sold and at what price while the PR specialists aim at gauging public perception of the company, its products and the company’s marketing strategies. This denotes a valuable relationship between PR and marketing in that once public relations establish the general reactions of consumers about the products and marketing strategies marketers can rely on this information to improve on their future strategies or reposition the company’s products as desired in order to promote sales. PR practitioners keep the company’s image reputable (Kulkrani 2011). This is bound to have a positive impact during marketing of goods because customers already have a positive perception of the company. It is therefore possible to say that PR support marketing. Accordingly, a company must always strive to ensure that the PR function is well executed in order to save on the effort required for marketing. 3. What are some ethical responsibilities of a person who uses persuasion techniques to influence others? The relevance of ethical responsibilities in public relations is paramount and a person who uses persuasion skills to influence others is therefore under obligation to exercise certain ethical responsibilities. While there no standard way of being ethical as noted by McGaan (2011), there are various common ethical responsibilities that a person who uses persuasion technique to influence others. The question of ethics for those who seek to persuade others can be evaluated from various perspectives which can then be used to analyze different ethical responsibilities that they should fulfill. This can be done through defining various forms of ethics including virtue ethics, deontological ethics and consequentialism. Virtue ethics define ethics in terms of a strong inner compass that guides the right action such that a person knows what is right and wrong (Tilley 2005, p. 3). Deontological ethics refer to the process of following set rules, duties or obligations (Tilley 2005, p. 5). Consequentialism views ethics on the basis of outcomes emerging from particular actions. In this context, ethics can be viewed in the utilitarian aspect as actions that promote maximum total benefits (Tilley 2005, p. 7). Truth and honesty portrayed in the information that a persuader gives to others are considered important ethical values (McGaan 2011). This is because they ensure that people can trust the person persuading them and thus information can be passed effectively. In this regard, it is important to be aware of what constitutes truth in order to effectively influence others. This relates to factual accuracy and reliability, accuracy, completeness, appropriate context and honest disclosure of motives (McGaan 2011). Since the use of inaccurate information could impact on the receivers’ trust and thus lead to the failure of future persuasion endeavors, the need for truth and accuracy can be explained by the concept of consequentialism. It is highly imperative for people who use persuasion to present receivers with the best solutions to the problems involved as opposed to advocating for actions that are most favorable to them or which are likely to work. This can be related to virtue ethics which foster a strong inner moral compass that guides the right action. According to Tilley (2005, p. 3), a person should aim at asking, “What should a person of good character and integrity act and feel in such a situation?” Further, the Aristotelian virtue principle in which people are expected to portray reasonable behavior through consideration of the ethical mean is portrayed. People who use persuasion should desist from coercion and thus let receivers to make their own decisions based on a range of choices (McGaan 2011). This can also be related to virtual ethics whereby the act of coercion can be considered wrong. Accordingly, the persuader must ensure that people make their choices regarding certain subjects without being forced to do so. Furthermore, people have a right of their own free will which can be supported by deontological ethics. McGaan (2011) notes that persuaders must create a level playing ground and ensure fairness for all the parties involved. This means that they need to provide respondents with time for reflection and preparation of counter-arguments; allow them equal access to information; and avoid unfair use of power differentials. They should respect the people involved as capable of making rational decisions. 4. READ the following news report, then with reference to concepts from Public Relations Theory, explain why the situation described is a PUBLIC RELATIONS issue, define the core publics concerned and explain why the media are interested in the story The situation described in the news report can be considered as a public relations issue because it portrays Ricoh Malyasia’s commitment to ensure a clean environment. The company attempts to show its efforts geared towards reducing landfill waste through encouraging recycling of cartridges and other spares. Ricoh hopes to adopt ways of recycling these wastes into useful products such as the green benches, dustbins and rulers as witnessed in countries such as Australia. Their commitment towards reducing pollution indicates that this is a public relations issue because in the process, the company is expected to form a positive image of itself on the public. In accordance to the public relations theory, the situational theory is significantly applicable in this issue due to the concept of ‘publics’. Situational theory identifies a concept which involves anticipation of the extent to which individuals or groups are likely to defend their interests and the motivation they are likely to have in defending these interests (Mackey 2009, p. 55). In this issue, it is notable that by introducing this concept, Ricoh Malaysia is expected to promote a certain need in the public to advocate for recycling of plastic wastes. The publics involved include the community which is bound to suffer from pollution and growing land piles as well as the government council in that it would be saved of garbage disposal costs. Secondly, it is notable that the use of media is apparent in this issue, given that the report was made in a publication. According to Mackey (2009, p. 61-62), there is power of persuasion in the media as explained by persuasion and media effects theories. Notably, mass media affects public decisions and opinions of the public through what is known as ‘media effect’. Accordingly, it can be expected that as a result of featuring the story of the green bench at Ricoh Malaysia and the need to recycle cartridges in the media could trigger interest in the public. Two important factors from the persuasion and media effects theories can be used to explain the relevance of this news report as a public relations issue. These include agenda-setting and social learning theory. Agenda setting refers to a theory in which the news media make a suggestion for people to think about without necessarily affecting their thoughts (Mackey 2009, p. 62). The media according to this theory prioritizes news that is considered more important within the day’s stories. In this case for example, the news reporter may have seen the need to address the issue of recycling due to the importance being placed on the need to reduce pollution and thus decided to use Ricoh Malaysia’s story. The social learning theory suggests that people in most cases are influenced by the opinions, ideas and behavior of their peers (Mackey 2009, p. 62). Notably, human beings tend to be highly critical but are more likely to believe in something if the people they trust or respect. It was therefore justified for Ricoh to make use of the media because by doing so, they were likely to influence other companies to take up the recycling initiative. Other company directors would want to emulate them in reducing waste and so would individuals thus enhancing the viability of the recycling idea. References List Kulkarni, A 2011, Difference between Marketing and Public Relations, Viewed 8th May 8, 2011 Mackey, S 2009, Public relations theory, in Johnston, Jane and Zawawi, Clara (eds), Public relations : theory and practice, pp. 47-77, Allen & Unwin, Crows Nest, N.S.W. McGaan, L 2011, Persuasion ethics: Two Traditions as Bases of Persuasion Ethics, Viewed 8th May 8, 2011 Tilley, E 2005, The ethics pyramid: making ethics unavoidable in the public relations process, Massey University, Wellington, New Zealand. Read More