Public Relations

Paper Summary:

The paper explains that one of the primary functions PR serves in the public and non profit sector includes disseminating information to the public. The paper relates that when accomplished effectively, PR managers can help boost the reputation and stability of an organization within the community. When addressed or approached inefficiently, however, a PR campaign may result in disaster. The paper explores how and why public relations skills are important to managers in the public and non-profit sector. The paper includes examples of good and bad practice of public relations skills, with particular emphasis on the UK. The paper concludes that without strong PR skills, government and non profit agencies will lack the support and understanding they need from the community to carry out important operations.

Outline:
Public Relations Skills in the Public and Non-Profit
Overview of Public Relations
Non Profit Public Relations
Public Relations
Public Sector
Case Studies
Conclusions and Recommendations

From the Paper:

"Communication is perhaps one of the most essential skills a PR manager possess (Bruning & Ledingham, 2000). Through communication a PR manager learns to create messages that will entice and attract the target audience. Through communication efforts the PR manager sends ideas and pitches to the public or the target audience to entice them to take an active interest in the organization or cause the PR official represents. It is important that the PR manner use communication as a tool for building relationships with the public and between the public and the organization the PR manager represents."

Sample of Sources Used:

• Botan, C. (1993). "Introduction to the paradigm struggle in public relations". Public Relations Review, 19(1): 107-110.
• Bruning, S.D. & Ledingham, J.A. (1998). "Public relations as relationship management: Ten guidelines for effectively managing the organization-public relationship." In J. Biberman, & A. Alkahafaji, Business research yearbook, (pp. 776-78). Saline: MI: McNaughton & Gunn.
• Bruning, S.D. & Ledingham, J.A. (2000). Public relations as relationship management: A relational approach to the study and practice of public relations. London: Lawrence Erlbaum Associates.
• Desanto, B. & Moss, D. (2002). Public relations cases: International Perspectives. London: Routledge
• Four Degrees West. "PR case studies: Four degrees west." Four Degrees West, 10 April 2006: http://www.fourdegreeswest.co.uk/PR/PR_case_studies.htm

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