Public Relations (PR) with its definition of achieving mutual understanding of its organization with its public does portray an image of a communication and crisis management expert. However, PR is not only about transmitting messages between its public and the organization but is also a body who publicities an organization/company to its public. For instance, a rebranding of a company is made known to the public by road-shows, campaigns, exhibitions, talks, etc. Moreover, it is very much more economical compared to Advertising which will cost a fortune. Furthermore, PR is not only more economical but also more effective. People tend to remember if they are introduced and explained about something rather than just watching or viewing an advertisement. This is because, in PR theories such as Hypodermic Syringe/magic bullet is practiced and this appeals to be very effective. There are also various points of views of PR. This is another definition which I found complete:
“Public relation is the practice of getting attention and shaping public opinion. Its tools include publicity, advertising, public affairs forums, lobbying public officials, and any and every other means that gets a message out to the public. Mostly however it is about placing stories in the media, getting newspapers, radio and television to accept stories or messages sourced from PR agencies. This gives the illusion that the client's message is simply the product of impartial journalism rather than advertising with which the consumer is more familiar and resistant. Sir Tim Bell, of Bell Pottinger, comments, "A strong story placed in the newspaper, picked up by everybody else, will actually have more impact than an advertising campaign."
Public relations use many of the tools of marketing and may be used to promote a particular product but often it is employed in pursuit of a slightly different goal. Marketing (including advertising and promotion) is about selling products and services whereas PR is often concerned with selling persons, government policies, corporations, and other institutions. In addition to marketing products, PR has been vastly used to attract investments, influence legislation, raise companies' public profiles, put a positive spin on disasters, undermine citizens’ campaigns, gain public support for conducting warfare, and to change the public perception of repressive regimes. In a modern democracy the mechanisms of propaganda and control must necessarily be far more subtle than those employed by more repressive regimes and PR or ‘spin-doctoring’ has become ubiquitous in the western political economy.
By necessity the industry keeps a very low profile, however. Although the public consumes a huge amount of their work, companies such as Burson-Marsteller or Bell Pottinger are far from household names. Michie quotes a top British spin doctor as saying "'PR is very much an invisible art and it doesn't serve our purposes to reveal how much we manipulate journalists and the public”
Thus, PR is definitely an important role in a company and every organization should establish a PR department to ensure its company to be successful. PR practitioners are usually very updated. They are knowledgeable and know what the market is asking for. If they do not have a glimpse of what the market is in demand of, they will come up with research, interviews and also observation. PR practitioners usually think analytically and are very result oriented. Ensuring objective(s) to be achieved is most crucial and vital for every PR practitioner. In other words, PR Industry is about being perfect and effective. Although, no one is perfect, but PR tries to be as perfect as possible.
"Public relations focus less on advertising and more on giving valuable information to the public. Now, you can’t launch a public relations campaign and then sit back to see what works and what doesn’t. You have to carefully monitor every single aspect – from events to simple clippings – to find out which are drawing attention towards your organization and which are not. Of the ones that are, you’ll want to determine if the attention is positive or negative and then take action to either enhance or correct the image you are portraying to the public”.
Therefore, PR practitioners are definitely detailed people and these kind of people are a necessity for every company to posses as it will ensure a good flow within your organization and your consumers. PR also takes seriously on revenue making. They strive hard to ensure the company makes a lot of money and ensures a good relationship with the stake holders. They will please your stake holders and ensure they are always happy with the company’s performance and also ensure products produced are up to consumers satisfaction. PR practitioners are pleased if feedback is given because we would understand and made aware if the services provided is sufficient to the consumers. This will also allow the PR department to convey the message to the company for their awareness and to ensure action is taken.
Your company will definitely see its benefits if they established a PR department. Maybe if not establishing your own PR Department, maybe consider hiring a third-party PR company to carry out the publicity for you. You will not only gain popularity within your society, but also profit making benefits. Techniques PR practitioners used are very much more effective compared to advertisement and it leaves a much permanent impact towards the public/consumer. For advertising, they only ensure your company is published in a poster, or article, etc. but for PR, they do not only ensure your company to be published but reach out to the public to ensure they are made aware of it and gets feedback for your perusal. It does not end up to there, they also follow-up on your profit progression and if it is not making money, they will come up with other alternatives and strive to ensure it is a success. They tend to go all-out for obtaining achievement in their objectives. They will do talks in schools, shopping malls or maybe even in a local residential area. They will also plan campaigns, carnivals, private events, press-conference, exhibitions, meetings with stake-holders just to ensure there is no communication breakdown in occurrence. Besides being a communication expert, PR practitioners are also literate in administrative tasks. I can say you are killing two birds with one stone if you establish a PR Department in your organization/company.
In regards of non-governmental organization such as the Zoo Negara, they require helping hand from its public to support the up-keeping of the animals. Thus, PR practice can assist in increasing the number of visitors and volunteers by promoting the benefits of visiting the zoo. What the Zoo has to offer: Knowledge and fun for the family. Every child definitely desires to visit the zoo and therefore we have found our main target customer. We should increase in promoting the zoo in elementary schools, pre-schools and also in shopping complexes where usually families hang-out. We can then set-up a booth, have a mini-petting zoo for display and promote the Zoo with attractive packages. We should apply the hypodermic syringe/magic bullet theory here and persuade the public to visit the zoo. Besides visiting, to increase the number of volunteers, usually universities students are most likely to participate as volunteers at the zoo.
Hence, we can organize a booth at universities around the Kelang Valley with the objective of getting more volunteers. At the road show, we are supposed to brief them on their expectations. Moreover, we can also release press-entries for the Zoo Negara, writing up the most moving column and get the public’s attention about Zoo Negara. Plus, if you want to reach large audiences as inexpensively as possible, public relations is the way to go. Public relations includes the creation and distribution of information, primarily in the form of stories, published or broadcast by mass media such as newspapers, magazines, television and radio. Because the media do not charge for publishing these articles, but consider them valuable for their readers, PR has the power to reach millions of people for very little money, generating many valuable sales leads. That is how PR can assist in a Non-Governmental Funded Organization.
By necessity the industry keeps a very low profile, however. Although the public consumes a huge amount of their work, companies such as Burson-Marsteller or Bell Pottinger are far from household names. Michie quotes a top British spin doctor as saying "'PR is very much an invisible art and it doesn't serve our purposes to reveal how much we manipulate journalists and the public”
Thus, PR is definitely an important role in a company and every organization should establish a PR department to ensure its company to be successful. PR practitioners are usually very updated. They are knowledgeable and know what the market is asking for. If they do not have a glimpse of what the market is in demand of, they will come up with research, interviews and also observation. PR practitioners usually think analytically and are very result oriented. Ensuring objective(s) to be achieved is most crucial and vital for every PR practitioner. In other words, PR Industry is about being perfect and effective. Although, no one is perfect, but PR tries to be as perfect as possible.
"Public relations focus less on advertising and more on giving valuable information to the public. Now, you can’t launch a public relations campaign and then sit back to see what works and what doesn’t. You have to carefully monitor every single aspect – from events to simple clippings – to find out which are drawing attention towards your organization and which are not. Of the ones that are, you’ll want to determine if the attention is positive or negative and then take action to either enhance or correct the image you are portraying to the public”.
Therefore, PR practitioners are definitely detailed people and these kind of people are a necessity for every company to posses as it will ensure a good flow within your organization and your consumers. PR also takes seriously on revenue making. They strive hard to ensure the company makes a lot of money and ensures a good relationship with the stake holders. They will please your stake holders and ensure they are always happy with the company’s performance and also ensure products produced are up to consumers satisfaction. PR practitioners are pleased if feedback is given because we would understand and made aware if the services provided is sufficient to the consumers. This will also allow the PR department to convey the message to the company for their awareness and to ensure action is taken.
Your company will definitely see its benefits if they established a PR department. Maybe if not establishing your own PR Department, maybe consider hiring a third-party PR company to carry out the publicity for you. You will not only gain popularity within your society, but also profit making benefits. Techniques PR practitioners used are very much more effective compared to advertisement and it leaves a much permanent impact towards the public/consumer. For advertising, they only ensure your company is published in a poster, or article, etc. but for PR, they do not only ensure your company to be published but reach out to the public to ensure they are made aware of it and gets feedback for your perusal. It does not end up to there, they also follow-up on your profit progression and if it is not making money, they will come up with other alternatives and strive to ensure it is a success. They tend to go all-out for obtaining achievement in their objectives. They will do talks in schools, shopping malls or maybe even in a local residential area. They will also plan campaigns, carnivals, private events, press-conference, exhibitions, meetings with stake-holders just to ensure there is no communication breakdown in occurrence. Besides being a communication expert, PR practitioners are also literate in administrative tasks. I can say you are killing two birds with one stone if you establish a PR Department in your organization/company.
In regards of non-governmental organization such as the Zoo Negara, they require helping hand from its public to support the up-keeping of the animals. Thus, PR practice can assist in increasing the number of visitors and volunteers by promoting the benefits of visiting the zoo. What the Zoo has to offer: Knowledge and fun for the family. Every child definitely desires to visit the zoo and therefore we have found our main target customer. We should increase in promoting the zoo in elementary schools, pre-schools and also in shopping complexes where usually families hang-out. We can then set-up a booth, have a mini-petting zoo for display and promote the Zoo with attractive packages. We should apply the hypodermic syringe/magic bullet theory here and persuade the public to visit the zoo. Besides visiting, to increase the number of volunteers, usually universities students are most likely to participate as volunteers at the zoo.
Hence, we can organize a booth at universities around the Kelang Valley with the objective of getting more volunteers. At the road show, we are supposed to brief them on their expectations. Moreover, we can also release press-entries for the Zoo Negara, writing up the most moving column and get the public’s attention about Zoo Negara. Plus, if you want to reach large audiences as inexpensively as possible, public relations is the way to go. Public relations includes the creation and distribution of information, primarily in the form of stories, published or broadcast by mass media such as newspapers, magazines, television and radio. Because the media do not charge for publishing these articles, but consider them valuable for their readers, PR has the power to reach millions of people for very little money, generating many valuable sales leads. That is how PR can assist in a Non-Governmental Funded Organization.
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