Excellence In Public Relations And Communication Essay


Discuss about the Excellence in Public Relations and Communication.



Public relations (PR) can be described as the management of the information that is spread between an organization and an individual. The organization may vary from non-profit organization, government agency and a business. Public relations is different from advertising in the sense that Public relations include a business gaining insight and exposure to their target audience by using the topics which give rise to public interest and other items not requiring any payment (Grunig 2013). The main aim of public relations is to persuade the public to maintain a positive view about the organization. The main aim of the report is to highlight the advantages of investing in a PR unit

Business owners often neglect to invest in public relations, which is one of the most cost effective methods for businesses to raise awareness.

Given below are some of the reasons why Bonjour Motel should invest in a separate PR Unit.

  • The consumer view about the company changes when a third party tends to cover a service. This is because when a third party endorses a brand consumers are more likely to visit the place as the hotel gains creditability.
  • Public relations tend to broadcast news, clips about the company online, and provide the viewers with a direct link to the website. This will help increasing the ranking in Google and help in publishing the link to more than 5500 websites (Guth and Marsh 2016).
  • For Bonjour Motels, Public relations will be a relatively less expensive option than advertising and its effects are more sustainable. A single good media placement can lead to huge increase in sales.
  • Various potential challenges that the company might have had to face can be faced with the help of toolkits offered by Public Relations Company (Newsom, Turk and Kruckeberg, 2012).

The changing nature of the media as it relates to public relations. What opportunities and threat from a PR perspective.

The rapid change in the technology today with reference to space, increased pluralism, globalization and increase in values has brought about tremendous changes in the field of media. With the advent of virtual reality and the concept of live streaming, media today can bring about a revolution in any part of the world (Dozier, Grunig and Grunig 2013). With the change in media, there are increased opportunities as well as threats for Public relations.

  • The social media allows the public relations activity to reach the audience unfiltered unlike the earlier times where editors were important.
  • Social media is interactive in the sense that the customers can respond to the PR event and let their views be known. It is real-time with no gaps.
  • Social media is not restricted to a particular channel.
  • The social media websites do not sleep therefore the PR teams should make sure they portray the image of the company after considering all relevant facts.

Crisis is common in the domain of business however; these given key errors in a crisis management to be avoided are as follows:

  • Absence of a plan or a notification based internal system
  • Giving the lawyers an authority to manage the crisis.
  • Avoiding the media during crisis.
  • Avoiding accepting any outside perspective
  • Employing an untrained spokesperson (Culbertson and Chen 2013).

The crisis can be managed in the following manner:

  • By building up a strong internal communications system. The key spokesperson needs to be identified and given an opportunity to establish the concern.
  • Understanding the potential impact of the crisis. Only then will one be able to manage them effectively.
  • After having an understanding of the particular crises, the company should position its activities and stance.
  • Establishment of a monitoring system plays a key role in managing the task
  • In the last step, the company should learn from its mistakes and avoid them in future.

In the domain of public relations, publics can be defined as the particular group of individuals having some common interest factor. This concept has been discussed in various fields such as political science, psychology, advertising and marketing. In the field of public relations, public can be said to be the most ambiguous concept (Boin, Stern and Sundelius 2016).

There are internal publics as well as external publics. Internal publics are involved in the direct functioning of a business whereas the external public is the clients with whom the firm is engaging in a business deal with.

  • Employers
  • Suppliers
  • Dealers
  • Distributors
  • Investors
  • Retailers

External publics are:

  • Customers
  • Mass Media
  • Government
  • Financial Institutions
  • General Publics
  • Action Group
  • Community


Boin, A., Stern, E. and Sundelius, B., 2016. The politics of crisis management: Public leadership under pressure. Cambridge University Press.

Culbertson, H.M. and Chen, N., 2013. International public relations: A comparative analysis. Routledge.

Dozier, D.M., Grunig, L.A. and Grunig, J.E., 2013. Manager's guide to excellence in public relations and communication management. Routledge.

Grunig, J.E. ed., 2013. Excellence in public relations and communication management. Routledge.

Guth, D.W. and Marsh, C., 2016. Public relations: A values-driven approach. Pearson.

Newsom, D., Turk, J. and Kruckeberg, D., 2012. Cengage Advantage Books: This is PR: The Realities of Public Relations. Cengage Learning.

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