The Public Relations concepts are known for a long time but it is hard for many organizations to achieve their perfect goals

The Public Relations concepts are known for a long time but it is hard for many organizations to achieve their perfect goals

     Strategic public relations method is focused on achieving goals and objectives that contribute to the overall purpose and mission of an organization. To be strategic, public relations practitioners need accurate information about the situations they face, the audiences they communicate with, effectiveness of their communication efforts, and the overall impact the program has on building and maintaining relationships with critical stakeholders, without whom the organization could not fulfill its purpose. Public relations practitioners may be tempted to start with tactics—such as press releases, a blog, an event, and so on—but these first should be determined by research, to help inform the overall goals and strategies of the function, otherwise they may be wasted efforts.¹

     Public relations has been defined in many different ways since the genesis of the discipline in the early 20^th century, with the definition evolving along with the  changing roles of public relations and advances in technology.

     One definition notes that “public relations is the management function which evaluates public attitudes, aligns the policies and procedures of organization with the public interest and executes a plan of action to earn public understanding and acceptance.”

     Another defines public relations as “ the art and social science of analyzing trends, predicting their consequences, counseling organization leaders and implementing planned programs of action which will serve for the organization’s and the public’s interest. Principles of Public Relations is this “ public relations is the planned effort to influence opinion through good character and responsible performance, based upon mutually satisfactory two-way communication.”

     Now, the Public Relations Society of America (PRSA) has released the results of a crowd sourcing campaign and public vote that produced the following definition: “public relations is a strategic communications process that builds mutually beneficial relationships between organizations and their public.”

     The heart of communication process is strategic in nature and benefiting both parties in the relationship.

And as most public relations practitioners will readily acknowledge, this new informal description of public relations  “doing a good job and letting people know about it.” ²

 

     A leading public relations text book (Cutlip,Center &Broom,2006) presents a four-step model of public relations process:³

1.                              Defining  public relations problems

2.                              Planning public relations programs

3.                              Implementing public relations programs

      through actions and communications

4.                              Evaluating the program

     All of the above mentioned public relations concepts are known for a long time but it is  hard for many organizations to achieve their goals.  For example, in case of PTT petroleum leaking ,now PTT still faces  problems  to  solve  the image from petroleum leaking situation.  The image of the Government  concerning corruption  has still be not good.  Many problems of the government such as the rice problem, the southern  rubber price problem, the flood problem ,  the high standard of living problem  etc. have  not been improved yet , as a result, public relations process must be more emphasized on those mentioned problems to create more image of the government  and other organizations such as PTT.

This article emphasizes on increasing more attention to create the  image of the government and big organizations by encouraging the administrative team to realize and implement more  public relations strategy to their organization. 

References

1. The Public Relations Process—RACE - Flat World ... updated  8 Oct 13 ,Available from : Hyperlink “catalog.flatworldknowledge.com/bookhub/reader/5573?e=bowen_”

2.Defining Public Relations  by PRSA (Public Relations Society of America). update 8 Oct. 13,cited April 22, 2012 Available from :Hyperlink“http://gonzopublicrelations.blogspot.com/2012/04/defining-public-relations.html “  

3. Roger D. Wimmer and Joseph R. Dominick . Mass Media Researh  An Introduction, Chapter 16 Research in Public Relations, 2011 p. 407