The Influence of Public Relations on Media - Essay Example

Because public relation practice lags behind public relation theory in the implementation of two-way symmetrical communication, the term public relations is perceived negatively in the media I. Introduction The complexity of modern corporate activities has led to the creation of an extended net of public relations companies that offer to their clients the chance to be developed in their market faster than if they were based solely on their personal efforts. On the other hand, it has been found by Kruckeberg (1995, 37) that public relations ‘is commonly practiced by profit-making organizations in capitalistic economic systems; however, nothing inherently restricts implementation of public relations practices in noncapitalistic economic systems within nations having democratically oriented cultures and governments; rather, it could be argued that the historic affinity between democracy and capitalism fosters the greater use of public relations practice in capitalistic economic systems while one could submit the corollary proposition that symmetrical practice of public relations inevitably will encourage nondemocratic nations to become more democratic’. The power of public relations to influence the opinion of the public even in severe issues like the political system of a particular state can be sometimes a threat for the market especially in cases where the targeted opinion has been formulated and imposed after a severe pressure from the party that will gain significant profit both directly or indirectly. However, in many cases public relations can lead to positive outcomes. For this reason, Levy (2002, 34) stated that ‘PR power used early can not only reduce the consequences of human error and frailty but also help create positives -- more business, a better legislative climate and improved standing with the media -- via mass media coverage on social service activities; PR can make advertising claims more credible, and give the claims more impact, because when the mass media tell scores of millions that something is so, the ads that follow are not only more trusted but more interesting’. As an example to the above assumptions, the case of Wal – Mart is presented by the above researcher in an effort to support the credibility of his statements. More specifically, the research made in the area has revealed the existence of a case where public relations led to an increase of the performance of the company involved. As Levy found ‘Wal-Mart has increased its sales of high school class rings -- at 2,800 stores and online -- by including "how to buy" information in news releases; the stories make potential customers feel more comfortable about buying (Levy, 2002, 34). From a similar point of view it has been stated that ‘a clear trend in public relations today involves sources of all kinds successfully bypassing the traditional press to reach target publics; This circumvention of the press by information sponsors parallels the shift in expenditures by advertisers from traditional media to alternative forms of promotion’ (Hallahan, 1994, 17). The use of an extended net of sources by the public relations in order to achieve the targets set cannot be denied. However, in some cases the extension and the quality of the relevant intervention is not the most appropriate for a particular event. II. Public relations in theory and practice In order to study the influence of public relations we should primarily examine its content and its structure as they can be observed in the relevant activities. According to Weiner (1996, 13) public relations (PR or P.R.) are the activities and attitudes intended to analyze, adjust to, influence, and direct the opinion of any group of groups of persons in the interest of any individual, group, or institution; Though many people work in public relations agencies (companies or firms exclusively devoted to the development of public relations activities in behalf of clients), the largest number work in government agencies, companies, and organizations; In its broadest sense, public relations includes advertising and all forms of communication while in a narrower conception, however, the field generally excludes advertising except for institutional, or good-will, advertising or other targeted advertising’. One of the most known theoretical bases for public relations has been that of Grunig and Hunt (1994) who proposed ‘a four-stage model of public relations evolution; they contended that these stages have developed - at least, in the United States - in roughly the following chronological order: 1. The press-agent publicity model, under which the public relations practitioner seeks to gain awareness of his or her client or employer - primarily through rather sensational events or revelations designed to gain press coverage; 2. The public-information model. Here the practitioner distributes information to the media, hoping to disseminate it widely and accurately; 3. The two-way asymmetric model. Unlike with the first two approaches, practitioners spend much time receiving, as well as sending, messages to and from publics. Largely in support of advertising and marketing, the goal is to learn about publics so one can more effectively persuade people to buy, vote, write, and otherwise behave in accordance with the clients interests; 4. The two-way symmetric model. While also emphasizing two-way communication, this approach has a central goal very different from persuasion. The intent is to establish and maintain fruitful, mutually satisfying long-term relationships between a client and his, her or its publics’ (Chen et al., 1997, 36). The above description of PR’s particular models can lead to the assumption that the structure and the method of application of a public relations’ plan cannot be defined in advance; instead, all the necessary elements of the corporate operations have to be gathered and analyzed in order to achieve the scoped target. In the same context and specifically regarding the theory developed above Hon (1997, 5) has stated that ‘J. Grunig et al.s ( 1992 ) theory of "excellence" in public relations is one conceptualization of effectiveness that goes beyond program effects; The underlying assumption of this research is that effective public relations programs help manage interdependencies with "strategic constituencies (external or internal), which work to either support or oppose desired outcomes" ( L. Grunig, Dozier, & J. Grunig, 1994 , p. 1; see also Lindeborg, 1994); In other words, effective public relations helps organizations make and save money by building positive, long-term relationships with publics’. The application of the above model is also supported by Pratt (1996, 79) who presented ‘an integrated four-step symmetrical model for the effective management of crises; Although the model is also applicable to the management of accidental and operational crises, it is formulated primarily for those crises whose occurrence is more likely a consequence of the inherent fallibility of management -- that is, mismanagement; The model incorporates both proactivity and symmetry and has three overarching principles: issues management, planning-prevention, and implementation; Two widely known corporate crises -- Intels Pentium flaw and McDonalds hot coffee spill -- are used to illustrate the model’ (Pratt, 1996, 79). The existence and the effectiveness of the symmetrical model can be assumed by the study of Karlberg (1996, 223) who accepted that ‘in an attempt to reconcile public relations :research with a range of critical concerns, J. Grunig and colleagues have proposed a two-way symmetrical model that reformulates public relations as a more inclusive, balanced, and ethical practice’. Under the influence of the high pressures made by the competitors, the beginning of a multi-dimensional public relations plan appears as absolutely necessary. Under the same conditions, Grunig et al. (1992) established ‘an agenda for excellence in public relations and communication management; The principal advantage of a communication-centered perspective is the application of theoretical models and social science research tools for understanding the public relations activities of organizations and publics’ (Vasquez, 1994, 267). The role of the staff can be described as limited. For this reason, all relevant business activities have to be restructured in order to meet the new standards. Moreover, practitioners can create a negative image for the corporate (or the personal) activity involved. Towards this direction Bollinger (2003, 20) accepted that ‘while journalists complain that people who work in public relations do not understand news, public relations practitioners complain that sometimes the journalist does not understand well enough the public relations role, nor do they understand general business principles’. In order to support the above assumptions ‘a questionnaire was sent to 659 managing editors at daily newspapers across the country; Findings confirm a persistent, generally negative perception of practitioners and of public relations as a profession, while generally positive perceptions of the principles of public relations seem to exist’ (Bollinger, 2003, 20). The importance of the role of practitioner is proved not only by their position in the market, but also by the results of their efforts. It should be noticed that in practice ‘public relations practitioners have always needed to be highly educated persons, with a strong sense of history and knowledge of current events, who are taught to think in a certain way and to solve problems in a certain way; However, tomorrows public relations practitioners will also need to be far more culturally astute and cosmopolitan - that is, particularly sensitive to the multicultural and international nuances of their organizations diverse publics’ (Miller, 1994, 13) III. Public relations and media The connection between public relations and media has always been intense. However, in many cases the later does not explore the advantages offered by the former. As a result Hallahan (1994, 17) accepted that ‘while public relations professionals might well benefit from the current technological revolution -- and information convolution -- publicists need to consider thoughtfully their implications and the changing rules of the media game; in the future, public relations professionals certainly will spend more time developing messages for increasingly specialized audiences -- and will tap many of the new technologies in creative ways; However, we will continue to need public media that enable us to reach the broad spectrum of society’ (Hallahan, 1994, 17). The above study although very helpful to the identification of the main issues that need to be considered before taking any commercial risk should be criticized as of its credibility towards the stakeholders. At a next level, Lindenmann (1998, 18) stated that ‘public relations practitioners have begun to recognize that messages are not just distributed through press releases to the media or through company magazines and newsletters mailed to employees and customers, but ultimately are transmitted to various publics by the behavior of the organization, by the environment that it creates for workers, by the quality of the products and services they deliver, and by the gap between promises and actions’. As of the relationship between public relations and media, there is a significant controversy that leads to different results in accordance with the financial strength of participants. The findings of the study of Bradley (2004, 7) prove that ‘if being ethical in communicating messages to the public can be beneficial to an organization, then why does public relations still have negative reputation? To many practitioners, being ethical is easier said then done; That concept of looking out for the good of the client and not the public is the force that drives unethical behavior; If the organization has something to hide, it may seem easy to withhold the information. Is it the same as lying? According to a survey of members of the Public Relations Society of America Cincinnati Chapter, "Seventy percent agreed or strongly agreed that ethically there is a difference between telling a lie and withholding a truth"’. From the same point of view, Bollinger (2003, 22) recognizes the importance of the PR staff involved towards the success of the relevant effort. More specifically, he stated that ‘while public relations representatives for a company attempt to improve the companys image through use of the press and its publics, people, the general public, often influence the press with negative perceptions of some event announced by a company; If the right public group addresses the press, the public relations effort on behalf of the company may not get its desired outcome; Conflict arises in communities when it is perceived by the public that what a company is trying to do will hurt them, economically or environmentally or physically (as in health effects)’. It seems by the above assumptions that the result of a PR plan cannot be specified in advance but it is rather an issue influenced by the leading circumstances of the specific period. Conclusion In accordance with the views presented above the influence of public relations on media is rather limited. On the other hand, media can alternate the results of the PR plans applied in a specific case. In this context, Miller (1994, 13) stated that ‘it seems reasonable to think that marketing and advertising professionals can learn from public relations practitioners and vice-versa; there is knowledge in advertising (as well as in marketing) that is of much use to public relations practitioners; however, such practitioners are seldom taught much advertising or marketing during their public relations education’. As of the image of public relations to the public, it has been proved that this is influenced at a significant level by the methods applied by the media during the reproduction of a specific PR event to the public. Under this assumption, public relations cannot be considered as a negative element of business activities; however in many cases the strategy followed by the practitioners involved can lead to false impressions and evaluations. The need for a regular review of any relevant effort is therefore imposed by the circumstances in order to prevent any similar phenomena in the future. References Bollinger, L. (2003). ‘Public Relations, Business and the Press’ Public Relations Quarterly, 48(2): 20-24 Bradley, R. (2004). ‘The Connection between Public Relations and Competitive Advantage’ Public Relations Quarterly, 49(4): 7-11 Cantelmo, D. (2001). ‘How PR People Distribute -- and the Media Prefer to Receive -- News Releases and Other Public Relations Information: The Myths vs. the Reality’ Public Relations Quarterly, 46(3): 15 Chen, N., Culbertson, H. (1997). ‘Communitarianism: A Foundation for Communication Symmetry’ Public Relations Quarterly, 42(2): 36-43 Conwell, P., Sparks, S. (1998). ‘Teaching Public Relations - Does Practice or Theory Prepare Practitioners?’ Public Relations Quarterly, 43(1): 41-45 Hallahan, K. (1999). ‘Seven Models of Framing: Implications for Public Relations’ Journal of Public Relations Research, 11(3): 205 Hallahan, K. (1994). ‘Public Relations and the Circumvention of the Press’ Public Relations Quarterly, 39(2): 17-20 Hon, L. (1998). ‘Demonstrating Effectiveness in Public Relations: Goals, Objectives, and Evaluation’ Journal of Public Relations Research, 10(2): 103 Hon, L. (1997). ‘What Have You Done for Me Lately? Exploring Effectiveness in Public Relations’ Journal of Public Relations Research, 9(1): 5-8 Kalberg, M. (1996). ‘Remembering the Public in Public Relations Research: from Theoretical to Operational Symmetry’ Journal of Public Relations Research, 8(4): 263 Kruckeberg, D. (1995). ‘The Challenge for Public Relations in the Era of Globalization’ Public Relations Quarterly, 40(4): 36-40 Levy, R. (2002). ‘Value-Added Public Relations’ Public Relations Quarterly, 47(4): 34-37 Levy, R. (2000). ‘PR Power: Your Ultimate Weapon’ Public Relations Quarterly, 45(2): 21-24 Lindenmann, W. (1998). ‘Measuring Relationships Is Key to Successful Public Relations’ Public Relations Quarterly, 43(4): 18-26 Lindenmann, W. (1993). ‘An Effectiveness Yardstick to Measure Public Relations Success’ Public Relations Quarterly, 38(1): 7-11 Marken, G. (2003). ‘Will PR Industry Learn from the Medias Troubles?’ Public Relations Quarterly, 48(3): 39-41 Martinson, D. (1995). ‘Ethical Public Relations Practitioners Must Not Ignore "Public Interest"’ Journal of Mass Media Ethics, 10(4): 210 Miller, D., Rose, P. (1994). ‘Integrated Communications: A Look at Reality Instead of Theory’ Public Relations Quarterly, 39(1): 13-17 Pratt, C. (1996). ‘An Integrated Symmetrical Model for Crisis-Communications Management’ Journal of Public Relations, 8(2): 79 Sriramesh, K. (1996). ‘Observation and Measurement of Two Dimensions of Organizational Culture and Their Relationship to Public Relations’ Journal of Public Relations Research, 8(4): 229 Stone, J. (2005). ‘Public Relations and Public Responsibility’ Public Relations Quarterly, 50(1): 31-35 Vasquez, G. (1994). ‘Testing a Communication Theory -- Method -- Message -- Behavior Complex for the Investigation of Publics’ Journal of Public Relations Research, 6(4): 267 Weiner, R. (1996). ‘The Language of Public Relations’ Public Relations Quarterly, 41(2): 13 Read More