Evaluation

5-2 Final Project Milestone Two: Implementing

Megan George

Provide history and the critical developments in PR

Analyze how historical practices are influencing PR practices

Analyze how social media can be used in PR Provide a reliable approach that can be used in addressing the modern ethical issues in public

relations

The goals of the paper is to:

Introduction

History of Public Relations

Public relations have been around for many centuries since the 18th century at the time of Plato.

The first development was one-way communication whose attributes are as follows:

Companies would only talk to the public when they had new launches and whenever they had major

breakthroughs The relations was considered one way as the companies were the only one communicating and the public never

had a chance to air their opinion

Two-way Communication

This model created a conversation like atmosphere by the media communicating with the company on behalf of the customers and then

inform the consumers on what the organization has to say. Later the media would conduct physical research from the public on

what they have to say regarding a certain issue. Trough this, companies would get they information they need and

adjust accordingly

Asymmetry Communication This development occurred in the 1920s

The goal of this development was to determine the level of understanding and knowledge of the customers

regarding the organization Another goal was to induce customers attention to

purchase the company’s products Mostly, the marketers would communicate to the

customers through erecting billboards in streets, and buildings

Symmetry communication

The goal of this model was invented by Edward Bernays between 1960 and 1980s

The model attempted to establish relationships with the existing and prospective customers and increase trust

to create a point of mutual understanding. The model also provided organizations with the

freedom to customize their business practices according to the demands of their customers.

The NEED for Changes in PR

The first need to change PR strategies is to keep up with the changing consumer trends.

To meet the change, organization should use analytics for the following reasons:

To determine how the customers are interacting with business products

Interact with customers to determine their tastes and preferences

To identify emerging trends in the market to stay one step ahead of the competitors

PR Changes II

Companies can meet the changing needs of PR by using influencers

Using influencers will benefit organizations for the following purposes:

Enable the company to tap into new and unexploited markets that the company would never be able to reach on their own

Increase business reputation Increase sales volume

Modern PR

Modern PR is defined as the way the organization or companies or individual employees communicates with

the public and develop a relationship with the public based on their routine interaction.

Modern public relations are playing a great role in limiting the interactions of companies with customers Today, organizations are only communicating to the

public whenever they want to promote their products or services

Perception of PR Today Public Relations is no longer perceived as a good strategy

today for the following reasons; The image of PR is not very strong in the current market Organizations explore it especially for their branding or

marketing purposes only It does not guarantee good return on investment even if it provides organizations with the exposure they are needing

With PR, it is difficult to erase negative business image

How History Plays a Role in Influencing PR Today

Since the historical times, public relations was perceived as a powerful marketing tool.

Organization would rely on PR to establish connection with customers However, with technology advancement, corporations abandoned PR

practices as they shifted to using the modern technology. Today, organizations rely mostly on public communications and rarely

use public relations techniques Currently, PR is not in a good shape and therefore the organizations that stil use it should explore other techniques to remain relevant

Usage of Social Media in Public Relations

Social media is used to acquire influencers who help the brand to: Get the voice they need in the market

Protect brand reputation Acquire a medium through which they can promote their product

offerings and rewards.

Social Media Usage II

Organizations use social media to identify underlying threats in their business environment. as a result, they are able to:

Identify superior technology used by competitors that the organization does not have which can compromise sales

Formulation of new policies and practices by federal government Changing consumer tastes and preferences

Preventing their brand from reputational crisis Social media is used in influencing press’ stories by:

Responding to crisis before the press does Improve company strategies and practices to improve the reputation

of the brand Joining online debates to gather influence on a certain issue thus able

to make a decision

Social Media Application

Organizations can use their social media platforms to air announcements regarding:

New product offerings new product launches Create awareness of their existence to untapped

markets Announce rewards including discounts

Announce what the company is doing to improve their products such as addition of new features.

Advancing Technology to Address Ethical Issues in PR

Advancing the existing technology will be the best strategy to address the

underlying ethical issues in public relations by: It improves the speed of product delivery according to customer specifications

Decreases cost of production enabling the organizations to put effort in improving the performance and product features

Businesses can establish beneficial relationships with customers through various technology empowered platforms such as; Business wire, Constant Contact, and Critical Mention

Conclusion

Public relations have come along way. With advancing in technology, marketers are seeking for

other practices that will enable them achieve the paybacks they are not getting from PR.

References

Berger, B. K., & Meng, J. (Eds.). (2014). Public relations leaders as sensemakers: A global study of leadership in public relations and communication management. Routledge.

Ferguson, M. A. (2018). Building theory in public relations: Interorganizational relationships as a public relations

paradigm. Journal of public relations research, 30(4), 164-178. Watson, T. (2012). The evolution of public relations

measurement and evaluation. Public relations review, 38(3), 390-398.