The organization requires various stakeholders to maintain its survival. The public is one of the essential elements. Through them, the business extracts employees and customers. Hence, the firm needs to develop a strong relationship with the public to ensure that they have a continuous and stable relationship with those who work for them and those who purchase goods or services. The best way to accomplish the tasks is developing a good company reputation and image amongst the public. Communication is crucial in creating an active relationship with the public. Certain models and approaches build relationships and assist in organizational communications. This essay sheds more light concerning the theories indicating the importance of interactions in establishing good public relations.
According to Wilson and Ogden (2), trust is a primary issue amongst the public. They are torn between believing the corporate society, media, and government. Businesses are mostly trusted compared to media and leadership. Firms can enhance trustworthiness through social responsibility and communications. An organization can establish a communication framework through a relationship building strategy, the RACE model, and the matrix of strategic interactions planning. Strategic planning entails strategic functions that work towards attaining a common initiative. The technique is carried out by managers who are discerning, visionary, pragmatic, and analytical. The Matrix was formulated to conduct problem solving and research-based choices at each of level of the organizational communication implementation process. The RACE model, on the other hand, is a systematic approach to organizational communication that comprises of research, interactions, action planning, and evaluation.
The development of the public relations and communication functions in a business has shifted to relationship building. Various scholars such as Bruning and Ledingham led to the transformation because they believed that firms should go back to the roots of persuasion and human approaches to formulating methods that build personal relations based on cooperation and trust. They viewed personalized and segmented interactions as viable options to the public instead of mass communications (Wilson and Ogden, 9). Establishing relationships with the society requires commitment, long-range vision, respectful relations, problem-solving, and cooperation. The interactions depend on values that encompass of humanistic aspects of the public and not profit maximization. With so many information sources in the environment, building solid trust relationships with the society is the only way to maintain credibility.
Work Cited
Wilson, Laurie and Ogden, Joseph. Strategic Communications Planning: For Effective Public Relations and Marketing. New York: Kendall/Hunt Pub., 2008.
