Conclusion and Recommendation

The concept of public relations is such an important application in every business organization and company, such that its application encompasses a variety of functions and responsibilities in relation to the distribution and dissipation of information and knowledge. This is why it is essential to assess its importance and make sure that this will be used effectively in response to crisis management. As a recommendation, in relation to it would be crucial to assign a crisis management team that will be effective in resolving problems and crisis being experienced and will be experiencing by the company.

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For any organization, the works of its departments can only script "a success story". Among them, Public Relation department's role is very significant. Public Relation only looks after and changes the image of the company. When the public view, hear or liaises with an organization, they look for many things, and only if an organization satisfies all this, its success could be complete. So, in any organization a dedicated team of Public Relation personnel will work to give that finishing touch. This paper will analysis the importance of Public Relation, their definitions, how the different definitions vary from each other and why has different definitions have come up or used. An organization cannot exist like an island in isolation. The organization has to be in the midst of action to create sensation. Sensation in the sense, the organization's existence should be extensively propagated.

That is, people or public normally believe in what they see and hear and if an organization want to make the people believe in them, they have to reach the minds of the people through the sense organs. This is where the concept of public relations, PR for short comes in to picture. Originating in the 19th century mainly to promote circuses, theatrical performances, and other public spectacles, many scholars accept that the term "public relations" was introduced in the 1897 Year Book of Railway Literature, as Public Relation made its first presence in railway construction.

Public Relation only leads the organization attack to reach the public's mind. (The essay's author) definition of Public Relation."Public Relations is an exercise carried out by an organization to understand the public's mind, and tune it, so the organization can make the public see and hear what they wanted them to see and hear"Public Relations Society of America" (PRSA) - its Assembly - formally adopted a definition of public relations. This states, "Public relations helps an organization and its publics adapt mutually to each other. One of the earliest definitions of Public Relations was coined by Denny Grisword, publisher of "Public Relation News". According to her, "Public Relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance." Effective Public Relations," by Scott Cutlip, Allen Center, and Glen Broom, provides the definition of Public Relation as "Public relations is a management function that seeks to identify, build, and maintain mutually beneficial relationships between an organization and all of the publics on whom its success or failure depends". Each definition, even though defines the single concept of Public Relation, it handles the concept from different perspectives. That is, the concept of public relations has two components, the organization and the public. And all the definitions use both these components, to bring out the interconnectivity they have. And the role, the each component play, only shows the contrasts between the definitions. That is, the essay's author definition, and the definition of Grisword and Cutlip, Center, Broom put the onus on the organization.

Through their definition, they put forward that Public Relation is the work of the organization. That is, theirs definition apportion the role of organization in a Public Relation exercise. While PRSA's definition just state, what both organization and public should do. That is according to PRSA, Public Relation should help both the organization and public adapt mutually to each other. So, the definition brings out bothhave some needs and both have to perform their roles. Then the definition of essay's author and Grisword puts the emphasis on the need to study the public's mind and then formulate, and carry on the exercise.

That is, the essay's author definition brings out the need to "understand the people's mind" and Grisword definition wants to "tabulate public attitudes". While the other definitions of Cutlip, Center, Broom and PRSA does not focus on the public's mind. Then, the last definition goes in a different angle and says that the success or failure of a company depends only on the public. While other definitions doesn't look Public Relation in the context of company's fate.In this world, there are so many different people, from different countries, cultures, climate etc with different upbringing, attitude, education, work etc. This being the case, the persons behind this definition, will also have a different thought process and this shows in the definition. Also, the organizations people establish will also have and practice different needs, targets or policies. And, as these authors view and analyze these organizations from their point of view, it will surely give rise to different points of view. These authors also have the duty to think differently from the existing thoughts. This also gave rise to different definitions.

Date: 2015-12-18; view: 889