There are 4 types of Public Relations:
a) Government Public Relations
b) Corporate Public Relations
c) Voluntary Public Relations
d) Consultacy Public Relations
Select any 2 of the above and discuss the similarities and differences of PR practice. (10%) Question 2
Select 1 theory that we have discuss.
a) Discuss the theory
b) How do you think the theory is applicable in the Public Relations practice.
Corporate Public Relations
The Corporate public relation role and objective is to support profit-making objectives either they make it directly or indirectly. By using indirectly method, it can create a good business environment to make company will continue to able to operate. The campaigns made by company must show that company is aimed at the social responsibility and not only for profit motivated. In corporate public relations, they make a relations with investor by providing the information to the stakehoder and the investor about the financial achievements of company, the operation of the company and also the planning that made by the company. This is important for investor to know the detail about the company that they invested in. For example, Petronas must keep give all the information to the investor and also make a good relationships with them. With knowing all the information, the investor of Petronas can evaluate the performance of the company. If there is a lot of potential to make a profit, the investor will make a more investment in the future.
Public Relations Consultacies
In the Public Relations Consultacies, the scope of services that the consultant firm provide to clients who needs their help varies accordingly. The firm may operate as an adjunct to an organisation’s public relations department. Company and organisation uses the public relation consulatancy because the organisation have not reached the level of expenditue on public relations when it would be justified to set up its own public relations department. Other reason is to handle the urgent task that the company get such as the big event. Consultancy is to provide the specialist service such as corporate public relations, and fund raising. For public relation consultancy, they provided executive speech training. They train all of the top executives and are coached on public affairs activities, including personal appearances. More over, they provided the how to gain public support by community relations. The management will be trained and counselled on ways to achieve official and public support for such projects as expanding a factory. Futhermore, they also provided the financial relations services where management is counselled on ways to manage takeover by another firm and effectively communicate with stockholders, security analysts, and institutional investors.
Difference and Similarities
There is some differences between this two type of public relation practice. One of the differences is that corporate public relation have the specific objectives. They support the profit-making capabilities of the company and create a good business environment. Meanwhile, public relations consultacies scope of service is to give counsel and, to the extend a client wishes, perform the technical services required to carry out a agreed-upon program.
The other differences is the responsibility of the public relation to do the campaign and not only for profit-motivated. The corporate public relation will do something to show to public how the company respind to the society cares and also the social issues. For corporate public relations, it will do the campaign and awareness to the public as much as they can. This is because there is internal sources of the company;it will give a easy way to them to manage and there is big responsibility for them to make the campaign succesful. For example, Petronas public relation have a task to influence the legislation by maintaning...
References: 1. Kiranjit Kaur, Jamilah Ahmad, Haslita Ismail, Shaiful Anuar. (2002).
Principles of Public Relations. Institut Perkembangan Pendidikan Shah Alam
2. Introduction to Public Relations, The Profession.
University of Memphis
3. Grunig, J. E., Hunt, T. (1984). Managing Public Relations. Fort Worth:
Holt, Rhinehart and Winston.
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