Business Ethics: Importance and Implementation

Running head: BUSINESS ETHICS
BUSINESS ETHICS
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1BUSINESS ETHICS
Introduction
Public Relations are a strategic communication process which forms mutual beneficial
associations between organizations and their public. Public relations are recognized as a
discipline which upholds the repute and status of an organization with a purpose of attaining
comprehensive understanding and influence. According to Vieira Jr and Grantham (2014), with
the current competitive market, reputation is recognized as a major asset. Effective Public
Relations tend to assist manage reputation by conversing as well as establishing constructive
associations with all organisation stakeholders. PR is recognized as the way organizations,
business enterprises and individuals tend to communicate with the public and media (Mikáčová
and Gavlaková 2014). A PR specialist mainly communicates with the target audience directly or
indirectly by means of media with an intention to create as well as maintain constructive image
and further establish strong association with the audience. The following paper will aim to
analyse the public relations which aids an organization and the role of PR and in the relationship
between brand and consumer.
Discussion
Strategic Role of Public Relations
Number of businesses chiefly use public relations performances as another important
marketing tool. However, from a strategic management point of view such a strategic role can be
a mishandling of resources. Kiráľová and Pavlíčeka (2015) have noted that for public relations to
have tactical roles in organizations, entrepreneurs have to have a distinct vision as well as
organizational objectives as well as obligation to utilize PR tools in a dynamic role with an aim

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to accomplish them. Such a role primarily comprises of two direct benefits. Lee and VanDyke
(2015) have noted that the PR experts primarily help organizational leaders to distinguish actions
in the strategic plan which show a propensity to influence key stakeholders, circumventing
actions. Furthermore, as per the view of author, the strategic role of PR permits the PR
information to be shaped from the corporate arrangement guaranteeing that they are always on
the similar pages and evading the threats of miscommunication.
Mikáčová and Gavlaková (2014) are of the opinion that a well-positioned PR function
must have the ability to leverage collaboration with the Human Capital unit in order to coerce
organisational cultural patterns as well as values in the course of reliable internal communication
strategies that can interpret into agreeable customer knowledge at every touch point.
Comprehensive studies of Demir et al. (2015) have noted that whether organizations contract out
public relations obligations or perform them through their personal capacities or employ a staff
or PR representative, the responsibilities primarily incorporate information stating that some
stakeholders show greater decisiveness than others. The strategic role of human resources chiefly
focuses on identifying the degree of opinions and comments of employees and which comments
tend to have the most impact on the way organization is perceived and verify whether their
conversations have aligned to the organizational goals (Vieira Jr and Grantham 2014).
Ways to measure success of Public Relations
PR and corporate communication has accomplished the mounting requirements with an
inconsistent track record and thus is widely perceived as a major area for focus. It is important to
note that lack of measurement results to misinterpretation of an organization’s performance.
Kiráľová and Pavlíčeka (2015) have noted that marketing and PR practitioners requires to
demonstrate the value of PR activities in achieving business objectives. According to Hou and

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Lampe (2015), PR has conventionally struggled to measure its outcomes and quantify its
involvement to the definite business targets. PR measurement experts have criticized the
Advertising Value Equivalency (AVE), which tends to compare the importance of earned media
to endorse comparable size and placement, as an illogical metric. Recent times, PR has
developed advanced skills and tools at its disposal which aid organizations to assess its earned
media achievements with these metrics (Lee and VanDyke 2015).
Website referrals- Website referrals have been identified as efficient tools which offer primary
Public Relations measurement tool. While Google Analytics offers significant information
regarding own website of the organization, Website referrals tend to provide restricted value as
a measurement instrument for public relations. Vieira Jr and Grantham (2014) have noted that
the primary objective of PR does not aim to amplify website traffic. However, the primary PR’s
goal relies on setting up substantial brand awareness, augment reliance and exert a pull on the
accurate kind of traffic.
Mentions- Reports of Theaker (2016) have noted that often Google Alerts show unreliability and
fails to incorporate mass and social media monitoring. A subscription media monitoring
tool aims to precisely report which media channels and social media users mention products and
services. Implementing mentions in measuring PR outcomes enables PR to increase affirmative
media mentions through other owned media, social media in addition to other channels.
Furthermore, taking into consideration, brand mentions further known as implicit links permits
organizations to reinforce their SEO (Lee et al. 2015). However, Mikáčová and Gavlaková
(2014) have noted that if the websites which mention the brand tend to have robust domain
influence, communicate with the site webmasters which will convert implicit associations into
explicit links and improve the SEO.