Introduction
Communication works as a mediator along the way of daily individuals activities. Men are a interpersonal animal and hence, they have to be in a society. All are interdependent on one another and therefore, proper interaction included in this is inevitable. Communication helps them in expressing their feeling, motivating, handling, informing etc (Singh, 2009, p. 202). Previously, during the primary period of real human civilization, communication brought revolution in individuals life, and their standards of living were upgraded significantly. However, with increasing complexities in individuals life, the process of communication has become sophisticated and advanced. Currently, proper and systemic communication is considered as one of the major need for social advancements. Within the post-modern era, communicational process has already established a considerable importance. Along with the progressive globalisation and modernisation, various areas of communication have been classified and their importance has been identified for bring regular improvements. Public connection is one of the major concepts that have been derived over the last three generations.
In addition, open public relation is also a fundamental element of an economy and its own society. The governing authorities and politics powers use open public relation for interacting their message to the mass human population in a democratic population. David W. Guth recognizes that public relation comes with an important contribution in appearing a democratic world as it "takes on a critical role in the free move of information in democratic societies" (Guth, 2000). Through the social problems, proper communication through general population relationship is genuine cure to settle down the prevailing issues.
This paper will try to present the impact of current fads or future of open public relationship. The briefing on the explained topic will focus to add for the preparations of the TED speech shipped by CEO. Therefore, it's important to describe and cover quite aspects of general public relation that contain significant influences on public connection related idea, issues and multiple approaches for future success. In this process, at first, the importance of public connection in post-modern organisation will be explained. Next, the impact of recent changes in public connection practise will be analysed by concentrating on specific areas. The analysis of future of shared understandings and two way communications are essential for understanding the near future trend of public relation. Next two portions will find out major issues in public areas relation followed by a dialogue on public connection strategies for reputation management. Finally, the overall discussions, research and conclusions will be concluded.
Importance of Consumer Connection in Post Modern Organisation
The growth of modern trade and business is major area where open public relation plays an essential role. Due to globalisation and technological changes business activities suffered many improvements. The procedure of communication and general population connection has been improved with help of advanced technology. The post-modern organisations including non-profit and profit-making organisations have realized the necessity of proper public relation for his or her organisational reputation and success. It has become very essential tool for achieving the short-term and long term organisational goals and objectives. The public relationship practises running a business company is major responsibilities in marketing activities that helps them in achieving competitive benefit and in producing consumer loyalty. Hiebing has provided a standard definition of public relation. Regarding to him, "public connection is the action of evaluating open public thoughts and opinions, and identify your organisation's plans and practises with the hobbies of your audience, followed by development and execution of strategies that earn general population awareness, understanding, acceptance, support and action" (Hiebing and Cooper, 2004, p. 364). The above stated definition of public relationship distinctly recognizes its major areas for implementing effective public relation within an organisational process. Recognition of target audiences is the most important task in public relation. Public connection is function of producing and keeping healthy romance with target audience as a means of communication. Not having the ability to identify market is a major barrier in incorporating organisational goals and objectives.
In the post-modern age, many scholars and general public connection experts have presented their perspectives regarding general population relation. Some of them offered very general views and rests focus on specific functions and need for public connection for an organisation. As per the overall view of open public relation, it is considered as distinct managerial viewpoint that helps professionals in understanding the target audience for obtaining reputation. Alternatively, specialists in public relationship have offered a specific explanation of general public relationship. J. C. Seidel, one of the eminent scholars in public areas relation school of thought and understanding has explained that "general public connection is the carrying on process by which management endeavours to obtain the good will and knowledge of its customer, its employees and the general public as large; inwardly through self-analysis and correction, outwardly through all means of expression" (Gupta, 2005, p. 17). Therefore, the primary importance of public relation is to develop organisation's reputation among the mark audience. The prospective audiences will be the people who are immediately or indirectly associated with organisation like customers, employees, suppliers, neighborhood, government, shareholders etc.
In the post-modern organisation, public connection is important for two major areas of management. Firstly, in case there is crisis management, public relationship is important problem fixing tool. Because of advanced electronic multimedia technology, information vacations at high rate and any bad reports like allegation or rumour directly attacks on reputation of an company. However, in such critical situation, the management has to take effort at faster rate, and in this process, public connection is really the only tool for managing such turmoil (Coombs, 2007). Subsequently, in brand building process, open public connection is one of the major tools along with value added products. Reputation is very important in developing brand image in your brain of target consumers and general public relation really helps to achieve higher brand image (Blackett and Robins, 2001, p. 130).
Impact of the Speed of Change on the Practice of People Relations
The tempo in post-modern organisation is becoming faster than ever. Organisational activities have been passing through many significant changes and improvements. This faster speed of improvement in addition has affected the idea and practises of public relations. The growing need for public connection has led to bring multiple improvements in this field. In the post-modern organisation, managerial thought process and concerns have improved dramatically. For instance, in traditional company, the business enterprise owners used to understand employees as a cost but in post-modern management, employees are perceived as vital investments. You will discover five major factors which may have shaped the existing trend of general population connection and these factors also have influenced the trends in prevailing general public relation.
Firstly, technology is the most important factor in the current trend of open public relation practises. The usage of internet and social network sites have performed very important role. Many companies are using the online networks like Facebook, Twitter, MySpace, etc to promote their image. The communal network media is becoming major trend in public areas relationship as "the impact of interpersonal marketing on the campaign of travel is particularly powerful and growing exponentially" (Dilenschneider, 2010, p136).
Secondly, anticipated to globalization, the market expansion and exposure of public connection activity has broadened. A multinational company in international market encounters difficulties scheduled to cultural dissimilarities and diversity. In this esteem, public relationship is the major tool in understanding the ethnic characteristics and needs of concentrate on consumers which facilitates the communicational process.
Thirdly, increasing concern for the culture and environment is also major trend. The business organisations have discovered their responsibility towards world, environment and community and therefore, they are focusing more on commercial public responsibility (CSR) programs. These activities are also helpful in building commercial brand image and for cultural marketing. In this esteem, CSR activities must be communicated to target audiences which task is executed through public connection practises (Shen, 2006).
Fourthly, the necessity of increasing transparency is another major development in public relation practises. The consumers, employers and shareholders want higher-level of transparency in company. Companies invest in be more open up as "the public is demanding more accountability from most of society's organizations" (Patrick Harwood. ).
Finally, the pace of competition in addition has impacted the general public relation practises. A lot of the companies have implemented public relation ways of achieve competitive gain and upper palm position in market.
Future of Mutual Understanding and Two-way Communications
Increasing need for public connection has resulted in develop certain specific theories and concepts in public relationship activities. Johnston and Zawawi have identified multiple theories associated with public relation practises and some of the top theories are situational theory, ethnic theory, stakeholder theory, romance management theory, symmetrical or superiority theory etc. Among these theories, the symmetrical or brilliance theory is one of the very most popular as it primarily focuses on two-way communication and mutual understandings. Johnston and Zawawi have described that "the Symmetrical/Excellence model of pr theorises that there can be a 'win-win' situation if parties to a talk are able to reach contract or at least incomplete arrangement" (Johnston and Zawawi, 2009, p. 52). Grunig has characterizes this model that "uses communication to work out with publics, fix discord, and promote shared understanding and esteem between the corporation and its general public(s)" (Grunig. ).
The preceding section has discussed major reasons that contain brought new movements in public connection practises. These factors also lead to improve the significance of public relation in post-modern organisation. The duty of managing a business company has been becoming more complex and therefore a much better communication process is very necessary for managing, coordinating and managing. The organisations tend to be focusing on producing two-way communicational system with their employees, customers and shareholders. The marketplace has become more difficult and it is expected to go up further in future. Reputation hazards are major matter for the prevailing company as it establishes the stock value. Lately, the issues like 'WikiLeaks' has made the organisations more mindful in keeping their reputation in market. In this respect, importance of two-way communication and mutual understanding is likely to increase (Trivitt, 2010). Besides, organisations often face troubles anticipated to company problems. The management often fails to speak properly with the stakeholders and it triggers conflicting situations. However, two-way communication and common understanding is the principal way to solve such issues. Therefore, increasing demand of transparency will demand better two-way communication within organisation.
Issues Impacting on the general public Relation Profession
The above areas have analysed and explained the growing necessity of public relationship practises in organisation. In future, the complexities in organisation activities will increase and hence, general public connection practises will play very essential role in reputation, issue and brand management. This simple fact clarifies the general public relation profession could keep emerging and growing with time. However, there are certain underlying issues which have impacted the public relation career.
Most of large and medium size organisations maintain their public relation personnel and they're accountable for building higher commercial reputation among the target audience or public. However due to certain modern issues, the general public relation professionals come across hurdles. Firstly, the views and views of public regarding public connection job is one of the major issues. Target audience and populace often interpret open public relationship practises for influencing people's thoughts and opinions by providing, instructions, information and persuasion. This point of view often leads to degrade the public relation career. However, the principal reason behind such negative thoughts and opinions is due to the gap between your publics' anticipations and real performance of organisation. Folks also understand it as an instrument of organisation for image building. People also observe that public relation contributes to develop an illusionary character which in turn causes accountability problem (Plessis, 2000, p. 59).
Another major issue in public relationship vocation is job dissatisfaction anticipated to ethical dilemma or conflict. In lots of organisations, the general public relation professional faces honest issues as the top managements aren't seriously interested in the ethical obligations. Lack of corporate and business specifications is one the major issues in this value. Sometimes, the general public relation professionals "who have recognised ethical conflicts were more likely to leave their companies because the conflicts afflicted their mental and even physical well-being at work" (Kang, 2009).
When public connection professionals engage into certain specific job in any specialised organisation, they must have sensible knowledge regarding organisation's central activities, products, complex know-how etc. The general public relation professional has to communicate with target audience on the behalf of their organisation. Insufficient such information makes their duties difficult and misguiding. The organisations often fail to provide proper training to their public relationship professional (CERP, n. d. ).
Reputation Management and PR Strategies
In the fast changing environment of business, corporate and business image is one the major criterion for organisational success. Corporate and business reputation management generally targets the managing the organization risk within a business environment. There are a number factors associated with business that drives the trustworthiness of a business company. Adam Jolly have identified and characterized six major features and drivers of commercial reputation. The moving model portrays these capabilities and motorists.
Figure 1: Characteristics and Drivers
(Source: Jolly and Public Relations Consultants Connection, 2001, p. 31)
The public relationship professional must identify and analyse these stated characteristics and drivers before drafting and utilizing public relationship strategy. Watson and Noble are suffering from specific model for public relation strategy such as four phases. The following desk presents these four stages for implementation and formulation open public relation strategy.
Table 1: Stages of Public Connection Strategy
(Source: Watson and Noble, 2007, p. 56)
The above mentioned nine steps cover the required tasks in public connection strategy formulation. The first period deals with evaluation of various traits and drivers that affects image of an organization. The second phase involves the introduction of specific goals and aims followed by formulation of communication targeted strategy. In third stage, management must choose proper communicational methods and use it within cross functional departments. Last phase involves frequent analysis and control the executed public connection strategy in case necessary, favourable changes should be carried out.
For developing a comprehensive public connection strategy, there are a number of different techniques available like one one-way communication, two-way communication etc. However, at the moment, integrated communication solutions is typically the most popular and effective for post-modern organisations. Integrated communication approaches consider symmetrical or brilliance theory i. e. two-way communication (Grunig, Grunig and Toth, 2007, p. 302). Integrated marketing communication should not be confused with integrated marketing communication (IMC) as the former targets reputation building through communication and later on marketing communication. Gr¶nstedt described that "integrated communication is the proper management process of facilitating a desired meaning of the business and its own brand by creating unity of effort at every point of contact with key customers and stakeholders for the intended purpose of building profitable relationship with them" (Gr¶nstedt, 2000, p. 8).
Conclusion
This paper has provided various aspects relating to public relation. General public relation can be an emerging field with increasing competitiveness and regular improvements scheduled to technological progression, globalization and economic enhancements. Within the post-modern era, there are certain factors that contain influenced the style of public connection. The sociable networking sites and cultural & environmental concern are two major tendencies in public connection practises. Issues relating to ethical issue and negative public thoughts are main hindrances for general population relation vocation that contributes to degrade the general public connection practises. However, proper open public relationship strategy with two-way communicational systems is effective in resolving the fundamental issues. In this value, integrated communication methodology is a good and well suited for planning and performing public connection in post-modern organisation as this process requires the symmetrical or quality theory.
