Strategy In Public Relations

2075 Words9 Pages
Due to the world’s rapid change through advanced technology, public relations practices are becoming more and more of a global activity. Today, it is considered as one of the fastest growing fields of professional employment. As defined by Grunig, J., & Hunt, T. (1984), “public relation/s is the management of communication between an organisation and its publics”. In other words, public relations practitioners deal with the public which consist of groups of people who share a common interest and through public relations; a positive relationship can be developed and maintained between an organisation and its public. With that in mind, public relations practitioners have to constantly adapt to the needs of the society through which different…show more content…
This essay will also analyse the theory that has been used in the ad campaign. All these will be thoroughly analysed in the Mimi Ullens Foundation ad campaign titled, “If Only For A Second”. Please click on the following link to watch the ad campaign: https://www.youtube.com/watch?v=pMWU8dEKwXw The discussion topic suggests that strategy is significant for public relations practice which is indeed true. Strategy is an idea that depends on numerous definitions to capture interrelationships between several components that structure a strategy. It can also be seen as the behaviour and action of an organisation. Mintzberg, H. (1987) presented five definitions of strategy which are strategy as plan, strategy as pattern, strategy as position, strategy as perspectives and strategy as ploy. Chaffee, E. (1985) on the other hand, identified three clusters of strategy which are linear, adaptive and interpretive. Some of these strategies share similar…show more content…
After all that has been done, the Mimi Ullens Foundation commented on their own video, thanking everyone for their overwhelming comments and reactions and that they were certain that the foundation was on the right track. In addition, reminding everyone who liked the video to donate. Lastly, one of the components that made the ad campaign the success it is today was the implementation of theory. Theories are important in any public relations field of work as it helps any public relations practitioner actively question their practice. With these question come reflection, planning and soon after implementation and evaluation of the public relations activities. All these questions help aid the ad campaign, to give it mass media exposure and so much more. From analysing the Mimi Ullens Foundation ad campaign, rhetorical theory seem to have been implemented into the campaign. The rhetorical theory is the theory that helps public relations account for symbolic aspects of communication. Heath, R. (1980) proposed that the rhetoric theory is the essence of an organisation’s relationship to its
Open Document