Public relations and Public relations and communication technologycommunication technology

Concept of public relationsConcept of public relations

Function of public relationsFunction of public relations

IntroductionIntroduction

In today's corporate world, nearly all companies In today's corporate world, nearly all companies and corporations have public relations and corporations have public relations departments. The existence of a public relations departments. The existence of a public relations department is important in ensuring the smooth department is important in ensuring the smooth operations of business in the globalized world. It operations of business in the globalized world. It functions as the mouthpiece of the organization functions as the mouthpiece of the organization and generally seems to be "telling the and generally seems to be "telling the organization's side of the story"organization's side of the story"

What exactly is public relations and when actually What exactly is public relations and when actually the world of public relations emerged? These are the world of public relations emerged? These are the areas we are going to look at in this topic.the areas we are going to look at in this topic.

Definition of Public relationsDefinition of Public relations

Before World War I, public relations was Before World War I, public relations was defined as the act of "inducing the public to defined as the act of "inducing the public to have understanding and good will" (Cutlip, have understanding and good will" (Cutlip, Center and Broom).Center and Broom).

However, after the maturing of the public However, after the maturing of the public relations concept, that is, after World War I, relations concept, that is, after World War I, the definition of public relations included the definition of public relations included words such as words such as reciprocalreciprocal, mutual and , mutual and relationship between the organization and relationship between the organization and public. public.

Historical BackgroundHistorical Background

Public relations is a concept that emerged Public relations is a concept that emerged from powerful businesses as early as the from powerful businesses as early as the 1900s. During this time, companies used 1900s. During this time, companies used to employ public relation officers to defend to employ public relation officers to defend themselves and their monopolies against themselves and their monopolies against journalists and government regulations. journalists and government regulations. One of the major events that increased the One of the major events that increased the role of public relations was when the role of public relations was when the United States took part in World War I. United States took part in World War I. President Woodrow Wilson, the American President Woodrow Wilson, the American president then, formed the Committee on president then, formed the Committee on Public Information in order to persuade the Public Information in order to persuade the American public to join the military.American public to join the military.

If we analyze further, we can see that in the early If we analyze further, we can see that in the early years, the role of public relations mainly focused on years, the role of public relations mainly focused on publicity that was designed to persuade and publicity that was designed to persuade and influence the public. It was basically the tool of the influence the public. It was basically the tool of the corporations to safeguard their interests and corporations to safeguard their interests and maintain their image in the eyes of the public. This maintain their image in the eyes of the public. This was referred to as the one-way concept of public was referred to as the one-way concept of public relations. relations.

Several decades later, following World War II, the Several decades later, following World War II, the domain of public relations expanded and evolved domain of public relations expanded and evolved into a two-way communication focusing on the into a two-way communication focusing on the relationship between the organization and the relationship between the organization and the public. The two-way concept emphasizes on public. The two-way concept emphasizes on communication exchange, reciprocity and mutual communication exchange, reciprocity and mutual understanding. It operates based on concepts such understanding. It operates based on concepts such as organizational adjustment, counseling as organizational adjustment, counseling management and corrective action through public management and corrective action through public relations. relations.

Function of Public relationsFunction of Public relations

PublicityPublicityMost news and information in the media are Most news and information in the media are disseminated by public relation sources. However, disseminated by public relation sources. However, due to its non-paying nature, they have little or no due to its non-paying nature, they have little or no control on how or when the information is used. control on how or when the information is used. What is considered newsworthy to public relations What is considered newsworthy to public relations officers will all depend on how the editor and officers will all depend on how the editor and reporters use the information. It could be used as reporters use the information. It could be used as presented or changed according to the reporters' presented or changed according to the reporters' bias without identifying the source. Nonetheless, in bias without identifying the source. Nonetheless, in the eyes of the receiver whether reader, listener or the eyes of the receiver whether reader, listener or viewer, the medium carrying the information is the viewer, the medium carrying the information is the source. source.

AdvertisingAdvertising

Advertising, on the other hand, gives the source Advertising, on the other hand, gives the source control over placement. Where publicity to a control over placement. Where publicity to a certain extent is harder to control, advertising certain extent is harder to control, advertising allows the source control of the content, allows the source control of the content, placement and timing by paying media placement and timing by paying media advertising. By paying for the time and space in advertising. By paying for the time and space in the media, it allows sources control in the the media, it allows sources control in the messages that will be placed to the public. Even messages that will be placed to the public. Even though many associate the role of advertising though many associate the role of advertising with marketing, it is not only limited to that. with marketing, it is not only limited to that. Organizations may use this as a method to place Organizations may use this as a method to place messages for non-marketable purposes.messages for non-marketable purposes.

Press AgencyPress AgencyThe use of press agency is to create newsworthy The use of press agency is to create newsworthy stories to gain media notice and attract the stories to gain media notice and attract the public's attention. It plays an enormous role public's attention. It plays an enormous role especially in the promotion of record companies, especially in the promotion of record companies, circuses, concerts or tourist attractions. It even circuses, concerts or tourist attractions. It even plays a crucial role in political campaigns and plays a crucial role in political campaigns and politically inclined conventions in order to build politically inclined conventions in order to build recognition and attract the public's attention. recognition and attract the public's attention.

Public AffairsPublic AffairsTo a certain extent, many government agencies To a certain extent, many government agencies and some corporations use public affairs in place and some corporations use public affairs in place of public relations. In corporations, public affairs of public relations. In corporations, public affairs would act as liaisons with government units. One would act as liaisons with government units. One observes activities such as the installation of observes activities such as the installation of community programs, encouragement of political community programs, encouragement of political activism or offer of volunteer services for activism or offer of volunteer services for charitable and community development charitable and community development organizations. organizations.

Issue ManagementIssue ManagementThere are two main areas of Issue Management. First is There are two main areas of Issue Management. First is the early identification of issues with potential impact the early identification of issues with potential impact to the organization. And the second is the strategic to the organization. And the second is the strategic response designed to mitigate the consequences. Thus, response designed to mitigate the consequences. Thus, one could say that this domain is the proactive process one could say that this domain is the proactive process of anticipating, identifying, evaluating and responding of anticipating, identifying, evaluating and responding to public policy issues that may affect the relationship to public policy issues that may affect the relationship between the organization and public. Hence, we can between the organization and public. Hence, we can gather issue management as a method the public gather issue management as a method the public relation officer use to identify and analyze certain relation officer use to identify and analyze certain issues.issues.

LobbyingLobbying Lobbying may be the more controversial, specialized Lobbying may be the more controversial, specialized and highly criticized part of public affairs and most and highly criticized part of public affairs and most view lobbying as part of manipulation especially in view lobbying as part of manipulation especially in government. However, within Public Relations, lobbying government. However, within Public Relations, lobbying is seen as part of an effort to get the public to "take up is seen as part of an effort to get the public to "take up the cause" usually referred as "grassroots lobbying". the cause" usually referred as "grassroots lobbying". Public Relations primarily act as a credible advocate Public Relations primarily act as a credible advocate and reliable source, also designed primarily to and reliable source, also designed primarily to persuade.persuade.

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Impact of communication technology on Public Relations

Technological change has had major impacts Technological change has had major impacts upon the modes of transmission, processing upon the modes of transmission, processing and storage of information. It applies and storage of information. It applies concepts relating to information policy and concepts relating to information policy and the social construction of technology to a the social construction of technology to a range of issues and practical problems, both range of issues and practical problems, both in Malaysia and internationally. Since we are in Malaysia and internationally. Since we are dealing with a diverse community, this dealing with a diverse community, this requires a sophisticated communication requires a sophisticated communication process especially when we are embarking process especially when we are embarking on efficient and effective public relations on efficient and effective public relations activities. Communication technology will activities. Communication technology will definitely provides a steady stream of definitely provides a steady stream of information to the masses.information to the masses.

““CT” and public relationsCT” and public relations

Communication technology using the definition Communication technology using the definition given by Rogers (1991) looks at it as "the given by Rogers (1991) looks at it as "the equipment within the organization that will allow equipment within the organization that will allow individuals to collect, process and exchange individuals to collect, process and exchange information with others". It further makes information with others". It further makes communication more efficient by making communication more efficient by making communication activities faster through the factor communication activities faster through the factor of time and space. Starting from the initial of time and space. Starting from the initial development of print, technology advancement in development of print, technology advancement in the era of telecommunication through radio, the era of telecommunication through radio, television even the internet has played a vital role television even the internet has played a vital role in Public Relations.in Public Relations.

Since Public Relations means finding ways and Since Public Relations means finding ways and means to attract attention, communication means to attract attention, communication technology is a definite means. By using such technology is a definite means. By using such technology, the ability to incorporate these technology, the ability to incorporate these technologies as a tool within Public Relations will technologies as a tool within Public Relations will mean higher and effective means of communicating mean higher and effective means of communicating to a wider scope of listeners or viewers.to a wider scope of listeners or viewers.

With such acclaims, today's practitioners of Public With such acclaims, today's practitioners of Public Relations not only find themselves with a large Relations not only find themselves with a large variety of tools to choose from, these technologies variety of tools to choose from, these technologies also makes delivering and monitoring the impact on also makes delivering and monitoring the impact on their target audiences faster and easier.their target audiences faster and easier.

Nowadays, we can find many examples of Nowadays, we can find many examples of new technology. Intranet and Internet has new technology. Intranet and Internet has made communication even more effective made communication even more effective then before. Their interconnectedness has then before. Their interconnectedness has been argued to represent a paradigm shift been argued to represent a paradigm shift within corporate communication. The e-mail, within corporate communication. The e-mail, for instance, has become a vital part of for instance, has become a vital part of communicating within organizations. Also, communicating within organizations. Also, teleconferencing has advanced the teleconferencing has advanced the possibilities of meetings and speeches. possibilities of meetings and speeches. Teleconferencing is able to reach people at Teleconferencing is able to reach people at many locations all at the same time. Key many locations all at the same time. Key speakers that are not able to travel may speakers that are not able to travel may participate by teleconferencing. Another new participate by teleconferencing. Another new technology, Close Circuit Television (CCTV), technology, Close Circuit Television (CCTV), makes it possible to telecast live or by makes it possible to telecast live or by videotape and film simultaneously.videotape and film simultaneously.

CONCLUSIONCONCLUSION

We have mentioned some of the many We have mentioned some of the many changes that have made an impact onto changes that have made an impact onto Public Relations. One thing is certain, the Public Relations. One thing is certain, the future of technology and Public Relations future of technology and Public Relations are closely tied to each other. One could are closely tied to each other. One could see that the basic structure of business will see that the basic structure of business will not change, however, practitioners of Public not change, however, practitioners of Public Relations will face challenges with Relations will face challenges with technological change. Due to developments technological change. Due to developments in technology, Public Relations have given a in technology, Public Relations have given a diverse and changing scope and also impact diverse and changing scope and also impact the way one practices public relations.the way one practices public relations.

THE ENDTHE END