Introduction:
Public relations are a multidimensional discipline that incorporates the structures and controls of information flow from an organization to the public and vice versa. In most instances organizations are the ones reach out to the public to inform them of different aspects of their business. However, the core responsibility of public relations efforts is organizational image enhancement. This paper will articulate three concepts involved in public relations, which include traditional media, social media and stakeholder engagement. Traditional media incorporates multiple communication approaches that have been in use for over a long period. These activities date back about a century ago (Heath, & Vasquez, 2001).
These communication approaches include but not limited has to print advertisements, radio and television. On the other hand, social media is a new approach, which provides multiple users a platform for interaction. This platform can be effectively used for exchange of ideas, which in most instances are user generated. Stakeholder engagement incorporates a multidimensional approach through which an organization integrates different players in the industry in decision-making or influencing policy implementation (Hesmondhalgh, & Toynbee, 2008). It is pertinent to note that the three concepts have their unique advantages and disadvantages. The core discussion in this paper is the differences between the three concepts of public relations. The use of the Grunig & Hunts model in helps in the description of these concepts using a specified period. The model indicates that an ideal public relations theory should be symmetrical and two way (Heath, & Vasquez, 2001).
The essay provides a comprehensive analysis of the three concepts as applied in public relations. The application of the four elements Grunig and Hunt model is instrumental in elaborating the concepts. The significance of each of the concepts in public relations is discussed in detail. The viability of traditional media in the present day scenario is justified.
Traditional media:
Traditional media is still viable in supporting public relations activities. The use of the ancient communication approaches has undergone numerous changes based on the demand of the industry but some basics remain the same. However, the common identity of the traditional media is the existence before the advent of new media. The traditional media techniques were mainly meant to meet the masses. A range of factors influences mass communication techniques this is mainly with the advent of electronic communication such as television and radio. These two technologies are able to reach out to an enormous audience simultaneously. It is pertinent to acknowledge that old media is closely related with the technology that existed decades ago. The technical techniques used in the delivery of information to the public were heavily dependent with the technological advancement in those areas (Hesmondhalgh, & Toynbee, 2008).
Another key area of traditional media is print and media. This dates back to the nineteenth century when the print industry had a significant impact in the world. Some of the most prominent print media types include newspaper, books, leaflets, magazines as well as brochures. Traditional media has heavily contributed to the effectiveness of public relations. The use of mass communication techniques for an organization to reach out to multiple audiences is effectively applicable across different geographical regions. The adoption of issues that are of interest to the public to enhance organization image and integrating public relations messages with the discussions have been used in television shows as well as radio shows (Cappo, 2003). It is pertinent to acknowledge that the opinion of stakeholders is largely dependent on the information they receive through the mass media elements such as radio and television (Hoskins, McFadyen, & Finn, 2004).
As a result, organization should continuously embrace traditional media to reach out to large audiences as well as influencing the perceptions of the public. Over the years, the need by organization to have the overall control over the perceptions that employees, investors as well as investors have is driven by the benefits it has to the organization at large. These can be clearly elaborated using the Grunig and Hunt model (Hesmondhalgh, & Toynbee, 2008).
The press agentry model is a concept dating back more than a century ago. The concept involved press agents who influenced the content of news that the mass media will view. It is pertinent to acknowledge that this concept is still applicable in the current media industry (Hesmondhalgh, & Toynbee, 2008). From the political scene to the entertainment industry, the use of press agent is acknowledged as one of the most manipulative approaches that were introduced by the traditional media. The most powerful organizations and individuals in an area influence the news headlines. However, this might be considered misrepresentation of fact it influences the perceptions of the society (Cappo, 2003).
The two-way asymmetrical model is a model considered ideal in the new markets created after the depression and the world war. This model influenced the practices happening in traditional media significantly. The model heavily relies on the consumer behavior research. Through effective scientific persuasion public relations, agencies maneuvered their way into the heads of consumers as well as investors. The core of this approach is conversion of persuasion to transactional activities. Over the years these model involves a two-way communicative approach. In radio shows, the introduction of the call-in audience adopts some aspects of this model. However, the use of brochures as well as leaflets that request the audience to provide some feedback regarding an organization was instrumental in enhancing the asymmetrical model (Hoskins, et al, 2004).
The current 2012 United States elections exhibit an excellent example of how traditional media can be used for public relations. This is mainly because both presidential candidates are using traditional media to improve their public image. For example, President Barrack Obama uses a large number of print materials in the form of fliers, poster and banners to reach out to the American public. The use of truth to influence the perception of the information in the public domain is another public relations issue that the candidates are addressing using traditional media. This approach was instrumental in eliminating the previous engagements, which had developed a negative image for traditional media. In the public information model, the core aspect is large audience within a short period. Information is dominated through different techniques such as brochures, leaflets, and other print media approaches (Cappo, 2003).
Social media:
Social media has encouraged personalized interactions and exchange of ideas and opinions. The advent of the internet has led to adoption of new approaches of public relations enhancement. Over the years, the corporate world has adopted different social media platforms to promote their image in the public as well as influence the perceptions of individuals regarding certain brands. The Press agentry model of public relations has been distributes into a diverse platform. In social media, websites there are individuals who have made a heavy presence their opinion is influential to the public. On tweeter there, individuals with many follows and organizations seek their endorsements (Cappo, 2003). However, the concept of press agentry model is still thriving in social websites. It is pertinent to acknowledge that with the advent of social media where accountability is minimal with individual without time for research as well as their outright ignorance of professionalism has led to multiple manipulations. The rise of manipulative behavior in public relations dilutes the significance of ethical engagements. This has led to a conclusion that marketers as well as public relations representatives are unethical in their common engagements (Qualman, 2009).
Social websites such as face book and tweeter has encouraged the distribution of information to different audiences. It is pertinent to note that the cost effectiveness of the social media information distribution has helped organization provide enormous amount of information to stakeholders. This can be considered to be a one way communication approach where organization are the source of the information it is through the social media platforms that dynamic web content can be distributed to many views at minimal costs (Cappo, 2003). Moreover, information regarding press releases, new product launches as well as corporate social responsibility programs can be easily is distributed over the platforms. However, with the increasing use of the internet information has become too much. In some instances where the information dispenser do not put into consideration to the individuals paying attention to their content the objective of the public relations drives will be missed (Blanchard, 2011).
The two-way asymmetrical model is highly applicable through social media platforms. This is where organizations are able to engage stakeholders in two-way communication interactions. Social media platforms have increased over the years to incorporate web blogging, micro blogging, social blogs, social websites and other internet based interactive sites. The widespread popularity of mobile networks has contributed to the increase in the use of mobile social media applications in public relations (Blanchard, 2011). These applications have an advantage of offering location details to the marketers. The application of space timers has enhanced the efficiency in delivering messages at the most appropriate time. On the other hand, the space locators have enhanced exchange of location sensitive information. These applications are instrumental in encouraging one to one communication with stakeholders offering closer relationships with the organization (Blanchard, 2011).
The two-way symmetrical model positions the organization and the public as the negotiators. The role of the organizations is to persuade the public through persuasion techniques to appreciate their products. The social media is a good platform for implementation of such a model. The public relations representatives from an organization must seek to understand the perspective of the public before delivering their messages. Social website such as face book offers the representatives to engage individuals in this conversation (Blanchard, 2011). It is through these conversations that the existing perceptions can be obtained. However, this model is considered unrealistic in some aspects where the interest of different stakeholders in most instances conflict. The interest of the employees cannot be totally in line with the interests of the shareholders. The individuals at the top management must serve their fiduciary responsibility to the shareholders (Bryfonski, 2012).
The Rayovac 2011 tweeter campaign is an excellent example. The Rayovac 2011 tweeter public relations campaign incorporated the idea of the predicted worst storm day with the social website tweeter. The campaign was characterized by changing the profile picture with branded widget. User would then hurl snowballs at each other. The snowball hurls continued for almost two days. Moreover, during the two-day campaign two hours were set up for a virtual snow time. The users were expected to talk about the weather conditions in their area and mention fun snow day activities. The users stood a chance of winning different prizes. The brand enhanced its image recognition levels after the campaign. The campaign was cheap and effective since it generated more than a thousand clicks through (Blanchard, 2011).
Stakeholder engagement:
Stakeholder engagement is a pertinent aspect of corporate social responsibility programs. Organizations should be at the forefront to identify issues of interest to their stakeholders and participate in enhancing the solutions if not develop solutions. The decision making process in organizations are aimed at offering the best value addition to an organization. However, the participation of organizations in different stakeholder organization may not be authentic if it is not sustainable. The stakeholder engagements activities may be achieved through partnerships to solve societal interests. The risks involved in stakeholder engagements are mitigated trough the organization image enhancement (Husted, & Allen, 2011).
The integration of stakeholder engagement and press agentry model has continued to thrive due to the interest of corporate entities. Whenever a corporate entity engages in a corporate social responsibility program press agents are invited to ensure that the activity is heavily publicized. This helps organizations in building their brand recognition as well as prominence (Husted, & Allen, 2011). The concept of stakeholder engagement ensures that all the players are represented in decision-making process. Such corporate social programs are effective in solving existing programs since they are all inclusive. It is pertinent that dialogue be given a priority when implementing stakeholder engagement. When misrepresentation of information is adopted to manipulate the perception of the public is used the engagement becomes unsustainable (Dwyer, 2010).
The public information model is effective in providing stakeholders with the truth. In a stakeholder, engagement scenario the truth would help development of sustainable initiatives. These initiatives will be based on the interest of all players since they were involved in the decision making process. It is pertinent to acknowledge that in a public information model communication is expected to be one way. However, in a stakeholder engagement the practice of one-way communication would result to biased programs. These programs, which heavily rely on the information of one party, are unsustainable in the long term (Husted, et al, 2011).
Two-way asymmetrical model is also applicable since the implementation of stakeholder engagement involves two communications. However, the inclusion of a scientific persuasion in implementation would help enhance the justification of different activities. Scientific persuasion involves the deliberate of information to influence the decision making process (Husted, & Allen, 2011). When an aspect is well researched, the implementation process is backed by information increasing its sustainability chances. Moreover, through the engagements the possibility of translating the interactions into a solid transaction is high (Husted, et al, 2011).
Effective communication structures aimed at convincing the public as well as developing a common ideology is effectively applicable in stakeholder engagement. At all times stakeholder, engagement encourages construction of a mutual understanding. However, the general perception that this model is unrealistic can be eliminated through shareholder engagement. When a party feels fully represented in the decision-making process, their acceptance levels will be high. At that point, the role of the public relations representatives as persuaders is complete (Husted, et al, 2011).
The Campbell’s stakeholder engagement program is an excellent example. The organization is a health and nutritional services service provide. Moreover, they sell health supplements while encouraging their customer to engage in a healthy lifestyle. The organization has a fully-fledged department headed by a customer relationship manager. The scientific advisory panel has been involved in the healthy living programs of the Graham sustainability institute at the University of Michigan. The panel is responsible for ensuring that the participants learn healthy living lifestyles as well as the nutritional needs of their bodies. This application maximizes the brand recognition levels among the participants of the stakeholder engagement programs (Husted, et al, 2011).
Conclusion:
Traditional media is still applicable in the promotion of public relations activities regardless of the changes in the market. The dynamic nature of the market has led to the rise of new approaches in mass communications that share many basics with the traditional media. However, the rise of new media such as the internet has contributed to changes in implementation of public relations activities. Some of the common platforms that the internet supports include the social website, bogs as well as interactive forums. These platforms are instrumental in developing two-way symmetrical models. The platforms are essential in the mediation process of this model since there is two-way communications (Husted, et al, 2011).
The third concept is the stakeholder engagement which involves an all-inclusive decision making process. It is pertinent to acknowledge that all these concepts are different in the effectiveness and costs. The new media social media is the most cost effective and is the closest to fitting into the utopian model of two-way symmetrical models. Moreover, the stakeholder engagement is highly interactive but it is time consuming and costly to implement across a large geographical area due to logistics related costs. When the interests of all the stakeholders are put into considerations, the sustainability of the programs being implemented is high. A mutual understanding is one of the key foundations of a successful public relations engagement (Qualman, 2009).
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