Name : Janani .R Roll no : 200572718 Guide name : Mrs. Sri jothi
Role of PR as relationship management during crisis situation.
Aim: A relational approach to the study and practice of PR with respect to corporate.Objective : To find the Role of Communication in the Practice of Relationship Management whether internal and external Advantages of a Relational Perspective in Crisis Management.
Public relation is the management function that establishes and maintained mutually beneficial relationships between an organization and the publics on whom its success or failure depends – cutlip, center and broom (2006:5) united states James grunig has defined four descriptors of public relation activity press agentry/publicity, public information, two ways of symmetric and asymmetric
Watson T and Noble P (2008) Evaluating public relations Vinod vasishtha for kogan page india private ltd. Page no: 4-8, 188-193
Reporting upwards Relationships with others staff functions Controlling and influencing down stream public relation activities Subsidiary public relations teams Working with Subsidiary management Co ordination creates added value
Relationships with target audiences Sales calls Company advisers The media Public relation colleagues Networking added value
Beard M (2008) Running a public relation department Vinod vasishtha for kogan page india private ltd. Page no: 96-103, 110-117
Uses and gratification theory- people are active users of media and select media based on their gratification for them Agenda setting theory-suggests that media content that people read, see and listen to sets the agenda for society’s discussion and interaction Oliver S (2008) Public relation strategy Vinod vasishtha for kogan page india private ltd. Page no: 4,5
Attack the accuser Denial Excuse Justification Ingratiation Corrective action Full apology Coombs ,W.Timothy(1999) Ongoing crisis communication Sage Publications India Pvt.Ltd. New Delhi Page no: 120-123
Explicating Relationship Management as a General Theory of Public Relations Published in: Journal of Public Relations Research, Volume 15, Issue 2 April 2003 , pages 181 - 198 Author: John A. Ledingham Although the relationship management perspective of public relations is the focus of a substantial body of scholarship, a theory of that perspective has yet to be articulated and explicated. Herein, I review the emergence of the relational perspective, summarize the relevant literature, and construct a theoretical statement of that perspective. I then argue for relationship management as a general theory of public relations and offer suggestions for future research within a relational paradigm.
Towards relationship management: Public relations at the core of organizational development Author(s): David Phillip Year: 2006 Page: 211 – 226 Journal: Journal of Communication Management Publisher: Emerald Group Publishing Limited
Purpose – The purpose of this paper is to outline concepts that explore and extend the significance of public relations as a relationship management discipline. Design/methodology/approach – The paper postulates practice through which value is created to meet organisational objectives from the known or latent potential of tangible and intangible assets. In doing so, a definition and early research findings into the nature of relationships is put forwards and a definition of organisations as the nexus of relationships is proposed. The differentiation between organisational and interpersonal relationships is explored through a concept that organisations tangible and intangible tokens are limited by a concept of materiality in a cultural setting. Findings – The paper posits that material value is released through a process of relationship change and a public relations practice of relationship management is put forward as a management discipline that can create value when the process of relationship management acting on material tokens is deployed. Originality/value – The paper explores how a public relations is an agent for changing the value of organizations.
Title: Crisis management - public relations Author(s): Linda S. Ashcroft Journal: Journal of Managerial Psychology Year: 1997 Page: 325 – 332 Article URL: http://www.emeraldinsight.com/10.1108/02683949710183522 Considers management of information and effective communication at times of crisis. Examines recent crises to illustrate how and why poor management of information and communication has had disastrous effects. Discusses basic rules together with preparation and training for crisis management, including a crisis checklist, phone lines, spokespersons, conveying the message and training support staff. Comments on the need for the establishment of house rules to avoid problems. Discusses interpretations of “off the record” and how problems can arise from differing interpretations. Establishes the value of simultaneous communication to all audiences.
Title :Relationship Management in Public Relations: Dimensions of an Organization-Public Relationship. Authors :Ledingham, John A.; Bruning, Stephen D.
It States that scholars and practitioners are defining public relations as relationship management. Identifies, through qualitative research and verifies through quantitative research, relationship dimensions upon which good organization-public relationships are initiated, developed, and maintained. Surveys 384 telephone subscribers in territories competing for local phone service. Indicates that relationship dimensions of trust and commitment differentiate respondents who would stay with their provider. (PA)
This paper explains that, by deploying positive public relations strategies within the organization itself, employees, who are often its most effective marketers to the outside world, are encouraged to spread the word about the organization to friends, family, potential consumers, and stockholders. The author points out that an effective internal public relations campaign can help build credibility,manage risks from unhappy employees, and establish a reputation of a positive and up-and-coming company through positive word-of-mouth, which drives sales figures upward. The paper stresses that the first step to positive internal publicrelations is to create a corporate community by showing an interest in the employees family life and life outside of his or her immediate job responsibilities.
Authors: Park, Hyojung. and Reber, Bryan. http://www.allacademic.com/meta/p233171_index.html The purpose of this study was to examine the effect of organization- public relationships on publics’ perceptions of a crisis and attitudes toward an organization in crisis. This study used a quasi-experimental, between-subjects design in which 262 participants were exposed to a fictitious crisis case at their university and the university’s four different crisis-response strategies. The results of a two-way ANOVA revealed that regardless of the level of relationship, publics in the internal cause group were more likely to attribute responsibility to the organization than were those in the external cause group. A three-way MANOVA found the unique effects of relationship, crisis responsibility, and the type of crisis-response strategy on attitudes toward the organization in the crisis, but two-way and three-way interactions among these predictor variables were not significant. The findings suggest that the cultivation of relationships with publics, as well as the effective use of crisis- response strategies, is an essential part of successful crisis management.
This paper discusses what public relations means to a companys success and what effective public relations are supposed to achieve for a company. The paper explains that effective public relations is dependant on the companys ability to provide a positive company image to the public, focus on the stakeholders related to the company and produce a public relations plan that will serve as a guide for all public relations issues. The paper also explains that companies that are capable of in-depth planning with regard to public relationshave the ability to handle any issues that arise with positive outcomes. This includes damage to the companys image for any number of reasons and the companys ability to recover successfully. The recovery will ultimately be dependant on the image that the public has of the organization and the publics knowledge of honest concern that the business has in association with thepublic as stakeholders in the business.
"First and foremost, PR serves as an educational tool for managers, employees, and customers. It can explain and demonstrate the quality vision of a corporation when presented in a true and real fashion. Moreover, public relations personnel must always be evaluating the concepts of this vision of quality. Constant evaluation must lead to improvements of the vision so as to avoid a stale plateau in the progression of the company. Credibility is lost without originality, and corporate employees tend to have a short attention span if they have already seen the used presentation method before. The information that is being presented to the company must be valid as well. The main purpose of public relations teams is communication. This point was stated earlier by Cutlip. This communication is a constant process, thereby establishing the responsibility of PR people to be able to provide information on demand. This ever-running cycle of communication causes a long-term outlook within public relations professionals. They, therefore, become future planners for corporations as well