Busıness Communıcatıon (ENG) — Ünite 7 Soru-Cevap

The main purpose of public relations is to create and develop mutual understanding between a corporation and its target audience because the  development of mutual understanding will lead to benefits such as abolishing prejudice and creating sympathy between the corporation and the target audience.

The duties of public relations are;

-the announcement of the products

-communication with the internal and external target audiences

-to perfor lobbying activities

-to facilitate communication with the official bodies such as law-makers and government members

-to provide consultancy to the management on public events

-provide a good image of the corporation.

1.  “publicity era”  during which the organizations acted only for obtaining profit and used public relations as a tool to reach that objective.

2.  “public information” period during which  the organizations inform the public by using public relations to provide correct information on their activities from the first hand.

3. The  “conviction” period during which it has started to listen to various “public” sections in
the context of public relations.TThe main purpose was to convince the environment in line with the organizational interests. During this period, the communication was converted into bi-directional
communication.

4. Creation of mutual understanding, during which public relations acted as a bridge between the corporation and the shareholders in order to create a mutual understanding is developed between the organization and its shareholders.

5. Relation management period,  during which the purpose of public relations was re-interpreted
as “relation management”. In that period, it had the function of establishing and managing mutual benefit based relations with the relevant shareholders in order to remove the obstructions for the organization to reach the targeted mission and to facilitate that process. 

 The key word in this theory is interaction. Interaction is the symmetric communication management performed by each organization both within its internal structure and with its environment. The communication between the organization and its internal structure is called internal communication. The communication between the organization and its environment is called external communication.

1. Proactive public relations aim to create opportunities while reactive public relations aim to overcome problems.

2. Proactive public relations work for the solution of potential problems before creating threats for the organization. On the other hand, Reactive public relations are interested in a defensive approach against the problematic situations, in already occurred problems.

3. Proactive public relations focus on rising the reputation of the organization and strengthening its image while
reactive public relations strive for protecting the general condition of the organization.

4. Proactive public relations serve for the future, while reactive public relations serve with a focus on the current situation.

5. Unlike reactive public relations, proactive public relations give importance to all shareholders. 

In closed systems, reactive public relations are preferred since  public relations experts do not have the chance to be involved much in decision making in the management processes. they do not have important functions at
the decision stage. The public relations experts are responsible for notifying the decisions and executions
of management. The purpose of public relations is to influence and change the environmental
factors and the second is that the organizations will change their environment but they will not change
themselves.
In open systems, proactive public relations are preferred, therefore,public relations section is expected to predict the environmental changes before they occur and to develop relevant solutions, monitoring of environmental compatibility and changes  In organization structures, where proactive public relations apply, the public relations
experts are not only the people responsible for announcement, but also one of the important actors of the
decision – making mechanism.

Management function is a role which inolves the responsibility for recognizing and understanding the relevant audiences by  public relations. It is important because public relations is responsible for gathering information on all shareholders of the organization (employees, suppliers, shareowners, customers, local audience)

The main functions are the process of planning, applying and assessing programs for the satisfaction of consumers and for encouraging them for purchase. 

Investor relations is the connection between the company and the investor society. Investor relations use marketing, communication, finance disciplines to manage the information flow and information content for finance and for other selected areas in order to maximize therelative value of the company.

1.  Understanding how public relations actually operate
•2. Understanding what reporters really want
•3. Understanding that not all news are created equal
•4. Measuring the pain threshold
•5. Knowing that the first bad news leads the way to the herd
•6. Understanding that the reporters are not our friends
7. Being aware that artificiality is nonsense
8. Understanding that we can not make people know what we don’t know.
8. Dealing  with the relations between the organizations and target audiences 

1. Preliminary preparations for any crisis
2. Understanding the reality of crisis
3. Taking the crisis under control
4. Solving the crisis
5. Deriving advantages from the crisis 

The most important element of the management period is strategic management, which changes from the determination of problems to the preparation of solution proposals and to the evaluation stage of the planning stage. It is important because  strategic management has several areas and is a process based on research, containing applicable imitations. It is not  independent from the vision and mission of the corporation; it is directly
related with the short and long term objectives, areas of competition, weak and strong aspects, limitations and opportunities of the corporate.

Objective is a long term process. It is measurable and should be succeeded. 

Goal is a  short-period objectives and constitutes the building blocks of objectives.

Aim is the combination of objective and goal and can be short or long term. It can cover elements such as hope and wish.

Research, information collection, planning and programming, communication and action, 

Analysis of the product/corporation/idea in terms of the strength, weakness, opportunities, and threats. Strengths will define the advantages of the situation or the product. Weaknesses will tell the the weak aspects that should be improved or developed. Opportunities mean the conditions that can be used as developments. Threats, on the other hand, will tell the actions that can influence the plans negatively. 

Objectives should be measurable, realistic, achievable and accessible, tangible,

Goals are the key results each target audience must reach in order to reach the objectives. Goals are defined as sub-objectives. Goals consitute a focus in developing the strategies and tactics of public relation works.

Communication strategies;

-supports the activity strategy.

-informs the internal and external target audiences on the activity; 

-convinces the target audience to adopt and support the activity.

-leads the target audience in converting the intention into action.

Activities;

-are important for the reputation of the organizations.

-are advertorial tools.

-mean visibility.

-create opportunities for the trademark/corporation to be face to face with the target audience.

Execution plans;

-determines the people involved in the process.

-preparation of the execution schedule

-preparation of the budget.

-contains execution diagram, execution schedule, execution checklist, reporting.