Reflection Of Public Relations

Reflection Of Public Relations
Harlow (1976) defines public relations (PR) practice as "the distinctive management function which
helps establish and maintain mutual lines of communications, understanding, acceptance and
cooperation between an organisation and its publics". PR plays an important role in organisations
because they are representing a broader group of activities, even encompassing all communication
activities of an organisation (Lee, 2011). To put in a laymen term, public relations practitioners (PR)
work to build long–term relationships among individuals and institutions through planned
promotions of goods, services, and images of a company to create a good will for a person, place,
and event and also to helps management to be informed and responsive to public opinion to further
improve the organisation.
In my general view of public relations is the management of complex interactions between an
organisation and it's publics or stakeholders. To me, this definition encompasses many different
things. Through my three week's experience working in Bridges PR & Events, I've learned that a
public relations practitioner wears multiple hats. Writing press releases, constantly keeping in
contact with the ... Show more content on Helpwriting.net ...
However, communication channels have evolved to what was not even thought about in 1920s and
the 30s. Now, as the era of communication changed from writing to the highway which is referring
to the technology and social media; more news is becoming "citizen news" through social media, PR
professions must keep up with the new technology that is being invented. Through Twitter, blogs,
and Facebook, YouTube and other forms of social media, a company can be praised or totally ripped
apart within minutes when it introduces new range of goods or services. It's scary to think that
people who may not have any expertise on a part an organization that you represent can easily bad
mouth it and cause permanent
... Get more on HelpWriting.net ...

Reflection Paper On Public Relations
Throughout the semester, the speakers have reaffirmed the fact that I would like to go into Public
Relations. They have told me everything I already know about the business including writing is key
and that networking is important. However, they have also mentioned things that I had not yet
thought of before such as business papers are a lifesaver, charity is a must, getting to know your
client is important and plenty more. Being able to hear first–hand about the business and what it
takes to be successful in the future has helped me prepare for any future jobs or internships. In our
first class with a speaker, Kelly Rossman discussed about while the social media and writing is a
key aspect of Public Relations you must also look at the business part of Public Relations. The
business aspect you should have includes partner agreements, no competition contracts,
confidentiality agreements and more. All of these things help your business run smoothly and ensure
that your customers are protected. When dealing with people you never know what is going to
happen because they are so unpredictable. Having the safety guard to protect you is not only
important for your business but for yourself also. It gives you peace at mind knowing that if you
were to wake up the next morning to bad news at least you have something to fall back on. This will
help you focus on being the best Public Relations specialist you can be and take away unnecessary
worry. Going forward I will make sure that

The Definition Of Public Relations Essay
Deconstructing the PRINZ definition of Public Relations
Public Relations in New Zealand is widely useful, practised and builds up an organisation's
relationships with its publics. PR in short, is essentially about communication and relationship
building. PRINZ [Public Relations Institute of New Zealand] (2009) defines PR as "The deliberate,
planned and sustained effort to establish and maintain mutual understanding between an
organisation and its publics." This essay will deconstruct and critically examine this definition of
public relations in relation to PR theories. These theories being Systems Theory, Relationship
Management and Excellence Theory will be examined and applied to campaign examples. This will
give a comprehensive understanding of the theory's meanings as well as relationships with aspects
of the PRINZ definition of PR. To understand PR theories however, the term publics must first be
addressed.
Gordon (2011) describes publics as potential or actual audiences connected to various messages.
(Rawlins, 2006) furthers this statement by stating that publics "...can be employees, shareholders,
political leaders, consumers, etc." and "...are often segmented even further by demographics,
geographics, or psychographics." (p.133). Grunig and Repper (1992) expand on this saying publics
are self formed and identify organisations for attention, essentially meaning publics are groups of
people linked by a common interest or problem. PR practitioners according to (Gordon,

Reflection Paper On Public Relations
I spent part of the last week shadowing John Pless at EPB in downtown Chattanooga. John is EPB's
Public Relations Coordinator in its Marketing division. Shadowing him gave me a better insight into
how public relations works externally and internally for a large corporate company. When I arrived,
John took me upstairs to his cubicle, and immediately showed me a press release that he had just
finished. He began talking about the importance of the press release and his role within the
company. Not only did he write the press release, but he also had to write a notice for all of the
employees and was going to work on a letter to send to all of EPB's customers. John said that as
important press releases are for the community, internal communications are just as important. As
John talked about himself, where he started in his career and how he ended up at EPB, I began to
really appreciate the major I had chosen. I have spent most of my time at UTC so far focusing on
journalism. However, getting to shadow John let me see a side of communications that I was not as
accustomed to. I had seen press releases before but I never really understood or appreciated the time
that goes into a simple press release. He said that any release he writes can take a week or several
months. Writing in public relations is different from writing news stories or doing a TV news story
in the timing of when the information goes out. When writing a story, it's usually done over a few
hours, or more,

Obejctive of Public Relations, Paragraphs
1) Mostly, because a rising number of public relations experts and authorities especially has ascend
to reflect that the important objective of public relations is to construct and then improve on–going
or durable affairs with an organization's noteworthy publics. The inevitability for revisions, such as
this discrete, that a number the discernments recognized publics has of their associations with
organizations. This quantifiable indication can be used by frontrunners to aid manage companies
and prove the value of public relations. Tools and measures for analyzing and appraising the
equitably immediate outputs and results of accurate public relations programs, events, and
campaigns have endured for entirely a quantity of times. Nevertheless, confident pending
immediately, calculating the victory or flop of enduring relationships curtailing, in part after public
relations struggles, need not initiated.
Outputs are frequently the honest results of a precise PR platform or interest. Farther frequently than
not, they signify what is readily apparent to the foresight. They scope how acceptable an
organization gives the state to others, the level of consideration or coverage that the business attains.
Outcomes point target audience groups any kind or practice. They also level whether the
communications materials and messages that were dispersed have developed in any view, approach
besides performance conversions. As necessary as it can be for an organization to portion PR

A Study On Public Relations
Public relations is a 100–year–old discipline, yet it is still hard for many people to define. Even
public relations practitioners will hesitate when asked to give it a definition. Public relations
involves so many different things. One practitioner's job might be to write a newsletter to a
company's employees. Another's job might be to contact media outlets to get their company's event
covered. Public relations is difficult to define because of its evolution through history and lack of
consensus throughout the field. Throughout its history, public relations has taken many forms and
evolved from the pageantry of PT Barnum to the complex communication discipline it is today.
Precursors to public relations can be traced as far back as ancient Greece. There were rhetoricians,
which would now be known as speechwriters, and press agents. In the United States, the first
display of PR was in 1641 by Harvard College. They held the first fundraising campaign and the
campaign was supported by brochures that were distributed. It was also instrumental in the
Revolutionary War. Popular slogans like "taxation without representation is tyranny" were spread
and made memorable through media campaigns. Back then media only consisted of print and word–
of–mouth, but it was still effective. Because Samuel Adams was able to reach the media before the
British, the Boston Massacre was named just that and was used to fuel a revolution.
In the 1800s, Phineas Taylor Barnum was a master publicist. He

An Definition Of Public Relations
Introduction
Public relations today is a complex profession practiced by hundreds of thousands of people around
the world. Some public relations professionals are employed by a single organization. Others work
for public relations firms that have many organizations as clients. Public relations people work for
businesses, government agencies, professional and trade associations, nonprofit charities, schools
and universities, hospitals, hotels, and many more types of industries. Unlike the practice of other
professional fields, such as law and medicine, there are no regulations, but there is great
responsibility
Defining Public Relations
For many decades both PR academics and practitioners have struggled to construct a single
definition of what public relations actually are. In 1976, Rex Harlow made a bold attempt to
summarize just what public relations are. Harlow started by identifying and analyzing as many
definitions of "public relations" as he could. He ended up examining 472 definitions that had been
put forth by other academics, practitioners and scholars since the early days of the twentieth century
and interviewing nearly 100 current professionals. Out of that impressive research Harlow combined
their common elements to produce the first global definition of public relations, quoted below:
"Public Relations is the distinctive management function which helps establish and maintain mutual
lines of communication, understanding, acceptance and co–operation between an

Journalists And Public Relations Practitioners
Journalists and Public Relations (PR) practitioners interact with each other every day as part of the
process of news production. Journalists communicate towards public relations practitioners with
requests for information or material to help produce the stories they are writing. While public
relations practitioners advise stories and deliver journalists with information they have created
themselves in hope to be published in the newspaper.
The relationship between journalists and public relations practitioners is, and has always been,
complicated. The relationship between these two is one of mutually dependency if not symbiotic,
but also ambivalent if not hostile. This ambiguous relationship has arisen due to the misconception
of the ... Show more content on Helpwriting.net ...
Public relations is regarded as more subjective, serving the interests of the client first and foremost'
(White & Hobsbawm, 2007)
Although the tensions between the two industries may be strained, this is a relationship based on
need an order for each other to succeed, whether each of them will admit it. 2.
Even though they may have differences, both professions have the similar objectives created around
there public. The main intention of journalism profession is to provide it public with accurate,
reliable trustworthy information to the general public. Public relations objective is to influence a
certain target public, intended to influence the opinion of this audience to promote an individual or
organisation that the firm is looking after.
The 'adversarial relationship ' between the two professions is commonly viewed as journalists being
the gatekeepers who serve the public through offering them 'a window to the world ' (Singer, 1998)
and public relations practitioners subsequent the 'press–agentry' model (Grunig and Hunt 1984)
where the purpose of the practitioner is to expand publicity for their particular organisation through
controlled 'information dissemination '.
But in an ever–competing world the tables have begun to turn, with journalist not being as pure as
they make out to

Public Relations In Alibaba
On November 11, 2014, online sales on Alibaba earned 57.1 million Yuan. Zhang Liang is the boss
of store on selling woolen clothes on Taobao e–business. On "Double Eleven Day", the turnover was
840,000 Yuan. The number of turnover was 40times compared with routine sales. (Liang & Bian,
2014) Alibaba has good public relations because Alibaba has high reputation in public, and people
trust him. Public usually buy the goods especially on sale promotions. It is important for company to
have good public relations. There are three main parts for managing public relations for company. At
beginning, company should understand the definition of public relations clearly. Public relations not
only is relationship but also has function of management. Next ... Show more content on
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And in accordance with Curtis (2011), public relations is establishing effective relationships in long
time between private person and organs. (Curtis, 2011) Public relations consist of two parts. The
first part is the two objects that are public and organization. Public means people including
company' customer, supplier and investor. Public also consist of medias. Organization means
corporation, firm, company, or institutions. The second part is relation. The relation means
relationship, communication, or passageway. Public relations means relationship between public and
organizations. According to Tymson's opinion (2008), public relations is building and sustaining
comprehension between public and organizations by cogitative, designed, and continuous struggle.
(Tymson, 2008) And organizations and the public establish benefits contraction together by
communicating strategically of public relations. (PRSA, 2009) The relationship aims to let
organizations learn public and public learn organizations at same time. Public relations is a bridge of
communication between public and organizations. The aim of public relations is making money by
contacting companies and public. Public relations is not only relationship between public and
organizations but also function of

Media Relations In Public Relations
Media relations can be defined as one of the most significant areas of the practice of public
relations. (Shaw&White, 2004) It enhances the practice of public relations by serving a systematic,
strategized and mutually beneficial relationship between journalists and the public relations
practitioners to build credibility, understanding and respect between the two parties. (Supa&Zoch,
2009) It is essential to cultivate a positive and healthy relationship between public relations
practitioners and journalists because journalists tend to look at public relations practitioners in a
negative way where they believe that they spin information to get free publicity which making it
difficult for journalists to report legitimate news and at the same time, against the basic rules of
news writing. (Fedler and DeLorme, 2002) Another study by Kiranjit and Halimahton (2006) also
suggests that public relations practitioners and journalists are very much sceptical about each other's
role and the relationship between two of them is doubtful and uncertain. From the point of view of
public relations practitioners, they complaint that journalists do not understand the role of public
relations. On the other side, journalists tend to think that public relations ... Show more content on
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Public relations practitioners in general or media relations practitioners in particular communicate
information to journalists by using information subsidies which can be defined as 'efforts of news
sources to intentionally shape the news agenda by reducing journalists' costs of gathering
information'. Information subsidies such as press release, statements, speeches, conferences help the
company to communicate information to the journalists as well as setting the news agenda. (Kelly,

Public Communication And Public Relations
Press agentry, public information, two–way asymmetric public relations, and two–way symmetric
public relations are four models of public relations theory devised by Grunig and Hunt (1983). In
this essay, the author goes on to identify an example each from current public relations business
practices that goes on to show the four public relation models in action. Further stress is provided to
ensure that the examples have all been taken place within last twelve months in the Australian media
and justification of selection is to be done by comparing it with real world examples that are chosen.
Grunig, Sriramesh & Lyra (2009) explains press agentry model of public relations as the most
commonly used and earliest form of public relations, in ... Show more content on Helpwriting.net ...
Another one–way model of PR is the public information model. Grunig and Hunt (1983) stresses
that the public information model is all about having the appearance of journalism to increase
credibility and authority of the message. and it has been found to be used mainly by government
agencies, law enforcement agencies and military units all around the world (Simpson,2015). This
model does not place stress on gathering feedbacks. Non–government organisations campaign
against the permission given for Adani Coal mines in Queensland is a typical example of using the
power of journalism and press releases to influence public opinion. Press releases and articles done
by Sydney Morning Herald "YourVote: Great Barrier Reef should be prioritised over coal mining,
survey shows" by Hasham (2016) and "Environmental groups slam Adani approvals as resources
sector celebrates" by Atfield (2016) are classic examples of how PR can be used to influence people
by providing it an appearance of journalism. PR strategists for the Greenpeace Australia and other
environmental groups have successfully been able to influence targeted public with press releases.
This public information model used to block Adani Coals from starting mines in QLD, is a perfect
example as Grunig, Sriramesh & Lyra (2009) notes the major characterizers of public information
model as being one sided communication where the strategists acts as a journalist to produce
objective

The Purpose Of Professional Public Relations
Introduction
For some people public relations is a very important, strategic element in the smooth and effective
function of the company. As Baines, 2004 stated: "The purpose of professional public relations is to
create understanding. It is unlike advertising, whose main aim is to generate awareness and sales, or
propaganda, whose aim is to suggest what individuals should believe." (Baines et al., 2004, p.6)
Throughout my report I will be focusing on Pedigree company – one brand from the large corporate,
giant Mars, Incorporated as well. I will be assessing how they use Public Relations techniques to
present and manage their image and reputation as a large corporation. Pedigree is one of the world's
largest and the most recognizable dog food producer. Their products carry a wide range of different
tastes. This ranges from dry to wet foods (canned to pouched) and is intended for puppies as well as
adult dogs. The versatile of products give the opportunity to even the most demanding customer to
help them find the perfect taste for their canine friend.
PUBLIC RELATIONS TECHNIQUES
As the dog food market grows, competition also grows for Pedigree. This is because many
competitors and some unsatisfied customers will constantly try to ruin Pedigrees image in the public
eye. Subsequently this pushes Pedigree to use PR techniques in order to help the company sustain a
strong position in the market and help maintain a good growing image and reputation. In

The Importance Of Public Relations And Communication
The landscape of education has changed tremendously over the past several decades. Gone are the
days when students attended the public school in their community with the occasional student
attending a parochial school. In today's society there is competition among many different
educational options for students. In addition to public schools there are parochial, charter, private,
home schooling, and school choice options all vying for the same students. The scope of school
public relations must also adapt to meet changing needs as the parents we service transition from
Generation X to Millennials (Raines, 2002). Millennials are the first generation to grow up in a
digital environment which changes the way they receive information and ... Show more content on
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Public relation needs in parochial and private schools are different than those of public schools. All
Saints is a parochial school and in order to better understand their public relations and
communication plan fundamental information about the school is included in this paper. Located in
suburban Northern Palm Beach County, All Saints Catholic School is an inter–parish school
supported by six local parishes. The current enrollment is 462 students, grades Pre–K through
eighth. The majority of the students (397) are white, 25 are of two or more races, six are Asian, and
one is of unknown race. All Saints is a Catholic school and 33 of the 35 teachers are active members
of the Catholic faith. Of the 35 teachers on staff 94% are white, non–Hispanic while the remaining
6% are Hispanic. All teachers have bachelor's degrees and are teaching in their area of certification.
This makes them all highly qualified. The surrounding neighborhoods of the school are affluent and
upper middle class. The tuition rate limits the demographic of families enrolled. Due to the financial
investment of parents in the school and their children, they are highly involved in all aspects of their
children's education. Students walk to school or arrive by private transportation. At All Saints
Catholic School the majority of public relations and communications are internal. These internal

A Interview On Public Relations
The purpose of this interview is to see first hand how different people view public relations.
Participants were chosen based on their major in order to avoid having only PR majors answering
the questions. These interviews were conducted one–on–one in order to avoid biasing the
participants' opinions and views.
The four people interviewed came from all different majors to show different perspectives and the
inconsistency of what people believe public relations is and why it is important. The first participant,
Christine Sass is a junior music education major. She has had the least experience and exposure to
PR. Sara Burns is a junior public relations major. She has interned for Belmont's Residence Life, a
small firm in town, and the Nashville Predators. Marissa Antkowiak is a senior music business
major. She has had marketing internships with different companies that have shown her the surface
of what PR is and what it entails. The last participant, Kelly Oakes is a graduating senior corporate
communications major. While corporate communications is similar to PR, these two disciplines are
very different and Kelly has seen that through her different internships and PR classes she has taken
in her college career.
What is public relations to you?
CS: Building a two–way relationship between an organization and the public.
SB: Public relations is a strategic communication process that builds mutually beneficial
relationships between organizations and their publics
MA: How a

Nike Public Relations
Strategy has been perceived as a major concept in public relations starting the beginning of the
1980s. Regardless, little evidence has been brought forth to show how the term strategy, as well as
the related terms, are defined. Further, there lacks agreement concerning what public relations
strategy is or ought to be. Public relations is denoted as the professional maintenance of a positive
public image by a firm or popular person. Some claim that public relations is about meaning and
that interpretation and implication are the focus processes of all activities in public relations. Indeed,
different schools of thought exist as pertains the definition of public relations. In this regard, this
essay aims at joining strategy and the construction ... Show more content on Helpwriting.net ...
It is described as the direction, as well as the scope of a firm over the long–term. It gives a firm
advantage through configuring resources in a challenging environment in a bid to meet market
demands and fulfill the expectations of the shareholders. A central description of strategy has been
accepted and given in five definitions. These include strategy as position, ploy, system, pattern, and
perspective. The bottom line of all these definitions is that they aim at attaining some future goals.
The goal of every organization is to survive competition and become successful in the market.
Consequently, firms have public relations departments to ensure their goals are realised. The public
relations is mostly concerned with improving interactions through improved communication. PR
achieves this by employing different perspectives such as rhetorical and system aspects. Rhetorical
theory concerns the use of human symbol, whereas the system perspective is concerned with the
relationship between the environment and organization wherein public relations helps in
coordinating the two to ensure survival. The application cannot be done without tactics to ensure
efficiency. This is where public relations and strategy come out clearly. In the case study, the
rhetoric framing theory has been applied largely. Rhetorical scholars have

Pros And Cons Of Public Relations
INTRODUCTION
Public Relations have been all across the globe much before it was introduced in India (early
1990s). With the penetration of Public Relations, Traditional PR and Internet grew at an
exponentially high rate in India. This also lead to the coming up of PR companies like Perfect
Relations, Text 100 with a main focus on PR unlike Ogilvy which was known for its advertising
services.
Public Relations basically is a type of communication strategy that is carried out by an agency for its
client forming a goodwill in front of the public as well as its competitors.
PUBLIC RELATIONS
Public Relations is a type of communication strategy that is carried out by an agency for its client
forming a goodwill in front of the public as well as its competitors. Its main ... Show more content
on Helpwriting.net ...
It is a very important task to do as employees should have faith in their company and should be told
the right thing at the right time. It concentrates on building a strong relationship between the
company and its employees.
If the employees are non–cooperative for the company the company alone cannot be built.
1. Shareholder or Investors relations: Shareholder is the legal owner of the company. He should be
well informed of the pros and cons of the functioning of it. Also, he gets a fair treatment and also
told to if anything changes or goes wrong. He deserves to know everything about the company as he
is the owner.
2. Employee Relations: Employees are the most important part of the company, they handle the
crisis and every other PR activity that is required by the client. Company–Employee relations should
be good in order to get the maximum results.
3. Suppliers Relations: Suppliers are people who provide all types of raw material for the business
activities. The relation of a company and its suppliers is

Public Relations ( Pr )
2.0 Introduction
Public Relations (PR) is a multifaceted function that plays a role in nearly every organisation in
today's society (Wilcox et al., 2013). Due to its complex nature, the definition of PR has changed
considerably over the past 70 years (Ledingham & Bruning, 1998). This report aims to analyse how
PR can specifically support the DMD Foundation to achieve its awareness and fundraising
objectives. A common definition of PR will be examined, breaking down its key elements, followed
by a discussion regarding the overarching role of PR within organisations, specifically in the non–
profit sector, highlighting the positive impact that PR could have on the DMD Foundation.
Discussion
3.1 Defining Public Relations
The subsequent definition aims to provide a comprehensive understanding of the key elements
involved within the functions of the PR sector.
"Public relations is the management function which evaluates public attitudes, identifies the policies
and procedures of an individual or an organisation with the public interest, and plans and executes a
program of action to earn public understanding and acceptance."
(Public Relations News, as cited in Grunig & Hunt, 1984)
PR as a management function serves to promote the importance of PR departments within an
organisation (Gordon, 1997) and brings to the decision–making table theories born of ongoing
research and data to drive organisational decisions (Smith, 2014). For example, modern PR is

The Impact Of Public Relations On The Public Bureau
There are various publications that trace the emergence of public relations to the Public Bureau
which was established in 1900. There are however various scholars such as Bernays (2013) who
trace the history of public relations to early forms of communication management and public
influence in early civilization such as the movement that was aimed at abolishing slavery in England
and the settling of the New World. This treatise will carry out a meticulous analysis on a concrete
overview of the specialization which will be backed by how the PR specialization has developed
historically and also the importance. In addition, the study will also highlight the advantages and the
disadvantages of the PR specialization and also the pros and cons ... Show more content on
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During the world wars, there was a plethora of propaganda that was issued by the Germany, the
United Kingdom and the United States which rallied for domestic support and to repel away
enemies which led to more efforts on publicity which triggered the emergence of public relations in
the commercial sector. In the United States, there are those who opine that public relations in the
country was started by Edward Bernays and Ivy Lee who spread it in the country before spreading
to other countries. There are in fact those who credit the Americans with the spread of PR to Europe
through the Marshall plan that was formed after the creation of the subsidiaries in Europe.
The professional development era is thought to have begun during the second half of the twentieth
century (Olasky, 2013). This is because of the fact that this is when various international PR
agencies, PR news magazines and academic principles were established. Press release services and
social media press releases were established in early 2000.
Despite the controversy that surrounded the Cluetrain manifesto in late 1999 which revealed that the
social media will have a huge impact in the next decade but this controversy ended in 2006 when
social media and other new technologies such as the internet became broadly accepted. The
development of public relations in the new decade was spurred through the

Social Media And Public Relations
The scope of this project is designed to shed some light on an often misunderstood profession:
Public Relations. It is for both those wanting a career in PR as much as those just curious about a
subject that they have often heard about, but never really understood. Basic background information
such as: Defining what Public Relations is, the salary of a PR specialist, and their daily duties will
be discussed, with the main focus of the project being centered on the utilization of Social Media
within the Public Relations industry.
Public Relations (PR) is an exciting and rewarding career. PR deals with, "The way organizations,
companies and individuals communicate with the public and media" (International Public Relations
Organization, n.d.)
Social media (SM) is a widely used element in Public Relations that helps to facilitate all of the day
to day functions of a PR specialist. This presentation will focus on trying to help viewers gain a
better understanding of social media in general and how it is being used effectively to power the PR
industry. Vital topics that will be discussed are as follows: υ Defining what social media is υ The
most popular apps PR specialists utilize in their day to day duties υ The benefits of using social
media to garner new customer relationships and grow existing ones within the PR industry υ Where
PR professionals go to get training on social media programs υ How PR specialists measure the
success of social media usage υ According to Theaker

Public Relations and Strategic Management
Journalism Studies, Volume 1, Number 2, 2000, pp. 303–321
Public Relations in Strategic Management and
Strategic Management of Public Relations: theory and evidence from the IABC Excellence project
JAMES E. GRUNIG AND LARISSAA. GRUNIG
University of Maryland, USA
ABSTRACT This article establishes the case for public relations as a critical component of an
organization's strategic management processes and of the subsequent strategic management of
public relations in an effective organization. The article begins with an elaboration of a theory of the
value of strategic management in public relations. Qualitative and quantitative results of the
IABC Research Foundation's Excellence project, presented next, con rmed the ... Show more
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Thus, we added what we called the excellence question: how must public relations be practiced and
the communication function organized for it to contribute the most to organizational effectiveness?
The theoretical answers that we developed to these two research questions as well as our empirical
con rmation of the theory show the importance of an organization viewing public relations as a
critical component of its strategic management processes and of the subsequent strategic
management of public relations. The results of our research further con rm the importance of
strategic public relations in effective organizations: involvement of public relations in strategic
management consistently was the best predictor of excellent public relations.
To understand the importance of public relations to strategic manage–
JAMES E. GRUNIG AND LARISSAA. GRUNIG
ment, this article begins by reviewing brie y our theory of the value of public relations. This theory
leads directly to two of the characteristics of excellent departments: public relations is involved in
organizational strategic management, and public relations is managed strategically. The second
section of the article presents our theory of public relations and strategic management. Finally, the
third section presents results from our research that con rm the importance of strategic public
relations in making organizations more effective.
How Public Relations

Social Media Of Public Relations
In general worlds, public relations is a management function, which manage the spread of
information between organization and its publics, it is process of information exchange, also
maintain the relationship between audience, social media, companies...etc. Generally, the public
relation practitioners use forms such as printed text, images, speaking words or even combined
functions for communication. "Social media are a technically enhanced–think Internet and mobile–
based–way of discussing ideas with people in communities. Social media use words, pictures, audio,
and video to foster interaction". (Maddock and Viton, 2009)To working with social media,
practitioners must build and maintain relationships of mutual respect and trust with ... Show more
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There can be bunch of advantages working in social media of public relations including corporate
communications, team membership. Since everything is online, you're free to work anywhere could
connect with internet, make the desired response possible to engage stakeholders and also could
create a conversation exchanging information and views. There is also challenging to learn new
technology everyday during working, able to organizing the program and on–line digital. On the
contrary, there can also be disadvantages working in social media. The social media always
sensationalize things, suspicious of the fail and the truth, and somehow loss of objectivities. As an
employee working in the specialize area of social media public relations, a person should first have
skills of researching, planning, implementing and evaluating programs. They might use a variety of
research tools to gathering information about the clients, the industry, also relevant issues. Also
identify the individual or group who are interested in online programs. Communication skill is
always important in my opinion, it plays a really big role in every specialize part of public relations.
However, people who are participating in social media public relations might have advanced
communication skills. They may have skills to persuade stakeholders to support a decision, identify
and analysis a problem, the results and the solution, conduct decisions, also

The Importance Of A Public Relations Manager
Networking In a hospital setting, Public Relations and Marketing requires one to establish
connections within the immediate environment, with the board of directors, with potential investors,
extended department employees, the media and of course an online presence. When holding the
position of Public Relations, one wants the hospital staff's support. There are instances that will be
challenging and the Public Relations manager seeks to have everyone on the same page. The board
of directors have great power; they can bring a project down in no time. A Public Relations Manager
also wants to have a working knowledge of new technology which might require him to engage in
networking beyond the local area. Experts have noted "networking stimulates stakeholders to
engage in international exchange to gain new knowledge and experiences as well as presenting their
work abroad and to further exchange" (Klemenc–Ketiš & Kersnik, 2014). In this way, the Public
Relations Manager wants to be valued by the board in that they know the manager has knowledge of
technology investments that could benefit the hospital. As a Public Relations Manager, one wants a
working relationships with the media. The media can be harsh. Should there be a local crisis the
Public Relations Manager seeks to have the media report events in a positive manner. In order to
have these skills and draw entities together, it is essential to obtain the best education possible.
Earning a Public Relations and

History of Public Relations
THE ROLE OF PUBLIC RELATIONS IN HIGHER EDACATION INSTITUTIONS /
UNIVERSITIES IN GHANA. A CASE STUDY OF UNIVERSITY OF EDUCATION, WINNEBA.
1.0 WHAT IS PUBLIC RELATIONS
Public Relations (PR) results from a convicted and thoughtful communication process that
recognizes that favourable public opinion, attention and support is not achieved by accident. It
recognizes a great deal of hard work since success depends on ensuring that nothing happens by
chance. This is probably due to the inevitable growing complexity of the world and its
communication channel and our Ghanaian society in particular.
Every organization either provides a service or direct sales of products to its publics. This is
regardless of whether the organization is state ... Show more content on Helpwriting.net ...
It is only by making people know and see concrete deeds that one can build a good public image.
The importance of Public Relations practice is underscored by the indispensability of
communication in any human setup. However, in spite of this importance in our side of the world
Public Relation practice has suffered certain abuses by those who profess to practice it as well as
those who are supposed to benefit from its practice. While management seems not to appreciate the
importance and its relevance, the numerous publics do not appear to understand it and the
practitioners themselves have for most part been woefully incapable of explaining to both
management and the various publics what the practice entails. In short the Public Relations
profession, its aims and objectives, guiding principles have largely not been understood and
appreciated by the public.
2.0 HISTORY OF PUBLIC RELATIONS
"In truly democratic society everything depends upon the consent of the public" Thomas Jefferson.
Public Relations began when people started communicating and needed to motivate others. The idea
of public relations as a profession is relatively young. Public Relations is a twentieth (20th) century
phenomenon and Edward Bernays often accredited as the father of Public Relations. He played a
major role in defining the industry's philosophy and methods.

The history of Public Relations is mostly confined to the early half of the twentieth century;
however there is evidence of practices

Essay on Public Relations
Public sentiment is everything. With public sentiment, nothing can fail; without it, nothing can
succeed.
– Abraham Lincoln –
"Fundamentally, public relation is relations with publics." (Public Relations Writing, 2000, p.10)
The publics can be any group of people that shares a common interest.
Through communication in different ways organizations want to establish, develop and maintain a
positive relationship with different groups.
This is just a basic definition of public relation but in fact it is much more challenging to really
define and practice public relations.
Due to the world's rapid change through advanced technology public relation became more and
more a global activity. Nowadays it is one of the fastest–growing ... Show more content on
Helpwriting.net ...
Anyways, through different definitions this essay gives you an overview and a better understanding
of what public relations is and does. It shows you the importance and function of public relations in
an organization especially in today's world.
"Public relations is the management of communication between an organization and its publics."
(Grunig & Hunt's, 1984)
First of all it is important to recognize that pubic relation is a management function.
The success of a company depends on relationships with the public such as consumers, suppliers,
investors, employees, government and media. Since public relation practitioners are the once who
do the actual communication between their organization and its public it is obvious that public
relation is a management function.
"Public Relations is the management function that establishes and maintains mutually beneficial
relationships between an organization and the publics on whom its success or failure depends."
(Effective Public Relations, 2005, p.1)
Public relation is a management function that helps achieve organizational objectives, define
philosophy, and facilitate organizational change. Public relations practitioners communicate with all
relevant internal and external publics to develop positive relationships and to create consistency
between organizational goals and societal expectations.

The organization's philosophy for example is established through the

The Negative Portrayal Of Public Relations
Starting to purse an education in Public Relations, I received a lot of comments like, " you won't
even get a job, you're taking a degree to learn how to manipulate people, isn't that just planning
parties?" after a while I've came up with some pretty keen responses to these uneducated comments
made by uneducated people. When learning I had to do a research paper, I figured what better thing
to look into but why the public relations profession is viewed so negatively. My findings? Media.
Public relations is viewed so negatively in the media why would people think anything differently?
When you type public relations into Google things like manipulator, Sex and the City, and scandal
come up just to name a few. In my paper I want to get down ... Show more content on
Helpwriting.net ...
The negative portrayal of public relations in media has created a bias for those entering the field and
working in the field. This impacts society by giving them a negative view when they're really just
uneducated on the profession. My grandmother, being 85 when explaining to her what I was
planning to do with my life I made sure that public relations sounded exciting and useful and that
stuck with her and that is what she will tell her friends, and our relatives. But for example when
someone researches on it and finds only negative things, they will spread that, they will repeat the
negative things they read and the key terms like " manipulator, schemer, controller" will be used and
thought of pertaining to the profession. Media has an extreme influence on everyone these days,
especially the newer generations to come. Why when looking for a future job would someone follow
a path of something people view as negative? As a joke, As a wedding planner with no jobs? Media
is ruining the reputation of public relations with its harsh assumptions, its movie characters with
their easy, boring, unchallenging careers, and just uneducated people writing stories on how they've
been "manipulated" by someone in the public relations profession.
To begin with, the view of public relations in television shows and movies can have a large

Personal Statement : Public Relations
Overwhelmed with the amount of contacts that I could meet with for this interview, I decided that it
would be in my best interest to select a public relations professional that has a similar education
background as the one I will complete at Kwantlen Polytechinc University. Fortunately, I was able
to get in touch with two public relations practitioners that had in fact graduated from the public
relations program at KPU. In their current jobs, one of the graduates focuses on PR media relations,
while the other focuses mainly on PR event planning. After careful consideration of which area of
expertise interested me the most, I decided to interview Tara Flanagan, the PR practitioner who
specializes in event planning, because I wanted to further my understanding in this element of PR.
My paper will consist of information about Tara, aspects of her career as a PR professional, and
conclude with her advice to a student who is currently studying PR.
Tara, born in Langely, is the oldest sibling of her family with one younger brother who now towers
over her at 6'4 (T. Flanagan, September 30, 2014). She moved to downtown Vancouver at the age of
24 to pursue her career in public relations. Although she loves the city life, Tara grew up "camping,
boating, playing sports, and spending summers at Christina Lake". In her spare time, Tara is usually
nose deep in a book, usually an autobiography or a thriller, or on her phone, reading tweets posted
by "CNN, News1130, Vancouver Sun, The New

The Concept Of Public Relations
Concept of Public Relation
1.1 What is Public Relations?
Public relations (PR) is essentially is a way of managing the flow of information that goes on
between the people and a particular company. Public relations sometimes also includes an
organization or individual trying to gain exposure to people involving topics of public interests,
issues and news items that do not require direct payment. The main purpose and aim of public
relations done by a company or an organization mostly is to persuade the public, investors, partners,
employees, and other stakeholders to maintain a proper image and goodwill about it.. Some of the
frequent and common activities that come under Public Relations are speaking at conferences,
winning industry awards, ... Show more content on Helpwriting.net ...
Even though the Organization, Product or service are excellent and remarkable, they still need an
effective and convincing Public Relations campaign for attracting and encouraging the general
public to buy the product or engage in the services provided by the organization. All of this not only
increases the sales of the organization but it also maintaines a good image in front of the general
public.
Effective Public Relations strategies or campaigns can build up a presentable and trustworthy image
of an individual, an organization or even a nation. During situations when the organization or the
individual is going through or suffering from bad publicity, an effective and smart Public Relations
Strategy can get rid of the misunderstanding and can be very helpful in rebuilding the image of the
organization as well as gaining communication between the company and the general Public.
FUNCTIONS OF PUBLIC RELATIONS:
Public Relations is essentially establishing or creating a mutual relationship between two or more
groups viz. organization and

Public Relations Between Organizations And Their Publics
When the term public relations are heard, there is not an immediate understanding of the career, let
alone its writings. The lines of the responsibilities of a public relations professional are often blurred
and confused. However, the Public Relations Society of America composed a specific definition to
help with the confusion: "public relations are a strategic communication process that builds mutually
beneficial relationships between organizations and their publics" ("About Public Relations").
Breaking down the definition a bit shows exactly what public relations is about – "mutually
beneficial relationships" ("About Public Relations"). Professionals work to create and maintain
various relationships, whether it be with journalists or clients, that will yield positive results for all
parties involved. In an interview, Vallerie, who works in public relations, revealed she interacts
"with upwards of 20 different people" daily (Mackillop). Publics are generally thought of as the
general public population; this is true to an extent for public relations. A public is "anyone who ever
has or ever will form an opinion about the client" (Roost). This means that it is possible to have
more than one public that a professional is dealing with for their work.
Public relations are unlike other means of publicity, such as advertising and marketing. However,
companies tend to push public relations to the side to focus more on those methods. Public relations
are earned exposure, while

A Research On Public Relations
Public relations is one of the most important tools marketers have to help them foster goodwill about
a company or product. Not only can public relations be used to promote goodwill, it can also serve
as the main defensive tool against a scandal or company issue. With consumers more connected to
news through social media channels than ever before, public relations has taken on a new
importance for companies who want to isolate themselves from as much bad press as possible.
Companies who fail at public relations, on any level, leave themselves open to numerous issues that
will have negative impacts on their sales, performance and customer perception.
Personally, I am not very likely to discuss brands or products with my peers or family members as it
isn't something that I generally bring into my conversations. One recent situation where I brought up
and discussed a brand with some of my friends was after purchasing Stacy's Pita Chips for the first
time. Having really enjoyed the product, I felt confident recommending it to my friends and
suggesting it to them for future purchases. Having a really positive experience is the main reason
that I wanted to go out and share my experience with other people. Whether it was superior service,
an excellent product, or just a generally positive experience, any of these aspects are key to my
personal desire to share or discuss a brand with my peers.
The opposite is also true, as I am also very likely to bring up a brand or product when

Public Relations Should Not Be Practiced
Public relations can be seen as a deliberate and planned effort to establish and maintain
understanding between an organisation and an audience. Public relations is the key to effective
communication between two parties. In addition to this, communication is the biggest part of how
meanings circulate within our society. Its strategy is determined by values that organize and frame
public ideas. Public relations may also look after the emotions and behaviours of a group of
audience and to support their influence of their attitudes and behaviours. It may use propaganda to
attempt to affect a certain audience and for example, citizens of a given society. Propaganda is
manipulative and persuasive when it gives misleading information as it attempts to cause an affect
on the emotions of the given audience. In many cases, it is hard to break propaganda and public
relation apart as the two have a huge similarity. It has been noted by many critics that because the
two are so similar, public relations should not be practiced. They add that public relation is an
oxymoron and is an unreal possibility.
The purpose of this essay is to provide an overview of public relation and its history and to
investigate whether it helped and helps marginalized populations have a voice in the media. I will
argue that in the past public relations had limited participants and was less helpful than the open and
democratic societies we live in today, that allows more groups to have a voice and to speak out.

Public Relations Reflection
I just finished my first week of interning at Donovan Public Relations, and boy am I tired. Though I
may not have strayed from my desk very often, I was constantly being thrown new information and
processes of which I had not come in contact with previously.
My first day on the job started off like every other scared new interns, with extreme nervousness and
the need to be 30 minutes early. After arriving outside my office building at 20th Street and Park in
Manhattan, I then proceeded to slowly work up the nerve to walk inside. This took about two
minutes. So, after these two minutes, I put my big girl pants on with my head held high and marched
inside. Once inside, I was greeted by four smiling faces and a large bright room, which I could only
assume as being the office. I knew that when I signed up to be an intern that I would be working for
a small company, but I never knew quite how small until that very second. Elisa, my boss, was the
first to jump up and greet me. She then proceeded to introduce me to everyone in the office, Chloe,
Dariel, and Jasmine. After we had made basic introductions, it was time to get down to business, the
confidentiality contract. Since DPR works with high profile clients, such as Maroon 5 and Lenny
Kravitz, this is crucial to the privacy of both the clients and the company. I was then shown where I
would be working, the desk in the corner, and given a laptop to use. Right away Elisa gave me the
task to begin doing media clips. Seeing as

The Best Public Relations Team
Thud, thud. Thud, thud. The pounding heartbeat drowns out the sound of whirring printers and
chatting co–workers. A click of a mouse opens the email that can make or break the fragile web of
image of her prized client. Glossed lips press together and a heel taps on the ground as french tipped
nails fly across the keys. Three private meetings, five public meetings, and two photoshoots line up
as if she was parting the Red Sea. She emails the head assistant to her boss to tell her what needs to
be done and the times that are currently held and can be moved if needed. This woman is the leader
of all of her VIP boss. His income has multiplied fifty times since she joined his team. Like a piece
of granite under the hands of a skilled sculptor, ... Show more content on Helpwriting.net ...
Specialists are constantly having to "spin the story" and create a more optimal image for their client.
The world of Public Relations is a constant evolving art form where specialists must have their
thumbs into many pies and a spider web of interconnecting contacts and sources, A public relations
specialist builds the reputation of a company or employer in the eyes of the public. They scheme up
and direct plans for programs to create a favorable public image. Another major aspect of this job is
to working on event planning with managers to determine an event budget and a budget for the
promotion products and services through other public relations initiatives ("Public Relations
Specialist Job Description."). On the other side of this, there are different public relation specialists
that research media coverage and industry trends such as press releases, communication strategies
and campaigns, case studies, social media content, and managing information. These warriors of
image have a median pay in the US of $54,170 according to U.S. Bureau of Labor Statistics.
However, the 25 percentile makes $40,290 ("Public Relations Specialist."). Stress can spike on the
days when a public relations specialists clocks in early and don't stop moving until midnight. On the
other hand, scheduling for work times and the ease of upward mobility increases as the skill level of
the specialist increases ("Public Relations

The Evolution Of Public Relations
Introduction:
Public relations has always be present throughout history however over the years, it had different
names. Public relations is also known as integrated communication, corporate communication and
strategic communication. Public relations is such a natural and vast field that it does not have a
precise founder, founding date or nationality (Newsom, 2013). It has been found that in order to
understand properly the PR theory, one should look at the evolution of public relations throughout
history. The reason being that in order to analyse why some campaigns are more successful than
others, it is elemental to analyse how PR was practiced at ancient times. (The Origins Of Public
Relations, 2011)
Definition of terms:
Corporate Communications:
The term 'corporate communication' is progressively being utilized as a part of practice to illustrate
the ... Show more content on Helpwriting.net ...
Corporate communication is a management function that suggests a background for the effective
coordination of all internal and external communication with the general resolution of establishing
and sustaining constructive reputations with stakeholder groups upon which the organization is
reliant on (Defining Corporate Communication, 2010).
Public Relations:
Public Relations is the art and social science of studying trends, forecasting their impacts, analysis
organisation leaders and applying planned sequencers of action which will assist both the
organisation's and the public attentiveness (Danny Moss, Dejan Vercic, Gary Warnaby, 2002).
Origins and Evolution of Public Relations:
The Preliminary Period (1600–1799):
The preliminary period lasted between 1600 and 1799, although at this time the term PR was not yet
used, it was widely used in order to sell real estate however it was persuasion that was primarily
used (Newsom, 2013). One of the event that marked that particular period is the Boston Tea Party
which began the

Public Relations Essay
Public Relations
Good public relations is key to the success of any business. A company must strive to make itself
stand out in its particular field. The media can be a very effective public relations tool if it is used
right.
A twenty first century company is not only going to need the ability to please their customers, but to
delight them. In order to accomplish this goal, employees need to understand who the company is,
and what it stands for. Not only do they need to understand these values, but an employee needs to
be committed to upholding them on an everyday basis. Every employee represents their company
individually, and the impression that they give the customer is the ... Show more content on
Helpwriting.net ...
On one hand, communicators need to get their messages out. The media also needs news to report.
When communicators have a story that they want to get out, they want the media to give them as
much attention as possible. There is another side to this story though. The media reports on subjects
that are considered newsworthy. This includes stories that not only could be beneficial to business,
but they also report on subjects that put companies in a negative light. This is where the hate
relationship comes in. Negative publicity is the last thing that any company wants, and it causes
them to put up their defenses against the media.
Even though media can have a negative impact on a company, if it is used to its full advantage, it
can be a very effective way of getting publicity. Newspapers are always looking for people and
things to write about. Radio and television stations are always looking for people to interview and
things to talk about. These stories are free of charge, and are of greater value than a commercial
would be. People know that a commercial is paid for and designed under the companies own
perspective of itself. People are more likely to pay attention to what a newspaper article, or a
television interview gets across to them than a commercial. The reason for this is because the
information is coming from a source outside of the company, and is therefore more trustworthy. This
is not to

Public Relations : A Key Component
Public relations is a key component in the promotional mix of marketing. Public relations has
misconceptions, but this article, Five Things Everyone Should Know About Public Relations by
Robert Wynne first defines what public relations is in marketing. Wynne defines it as the,
"Persuasion Business" ("Five Things Everyone Should Know About Public Relations." 1, 2016).
This means as a business person, the goal is promote the product or service within a given location
and recognize the business's accomplishments. Public relations specialists have to story tell to the
consumers in the target market. These specialists highlight the company's successes to positive
narratives, or even damage control when the company gains attention in a negative way. The job of
public relations specialists' main goal are to create a positive image and enhance the company's
reputation in the market place. The tools Robert Wynne a public relations specialist has are speech
writing, strategies to deal with crisis, and create special events for the firm to be published by
journalists.
Wynne clearly defines the difference between public relations and advertising. Public relations are
earned and not paid for. Advertising brings exposure to a company, but public relations forms trust
with the consumers. Public relations has no guarantee that the story will be highlighted for the
company while advertisement is definite. Advertisement is more visual, and public relations is
language focused. Too add,

The Sports And Public Relations Essay
Public relations and public relations practitioners focus heavily on maintaining mutually beneficially
relationships. Through these relationships, public relations allow companies and products to gain
exposure and public acknowledgement, without the need to pay for advertising. This paper will
focus on the sports industry in Australia, specifically focusing on the illegal drug use in the
Essendon Football Club that came to the medias attention in late 2011. Due to the severity of the
doping occurring within the club, sponsorships were lost and most recently, players and staff were
banned from the game they love. The media follows the Australian Football League (AFL) with
great priority during the playing season. Without public relations, clubs would not be able to relay
information such as player injury updates, team statistics and club news to the public. Through
discussing the drug scandal within the Essendon Football Club, the way in which public relations
deals with crisis' within professional sport will also be reviewed. In doing this, theories; framing and
relationship management will also be demonstrated and appropriately discussed in relation to how
the above case study was handled by the public relations team.
Sport is one of the greatest mediums followed by the media, especially in Australia. The Australian
press covers all sports ranging from cycling to tennis to football and all of these are covered through
a variety of channels. These channels include

Public Relations : New Or Old?
Impression Management approach to Public Relations: New or Old?
According to L' Etang (2007), Impression Management in the past appeared to be a tactic of
manipulation in Public Relations. As the theory governs a process to construct an image, PR
practitioners were accused of being image makers who use symbols or messages to control how the
organization is perceived (Grunig, 1993, p. 125). Grunig describes images makers as people who
"create and project an image out of nothing" and in agreement, his research proposed that this
production of organizationally controlled messages for the purpose of manipulating media images
was indeed manipulation. In Addition, L'Etang, states "In the 1960's Impression Management was
seen as something artificial that interfered with real and authentic relationships. In the 1970's it was
acknowledged as a form of behaviour but seen as invariably negative and as deceptive and
manipulation."
Dubrin (2011) seems to agree with the previous statement as his study was based on the past actions
of Public Relations and made reference to Impression Management as spin. He states "An
Impression Management tactic aimed at hundreds or even thousands of people at the same time is
spin, or putting a favourable face on a negative situation or person. Spin is part of public relations
except that public Relations is also used to bring attention to favourable events such as a company
undergoing a major expansion or making a large contribution to

The Network Of Public Relations
In a way, theories are the backbone of Public Relations. There are many different functions of PR,
and most, if not all of them are involving appealing to or interacting with and organizations publics.
Be it employees, customers, or any other stakeholders, theories can be referenced applied to learn
now about your publics and help achieve your goals. Northern Kentucky University as an
organization attempting to begin a major transitional phase. The university is trying to attract new
students, while ensuring the success of current students, all the while attempting to change the
school's image as a small local school, to a big state university. A Public Relations practitioner can
apply theories to the situation as NKU attempts to maintain ... Show more content on
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Bring more in and keeping the ones we have to longer durations. Assuming the role as a PR
practitioner behind this plan and focusing so much on students and the internal environment at NKU
three theories relevant are Systems Theory, Social Exchange Theory, and Social Learning Theory.
Systems Theory presents the idea that all organizations and their "parts" are systems that exist in
relation to each other, and that the attitudes and actions of the different parts of the system affect not
only the other parts of the organization (or system), but the system as a whole as well. Systems
Theory presents two types of systems, open and closed. An open system reacts, listens to, and
embraces its publics, both internal and external, while a closed system doesn't acknowledge their
publics in decision making. A closed system takes note of past decisions and mainly examines the
past in decision making, not it's publics. When applied to my position at NKU as the practitioner, it
is important for me to keep in mind the importance of being an open system. For example, when
trying to attract new students it's beyond important to know what these potential students are
looking for in a college. NKU is not in the position to make decision based solely on past decision
and the history of the school because these potential students are not interested in

Reflection Of Public Relations

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