Critical Theories in Public Relations

This essay discusses the normative/critical perspective of public relations, different roles of public relations, and factors to consider to deliver PR objectives and be ethical and professional.

Running head: ESSAY 0
CRITICAL THEORIES IN PUBLIC RELATIONS
DECEMBER 14, 2018
STUDENT DETAILS:

ESSAY 1
Introduction
The Public Relations professionals help the business or individual to create a good reputation
in front of the public with the help of various outstanding or received communication,
including traditional media and social media. The Public Relations professionals also aid
customers to protect the image during the disaster, which impends the reliability. Public
relations refers to the planned communication procedure, which creates the jointly
advantageous relations between companies and the public. The Public Relations professionals
work with the company, unit, governments, or people to nurture the story that depicts that
image of clients, ideas, products, post, or achievement in a good way. The Public Relations
professionals are practised at managing a wide range of good circumstances and bad
circumstances. It is required to address the events so the communal and clients may keep the
advantageous relations (Duhe, 2015). The Public Relations specialists have a significant role
in suggesting the management on the good policy decision and necessary steps to take, and
developing programs like networking the event, to aid the communal to understand the
objectives of the companies (Kleinnijenhuis, et. al, 2015).
In the following parts, implications of PR, theories related to PR, its different perspectives are
discussed and examined. This essay also states that why PR play various roles and which
strategic objectives should be achieved in the organisation.
Normative/ critical perspective of the Public Relations-
For the public relations professionals to choose as an ethics counsellor for the companies, this
is essential to state the social responsibilities and morals of the public relations as this is
presently exercised and to include ethics and social responsibilities in the theories of how
public relations must be exercised. In studying the ethics of public relations, it is important to

ESSAY 2
differentiate the normative theories and positive theories of public relations that describe how
public relations should be exercised. Various elements of studentship, in spite of the vastly
dissimilar initial points, have met on evolving dialogic procedures of communications as
presenting the good normative theory for transferring practices to what may be considered
public, democracy-friendly standards. Consequently speculating has underlined the co-
operation and agreement, which forces consultants to accept the apparently non-partisan style
of interaction. As the consequences, the theoretic objective of this study is to define the
strategy that multinational organisations use to establish and keep various kinds of relations.
To accomplish that objective, there are various theories related to public relations (Valentini,
2015).
From the academic standpoints, it is believed that the result of this study must be helpful to
the following:
 The public relations researchers who do the effort to assess the corporation-public
relations;
 The public relations researchers who have an interest in the international public
relationship;
 The public relations consultants who do efforts to establish, continue, and assess the
relations with the public of the companies; and
 The international organisations that aim to create long-term relations in other
countries
Further, the public relations theories and practices have conventionally been closely related.
The systems theory that arose in the second half of the 20th century as public relations
learning was developed and was originally and primarily the leading strategy to the theory of
public relations, procured the opinions that theory establishment must enhance the practices

ESSAY 3
first and principally. The normative theory means that the idea of how professions like public
relations must be exercised. The anticipated normative theory covers the categories of
company-public relations; keep approaches, the effects of various people in the company-
public relations, results of the relations, and the outer force affecting the relationship care and
the results. The excellence theory has been shown as the common public relations theory in
the USA and UK (Lee, et. al, 2015). The excellence theory means to the normative theory.
The normative theory of public relations practices in the perfect and favourable
circumstances that put forward the presence of both side’s interactions (Wright and Hinson,
2015). The normative theory of relationship management is the theory, which includes the
kinds of public-company relations, relationship keeping approaches, the impact of various
common people in the company-public relation, relationship results, and outer force affecting
the relationship care and the results (Botan and Hazleton, 2017).
Moreover, the early interaction theories were comparatively easy, highlighting the real
procedure of one-way convincing communications and comprising the following concepts-
 Sender – conveying the messages
 Message – what is to interact
 Channel – the resources with the help of which the message is sent properly
 Receiver – the objective for getting the messages
 Effects – the outcomes, if any, of the interactions
Additionally, the symmetric communication and asymmetric communication models
particularly have encouraged the great body of study in how public relation is practised.
Though it is suggested by the evidence that this is connected with the ethical, effective and
proper communications practices or approaches, it is also argued by the critics that this is a
principled model that perverts the communication procedure in actual, where conferred

ESSAY 4
interests command the scope of public relation practice and infrequently motivate the truly
and properly balanced procedures of the communications.
Different Roles
Preferably, the public relations activities must be connected to public relations objectives that
have described and based on the operation and aims of the company. Public relations that do
not contribute to the company's success or business purposes must be asked. Every so often,
the public relations department is in a perfect situation to contribute to the mission and
purposes of the company. The work of the public relations department would generally
include workforce in speaking with reporters and key interest groups like clients, judgement
leaders, force groups, dealers, and others. Reviewing the print media, and evaluating opinions
through primary research and secondary research, makes sure that public relations function
has a great understanding of opinions amongst the main audience. The different roles of
public relations can be defined as below-
Public relations and marketing
Public relations is the portion of marketing, however, companies would frequently have a
separate department for the roles. Marketing is all about recognising and fulfilling the
requirements of the clients advantageously. The public relations search for addressing the
relations between audiences and the companies. The audiences can involve local
communities, force group, dealers, workforce, press media, and other companies in similar
sectors. The public relations emphases on the understanding the main audiences and co-
operating with them properly.
Public relations as a management function

ESSAY 5
For giving the importance to the image of companies, the public relation must surely be
reflected as the management function. The public relations department is in touch with what
is occurring in the company along with having the knowledge of how the different main
audiences observe the company.
Establishing the identity of the company
The main question to be considered is where the liability for establishing the identity of the
company must lie very much based on the scope to which top administration know the
significance of the identity's role. In these instances, public relations has a major role to play
(Dodd, Brummette and Hazleton, 2015).
The relations between public relation and human resources-
Both HR and public relations are concerned with interacting with workers. The accountability
would differ from the company to company. In particular, the internal circular, survey
between employees and group relationships are overseen by the public relations department.
In other companies, either human resource would take the lead or liability will be allocated
between human resource and public relations (Kent, 2015). Obviously, what is significant is
that the comparative skills of every department are used as properly as conceivable to assist
the mission and purposes of the companies (Doorley and Garcia, 2015). It is not unusual for
the roles and accountabilities of one department to influence others:
 The public relation department may become alert of workforce dissatisfaction in
respect of any specific problem
 Wherever this is probable that the human resources problem can have broader
impacts, or become communal, then this is probable that the public relation
department will be included

ESSAY 6
 While severances are scheduled, or workplaces to be closed, then the public relation
will generally help sustenance on the communication like internal communication
along with external communication (Seitel, 2017).
Other departments
All departments must be included maintaining public relations department well-versed about
any possible occurrences or disasters, notifying the departments regarding the stories or
events that can render chance for positive public relations, in respect of workforce
communication and in relation to own functions (Austin and Pinkleton, 2015).
Factors to consider so that PR can deliver strategic objectives and be ethical-
While interacting with the target audience it is significant to primarily establish the public
relation strategies to assist in reaching the target viewers properly. Strategic objectives and
aims are a significant part of the public relations strategy. The reason is that they render the
particular objectives for better communications. The main strategic objective is the end result
or accomplishment of the public relation strategy, though goals are jobs, which are required
to complete to achieve the goals. By setting aims and objectives for public relation strategy
people would know what is required to get, when it is required to achieve and how they will
be achieved. The strategic objectives also assist in measuring the success and enhance the
communications with the target audience. Further, the CIPR improve the public relations
practices by provisions of education and training, and by maintaining the anticipated level of
professional standards. As the professional body, PRCA supports common interest of
business in the public relations.
Following factors should be considered to deliver PR objectives and be ethical and
professional-

ESSAY 7
Specific: it is necessary for organisations to clearly define the objectives for easy
communications with others. It would also help to specify the aim of the strategy.
Measurable: it is required to create objectives, which can be evaluated. It would assist to
record the growth and determine if the goal is achieved.
Actionable: Break down the goals in short-term objectives and set realistic periods
everywhere. It would help in attaining goals in the rational amount of period.
Realistic: the organisations do not set the impossible objectives. It is required to be realistic
about the tasks in the set amount of time. The organisation should use previous objectives as
the guideline for deciding aims (Kunczik, 2016).
Time-based: the company should set the final date for objectives to be attained. It is required
to space out the goals to ensure that they are made before the final date (Ferguson, 2018).
Conclusion and recommendations-
As per the above analysis, it can be said that public relations are the exercise of securing as
well as improving the image of the specific firm or company or for that case any person. The
public relation is the practice of keeping the positive relationship between the company and
it's public or workers or shareholders or depositors or the partners. Public relation activities
make sure the right flow of data between the companies and the common public also called
the target audiences. Public relations go the long way in keeping the brand image of the
company in the eye of the targeted audience, shareholders, depositors and the others who are
related to it. As the company that is dependent on creating mutually valuable relations,
serving both the clients and the people in the company of mixed-objectives, public relations
professional should conduct the training in principles. On any provided time, the
professionals face countless moral judgements. Having the knowledge of ethical structures,

ESSAY 8
context and decision-taking models permits the specialists to have devices that may be
applied in the conditions. In addition to this, this is significant that the specialists prudently
consider the framework of the companies they join. Lastly, all professionals have the own
liability to not only have the knowledge of the ethical duties of the profession but to act in the
manner within the working atmosphere that they could make important relations among
generations, giving them the chances to truly complete the moral role of public relations in
the structural life.

ESSAY 9
References
Anthony, S. (2018) Public relations and the making of modern Britain: Stephen Tallents and
the birth of a progressive media profession. Oxford: Oxford University Press.
Austin, E.W., and Pinkleton, B.E. (2015) Strategic public relations management: Planning
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Botan, C.H. and Hazleton, V. (2017) The role of theory in public relations. New York:
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Dodd, M.D., Brummette, J. and Hazleton, V. (2015) A social capital approach: An
examination of Putnam’s civic engagement and public relations roles. Public Relations
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Doorley, J., and Garcia, H.F. (2015) Reputation management: The key to successful public
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Duhé, S. (2015) An overview of new media research in public relations journals from 1981 to
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Ferguson, M.A. (2018) Building theory in public relations: Interorganizational relationships
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Kent, M.L. (2015) The power of storytelling in public relations: Introducing the 20 master
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Research, 42(3), pp.408-428.

ESSAY 10
Kunczik, M. (2016) Images of nations and international public relations. New York:
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