Premium Essay

Public Relations

In: Social Issues

Submitted By kbasarr
Words 8548
Pages 35
PR Public Relations Review 38 (2012) 5–13

Contents lists available at SciVerse ScienceDirect

Public Relations Review

Revisiting the concept “dialogue” in public relations
Petra Theunissen ∗ , Wan Norbani Wan Noordin 1
School of Communication Studies, Faculty of Design & Creative Technologies, AUT University, Private Bag 92006, Auckland 1142, New Zealand

a r t i c l e

i n f o

Article history:
Received 2 October 2010
Received in revised form
14 September 2011
Accepted 14 September 2011
Keywords:
Public relations
Dialogue
Two-way symmetric communication
Risk

a b s t r a c t
This paper follows a critical approach in exploring the philosophical underpinnings and key features of dialogue in public relations practice and thinking. It argues that dialogue has been uncritically equated to two-way symmetrical communication, which has not done justice to the nature of dialogue, and has effectively stifled concrete development of a dialogic theory in public relations. The paper draws from a range of literature, including mainstream public relations and communication philosophy—in particular the philosophy of Martin Buber. The purpose of this paper is to inform public relations thinking by encouraging debate rather than proposing a new theoretical approach. As such, it sets out to explore the concept of dialogue and its philosophical underpinning, considers its practical application and suggests that it should not be seen as superior to persuasion.
© 2011 Elsevier Inc. All rights reserved.

1. Introduction
The term “dialogue” has become ubiquitous in public relations writing and scholarship, and even more so in the light of the ever-evolving Internet and its social media application (see e.g. Briones, Kuch, Fisher Liu, & Jin, 2011; Henderson &
Bowley, 2010; Taylor, Kent, & White, 2001; Yang, Kang, & Johnson, 2010). Authors such as...

Similar Documents

Premium Essay

Public Relations

...------------------------------------------------- Subject- Importance of Public Relations function Greetings Mr After having read DOME’s (Don’t overlook mature expertise) strategic plan objective (Http://Www.Dome.Org.Au Powered Atemo, 2014) and taking into consideration the needs of this organization, I saw how important it is to establish a Public Relations function within the organization. This email is going to include a broad understanding of what public relations is, how it is different from marketing, what tasks will it undertake and what differences and changes it can bring about in DOME. Public relations is defined as the development and management of ethical strategies using communication to build relationships with stakeholders or publics. (ed.Johnston and Sheehan, 2014, p. 6) In simple terms, it develops and maintains mutually beneficial relationships between an organization and its stakeholders. According to James Grunig’s excellence theory, public relations can serve as a management function to the overall effectiveness of an organization with it’s strategic and planned approach (Grunig ed,2013) and in While Elser’s opinion, Public Relations excel at message control and manage a diverse group of stakeholders to deliver messages across various touch points. (Elser 2013) Public relations is often confused with marketing. While the two areas can often be interdependent, they do have substantial differences....

Words: 957 - Pages: 4

Premium Essay

Public Relations

...Name: Diane Sneddon-Fry Student Number:00061383T Unit Module: PRN 101 Teacher: Tiffany Junee Essay: How is the changing technology environment impacting Public Relations? How is the changing technology environment impacting on Public Relations? Public Relations more than ever before is feeling a direct impact on this fast moving and ever evolving technology based world we live. Traditional forms of media are becoming obsolete, people are participating in more on-line discussions and organisations are much more accountable as more and more people have access to computers, phones and applications 24 hours, seven days a week. ‘In a world where e-mails are returned faster than phone calls and decisions may be made based on corporate websites, it is becoming increasingly important for businesses and business professionals to create and maintain and effective online presence.’ (Gale Cenage Learning, Madiha Bilal Kapadia, 30 November 2011) Recently Qantas was involved in a potential on-line disaster or was it a stroke of Public Relations genius that shifted the focus from the trade union discussions to a pair of first class pyjama’s? Qantas is Australia's largest airline and one of the oldest airlines in the world. Qantas was founded in Winton, on 16 November 1920 as Queensland and Northern Territory Aerial Services Limited by Paul McGuiness, Hudson Fysh, Fergus McMaster and Arthur Baird....

Words: 1906 - Pages: 8

Premium Essay

Public Relations

...Public relation specialist is a topic I chose because It’s something I see myself doing in the future. Today, Public Relations is a set of management, supervisory, and technical functions that foster an organization's ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values. Essentially it is a management function that focuses on two-way communication and fostering of mutually beneficial relationships between an organization and its publics. From my understanding a pro public relations expert excels in speaking at conferences, employee communications, and working in human related organizations. Smartness and an outgoing personality are the tools not just to impress the opposite sex, but it can also help one in his/her career. One of the professions that relies a lot on these two attributes to make an impact is media relations or public relations. A happy customer will most likely make repeat purchases, so an effective PR makes good business sense too. The Government also undertakes PR activities to create a favorable impression in the public mind. Such as it said in the book: So, if you can’t have the job you love (yet!) ... love the one you got.”...

Words: 380 - Pages: 2

Premium Essay

Public Relations

...Give a detailed narration unpacking how the Public Relations function has evolved over the years and the challenges that the practice faces in the developing countries. Public Relations function is as old as human civilisation. Published narrations or histories have usually telescoped and oversimplified a fascinating history by emphasising novelty and a few decorated personalities. There have been contributions in the professional literature that impart a meaningful picture of public relations function’s past and present (Cutlip, 1994). It has existed in one form or the other. There are a lot of examples of its varied form, content and end use. An ancient clay tablet, found in Iraq, told the Sumerian farmers how to grow better crops. That was over 4000 years ago. The Arabian tales relate how the celebrated Sultan Haroon-Al-Rashid used to wander about every night in disguise to see for him as to what the people really felt about his administration. However, the available literature makes us inclined to think of public relations as a 20th century phenomenon, but the desire to communicate with others and to deal with the impact of opinion dates back to ancient cultures (Wilcox and Cameron, 2003).Therefore, this paper seeks to give a detailed narration unpacking the public relations function evolution over the years and the challenges that the practice faces in the developing countries....

Words: 3134 - Pages: 13

Premium Essay

Public Relations

...Public Relations Name: Institution:   1. Mix of media used to implement public relations campaign There are three main mixes of media that were used in the implementation of the public relations campaign. One of these is the use of television. Today, almost all homes in the country own a television set. It is therefore a very effective method of implementing a public relations campaign. The public relations campaign on television needed especially to be done during prime time (Zhang, 2013, p. 1323). During this period, there are numerous people who are watching television. It is therefore very easy for the organization to reach numerous people. This also helped to show the seriousness that the foundation was putting on the issue at hand. The second media mix that the foundation considered using is the use of print media. The organization needed to examine the most popular print media in the nation. It then put the respective public relations campaign in a bid to convey the issue at hand. In using the print media, there are several objectives that the organization hoped to achieve. First, bearing in mind that one is in possession of a newspaper for a period of time, he will be able to examine the news release in details and gain an understanding on all the matters at hand. In addition, this media gives the recipient a chance to issue a comprehensive reply (Kahle, 2001, p. 34). The final media mix is the social media....

Words: 1689 - Pages: 7

Premium Essay

Public Relations

...I am going to use two cultures as my examples in public relations practices in different areas; Arab and American cultures. 1) Cultural differences may sometimes crossover into different ethical perspectives. What maybe ethically acceptable in the Arab culture, may be censored in the American public relations industry – and this can go both ways. 2) Message design: “Simplistic messages may not be appreciated by Arab clients. American firms would have to emphasize how such messages as "Free Kuwait" are more powerful to...

Words: 456 - Pages: 2

Premium Essay

Public Relation

...Public realation Black believed that to overcome the anti-biotechnology activates the company need an advertising campaign but the low financial position does not support the decision. Black started working with Phil Croswell to initiate a public relationship for company. With the help of Croswell Black decided to initiate a modest national public relations campaign only days ahead of the product launch. Product launch The Black decided to advance the date of the launch to public relation campaign. Maintaining the planned campaign launch date would allow anti-biotechnology activities to alter by using the information of the company for scare diplomacies. Croswell using strategy to drafted a press release of the information of Yorktown technologies. The day before launched, the front page of reputed newspapers and the channels carried multiples new stories regarding company. All activities influence the market of company. After the launch the California department allowed the company to market it on the California based on the world leading scientific community to be safe but few days later they again reject because the commissioners thought that marketing them was ethically wrong. FDA was asked to consider in on the issue. The FDA’s judgment was critical that allow the fish to launch in the market. Product enhancement After the public accept the product the company realize that the output of the product is not as satisfied as it to be....

Words: 251 - Pages: 2

Free Essay

Public Relation

...HOASEN International University Vietnam TV121 Bachelor of Business Administrator PR - CAMPAGIN Subject: Public Relation (PR) Professor: Nguyen Tran Kieu Van Reported by: Group FTA Member of group : 1. Nguyen Hoai Thanh 2004494 2. Phạm Yến Linh 2004087 3. Trần Đức Huy 2005581 4. Quan Phụng Chi 2006979 June, 2015 1 INTRODUCTION THE LEADER : NGUYEN VAN PHUOC Nguyen Van Phuoc, who built brand of First News in 1994. He has a passion for books, and want to bring wonderful, creativity story from the world to Vietnam. Then, he decide to establishing the First News Media in 2010, it's also one of the most famous brand and perceived satisfaction from clients such as : Viettel, HSBC, Vinaphone. THE COMPANY : TRI VIET CORPORATION First News - Tri Viet Publishing co., Ltd was founded by Mr.Phuoc in 1994 with the aim of continuous news of update to Vietnamese reader. First News's Books always bring being careful of design among with good translation has perceived well preference from clients. We strongly believe with the name of "First News - Tri Viet ( Vietnamese's intellectural and knowledge ) will remind us to spreading innovative ideas and messenger of new information to Vietnamese reader. That's is the reason why First News - Tri Viet has receive pleased welcome from publishing industry in Vietnam....

Words: 2682 - Pages: 11

Premium Essay

Public Relations

...A public relations specialist or firm helps them both create and maintain a good reputation among both the media and the customers by communicating in their behalf and presenting their products, services and the overall operation in the best light possible. A positive public image helps create a strong relationship with the customers which in turn increases the sales. DEFINITION OF PUBLIC RELATIONS Public relations has no fixed...

Words: 1609 - Pages: 7

Premium Essay

Public Relation

...CONTENTS * Definition * Objective of Public Relation * Types of Public Relation * Elements of Public Relation * Process * Tools * Additional Activities * Departments of Public Relation * Code of Ethics * PR Laws * Skills Required * Role of PR in Government...

Words: 7887 - Pages: 32

Premium Essay

Public Relations

...Public Relations Priscilla A. Gillespie MKT/438 September 5, 2011 Ricco Rizzo Public Relations Throughout history public relations many definitions are changing. Historian Daniel J. Boorstin is quoted as saying, "Some are born great, some achieve greatness, and some hire public relations officers," Public relations is an art and involves careful consideration and creativity on the part of the public relations representative. The job of any good PR rep is to communication a message to the public the organization represented wants to convey. This paper will (a) introduce and examine three definitions of public relations, (b) introduce a newly constructed definition of public relations, and (c) compare and contrast definitions of public relations. Three definitions of Public Relations Two-Way Communication The first definition comes from The Practice of Public Relation, Tenth Edition. According to Seital (2007), “Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication” (p. 4). The first aspect of this definition says, “Planned.” The act of public relations is a deliberate process planned by an organization. The next aspect of this definition is, “Process to influence.” The process to influence means to have an effect. The framework of public relations is to have an influence or an effect on the public....

Words: 1200 - Pages: 5

Free Essay

Public Relations

...McDonalds already has a Public Relations team that is concerned with the way they are perceived, it is vital for their roll to maintain long term benefits and gains and make sure the image of the company is maintained and if not improved. In terms of marketing, McDonalds needs to put more emphasis on their campaign and strategy...

Words: 2295 - Pages: 10

Premium Essay

Public Relation

...MOUNT KENYAUNIVERSITY NAME : COURS : LECTURER : COURSE UNIT : DATE : 00/06/2013 TASKS : Introduction (Public Relation theory) Public relations are a management function separate from other functions. Many organizations splinter the public relations function by making it a supporting tool for other departments such as marketing, human resources, law, or finance. When the public relations function is sublimated to other functions, it cannot move communication resources from one strategic public to another as an integrated public relations function can. Public relations manager, are obliged to have knowledge of different theories so that they can make the right decisions for their public relations plans and programs. The value to their employer or client will be directly related to how well they use theory in your work. Not any single theory covers all you need to know in public relations or any other discipline; therefore, it is valuable to look at theories by grouping them according to how they are used. We start with theories of relationships, then, we discuss theories of persuasion and social influence. Systems Theory Systems theory is useful in public relations because it gives a way to think about relationships. Generally, systems theory looks at organizations as made up of interrelated parts, adapting and adjusting to changes in the political, economic, and social environments in which they operate....

Words: 1785 - Pages: 8

Premium Essay

Public Relations

...Who gave me the right to say something like that when I don’t even know what Public Relations truly mean? I later figured out that it was the problem all along. I absolutely didn’t know a thing about PR. How can I write about something that I don’t understand at all? This became quite frustrating for me. So I decided to...

Words: 1107 - Pages: 5

Premium Essay

Public Relations

...Bernays, nephew of Sigmund Freud, is widely recognized as the father of public relations. Bernays graduated from Cornell University in 1912 and opened the first recognized public-relations firm with Doris Fleischman in 1919. As Harold Lasswell explained in 1928, "public relations" was a term used as a way of shielding the profession from the ill repute increasingly associated with the word "propaganda": "Propaganda has become an epithet of contempt and hate, and the propagandists have sought protective coloration in such names 'public relations council,' 'specialist in public education,' 'public relations adviser. MEANING OF PUBLIC RELATIONS Public Relations (or PR) is a field concerned with maintaining public image for high-profile people, commercial businesses and organizations, non-profit associations or programs. Public relations (PR) concerns professions working in public message shaping for the functions of communication, community relations, crisis management, customer relations, employee relations, government affairs, industry relations, investor relations, media relations, mediation, publicity, speech-writing, and visitor relations....

Words: 2336 - Pages: 10