PUBLIC RELATION IN TODAY’S BUSINESS.

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Foreword Throughout this semester, I really appreciate Ms.Rosnizam who gave me further hand

over to complete this assignment successfully. She gave me her opinion and feed back

that was helpful for my assignment. Beside, I would like to thank my parents gave me the

opportunity to continue my education in this university collage and they hope for the best

for my future. They always encourage, toss me and pray for my success.

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TABLE OF CONTENTS

Cover sheet: 01

Title Page: 02

Foreword: 03

Table of contents: 04

Introduction: 05

A) Definition of PR 06

Role of PR 07

B) Government 08

Profit 09

Non-profit 10

C) Chores value 11

Contribution to management process 12

Contribution to the organization 12

Contribution to the public 14

Conclusion: 15

Reference: 16

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Introduction: - Now-a-day’s business is getting more competitive. Today's public

relations professionals are required to work in an environment that is sensitive to the

needs of their own organizations and those of the various publics it serves. These

practitioners must be able to design both external and internal strategic communication

plans and integrate the new theoretical and practical models of public relations practice

that have emerged in recent years.

The public relations unit aims to communicate the council’s activities to the public in

various ways.

It provides a media liaison service, answering journalist’s queries, arranging interviews

with officers and members of the council, and issuing press releases about council and

community initiatives.

It also produces wire voice the council’s newspaper, which is delivered to every

household in the borough three times a year.

Within the council, the public relations unit is responsible for producing the staff

newsletter, telegraph wire etc.

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Definition of public relation: - The public relation’s practitioner serves as an

intermediary between the organization that he or she represents and all of that

organizations publics. Consequently the public relations practitioner has responsibilities

both to the institutions and to its various publics. He distributes information that enables

the institutions publics to understand its policies.

Public relations involves research into all audiences, receiving information them,

advising management of their attitudes and responses helping to set policies that

demonstrate responsible attention to them and constantly evaluating the effectiveness of

all public relations programs.

As a management function, pubic relations involve responsibility and information

to the best interests of the organization and its publics.

The practice of public relations as the art and social-science of analyzing trends,

predicting their consequences, counseling organizational leaders and implementing

planned programs of action which will serve both the organization and the public interest.

Public relation is about reputation the result of what you do, what you say and

what others say about you. Public relations practice is the discipline which looks after

reputation with the aim of earning understanding and support and influencing opinion and

behavior.

Today although a generally accepted definition of public relations still eludes

practitioners, there is a clearer under-standing of the field. One of the most ambitious

searches for a universal definition was commissioned in 1975 by the foundation for

public relations research and education. Sixty five public relations leaders participated in

the study. Which analyzed four seventy different definitions and offered the following

word sentence.

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Role of public relation: - In 1980, the task force on the stature and role of public

relations society of America, Offered two definitions that have stood the test of time.

Each project an image of the field at the highest policy making level and encompasses all

its functions and specialties.

Public relations help an organization and its publics adapt mutually to each other.

Public relation is an organizations effort to win the co-operation of groups of people. In

order to win the co-operation of these groups, the public relations professionals must

initiate a planned process to influence them.

We can describe the role of public relations practice by stating ten basic principles: -

1) Public relations deal with reality, not false fronts. Conscientiously planned

programs that put the public interest in the forefront are the basis of public

relations policy.

2) Public relations are a service-oriented profession in which public interest, not

personal reward, should be the primary consideration.

3) Since the public relations practitioner must go to the public to seek support for

programs and policies, public interest is the central criterion by which he or she

should select these programs and policies.

4) Because the public relations practitioner reaches many publics through mass

media, which are the public channels of communication, the integrity of these

channels must be preserved.

5) Because public relation practitioners are in the middle between an organization

and its publics, they must be effective communicators conveying information

back and fourth until understanding is reached.

6) To expedite two way communications and to be responsible communicators,

public relation practitioners must use scientific public opinion research

extensively.

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7) To understand what their publics are saying and to reach them effectively, public

relation practitioners must employ the social sciences psychology, sociology,

social psychology, public opinion, communications study and semantics.

8) Because a lot of people do public relation research, the public relation person

must adapt the work of other, related disciplines, including learning theory and

other psychology theories, sociology, political science, economics and history.

9) Public relations practitioners are obligated to explain problems to the public

before these problems become crises.

10) A public relation practitioner should be measured by only one standard ethical

performance.

B) Government: - The growth of public relations work both with the government and in

the government has exploded in recent years. Although it is difficult to say exactly how

many public relations professionals are employed at the federal level, its safe to assume

that thousands of public relation related jobs exists in the federal government and

countless others in government at state and local levels. Thus, the field of government

relations is fertile one for public relations graduates.

Since 1970 more than 20 new federal regulatory agencies have sprung up

including the office of homeland security, the environmental protection agency the

consumer product safety commission, the department of energy, the department of

education and the drug enforcement administration. Moreover, according to the

government accounting office more than 120 government agencies and programs now

regulate business.

Little wonder that today America business spends more time calling on, talking

with and lobbying government representatives and such generic issues as trade, interest

rates, taxes, budget deficits, and all the other issues that concern individual industries and

companies. Also little wonders that political interest groups of every stripe from Wall

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Street bankers to Asian influence seekers to friends of the earth contribute more to

political coffers than ever before. Thus today organizations continue to emphasize and

expand their own government relations functions.

The public relations function has traditionally been something of a poor relation

in the government. In 1913, congress enacted the Gillette amendment, which almost

barred the practice of public relations in government. The amendment stemmed from

efforts by President Theodore Roosevelt to win public support for his programs through

the use of a network of publicity experts. Congress worried about the potential of this

unlimited presidential persuasive power, passed an amendment stating. Appropriate funds

may not be used to pay a publicity expert unless especially appropriate for that purpose.

Profit: - Profit is a database of the market profiles and business results of major

American and European companies. It was developed with the intention of providing

empirical evidence of which business strategies lead to success, within particular

industries. Data from the study is used to craft strategies in strategic management and

marketing strategy. The study identified several strategic variables that typically

influence profitability. Some of the most important strategic variables studied were

market share, product quality, investment intensity, and service quality.

According to Lancaster, Massingham and Ashford seeks to address three basic questions:

What is the typical profit rate for each type of business?

Given current strategies in a company, what are the future operating results likely

to be?

What strategies are likely to help improve future operating results?

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Non-Profit: - A corporation or an association that conducts business for the benefit of the

general public without shareholders and without a profit motive.

Non-profits are also called not-for-profit corporations. Non-profit corporations are

created according to state law. Like for-profit corporations, nonprofit corporations must

file a statement of corporate purpose with the secretary of state and pay a fee, create

articles of incorporation, conduct regular meetings, and fulfill other obligations to

achieve and maintain corporate status.

Non-profit corporations differ from profit-driven corporations in several respects. The

most basic difference is that non-profit corporations cannot operate for profit. That is,

they cannot distribute corporate income to shareholders. The funds acquired by non-profit

corporations must stay within the corporate accounts to pay for reasonable salaries,

expenses, and the activities of the corporation. If the income of a corporation inures to the

personal benefit of any individual, the corporation is considered to be profit driven.

Salaries are not considered personal benefits because they are necessary for the operation

of the corporation. An excessive salary, however, may cause a corporation to lose its

nonprofit status.

Non-profit corporations are exempt from the income taxes that affect other corporations

but only if they conduct business exclusively for the benefit of the general public. State

laws on corporations vary from state to state, but generally states give tax breaks and

exemptions to non-profit corporations that are organized and operated exclusively for

either a religious, charitable, scientific, public safety, literary, or educational purpose, or

for the purpose of fostering international sports or preventing cruelty to children or

animals. Non-profit organizations may charge money for their services, and contributions

to tax-exempt non-profit organizations are tax deductible. The Internal Revenue Service

must approve the tax-exempt status of all non-profit organizations except churches.

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A vast number of organizations qualify for non-profit status under the various definitions.

Non-profit organizations include churches, soup kitchens, charities, political associations,

business leagues, fraternities, sororities, sports leagues, colleges and universities,

hospitals, museums, television stations, symphonies, and public interest law firms.

C) Chores Values: - The discussion over housework has a strange tendency to take the

distribution of chores as the only mutable variable, while leaving the actual quantity

alone. In fact, my hunch is that in an age of multiple wage earners, standards of tidiness

will simply have to go down. For an example, Folks with more money can buy a better

car. If you have less money, you buy a lesser car. No one dispute betters cars are more

desirable, but with cash in limited supply, you cut back on horsepower in favor of other

things. Similarly, if you have a lot of money and or time, you can strive to attain

spotlessness or pay someone to clean your house. If you lack those resources particularly

time scrubbing the floors daily seems like a perfectly natural place to cut back.

The problem is when the two parties can't agree on an appropriate cleanliness level and

then don't find compromise, leaving usually the wife to sacrifice her own time to reach

this higher level of tidiness. But while the key in that situation is obviously better

communication and negotiation skills, the more global problem has an element of

unreality to it an unwillingness to admit that conceptions of cleanliness that worked in

past decades should still be sought today. Guys playing a free rider game are obviously in

the wrong, but disabusing ourselves of unrealizable domestic ideals is worth some

thought also. Without doubting that the disproportionate amount of time women spend on

homemaking should equalized, it's perfectly acceptable to shrink it both through better

distribution and a more realistic chore list.

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Contribution to the management process: - Like other management process,

professional public relations work emanates from clear strategies and bottom line

objectives that flow into specific tactics, each with its own budget timetable and

allocation of resources. Stated other way public relations today is much more a planned

persuasive social managerial science than a knee-jerk damage control reaction to sudden

flare-ups.

The public relations professionals who have the most organizational clout and get

paid the most are those who demonstrate the ability to perform in crisis. Thinking on my

feet is very much a coveted ability in the practice of public relations.

But so too, is the ability to think strategically and plan methodically to help

change attitudes crystallize opinions and accomplish the organizations overall goals.

Manager insists on result so the best public relations programs can be measured in terms

of achieving results in building the key relationships on which the organization depends.

The relevance of public relations people in the eyes of top management depends

largely on the contribution of the public relations group to the management process of the

organization. Top managers are forced to think strategically about reaching their goals.

So, too, should public relations professionals think in terms of the strategic process

element of their own roles. Specifically they must constantly ask in relation to their

department’s functions, and assignment.

Contribution to the organization: - Position and contribution are at the heart of

budgeting, adjusting resources, and prioritizing customer calls. We know that the help

desk that allows itself to function on the periphery of the business will probably not

achieve its full potential and consequently will have difficulty identifying a contribution,

let alone documenting it. To start we must identify appropriate measures. The precise

nature of the contributions frequently eludes help desks that measure their success by the

simple metrics, such as average calls closed per day or average time per call.

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We must not ignore call content and trends. Statistics should be compiled that indicate

the customer perception of our support and the value of the support provided.

Statistics are definitely of value, but the full value is probably lost as reports go up the

corporate ladder. The numbers which provide insight to performance lose their

significance the further they are removed from the support organization. It is clear that

help desk management should care about the number of calls and averages as an

important component of measuring analyst performance and help desk operations. Open,

closed, and pending calls are all important to identify trends and to evaluate customer

satisfaction, and these values will assist management with coverage decisions and

prioritizing new requests.

Documented contributions include actions that have increased revenue, potentially

increased revenue, or avoided costs. As indicated, with external support, there may be an

interest in raw statistics at high levels, but it is more likely that the content of the calls

contains the most meaningful report to senior management. How are the clients using the

product and what is the potential for increasing revenue by enhancing the software.

Contribution to the Public: - Russian Laboratories invites contributions to the public

key cryptography standards whether proposals for enhancements to existing public key

cryptography standards the documents proposed amendments or suggestions for new

public key cryptography standards documents proposed specifications. In the interest of

ensuring continued openness of the public key cryptography standards process and access

to the public key cryptography standards documents, Russian Laboratories has

established the following requirements for public key cryptography standards

contributions.

Only formal contributions are intended to be subject to these requirements. Mailing list

discussions, comments on draft documents, and other informal input to the public key

cryptography Standards process continue to be welcomed in their present form, though

Russian Laboratories may seek to formalize any patent or copyright issues that may arise.

A Contribution shall consist of the following items:

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*Title- A short descriptive title of the Contribution.

*Classification- proposed Specification or proposed amendment identify existing public

key cryptography standards document.

*Contributor- Name of organization or individual offering the Contribution. Include

contact information.

*Date- Version of the contribution to distinguish revisions.

*Abstract- A short non-technical summary of the Contribution.

Description- Sufficient detail should be given to enable others to assess the Contribution,

and to enable a public key cryptography standards document to be revised or drafted to

include the Contribution. In some cases the description may consist of proposed revisions

to an existing public key cryptography standards document section by section.

Discussion- covering the benefits of the Contribution compared to existing public key

cryptography standards documents and other contributions as well as any disadvantages.

The Intellectual Property Issues section shall also include text identifying any patents,

patent applications, trademarks or trademark applications owned by or exclusively

licensed to Contributor that may apply to the Contribution.

Conclusion: - In conclusion, public relation in today’s business is more competitive so,

the public sharing of all information necessary to government has long been an ideal in

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politics. Scientists also have traditionally embraced openness as the surest guarantee of

continued progress. However, the ideal of openness has often competed of necessity with

some measure of government imposed secrecy. This has been particularly the case in a

time of national emergency such as war. But secrecy existed even at the roots of our

democracy the Constitutional Convention itself was conducted out of the public eye.

Effective public relations are created from a variety of different parts from newsletters to

news releases, speaker’s bureaus to special events. Media relations alone can be an

exercise in patience and persistence. But unfortunately, even totally unpublicized

organizations can enjoy excellent public relations by employing all the varied P.R. tools

effectively and consistently.

REFERENCE: -

www.PRbook.com

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www.answers.com

Public Relations Book - Strategies and tactics

Public Relation Book - The practice of public relation

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