Public Relations Concepts and Practices - Case Study Example

The paper 'Public Relations Concepts and Practices' is a great example of a Media Case Study. Public relations (PR) involve establishing a relationship between two groups of peoples. It’s an art and science used to develop a reciprocal understanding and goodwill. Through public relations, it becomes possible to analyze the public perception and identifying the organization's policy with the public interest. Thus, it is clear that public relations are the set of steps taken to ensure that the organization's policies, actions, and procedures are in line with public interests. Public relations ensure that the organization or individual is socially responsible (Laufer, 2015).

Public relations act as a way to tell stories about oneself or the business. This acts as a means of promoting oneself to the public. Through public relations, it becomes possible to develop newsworthy stories (Botan and Hazleton, 2010). A well-structured PR campaign can lead to highly detailed information leading to promotion. A single-story is spread to a lot of locations using various media. The public relations objectives can be attained at a very low cost when compared to different types of social media. The main disadvantage of PR is the fact that it is hard to measure success (Guth and Marsh, 2011). The campaign also requires a publicist for it to be successful. Also, selecting the right media can be a hard task and take a long time. Lastly, there is a risk of inaccurate messages. The message falls into the journalists who might right an inaccurate story. The story writer may take an angle aimed at misleading and damaging company reputation (Botan and Hazleton, 2010).

When communicating with the public, PR has proved to be effective in managing the crisis. This is due to the high value of communication during a crisis (Laufer, 2015). The use of effective communication strategies ensures that there are effective communication efforts. At the moment, the rise of social media has acted as a platform for PR. This has made it more effective to communicate with the public (Solis and Breakenridge, 2009).

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When faced with a crisis, organizations, and individuals such as Donald Trump encounter negative publicity. This is why crisis management is important at this stage (Laufer, 2015). To have an effective public relations campaign, research, planning, and evaluation are necessary. Despite the negative publicity faced by Donald Trump, he had well planned on how to get the media coverage and also knew his own brand. He was able to energize the mass using the right public relations note. His focus was on an electorate faced with an uncertain economy and changing cultural modes (Graham, 2016).

There are different types of public relations (Tench and Yeomans, 2009). This includes general public communications, community relations, health communication, integrated marketing and communication, media relations, public affairs, and crisis management. Community relations help an organization or person to have a presence in the community. This type of PR has been very useful when building a reputation or creating brand awareness in a given target market. It involves doing good things in the community and ensuring that the organization or person has a presence. Health communication is mostly based on doctors, nurses, and those who work in the health industry. Through communication in the field, it becomes possible to engage the clients. Integrated marketing and communication is based on marketing communication. It involves ensuring that all communication channels pass the same message making it easier to remember a brand (Guth and Marsh, 2011).