Public Relations Management

By Kari Foster

The book provides a relatively scientific and complete knowledge system, especially knowledge of scientific theoretical basis in this field, based on the perception that the demand for PR knowledge is increasing while the amount of existing knowledge is still lacking, especially in terms of theoretical basis. This is a necessary component of a c

• Language: English
• Publisher: Kari Foster
• Release date: May 25, 2023
• ISBN: 9781088138328

Book preview

PUBLIC RELATIONS MANAGEMENT

PROFESSIONAL PUBLIC RELATIONS

Public Relations Management

Copyright © 2023 by Kari Foster

All rights reserved.

In series Professional Public Relations

TABLE OF CONTENTS

PREFACE

1. Introduction to PR

1.1 Communication theory

1.2 Examine the differences between public relations and advertising, marketing, publicity, and propaganda.

1.3. PR's long-term

1.4 Public relations ethics

2. PR Management

2.1 Strategic public relations management

2.2 Planning for the future

2.3 Problem-solving and risk-aversion

2.4 Crisis Intervention

2.5 Some strategic communication concepts

3. Application PR

3.1. Public relations in government

3.2 PR in the workplace

3.3 PR IN NONPROFITS

CONCLUDE

PREFACE

Many organizations have grown into massive multinational enterprises in today's globalized world, with the power to affect not only the economic but also the political elements of a country or region. For example, the power of oil firms that produce weaponry in the United States has gone out to affect the Middle East area, as seen by the Iraq war. Non-profit organizations such as Oxfam (an international development organization dedicated to eradicating poverty and injustice) and the Association of Doctors Without Borders (a global health humanitarian organization)... have activities in a wide range of nations. Individuals, countries, and organizations' interactions are becoming more diverse and complicated as organizations get stronger and play a larger role in society. The notion of learning to eat, learn to talk, learn to pack, learn to open is no longer restricted to the scope of each individual; communication has become a need for organizations, and organizational communication has grown increasingly professional.

The fast growth of information technology also aids the interaction between individuals and companies. Computers, telecommunications satellites, and mobile phones are examples of new technical developments that have produced significant advances. The twenty-first century civilization is one in which information plays a crucial role, impacting most of society's major sectors, from economics to politics and culture... Politics isn't only about a politician's capacity to organize and persuade voters via direct contact; it's also about the media's promotion and encouragement: radio, television, photographs, print, and online newspapers. The flood of information, on the other hand, renders individuals prone to disruptions and does a lot of harm. Unfavorable political information delivered at the wrong moment can provoke societal unrest; businesses may lose their reputation and confidence among investors and consumers, among other things.

As a result, professional information management operations are required by organizations, agencies, and corporations. That is also the foundation upon which the field of Public Relations, commonly known as PR, was founded and developed (Public Relations).

Professional public relations emerged in the globe around the turn of the twentieth century, coinciding with the rise of capitalism and the market economy. For agencies and organizations, PR experts are in charge of managing the interaction between an organization, a business, and the general public; creating and sustaining mutual trust and understanding; reputation protection; and brand growth. After over a century of growth, the public relations profession is progressively asserting its importance in modern society and the economy. Public relations is increasingly seen as a crucial instrument for agencies and organizations to defend, sustain, and promote their economic, cultural, and social activities.

Our country's market economy is becoming more dynamic, and it is working hard to keep up with the global economy. A slew of new businesses arose, the stock market grew, and global trade activities increased. It is the driving force behind individual, commercial, and organizational communication and information demands. The need for professional PR services in our country grows in tandem with the country's socioeconomic progress.

Because of its newness, dynamism, and high income for followers, the PR profession has been brought to Vietnam since the early 1990s of the twentieth century and is currently regarded one of the most popular occupations. However, PR Vietnam is still in the early stages of establishment and growth, focused on a few specific areas such as event planning, press relations, and so on. Professional training in public relations is still limited; most PR professionals come from other fields like as journalism, economics, foreign languages, etc. Knowledge of public relations is mostly gained via practice, which is insufficient and inconsistent. Due to the lack of a scientific reasoning system, a legal framework, and an ethical foundation, PR Vietnam lacks a strong base, as well as the appropriate development and operation direction. It is regarded as a true major. .. While a professional PR background has yet to be developed, negative phenomena such as black PR have made a name for themselves in order to gain notoriety, and in the process, have built press relations. bribe journalists with money...

Our country is constructing a transparent information distribution system. The issue is how to properly manage and enlighten public opinion while also bringing advantages to the firm. Many authorities have been perplexed by communication management because they have not researched, learnt, or acclimated to the new method of information administration. With a theoretical approach and practical application lessons, the book PR Theory & Application assists persons working in the field of information management in functioning efficiently and fulfilling the demands of communication work in the modern day. a new epoch

The writers have consolidated, examined, and presented a system of basic academic knowledge in the field of public relations in this book. Six chapters introduce this knowledge system:

Chapter 1: Introduction to PR summarizes and introduces the basic theories of communication - the core of PR; provides definitions of PR, distinguishing PR from some related forms of communication such as advertising, mass mobilization, propaganda, and marketing; introduces the origin and outlines the history of the formation and development of PR in the world and in Vietnam; presents ethical theories and basic ethical issues - the foundation of PR ethics.

Chapter 2: PR management, including an analysis of the PR management function, how to manage communications strategically, strategic communication abilities, and strategic communication planning methodologies, as well as how to handle difficulties and risks.

Chapter 3: Applied Public Relations presents the many types of applied public relations, including government, business, and non-governmental groups. This chapter examines the duties and responsibilities of government PR efforts, as well as the relevance of PR activities in industry and NGOs in the context of Vietnam's international integration. - the political and managerial mechanisms through which the government achieves its varied goals, which is an essential component of the government's management system.

Chapter 4: Public Relations Activities provides an overview and assessment of the function, tasks, and principles of public relations in relation to the press, internal PR, community PR, and lobbying PR, with a focus on lobbying PR. Distinguishing yourself from the press is a key aspect of public relations.

Basic PR abilities are introduced in Chapter 5: PR writing, communicating, bargaining, presenting, and interviewing. This chapter teaches PR professionals how to communicate in a clear, succinct manner and how to effectively communicate across media.

Chapter 6: Public Relations and Legal Concerns discusses some legal issues connected to public relations operations and emphasizes the need of understanding the law for public relations practitioners.

In general, understanding of PR in Vietnamese research materials is incomplete, poor, lacking in comprehensiveness, and does not delve deep into the fundamental idea. Meanwhile, public relations is a multidisciplinary area that requires summarization and systematization. On the contrary, international scholars' public relations materials are plentiful. PR has been extensively examined in both theory and practice throughout almost a century of development, with many eminent academics participating. However, because there are always variations in culture, politics, economics, and society between nations, the use of foreign PR rich scientific and theoretical information must be chosen... As a result, more research on the present state of PR efforts in Vietnam is required in order to improve PR's applicability in our nation.

The book provides a relatively scientific and complete knowledge system, especially knowledge of scientific theoretical basis in this field, based on the perception that the demand for PR knowledge is increasing while the amount of existing knowledge is still lacking, especially in terms of theoretical basis. This is a necessary component of a comprehensive PR training program that will produce professional PR human resources to satisfy society's demands; elevate PR to the status of a professional vocation, a science, deserving respect and suitable societal development investment. Knowledge in public relations is also useful in related professions such as journalism, marketing, and so on.

The publishing collaboration between the Faculty of Public Relations and Advertising (Academy of Journalism and Propaganda) and Alpha Book Joint Stock Company, as part of a series of books on PR, maintains the popularity of the book. PR Theory & Application (2007), PR Fundamental Knowledge and Professional Ethics is one of the few PR publications in Vietnamese, created by Vietnamese individuals, and is the first study containing basic theoretical and practical knowledge. this subject's editions and summaries For practitioners, in-depth researchers in PR and related subjects, media managers, professional PR practitioners, and key planners, the book is a great source of teaching and reference information. Writers, lawmakers, and everyone else in Vietnam who is interested in this new and interesting career.

I strongly advise people to read this book!

1. Introduction to PR

1.1 Communication theory

1.1.1 Theoretical foundation of the public relations business

Human-to-human connections are built on communication. Human beings cannot live as distinct individuals from birth to death; they are always a part of a family, group, or community... To survive, develop, and prosper, we need to understand, share, support, help, and work with others around us, both physically and spiritually. We must rely on communication efforts to form, maintain, and strengthen these connections. Communication refers to actions that allow individuals to communicate their ideas, feelings, understanding, experiences, living capital, knowledge, and other information in order to build understanding and foster cooperation with one another. Communication is pervasive and ongoing, consuming the majority of our time and energy. Communication efforts are estimated to take up 90 percent of a senior manager's day. In a nutshell, communication is a fundamental and required activity, one of the most basic necessities in human life, and it is linked to the survival and growth of human civilization.

Two Australian media academics, Tymson and Lazar, have described human communication as follows: Speaking, hearing, seeing, feeling, and reacting to one another, as well as their experiences and environments, are all examples of human communication activities.

With the advancement of human civilization, came the emergence of organizations with a growing scope and impact, as well as a tight interaction with society, such as businesses that provide commodities and services. Consumers, global corporations, government organizations, political parties, and medical institutions offering community health care services... the demand for communication today extends beyond people. Organizations must also interact with the public - the individuals and groups of people that the organization affects and who, in turn, affect the organization's interests and existence. An organization must be recognized, understood, and supported by the public in order to survive and grow. This work must be done on a regular basis and over an extended period of time. As a result, organizations require someone to represent them who specialize in public communication, such as public relations professionals. As a result, a public relations practitioner is a skilled communicator. PR practitioners must rely on professional communication activities in many forms to fulfill the most essential aims of PR, which are to develop mutual understanding and partnerships between the company and the public.

In addition, Tymson and Lazar define: The management of communications for the aim of developing comprehension is referred to as communication. Previously, communication was thought to be a simple procedure in which a message was sent directly from the sender to the recipient with no modifications.

Listeners incorporate their desires and prejudices into the activities of listening, reading, and viewing, and they never fully accept what they hear, according to modern communication theory. Others inform them. The role of the media and public relations is to facilitate the exchange of information and understanding, allowing for the seamless development of connections between PR practitioners and audiences.

Each field's functioning is supported by a knowledge system. PR is a new area with a knowledge base system that is currently in its early stages of development. Mass communication, linguistics, psychology, sociology, marketing, management, organizational theory, and cultural studies are all heavily influenced by this system. Because much of a PR professional's work includes communication, whether directly or indirectly, communication theory offers a logical foundation.

These theoretical underpinnings aid public relations practitioners in developing and planning successful communication campaigns, analyzing and evaluating communication activities, predicting