Public Relations

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CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
According to Oliver (2007), a long standing Chartered Institute of Public Relations (CIPR) definition of public relations is ‘the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics’. Here, the definition implies the strategic management by the inclusion of the words ‘planned’, and ‘sustained’, and the use of the word ‘publics’ for stakeholders, interested parties and other influential groups. A more recent CIPR approach is to refer to public relations as being ‘about reputation- the result of what you do, what you say and what others say about …show more content…

It is concerned with developing a deserved reputation for an organization, one which is based on solid performance not hollow hype. Reputation will not necessarily be favourable and may only be favourable as the organization deserves. This becomes increasingly complex in the light of new technologies. Many CIPR members reject the notion of a change of name from ‘public relations department’ to ‘corporate communication department’ and argue that the impact of the internet on public relations is simply that it offers a new electronic operational tool which does not alter essential practices. However, given that technology has so changed strategic operations for all forms of business and organizational communication, and given that human communication is the key measurable variable, the term ‘corporate communication’ better represents theory and practice of this discipline in large …show more content…

The development of macroeconomics and environmental management studies has put pressure on the public relations industry to focus public relations strategy on the dimension of the enterprise or organization’s role in the economic life of its country and its position in the global or national marketplace, public relations counsel ad activities form an important part of an organizational policy in defining the environmental factors which affect its corporate business activities. These include social stratification, social welfare and national policy, technology, and the political, legal and regulatory processes, appropriate to a particular organization or the industry in which it operates. All these factors need understanding of attitudes and cultural norms that influence an organization’s reputation and public

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