Free Essay

Public Relation

In: Business and Management

Submitted By NguyenThanh
Words 2682
Pages 11
HOASEN International University
Vietnam
TV121 Bachelor of Business
Administrator
PR - CAMPAGIN

Subject: Public Relation (PR)
Professor: Nguyen Tran Kieu Van
Reported by: Group FTA
Member of group :
1. Nguyen Hoai Thanh

2004494

2. Phạm Yến Linh

2004087

3. Trần Đức Huy

2005581

4. Quan Phụng Chi

2006979

June, 2015

1

INTRODUCTION
THE LEADER : NGUYEN VAN PHUOC
Nguyen Van Phuoc, who built brand of First News in 1994. He has a passion for books, and want to bring wonderful, creativity story from the world to Vietnam. Then, he decide to establishing the First News Media in 2010, it's also one of the most famous brand and perceived satisfaction from clients such as : Viettel, HSBC, Vinaphone.
THE COMPANY : TRI VIET CORPORATION
First News - Tri Viet Publishing co., Ltd was founded by Mr.Phuoc in 1994 with the aim of continuous news of update to Vietnamese reader.
First News's Books always bring being careful of design among with good translation has perceived well preference from clients.
We strongly believe with the name of "First News - Tri Viet ( Vietnamese's intellectural and knowledge ) will remind us to spreading innovative ideas and messenger of new information to Vietnamese reader. That's is the reason why First News - Tri Viet has receive pleased welcome from publishing industry in Vietnam.
Vision : Tri Viet would like to create the best supplier in publishing industry in
Vietnam, and want to bring knowledge from all over the world to build up Vietnamese intelligence. First News - Tri Viet with many field of product, such as :
Music books, culture books, arts, science and technology books, foreign language, healthcare, business as well as the self-help,...etc

2

SITUATION ANALYSIS
With the campaign of :"We Want Books" which have facing with the biggest challenges from address the lack of awareness of people about reading book together with volunteer student's group of HoaSen University as well as despite many of young people also have attention with book, WWB also Struggled to developing the event that finding the key of motivation for people to reading on book. Although, we have a large crowds of people with fantastic about event's service with complimentary playfield and foods are offered but WWB campaign try to make attention with people about benefit what we have offered.
Not only have many challenges but also the campaign have a few opportunities.
The first opportunity of WWB campaign is the ability to find out why people prefer to look on internet more than book, with perceived from this campaign can use to find new strategy to help people reading on book.
The second opportunity is create awareness of people with the campaign of WWB together with the partnership TriViet's Brand via spreading information on social media : Website, facebook, youtube, Instargram,..etc
The last opportunity is to build relationship with mutually beneficial with organization and off campus of university.
WWB campaign with the support of student's volunteers from HoaSen University would be able to help community service partime to any organization, all of salaries will be donations in WWB campaign to help the special children of circumstances.

3

TARGET AUDIENCE
Geographic:
Ho Chi Minh city is the economic hub of
VietNam where population is without doubt one of the most important economic factors. That is the reason why Ho Chi Minh city is the most suitable place for "We Want Book" campaign at the early stage.
Audience :
With this campaign, the target audience that WWBs want to focus on is freshmen student.
They have a little skill or lack of knowledge of the demand of university courses or the demand of experience to reading books. The campaign created by Green Group, such as time management about reading books, the benefit of reading book in now generation, and help them choosing the major of study is the best way to introduce our objective to freshmen student. The audiences which we have targeted is the person spend their long time in online and social media. They have complicated with big platform of facebook, instagram, Twitters day by day. Undeniably, Social media become apart of our life to help us learning, interacting with people that's also the reason why people became far away with reading books. For this campaign to help freshmen student adapt with new environment and a habit of reading books and seeking a place to support them successful in university.

4

DATA COLLECTION
In order to achieve research objective before launching, we have collect primary data from
100 freshmen students.
Result survey

Class years
5%

Freshmen student Yes

2nd years student 15%
20%

Have you ever attendented Books
Campus ?

3rd years student 60%

No

30%

4th yeart student 70%

If we have the campaign about reading book. Are you ready to join with us ?
No
10%

Yes
90%

Almost student have said they would be interested with completing series of We Want
Books campaign if it's mean the possibility of getting exclusive benefits.

5

THEME AND KEY MESSAGE FOR SPREADING
Theme : Actually, Green Group to cater to freshmen student to help them improve the skill of reading books and training them how to utilize knowledge and resources from book to apply in course of university while helping people connect together without social media throught reading books and sharing information from book to people.
Key message :
In order to spreading campaign to people, Our message with the tagline :" Green
Group, We Want Books" is the same meaning with to raise awareness of Green
Group to commitment about help them to improve the skill of reading books, make it easy to freshmen student adapt with environment in first semester.
Not only learning from this campaign but also students can receive the value of exclusive benefit. Together with was join in some activities from WWBs campaign.
Together with operating for campaign, we also make relation with some company for people to interact with company and learn more reality after this campaign.
Together with support from HoaSen university, we have invited spokesperson :
Ms.Bui Tran Phuong - Rector of HoaSen university, that's reason attract student through position in University.
Mentor is the person who help us to answer the question from student and base on their experience will hep WWBs achievement.
As well as the support from Kastlie group and Aisec group to help this campaign.

6

MEDIA TARGET MIX

Print ( 40% )
• High Circulation general publication
• Lifestyle publication
• Women's publication
• Teen oriented publication

Online ( 50% )
• Leading with the website www.wewantbook.weebly.com • Teen oriented sites
• Hot Blogers

TV ( 10% )
• News 24/7
• Women's program
• Lifestyle oriented program

7

GOAL, OBJECTIVE AND STRATEGY
Base on survey of primary collection, we will have the suitable strategy for attract student join in campaign.
Goal : To create awareness with freshmen student about Green Group and the campaign of We Want Books.
Objective : Seeking and Increasingly number of student join in Green Groups over 110 freshmen students.
Strategy : Spreading " Connect us " campaign to GGs meeting and workshop as well as together with partnership from company to offer buy one - get one free about coupons and presents from organization.
Operating : Launching the campaign of " Connect us"
Introduce with friend about campaign, freshmen student can receive opportunity to make relation with new friend as well as help them a little ability to adapt with new environment like university more easier.
With the support from professors of class. We will have short present about campaign to connect with student during breaking time at class.
Contact with some local business together with support finance from university can help us to launching the BOGO coupons and discount of product when one student together with one student join in campaign.
Time : Operating in July during 4 weeks introduce with freshmen student. Step introduce will be end of July of 30 for the summer semester.

8

Goal : Research and developing social media through website of We Want Books campaign. Objective : Finding strategy and attract people through the website of campaign, increasing view and follows on Facebook , Instargram,.. And our website : wewantbook.weebly.com with 100 percent.
Operating :
Building and make a contest for student to design a new MOO , write the feeling about reading books of campaign with right content to raise attractive from people.
Information of contest will be communicated through social media such as: beachboard, filers, website about rule and achievement of contest.
Student will desigh Logo, MOO, Standee about WWBs campaign and post product into website and voted by people. in the last day of contest, GGroup will be count of vote within 1 2 weeks. Winner will be received a Green Group T-shirt and 100$ gift card.
Time : July to august
Cost : 1.148$

9

Goal : Have a relationship with Green Group through media
Objective : have to relation with more than five media contracts to spreading brand name of
Green Group with campaign
Strategy : Increasingly awareness of people about Green Group base on media
Operating :
Make a relationship with some more of newspaper is : Lifestyle, health and fitness section, Family news, Yannews, Yea! news,... YanTV, Daily 24/7 News.
Ideas: Interview with Ms Bui Tran Phuong about the biggest event with advantage of people from HoaSen university.
Have the media and broadcast about Green Group to help Children of circumstance and building bridge for low-income rural.
Certification for volunteers to join in Green Group to help socialize
Time : Publishing within 4 weeks on news and media tool facebook as well as together with hostsite of campaign.

10

Goal : Developing relationship with organization who partnership with Green Group through years.
Objective : Become one of the partnership over 3 organization and 4 club from University in
HCM City.
Strategy : make relationship with local business to donating cost for campaign and support service for campaign
Operating :
Contact and developing relation with sponsor to support financial and discount of coupons or food for event.
Send proposal and cover-letter through email for potential sponsorship about join in with Green Group to operating campaign We Want Books with Main supporter is
TriViet Publishing, and the support of Vinamil as well as PhuongNam Bookstore,
Tokyo Deli,...
The benefit of Sponsor will be PR through media together with Green Group to highlight and thanks to helpful.

11

COST STRUCTURE

Operating

Cost

Menu

Total

1.200 Fliers (0.3 × 1200) within 6

360$

(Fixed/variable)

Distributing and

Fixed

months

sharing fliers together with some of newspaper

Create a student

Variable

600 card (0.1 × 600)

60$

Fixed

400 T-shirt ( 5$×400)

2.100$

card for We Want
Book campaign

Design logo, standee

Within 6 months

and for contest ,..

100$ Gift card for winner contest

Rent place /

Fixed

Workshop roomrent at 9 Nguyen

0$

Van Trang - Dist 1.

Equipment

Equipment ( table, chair,...)

0$

Nha Van Hoa Thanh Nien Place
(15$/hours withthin 3 days )

Total Cost

1.080$

3.600$

12

Advertorial 1: We Want Book with "The Day I Was Child"
Children in the age of 4 to 10 years old are innocent, pure and they have a rich imagination. This is the group of age which is in the process of learning and acquiring knowledge from the outside world. Beside school, kids can also learn through fairytales, folktales. Furthermore, we cannot talk about childhood without talking about comic books such as Doraemon, Conan, Than Dong Dat Viet. These comic books not only help children relax, but also help them understand more about friendship, information about the founding of our forefathers or how to reason, think logically when reading detective stories.
With the desire to bring an amazing education space, we decided to organize “The day I have a child ". Through the event, we want to propagandize to all the children a habit of reading books in free time rather than focus on playing online games or on mobile phone.
Besides, it's also an opportunity for adults to reminisce their childhood through these wonderful children's books.
The event “The day I have a child" space includes activities and decorations as follows:
 The space is decorated with a colorful tent with a white board written "The day I have a child”
 Inside the tent is divided into areas with different kinds of book such as fairytales area, comic’s area... and each area we will add standees printed images of typical characters such as: Princess Cinderella, Snow White, Doraemon, and Conan...
 Each day we'll show different dramas between 4:00pm and 5:00pm in order to make a better impression on the children by actual images.
 We will also put some small chairs for kids and parents to sit and read books or have a rest after taking a walk around.
 In front of the tent, we also share small souvenirs such as: balloons, cards printed characters in fairytales, comics...

13

Advertorial 2 : We Wan Books with " The Day I Have Dream "
Back to the time we have hear the beat of heart, and the time seeking the silence place to reading romantic books.
This campaign is focus on the age between 13 and 23 years old. People at this age have an huge impact from environment and education, along with that is the change in many things such as physical, psychological, especially is emotional.
The main target is create for a teenagers and young person a silence and comfortable place to enjoy fully books. An age group between 13 and 23 always crave for freedom and be themselves express ideas. So that, our group decide blue, white and red is a decisive color.
It make a wonderful place for them.
Type of books: romantic, science, book about soft skill or sex education,…
We’ll decorate this place with mattress chair and some simple book-shelf.

14

Advertorial 3 : We Want Books with " The Day I Have Family "
Books are always friends of humans because it both provide for us the necessary knowledge and skills and help us relax after stressful working hours. Understanding these benefits, we decided to organize this Book Festival with three spatial characteristics. If
"The day I have a child," the childhood sky for 4-10 age, "The Day I Have A Dream" which provide information needed to help teenagers can complete their career dreams, then "the
Day We hava a family" is a wide open space with a rich source of knowledge in many fields of life for old people aged between 15 -65. For "The Day We have a family" space, we not only understand more about the formation history of humankind, the arts and culture of the country, access to the skills of everyday life such as: How to take care newborn child, cooking, psychology and so on. Above all, with many innovations in content, form and quality operations, continues to affirm the great value of reading and honoring the author, works, publishing, printing, distribution career, raising awareness of the community about the important role of reading, enforcement and protection of copyright and the role of libraries lifelong learning environment of the domestic and foreign public.
Some decoration and activities will be performed in “The day we have a family” space including:
About space, we will design as the shape of the earth, books will be classified by culture, nature and characteristics of each continent, region helps the reader can easily choose from.
Moreover, at 19:00 -22: 00 every day, we will alternate perform some interesting repertoire, was selected from the art and culture of some coutries in the world.
The program also has the participation from many different clubs, it will be organized into small classes as: Cooking, Calligraphy, Family health and so on. So that readers have a chance to reach out to the fact that many more true to the "Learning with practice."

15

DESIGN FOR CAMPAIGN
T-SHIRT

Website for campagin :" we want books "

16

REFERENCE


Base on information through website

http://www.slideshare.net/AnitaWang3/fye-final-campaign-44399468


Thanks for Ms.Kieu Van lecturer of HoaSen University to help us completely this project. 

The website of Main suport :

http://www.firstnews.com.vn/


Base on support document form Vinamil proposal Pr.campaign.



Document from book of Public Relation - Hoa Sen University.

17…...

Similar Documents

Premium Essay

Public Relation

...PROFESSIONAL TOOLS OF PUBLIC RELATION SUBMITTED SUBMITTED BY TO POULOMI ROY Ms. RITU SHARMA MJMC II ASSISTANT PROFESSOR (A2028811059) ACKNOWLEDGEMENT I, Poulomi Roy, student of Amity School of Communication, Amity University, Uttar Pradesh take this opportunity to express my profound gratitude and deep regards to the Director, Professor Mr. R.K Dargaon to provide me with an opportunity to work on this project. I will be ever grateful to my guide Professor Ms. Ritu Sharma, for her exemplary guidance, monitoring and constant encouragement throughout the course of this project. Without her help I would have never been able to complete this project. The blessing, help and guidance given by her from time to time shall carry me a long way in the journey of life on which I am about to embark. . CONTENTS * Definition * Objective of Public Relation * Types of Public Relation * Elements of Public Relation * Process * Tools * Additional Activities * Departments of Public Relation * Code of Ethics * PR Laws * Skills Required * Role of PR in Government Sector * Advantages of Public......

Words: 7887 - Pages: 32

Free Essay

Public Relations

...Situation analysis 5. 2.1 external forces 6. 2.2 internal forces 7. 3.0 target publics 8. 4.0 objectives 9. 5.0 strategies 10. 6.0 projects and action plan 11. 6.1 specific tasks 12. 6.2 time frame, 7.0 conclusion 1.0 Executive summary: McDonalds is an internationally recognized organization as a leading global foodservice retailer. With 34,000 restaurants worldwide, 1.8 million employees, serving approximately 69 million people in 119 countries each day. Although it is a leading foodservice retailer there are some areas that should be address, that if fulfilled can greatly increase business for the company. The main issue with all fast food services is the way they are viewed in the public eye as they are so heavily monitored by the media. Many individuals and families are reluctant to purchase fast food in general due to the reputation of poor quality nutrition and lack of healthier options; this is an issue McDonalds will have to conquer through marketing, advertising and public relations. Advertising will also be vital to gain the awareness through the main channels of communication. McDonalds already has extensive advertisement via television and billboards. Brand awareness would greatly increase if there was more advertisement via online, via popular websites such as Facebook and Twitter which are constantly used. McDonalds already has a Public Relations team that is concerned with the way they are perceived, it is vital for their......

Words: 2295 - Pages: 10

Premium Essay

Public Relation

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

Words: 1785 - Pages: 8

Premium Essay

Public Relations

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

Words: 957 - Pages: 4

Premium Essay

Public Relations

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

Words: 1689 - Pages: 7

Premium Essay

Public Relations

...Public Relations. It is, as my professor said, the management, art, and science of building relationships between— Whoa! Okay. Stop right there. Before I really get all mushy about PR and its definition, I would first like to tell you something. Usually, I would start my composition with something like the first paragraph. I would talk about PR, its meaning, and then write down what qualities a PR professional must possess. I was originally planning to do just that. When I got home from school last Friday, I immediately sat in front of my desktop computer, meaning to start with this reflection paper. It was 8:08 P.M then. 10…20…50 minutes had passed and I still didn’t have a clue on what to write. I told myself, “It’s okay, this paper isn’t due until Thursday next week anyway. I don’t need to finish it now. I’m off the hook.” Saturday came, and the same thing happened. I just stared on my PC’s screen for 3 hours! Heck, there wasn’t even a single letter on that blank document! It was clean and white! But then again, it’s okay. I told myself that there’s still tomorrow, and the day after that, and then the next, next day after that. Surely by then, I would have come up with something brilliant for this piece. I was totally wrong. I started to panic when Sunday came and I still didn’t know what to do with this paper. “What is wrong with me?! Why couldn’t I write something as simple as this? It’s just a mere reflection paper, for Pete’s sake! IT’S JUST......

Words: 1107 - Pages: 5

Premium Essay

Public Relations

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

Words: 3134 - Pages: 13

Premium Essay

Public Relations

...Compare some of the ways public relations practices vary in different parts of the world. The purpose of PR takes on several forms in the global field/market. In addition to being a media relations expert and proficient marketer, a typical “global PR” specialist can perform as your company's personal representative, acclimatizing local buyers and customers as well as growing connections with the government officials. “Strategic management of communications between a business and its foreign audiences, however, can be quite intimidating for many companies, because, although PR is PR, the challenges of launching a successful campaign are magnified on the international scene.” All companies and countries have public relation departments and in different parts of the world things have to be or are handled differently. There are “generic” principles that are basically “standardized world-wide principles.” Then there are “specific applications” which pretty mean that those “generic” principles are applied differently under different settings. “From cultural and language differences to scattered time zones and logistical obstacles, examining the overriding issues involved in conducting PR in different foreign markets, including the common pitfalls and successful strategies of companies in the international trenches” (LeClaire, J, 2010, np). I am going to use two cultures as my examples in public relations practices in different areas; Arab and American cultures. 1)......

Words: 456 - Pages: 2

Premium Essay

Public Relations

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

Words: 380 - Pages: 2

Premium Essay

Public Relations

...PR Public Relations Review 38 (2012) 5–13 Contents lists available at SciVerse ScienceDirect Public Relations Review Revisiting the concept “dialogue” in public relations Petra Theunissen ∗ , Wan Norbani Wan Noordin 1 School of Communication Studies, Faculty of Design & Creative Technologies, AUT University, Private Bag 92006, Auckland 1142, New Zealand a r t i c l e i n f o Article history: Received 2 October 2010 Received in revised form 14 September 2011 Accepted 14 September 2011 Keywords: Public relations Dialogue Two-way symmetric communication Risk a b s t r a c t This paper follows a critical approach in exploring the philosophical underpinnings and key features of dialogue in public relations practice and thinking. It argues that dialogue has been uncritically equated to two-way symmetrical communication, which has not done justice to the nature of dialogue, and has effectively stifled concrete development of a dialogic theory in public relations. The paper draws from a range of literature, including mainstream public relations and communication philosophy—in particular the philosophy of Martin Buber. The purpose of this paper is to inform public relations thinking by encouraging debate rather than proposing a new theoretical approach. As such, it sets out to explore the concept of dialogue and its philosophical underpinning, considers its practical application and suggests that it should not be seen as superior to persuasion...

Words: 8548 - Pages: 35

Premium Essay

Public Relations

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

Words: 1200 - Pages: 5

Premium Essay

Public Relations

...Contents INTRODUCTION 2 DEFINITION OF PUBLIC RELATIONS 3 WHY IS PUBLIC RELATIONS IMPORTANT 5 HOW DOES PUBLIC RELATIONS WORKS 7 IMPORTANCE OF PUBLIC RELATIONS IN AN ORGANISATION 8 CONCLUSION 10 BIBLIOGRAPHY 11 INTRODUCTION Public relations is the way organisations, companies and individuals communicate with the public and media. A public relations specialist communicates with the target audience directly or indirectly through media with an aim to create and maintain a positive image and create a strong relationship with the audience. Examples include press releases, newsletters, public appearances and other public relations tools. An organisation is a social unit of people that is structured and managed to meet a need or to pursue collective goals. All organisations have a management structure that determines relationships between the different activities and the members, and subdivides and assigns roles, responsibilities, and authority to carry out different tasks. Organisations are open systems that is they affect and are affected by their environment and public relations is important for the functioning of an organisation. The world of business is characterised by severe competition and in order to win new customers and retain the existing ones, the organisations have to distinguish themselves from the competition. But they also need to create and maintain a positive public image. A public relations specialist or firm helps them both......

Words: 1609 - Pages: 7

Premium Essay

Public Relations

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

Words: 1906 - Pages: 8

Premium Essay

Public Relation

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

Words: 251 - Pages: 2

Premium Essay

Effects of Public Relations on Its Publics

...PUBLIC RELATIONS AND ITS EFFECTS ON ORGANIZATIONAL PUBLICS: A CASE STUDY OF MOI TEACHING AND REFERRAL HOSPITAL LIVINGSTONE WERE MUNYWELE MOI UNIVERSITY, KENYA DECLARATION Declaration by the candidate This research project is my original work and has not been presented to any other examination body. No part of this research project should be produced without my consent or that of the Kenya Institute of Management. Signature…………………………… Date………… Livingstone Were Munywele i ii ACKNOWLEDGEMENT Without the help and support of the Kenya Institute of Management, I could not have completed this project. I wish to express my gratitude to the supervisor, Mr. Joseph Lelan for his time and support through the study. I also thank him for encouraging me to develop a new area of study. I must also thank my friends and colleagues in the institute, who made me, sit down and finally produce a text after months of collecting materials and thoughts in files and boxes: Irene Nasimiyu, Eunice Focus and Helen Wafula. I would also like to thank the PR manager for allowing me to test new ideas with top managers at their organization. In addition, I thank my many colleagues in the office of the president where I have been honored to work for the last two years. I cannot imagine ever having a letter team in place to work on a project like this. The reviewers who helped me to make the project fully complete also deserve special thanks for their helpful comments and advice. iii ABSTRACT Many......

Words: 16401 - Pages: 66