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Public Relations (Definition (Concept (Reputation and credibility…

- - - - Establish and communicate to stakeholders
      - Maintain trust from customers
      - Word-of-mouth review grow competitive advantages
    - - Internet/Social media can provide feedback
      - Positive/Negative response can guide adjustment of message/choice of media
      - Whether correct publics reached/messages understood/publics behaved in desired way
    - - Reach right target publics/be understood clearly/cause desired behaviours
      - Need sufficient research/preparation prior to carrying out
      - To be well thought-through/planned for specific time-frames/carried out sustainably
    - - Reputation management and relationship building efforts at managerial level
      - Communication initiatives not supported by top management will not materialise
      - Resources (manpower/money) to be first committed
    - - Means of gaining support for opinion/creed/belief, emotional appeals for political/philosophical causes which people may not knowingly agree with
      - Not meaningful/effective PR (which should be factual/unbiased/free of deception)
      - Receivers have little to gain from biased message
    - - Uncontrollable: can be good/bad as news story is written by news reporter/editor
      - Not paid: no control over whether what/when/how information used by news media
    - - Counselling, research, media relations, publicity, employee/member relations, community relations, public affairs, government affairs, issues management, financial relations, industry relations, development/fund-raising, multi-Cultural relations/workplace diversity, special events, marketing communications