Pr Is More Than a Promotion Element
This essay will show that “Public Relations is little more than the ‘promotion’ element of Marketing the Marketing Mix”. Highlighting the different strategies, objectives, tactics and tools used in Public Relations, in helping organisations.
There are several definitions depending on the persons understanding of PR some example are “little more than image building” or “reputation management […] where by PR mops up the mess left by the unscrupulous business practises” (Robert L. Heath, 2005).
Although these are only educated guesses, academic definitions of PR state it as;
• A management function
• Covers broad range of activities and purposes in practise
• Is regarded as two way or interactive
• Planned. It is organised, not short term, and so on (Theaker, A 2004)
There are theories and models in PR to aid an organisation in establishing better communication paths, one of the most common stated by Grunig and hunt, 1984 which states there are four stages to PR;
• Publicity Model
• Public Information Model
• 2 – way asymmetrical Model
• 2- way Symmetrical Model
Also known as one way models, because of the one line of communication from the organisation to the public; Publicity (Press Agentry) and Public Information models are used by organisations to spread information about the organisation, putting them in a positive light. This type of PR is commonly used in show business (Theaker, A 2004). There are different examples of the models being used in practise, with the Publicity model mainly focused on raising awareness within the desired public and the Public Information model, informing the publics about the positive aspects of the organisation (seen example 1 and 2 in appendices). The 2- way Asymmetrical model is where a two way line of communication is open between an organisation and its stakeholders. Even though stakeholders can communicate with the organisation there will be an imbalance or restriction on what can be said, allowing for the
There are several definitions depending on the persons understanding of PR some example are “little more than image building” or “reputation management […] where by PR mops up the mess left by the unscrupulous business practises” (Robert L. Heath, 2005).
Although these are only educated guesses, academic definitions of PR state it as;
• A management function
• Covers broad range of activities and purposes in practise
• Is regarded as two way or interactive
• Planned. It is organised, not short term, and so on (Theaker, A 2004)
There are theories and models in PR to aid an organisation in establishing better communication paths, one of the most common stated by Grunig and hunt, 1984 which states there are four stages to PR;
• Publicity Model
• Public Information Model
• 2 – way asymmetrical Model
• 2- way Symmetrical Model
Also known as one way models, because of the one line of communication from the organisation to the public; Publicity (Press Agentry) and Public Information models are used by organisations to spread information about the organisation, putting them in a positive light. This type of PR is commonly used in show business (Theaker, A 2004). There are different examples of the models being used in practise, with the Publicity model mainly focused on raising awareness within the desired public and the Public Information model, informing the publics about the positive aspects of the organisation (seen example 1 and 2 in appendices). The 2- way Asymmetrical model is where a two way line of communication is open between an organisation and its stakeholders. Even though stakeholders can communicate with the organisation there will be an imbalance or restriction on what can be said, allowing for the