StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Ethically Proactive Public Relations - Essay Example

Cite this document
Summary
From the paper "Ethically Proactive Public Relations " it is clear that the article chosen is significant as it addresses and illustrates the current trend on how information are being shaped and reshaped by an interaction between the public and the information institutions…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER98% of users find it useful
Ethically Proactive Public Relations
Read Text Preview

Extract of sample "Ethically Proactive Public Relations"

Principles of Public Relations (PR) To paraphrase Cutlip, Center and Broom (2000, qtd in Noble and Watson, 2005), “Public Relation is the management of function that identifies, establishes and maintains mutually beneficially relationships between an organization and the various publics on whom its success or failure depends (22).” The practice of Public Relation or persuasion should be anchored on the following principles so that a professional may ethically practice such profession. Baker and Martinson (2002) articulated them as such; a) Truthfulness – does not only mean the “literal truth”. It is the practitioner’s dissociation from creating false and dishonest impressions out of factual statements. To be truthful is essential to ethical persuasion inherent in the profession of public relation. b) Authenticity – is consistent with being truthful. It meant practicing the profession with personal integrity. In launching a campaign or any persuasive effort, the practitioner must bear in mind the motive of such persuasive effort that it should transcend beyond the raw self-interest of the client. In observing authenticity, the practitioner should ask itself whether the “publics” will believe the message and if they will benefit if they accept the message. c) Respect- meant that the audience or “public” should not be treated as a mere means towards the client’s self-interest. The persuader or the PR professional should bear in mind that in the practice of the craft, he or she should facilitate better understanding and provide good choices among its audience. d) Equity – the PR practitioner should be fair to the audience. It meant that it should not take advantage of its vulnerabilities just to advance a client’s interest. For example, it will not be equitable for a PR professional that represent a financial institution to craft misleading fiscal statements knowing that its audience lack expertise in the field of audit and accounting. e) Social responsibility – ideally, PR practitioners should practice their craft in a manner that they can contribute to the common good while trying to achieve their objectives. It also meant that they will not only serve those who are the privilege but also those who are less privileged in society. 2. Functions of PR I am interested with I am interested with the community relations function of the PR practice. I am interested with it because it puts me in a position to wield opinion and foster goodwill in the community. I am interested with this function because I am able to facilitate communication and understanding not about the product or the institution that I represent but it also enables me to shape the opinions and perspective of the people. When done ethically, PR has the power to uplift the people from the sinking ignorance and can cast light and understanding during the time of disbelief and skepticism. 3. Significance of the article to the field of public relations The article chosen is significant as it addresses and illustrates the current trend on how information are being shaped and reshaped by an interaction between the public and the information institutions. It shows that perspectives, public opinion and public relations are now shared mutually both by the public and information agencies through the Consumer Generation Media (CGM) which were before belongs to the sole discretion of the companies. In short, the articles’ significance is its relevance on how media is currently being shaped and reshaped by the new platforms such as blogs, social networking sites, websites, media sharing and etch which is used by the generation that I belong and how we are now being empowered by such platforms. 4. Significance of the article to the specific function of public relations The article illustrated how information institutions and companies have changed with the introduction of Consumer Generated Media. The creation and distribution of information is no longer the sole function of the media practitioners as technology has empowered the public not only to add content but also on the manner how those contents will be distributed. The article also presented big companies such as Dell Computers, opportunity to expand its pubic relation function by using a blog (http://www.direct2dell.com) to respond directly to its customers. The former function of public relations which used to be confined to mere dispensation of information has now become an avenue for dialogue and discussion on how to improve product and service as well as fostering goodwill. 5. Opinion of the article I specifically chose the article because I can personally relate with the subject of discussion which is Consumer Generated Media Application or in plain language, how the internet, of which my generation is a heavy user, is able to reshape and change how information is dispensed and how opinions are shaped. I particularly liked this because it recognizes and articulated how empowered we are in this digital age as illustrated in the article when a certain blogger, Jeff Jarvis, made a big computer company like Dell Computers respond to his complain about the company’s product and service through his blog http:www.buzzmachine.com. Through the “Dell Hell” affair in 2006 which was spawned by Jarvis blog, Dell was prompted to improve its service and even set up its own blog (http://www.direct2dell.com) to respond directly to the customers. It made the customer service of Dell improve and empowered us more consumers. Before that, it was very difficult to get the attention of big companies like Dell if we have complaints about their product and service. 6. Was the article helpful and well-written? Why or why not? The article was helpful but not necessarily well written. It was helpful in a way that I was able to gain insight how lucky and empowered we are in this generation because we have the capability to participate on how information are shaped by the Consumer Generated Applications. I liked it because it did not trivialized but rather respected the platform of which my generation is very fond of – the internet. I find the article not well written because it sounds so technical not to mention that it has awkward sentences and a grammatical lapse. I am not a grammar expert but I readily noticed in page 22 an awkward sentence and grammatical error which read “it needs to be overcome in order to be practiced more efficiently.” It is irrelevant in the paragraph not to mention that it is an incomplete and grammatically erroneous thought. VI. Will recommend this article to academics and/or practioners? I will definitely recommend this article to academicians and PR practitioners. The article is timely and relevant with how the landscape of PR is being transformed to being more participative and democratic and can give us students a better perspective of the profession. To the PR practitioners, the article can serve as an update to them on how the profession is being transformed by the new medium which my generation is fond of – the internet. References: Baker, Sherry and Martinson, David L (2002). Out of the Red-Light District: Five Principles for Ethically Proactive Public Relations Public Relations Quarterly. (47)3: pp 15 - 19 Bingqi Feng & Han Li (2009). An Analysis of Consumer Generated Media’s Application in Multicultural Public Relations Practice. China Media Research, 5(4): pp 20 - 30 Noble, Paul and Watson, Tom (2005). Evaluating Public Relations: A best practice guide to public relations planning, research and evaluation. Kogan Page Lt. Sterling, Virgina, USA Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Public Relations Essay Example | Topics and Well Written Essays - 1000 words”, n.d.)
Public Relations Essay Example | Topics and Well Written Essays - 1000 words. Retrieved from https://studentshare.org/journalism-communication/1431596-journal-report
(Public Relations Essay Example | Topics and Well Written Essays - 1000 Words)
Public Relations Essay Example | Topics and Well Written Essays - 1000 Words. https://studentshare.org/journalism-communication/1431596-journal-report.
“Public Relations Essay Example | Topics and Well Written Essays - 1000 Words”, n.d. https://studentshare.org/journalism-communication/1431596-journal-report.
  • Cited: 0 times

CHECK THESE SAMPLES OF Ethically Proactive Public Relations

Major Issues in Public Relations

The essay "Major Issues in public relations" focuses on the critical analysis of the major issues in public relations.... public relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its public.... The practice of public relations however has not always been viewed unfavorably.... Principles of public relations (PR) As defined, public relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics (www....
4 Pages (1000 words) Essay

Public Relations Society of Americas Ethical Standards

This paper 'public relations Society of America's Ethical Standards' focuses on presenting a brief history of PRSA's ethical standards, and their functions.... Research Paper, Journalism, mass media and communication public relations Society of America's Ethical Standards Introduction Compliance to Public Relation Society of America's ethical standards requires an individual to be a member of PRSA.... History of public relations Society of America (PRSA) public relations Society of America commenced in 1950, whereby it was established through a desire to form student counterpart (Garcia, 3)....
7 Pages (1750 words) Research Paper

Strategic Media Planning: Public Relations

In the paper 'Strategic Media Planning: public relations' the author states that the element of conversion was completely missing in case of the press gentry model.... The paper will also shed light on ethical elements in public relations practice in order to address the research questions in a comprehensive manner.... public relations of the of the Introduction ‘Over the last 20 years, a leading body of work has developed around Symmetry / Excellence Theory, which has probably done more to develop public relations theory and scholarship than any other single school of thought'....
6 Pages (1500 words) Research Proposal

Public Relations Assignment

Topic: public relations Name: Instructor: Course: Date: In today's modern society, animals living in captivity create public relations issues, not just animal issues Introduction public relations involve the management of an image by analyzing trends that serve the publics and the organization.... Issues pertaining public relations have often been affiliated to human beings and their societal relations.... The utilization of animals in these has raised public relations issues alongside animal issues that address the compliance and respect of animal rights....
5 Pages (1250 words) Essay

Ethical Responsibilities of Public Relations Personel

The objective of the following assignment "Ethical Responsibilities of public relations Personel" is to discuss the fundamental principles of effective communication for multinational organizations.... Dispute resolution through the internal department of public relations is considered as an easy way of resolving disputes.... Most of the employees are familiar with the people working in the public relations department, therefore, it becomes quite easier for them to communicate their grievances (Dennis)....
2 Pages (500 words) Assignment

International Public Relations

This report "International public relations" sheds some light on the practice of international public relations that is a critical part of the communications department in any organization.... Studying international public relations presents an opportunity for students to understand the multiple changes of the practice, expanding its concept to include advertising, the use of technology, and the embracing of numerous responsibilities under the umbrella of public relations....
7 Pages (1750 words) Report

Corporate Public Relations

The paper "Corporate public relations" is an outstanding example of a management assignment.... Corporate public relations of the Contents Question Corporate Identity, Corporate Image and Corporate Reputation 3 ... Botan and Hazleton, (2010) believe that the CSR programmes are also viewed as public relations campaigns to improve their brand reputations.... This is defined as internal communication or internal public relations....
6 Pages (1500 words) Assignment

Roles of Public Relations in Organization and Ethical Practise as a Hallmark Profession

This paper "Roles of public relations in Organization and Ethical Practise as a Hallmark Profession" seeks to determine the legality of ethical practices and effects of persuasion as used by the public relation department in relation to the public sphere interests as well as the organizations.... (2010) “Managing public relations”, journal of Public Relation Research, Vol.... The ethical practices used in public relation shows the consideration or the philosophical moral lessons and attitudes that individual and organization are adopting to assist the members of the public sphere in understanding the principles binding them to relate effectively with one another (Josephson, 2009, p....
6 Pages (1500 words) Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us