wanna fly like a bird

wanna fly like a bird

Saturday, March 13, 2010

Seventh lesson of PR:)

Chapter 7- Public Relations Management in Organisations

- This chapter aims to see public relations as a link between organisations and their environments, use systems theory to guide your understanding and practical application of public relations, define the roles and key areas of focus for the public relations team within an organisations, and identify and understand how a range of external forces, including conflict, activism and corporate social responsibility, affect the practice of public relations.

In these days, while you have some luxury to reflect on your personal choices, experts argue that time is up for business. Investors, customers, and employees expect it. And, public relations is practised in many different organisational contexts, from inhouse government of public affairs roles to corporate communications role in small, medium, large, listed, and not-for-profit organisations. Thought their communication planning and management, public relations practitioners build and enhance organisational reputation and build and maintain relationships that are important to the organisation and its goals. Furthermore, you need to understand systems theory, this theory provides a framework through which to view organisations and their relationships with the environment. It is firmly established as one of the guiding theories for public relations theory and practice. Also, it is used to explain how public relations helps us to understand and manage the relationships an organisation has with its stakeholders and public who make up its environment. Althought each part is very important, but the basic premise behind this whole view is that a change to one part affects the whole systems. It have 5 types of systems that are in the transformation process: production or technical, supportive substsrems, subsystems. I think by understanding what is happening within the environment and how environmental changes might affect organisational goals, public relations can drive adaptation to better suit srakeholder needs. It says, in open systems, PR takes on functional approach that is concerned with two-way communication between the organisation and the environment. I do not really understand of difference between these two..... :(

Now that the theory that informs the public relations management role in organisations has beenset out, I can start to explore what it looks like and who is involved. If you take a look in page 202, in Table 7.1, describes about organisation, department and program levels as well. So it would be useful to understand of it. :)

After all, i think as operating environments change and new issues emerge, the pulbic relations role will continue to change and to focus more on active involvement in organisational decision making and relational development at all levels. There is a need to build and maintain relationships with external publics, who have the potential to affect organisations during times of stability and change.


  1. Yale, :)
    I personally think that theories are just a guide for PR practitioners because reality is more complex and complicated whereas theories give a simple version of reality.
    What do you think?

  2. Thank you for comment on my blog ;)In my opinion,
    Theories are analytical tools for understanding, explaining, and making predictions about a given subject matter. BUT, I think your opinion about theories are more easy to understand

  3. Hi yale~~~
    your post has given me a new sight of PR management. It's quite useful for me to have a clear understanding of it.
    thanks ~~~