Role of Public Relations Personnel in Media Campaigns Paper Example

Introduction

Public Relations is a fundamental management function that seeks to maintain and establish the mutual lines of cooperation, acceptance, understanding, as well as communication between the public and an organization. Public Relations involves the management of issues or problems, it emphasizes and defines the responsivities of an organization to public opinion. The objective of an organization can be smoothly or effectively achieved through the use of public relations (Breakenridge, 2012). Moreover, an image of a nation, or an organization or an individual's image can be created to build up through public relations. Therefore, the role of the public relations personnel in conducting media campaigns involves the establishment of a relation between the public and the organization (Stoykov, 2016). The public relations personnel executes the programs for communication, identifies the media house policy with the interest of the public and analyses the public's attitudes and perceptions.

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The main objectives of public relations personnel in conducting media campaigns is to present a favorable image of the media house, enhance its prestige, protect, maintain and create the organization reputation. A definite impact on the revenues and sales of the organization can be enhanced through public relations as the company's reputation dictates the purchasing decisions of many clients as indicated by various studies. Moreover, the public relations personnel creates goodwill for the organization (Lister, Dovey, Giddings, Grant, & Kelly, 2012). For instance, this involves community relations, media relations, investor and stakeholder's relations, and employee relations.

Public relations campaigns impact on the work of journalism

Public relations campaigns might impact on the work of journalism in the following ways; for instance, it might be a better platform that would explain the prejudices and the misconceptions concerning a media house. Moreover, it could play an important role in educating the public concerning certain issues that are relevant to the organization. The relationship between public relations and the media industry has an impact on both the public relations practitioners and the journalists. For instance, good public relations enhance the reciprocal relations between public relations practitioners and journalists. Through the public relations campaigns the public relations personnel might be forced to collaborate with the journalists on hence providing the journalists with content, spokespeople, facilitates media opportunities and the development of story ideas. Moreover, the public relations campaigns will provide an avenue for the journalists to build the background of their story as they are able to access more information. Therefore, when the collaborations between journalism and public relations when done well the journalistic integrity are not compromised as public relations will influence what is covered by media.

Through the existence of public relations campaigns, Journalists are supported by public relations practitioners by facilitating them with opportunities, access to information and saving them time (Heitmueller, 2012). For instance, at all-time the public relations people approach the journalists; therefore, journalists provide their own perspective as they consider the newsworthiness, the timeliness, and each opportunity. The goal of public relations in the media campaign enhances knowledge-based analysis to influence personalized attitude to project proactive and reactive factors. An overall strategic plan influences the outcomes of an operational campaign to publicize organizational tactics and strategies in the communication of public image. Identification of the intended audience for the dissemination of any information in public relations increases organizational assessment in a necessary adjustment in the unexpected development of informational coverage (Seitel, 2007). The method utilized in assessing PR is media checking, which is done by measuring the number of times that an organization and the PR campaign message is secured in both print and broadcast media. PR proficient should gage in case the PR message comes to its target group of onlookers, which is achievable by assessing the target group of onlookers of the media where your message shows up and knowing the genuine number of viewers or peruses. Media observing isn't as it were around press scope but ought to be more centered on how compelling the scope is in accomplishing the client's goals. Open relations and showcasing work together closely when it comes to advancing a modern or existing item or benefit (Kelleher, 2018). Open relations plays an imperative part in unused item presentations by making mindfulness, separating the item from other comparative items, and indeed changing shopper behavior.

Conclusion

Public relations can offer assistance to present modern items by arranging an assortment of extraordinary occasions and dealing with touchy circumstances. A public relations is regularly called on to grant existing items and administrations a boost by making or recharging permeability. Public relations can intrigue the media in commonplace items and administrations in a number of ways, counting holding classes for writers, organizing an extraordinary media day, and providing the media with printed materials extending from "backgrounders" (in-depth news discharges) to booklets and brochures. Changes in existing items offer extra public relations openings to center consumers' consideration. A viable public relations campaign can offer assistance to appropriately position an item and overcome negative discernments on the portion of the common public.

References

Breakenridge, D. (2012). Social media and public relations: Eight new practices for the pr professional, New Jersey: FT Press.

Heitmueller, Lars M. (2012), Corporate Communication Map: Outline of an interactive Overview of the fundamental Models and Theories of Public Relations. Retrieved from https://www.scribd.com/doc/133281621/Corporate-Communication-Map-CCM-Landkarte-der-Unternehmenskommunikation.

Kelleher, T. (2018). Public Relations (1st ed.). New York, NY: Oxford University Press.

Lister, M., Dovey, J., Giddings, S., Grant, I., & Kelly, K. (2009). New media: A critical introduction. (2nd ed.). New York: Routledge.

Seitel, Fraser P. (2007). The Practice of Public Relations. (10th ed.), Upper Saddle River, NJ: Pearson Prentice Hall.

Stoykov, Lubomir (2016). Public Relations Management (2nd ed.). Sofia: Alma communication.