The Public Relations Process is well realized but still be hard to achieve.

The Public Relations Process is well realized but still

be hard to achieve. 

Author:

Wattana Chancharuswattana

 

    Public relations works best when it is a strategic

management function. Strategic public relations 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 realtions as “ the art and social

science of analyzing trends, predicting their consequences, conseling 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 crowdsourcing  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 publics.”

The heart of communication process is strategic in

nature and benefitting 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 relation 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

                 It is simple step that was known for a long time but it is  hard to accomplish the public relations result. For example, in case of PTT petroleum leaking ,now PTT still faces  problems to solve image from petroleum leaking situation.  The image of the Government  concerning corruption has still be not clear. The way to solve all of the problems of the government such as the rice problem, the southern  rubber price problem, the flood problem ,  the high standard of living problem  etc. is not 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 organization by driving the administration

 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 fromHyperlink“http://gonzopublicrelations.blogspot.com/2012/04/defining-public-relations.html “  

3.        Roger D. Wimmer and Joseph R. Dominick .

 Mass Media Research  An Introduction, Chapter 16

Research in Public Relations Process 2011 p. 407