Public relations are an important job because of its ability to bring people together in improved understanding, mutual benefits, and joint action. The essence of the job, when practitioners understand the big picture and the operating context, is to use communication better communication to support organizations in the achievement of their objectives. Public relations aim to build good working relationships between organizations and their stakeholders and communities. Community relations and community engagement are important and growing facets of the job. Public relations skills are required across a range of different organizations.
This reading does more than introduce you to public relations strategy and the tactics important to the strategy; it also takes you into the contested space of public relations practice. It presents the public relations role as one that is highly strategic in the way that communication is planned to support achievement of the organization’s objectives.
Strategy is a key concept within the public relations field. Practitioners recognize that they are working to create intended meanings in an environment that is a contested space. Often, many others are also working to intentionally represent their organization’s interests and create meaning that may be at odds with your intentions. Public relations practitioners apply methods and processes of intentional representation in order to try to manage the way publics and audiences construct meaning around a particular topic or issue. Strategy is developed through analyzing the results of thorough research, including scanning the environments internal and external to the organization. Strategies emerge from the practitioner’s assessments as to how best to create intended meanings in a contested space. Goals and objectives are set to clarify what is trying to be achieved. Objectives are measurable so that campaign monitoring, tracking, and evaluation can take place.
This reading does more than introduce you to public relations strategy and the tactics important to the strategy; it also takes you into the contested space of public relations practice. It presents the public relations role as one that is highly strategic in the way that communication is planned to support achievement of the organization’s objectives.
Strategy is a key concept within the public relations field. Practitioners recognize that they are working to create intended meanings in an environment that is a contested space. Often, many others are also working to intentionally represent their organization’s interests and create meaning that may be at odds with your intentions. Public relations practitioners apply methods and processes of intentional representation in order to try to manage the way publics and audiences construct meaning around a particular topic or issue. Strategy is developed through analyzing the results of thorough research, including scanning the environments internal and external to the organization. Strategies emerge from the practitioner’s assessments as to how best to create intended meanings in a contested space. Goals and objectives are set to clarify what is trying to be achieved. Objectives are measurable so that campaign monitoring, tracking, and evaluation can take place.
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