Core Concepts of Public Relations

Public relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding and excellent communications.  This post identifies and explains the core concepts and practices of public relations. The core concepts of public relations are: planning, sustained communication, mutual understanding and stakeholder analysis.  The core practices are centered on building relationships. The skills involved are: written, oral and listening skills, management skills; and ethical thinking.  Also explained in this report are the differences between public relations and marketing and how they converge and support each other through relationship marketing and integrated marketing communication.

Planning.

Planning is a key function and skill of the public relations practitioner.  They say that being well organized is a key attribute to a successful practitioner).  One tool will a company to stay organized and communicate their intentions with their stakeholders is the public relations plan.

There are four benefits for an organization if they develop a public relations plan.  These advantages are: planning provides an opportunity to gain an assessment of the situation, it helps establish objectives; and there is more control over the public relations program and the desired image to be projected.  The fourth benefit of planning is that it allows spending to be within the budget. 

 

Here is an example followed by Dove when they developed a communication plan for launching a new campaign is: a situation analysis, objectives, strategies, target audiences and target media.  The situation analysis provides a back ground into the new brand and its strengths and weaknesses.  The setting of objectives creates an awareness of what is to be achieved.  Strategies define how the objectives are to be achieved.  The communications effort is directed toward the target audiences.  Target media are the communication channel for reaching the target audience.

Sustained Communication.

Sustained communication is any activity that is involved in the communication with the stakeholders involved with the organization or brand.  Public relations practitioners earn attention by creating awareness and communication through multiple channels.  Sustained communication involves communicating regularly with stakeholders with a long term perspective. Therefore, sustained communication builds long term relationships through creating a positive understanding by communicating regularly with stakeholders. 

Public relations’ should be approached from a long term perspective.   It takes time to build a brand and earn respect.  An effective public relations campaign has a solid base of sustained communication added to it.  What is required from the public relations practitioner is the production and distribution of content that is both relevant and interesting.  An organization needs to open diologue and share ideas with both the internal and external stakeholders. 

  

Sustained, long term communication will create strong relationships with stakeholders that will have a number of benefits for a company. Communicating with stakeholders strengthens their position when an attempt is to be made at influencing them.  Also, sustained communication with stakeholders can make them sympathize with the needs of the brand.  Moreover, communicating with shareholders can ensure funds are accessible. 

For example, hamburger chain McDonald's is practicing sustained communication with their consumers through social media.  McDonald's have a Facebook page advertised to teenagers and other site members.  The hamburger giant promotes their meal deals and environmental and sport sponsorship information to their target audience.  Young people are spending more time on the internet than traditional channels like television and print.  Consumers can interact with the corporation through private messaging.

Mutual Understanding.

Mutual understanding occurs when  the organization and their target public recognize and appreciate each others goals, needs and wants. Mutual understanding does not mean mutual agreement.  Public relations practitioners should recognize the need for mutual understanding between the organization and its stakeholders during communication.  

For example,  James Grunig’s four models of public relations provides a summary of how public relations has evolved from one-way models of communication into two-way symmetrical interaction with stakeholders.  The modern two-way symmetrical communication model has evolved from dictating information to stakeholders to influencing them and creating mutual understanding between the organization and its stakeholders.  Therefore, mutual understanding should be promoted and can only be achieved with two-way communication.

The presence of mutual understanding has many advantages an organizations internal and external communication. By developing a mutual understanding they can foster trusting relationships and define objectives to provide mutual benefits for the organization and its stakeholders. Organizational and stakeholder satisfaction can be positively affected if both parties understand each other.  Therefore, trust, mutual respect and mindfulness are all positive components of mutual understanding.

For example Kiwisaver provider AMP provides regular reporting to their fund investors through quarterly disclosure statements delivered by email.  This provides easier access to investors to information about their Kiwisaver funds.  Investors can call the customer services team with their questions and concerns.

Stakeholder Analysis.

Stakeholders are a group of people on whom an organization depends for its success and who have an interest (stake) in the organization.  Stakeholders both have an effect and are affected by an organization.   Every organization has both internal and external stakeholders.  

Internal stakeholders are groups within the organization.  For example: the owners, the managers, shareholders and workers.  The external stakeholders are groups outside the organization.  For example:  shareholders, the community and consumers.  Because these stakeholders all have different interests and priorities it would be advantageous for an organization to conduct a stakeholder analysis.

For example, whenever soft drinks manufacturer Oasis Industries conducts a stakeholder analysis they include both the internal and external environments.  When analyzing the internal environment the organization’s performance and anything that may hinder success should is considered.  Insofar as the analysis of the external environment Oasis Industries  consumer base, competitors, and other social, economic  and political factors are considered for their impact on the organization.