Public Relations Theories Study Marketing Essay

habitual Relations Theories Study Marketing Essay1.0 Introduction popular dealing have been acknowledged as a powerful shit in commutations for individuals, groups, organizations and nations to achieve their respected purposes. Whether the purpose is for profit or not, domain relations process a key stage that conveys substances amongst dissimilar parties. Individuals even see it as imperative aids for cargoner promotion. For the olden couple of centurieswith the development of earth relations techniques have become much and to a greater extent sophisticated and, in a sense, more manipulative, the profession of habitual relations has become more important accordingly. As scholars, professionals and consultants explore yet into this field as a result, the theories ar applied to multiple coetaneous circumstances. Today, mankind Relations, as a new and ever-improving profession or schoolman discipline, have taken on formats including, but not limited to, face-to-face an d mediated communications to achieve goals for organizations and how strong relationships put these organizations in a strong competitive rail line position.In this essay, I bequeath handle how the macrocosm Relations theories argon applied in current environments accustomed in the following three fictional charactersThe show illustration of Queensland floods Organization, in which Queensland volunteers, partnered with boutique PR agent Espresso Communications, launches a website to stand well-timed(a) discipline for Queenslanders and establishes communications between mountain who are willing to dish and those who need helpThe slick of dear Returns 100 Women motion, which the organization uses pro-bono PR to help raise bloodline and provide microfinance for poor women in South Asia to start their own trading and improve livelihood skillsThe case of Malaysian Kitchen nutrient Market. Malaysian Kitchen Food Market introduces a campaign that MATRADE to improve consc iousness of Malaysian culinary art and restaurants in Australia.The first two are examples of PR lend oneselfs for nonprofit organizations darn the latter is considered a commercial case. In each of the three cases, organizations are creating communication that strengthens relationships of stakeholders to achieve their purposes by utilizing a combination of PR techniques through with(predicate) carefully selected media and detailed implementation stick outs.2.0 Theory for Application in Case AnalysisIn this section, I will analyze and evaluate the intent and application of public relations theory and practice in the commercial and public sectors using Grunigs imitates of PR practice and other(a) models and theories.Based on Grunigs four models of PR practice, the following points are helpful in contrive and implementing effective public relations (Harrison, 2011) 1. Press agentry, publicity, propaganda bottom be use to complete truth but not essential area in One-way, such as sports, theater and marketing promotion etc. 2. Public information can be utilise for truth important such as readability, readership surveys, government, not-for-profit and organizations etc. 3. two-part a interchangeable can be used for persuasion, marketing PR and improve acceptance of the message from feedback of receivers. 4. Two-way cruciate can be used to creates mutual understanding between vector and receivers such as in regulated business and flat-structured companies.2.1 Dissemination of Public InformationIn determination of a publics communicatory needs, does the public however need to be provided with information, encouraged to alter a belief or to act on an issue, or sent feedbacks? Basic public relations activities are relatively fair and require only modest tools simple press release, choke with the media, assemble a press kit and arrange a press event. Development of these skills will enable nonprofit managers to arrive at key goals of developmentd awa reness for fundraising events, volunteer opportunities and organizational programs, products or go.In the case of Queensland Floods, the first and foremost object for this nonprofit organization is to provide information for the people needed help in a timely manner. Public information display is the objective. Traditional media and new media are two used. Social media, relatively new channels, this is more like one-way information. era in the case of Malaysian, this organization tries to persuade receivers perception on Malaysian food in order to shift their consumer behavior to make more benefit to the Malaysian restaurants. Many traditional media are moveional campaigns are held to support. While in the case of Good Returns 100 Women campaign, this is alike a nonprofit organization used multiple media and Internet to disseminate the information of a campaign in order to get variant eminent awareness of the organization. It spread their activities strategically instead of f ocusing on a single media, and builds a movement through convening discussion, stimulating online dialogue, generating treatment of mouth and media coverage about the campaign.2.2 Choice of symmetrical or stooped communication determines whether to use one-way or two-way communication to ordinate the informative, persuasive message. The primary issue to consider is whether the method of communication should be in the organizations best interest or the publics best interest. The choice of symmetrical or asymmetrical communication should be based on whether the picking ultimately benefits the organization, the publics, or the dominant coalition. Ideally, the choice will result in a win-win position. For example, in the case of Good Return Women, the choice of Two-way symmetrical communication works both in the benefits of the organization itself.In the case of Queensland Floods, this is a campaign using two-way symmetrical model to generate media buzz. Constant dialogue with key t eam members to ensure messages were logical and all parties kept informed with the status of the campaign and Liaise with numerous local government bodies and the QLD Local Government Association to ensure that we had a full understanding of how we could best communicate with those affected evidence this PR model that is more likely to change the other parties attitude and behavior. An interact platform has been created for stakeholders, volunteers and victims of the flood in this case, before a research for receiving the expand of flood variety and communication with QLD Local Government Association has been done. inquiry is an imperative stage for two-way model (Harrision, 2011). Media effects theories has been seen in this in Communication Strategy in this case. The model illustrates the process of steps from people receiving message to taking action. At first, people get the persuasive message from the media and pay attention to the message. Understanding of the situation ar rive atd by flooding convinced(p) receivers and swayed their attitudes, thus eventually led to actual actions. Also this case combine the Situational theory of public, during the communication process. Receivers realize the problems come, and then they probably start to hazard about it and what to do with it. High importance of the problem will cause high level of involvement, and subsequently receivers will be driven by the recognition to deal with it.2.3 Multiple Messages DisseminationPublics may hold legion(predicate) contrastive opinions about an organization based on the fact that the individuals that settle a public do not have a nonoperational perception of the organization. That is, individual perceptions of an organization vary based on their reciprocal history with the organization. Therefore, multiple messages must be disseminated to accomplish the varying communicative needs of publics.2.4 Relationships with stakeholders integrated ResponsibilitiesManagement of publics should be seen as an opportunity to build or maintain relationships with stakeholders. Promoting issues of importance to a public is a trustworthy way to build coalitions, reach out to the media, and make connections with individuals of influence or those who may be interested in becoming involved with the organization.This campaign launcher plays as a not for profit organization also take high Corporate cordial responsibility on this campaign. We can see the evidence from the result of this campaign.The Australian, Kindness helps combat miseryfirst principle Brisbane, Website organizes beds for homeless flood victimsBrisbane Times, Make us your home pagecourier Mail, Site helps flood homelessBrisbane Times, Hunt for Missing flood victims onlineThe case of Good 100 Women is a good example of PR practice for worthwhile non-profit organizations with very limited or no budget for public relations. With the help of Porter Novelli, an inexpensive public relations program and a most cost effective way to promote its services was created.2.5 death penaltyHow these three cases implemented their PR practices by comparing plans.In the case of MATRADE, the campaign successfully increased popularity and established a clear exposition of Malaysian food to the mind of Australians. As a commercial PR campaign, the practice and implementation is quite different from that of the Queensland Flood or the Good Return. It is important to underscore the connection between the public relations dodging and the organizational mission. Assess your public relations needs and tailor your plan accordingly. The PR practice generally follows an AWARENESS-INTEREST-DESIRE-ACTION model.First, partnering with Pulse, MATRADE found out the target audiencesnot moreover the Malaysian population in Australia, but also consumers in a broader meaning.By carefully implemented to showcase Malaysian cuisine to traditional and social media, social media though achieve its goal to increase a wareness of Malaysian cuisine and thus increase footfall to Malaysian restaurants. disposition was created and consumer took actions-they made their purchase decisions.The results of the campaign were obvious Malaysian restaurants experienced an increase in sales of approximately 30 per cent.3.0 Ethical and Risk Issues pertinent to these Public Relations PracticesCorporate social responsibility is an important work for a Corporation or organization with long-term development, although people withdraw that the responsibilities to public should be taken by government or country. However, to touch extension of a company who has already operated for many years, corporate social responsibility will be a key to increase the values. Corporate social responsibility does as no special standard or rulers it can be a philosophy notion. When a company starts to exercise its business base on social responsibility, all of the management will be different. This attributes that ethic will be t aken in high priority than profits, as well as high profile services for customers, as products are responsible for society. As a result, the company business is a social mission. If a company is lack of this responsibility, staffs find no honor and work holding no meaning.4.0 ConclusionPublic relations, later all is the process to draw on the most relevant theories and principles to help an organization to communicate betterbe it for commercial or nonprofit organizations. (Bernays, 1952) Public relations is not just a one-way lane that only turn in message from one party to another, but a two-way street where leadership and the public find common purpose with each other and in which objectives and goals are predicted on the coincidence of public and private interest. (Grunig, 1984) Public relations practice is a channel to convey messages by persuading specific audiences to achieve successful professional performance, whether for commercial or nonprofit organizations. Its a set of actions to achieve desired outcomes based on research and strategies. However, sometimes dissonance between audience and group of stakeholders will be created when the interests of audiences and stakeholders are different on public relations. And given the rise of influence of stakeholders on decisions, values, beliefs, policies and management of organizations, it is important to maintain effective stakeholders relationships and cater for the needs of different parties.