Community Relations & Media Relationships - Essay Example

Community Relations & Media Relationships Question one Community relations involve various methods used by companies or organizations, in establishing and maintaining a mutual relationship with the communities or stakeholders they work with. In this case, companies and organizations have to take into consideration, the well-being and the interests of the communities they work with. This is the only way the companies could achieve long-term benefits, as the communities benefit from them as well.

On the other hand, public relations involve a system, through which organizations or companies and individuals enhance their reputations, following assistance from professionals in the field of public relations. Sometimes, companies, organizations, or even individuals, would hire public relations firms, to carry out their task of creating a good reputation at a stipulated cost. This is all done with a view of creating a good image for the company, organization or the individuals, wishing to improve their public image.

This means that community relations and public relations are different, in that community relations, employs a mutual relationship, while public relations is not mutual, since companies or organizations only try to build better their image to the public. Question two Principals can identify and analyze the relevant public using various tools, including the media and social media networks such as Facebook, Twitter, MySpace, and YouTube. These media could be used to get information of various groups, which are linked or connected to the organization.

Social networks are currently the best tools that organizations use to reach their audience. However, information from friends and successful clients, could be used to attract new members of public (Kowalski, 2010). The major problem is for the organization to analyze its relevance. Social networks seem to be the best. Data from existing national body of statistics could also be used, which gives more detailed information for the organization, to analyze the relevant public. The internet is also available, and offers the best search engine, that is able to reach a very large and diverse audience.

Question three Principals could influence the development of community relations, through various ways, including the efforts of the organization and the use of media news release, announcements, and trade events or social networks such as Facebook, YouTube, and MySpace. However, having in mind that, community relations has to be beneficial to both sides, that is, the organization and the communities; principals can employ relations strategies that improve the well-being of the communities (Kowalski, 2010).

This can also involve their support to programs improving the life of the community, which includes the prevention of crime, offering employment, initiating environmental programs such as clean-up activities, beautification, and recycling. Influencing community relations by principals would also involve scholarship programs, various children activities, community organizations, various renewal projects, educational programs, as well as construction projects. Through these achievements, community relations would be developed, and the organization will improve on its reputation and good will as part of its long-term benefits.

Question four Any media relations plan would include elements like objectives for the media plan or publicity, which involves the way of designing the relations campaign, whether it is on public relations or community relations. The design could be aimed at establishing expertise among peers, the press, or event to any potential clients and customers; building a good image as well as improving the organization’s position in the community, while mitigating the impact of any negative publicity (Kowalski, 2010).

After the objectives are defined, the goals have to be defined, which should be specific, measurable and result oriented. The target audience is also critical, and includes groups that the organization wants to reach, and the key message to pass across (Kowalski, 2010). The plan of attack should be stated clearly, including the mode of communication in conveying any important message. Examples could include news releases, articles, letters to the editor, interviews, customer success stories, as well as event sponsorships.

Lastly, the correct measures should be put in place, in order to track down the results of the relations complain, after which the results should be reviewed for any modifications – all within a schedule. Question five School administrators, whom, whenever confronted with negative news, opt to be unavailable to reporters or would say, “No comment” as their response, should change and face the realities behind their decision-making. This is the reason why, whenever constructing a media relations plan, it is advisable to review the plan and do any possible modifications, to avoid wrong rulings by the public in particular.

The administrators should be able to face the reporters, and talk of any mistakes and strengths of the school organization (Kowalski, 2010). This will be a helpful way to gain trust from the community and the public. Transparency is all that is required by the public. For instance, talking to the reporters of the reasons behind a given weakness, could also be accompanied by explanations of the strategies put in place, to curb the problem. Poor students’ performance could be associated with unqualified instructors, poor or inadequate facilities or the cases of indiscipline, all of which could be rectified.

Reference Kowalski, T. J. (2010). Public Relations in Schools. New York: Prentice Hall.