Public Relation Theory and Practices | Case Study

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PUBLIC RELATIONTHEORY ANDPRACTICESCASE STUDY OF UNITED AIRLINESSTUDENT NAME
PUBLIC RELATION THEORY AND PRACTICESEXECUTIVE SUMMARYOne of the most extreme errors made by a company recently is the case of United Airlines inwhich one of the passengers, Dr David Dao, was forcibly dragged down from the flight. Theincident was so immense that the entire nation’s public became furious and protestedagainst such behaviour made by the company. A well-known company such as UnitedAirlines is certainly not expected to make such decisions and people took this incident asharsh ethical mistake made by organisation and demanded an apology for it. This report willanalyse the situation in detail while evaluating the PR errors made by the company’smanagement. In this report, few PR theories will be applied in the case that might havehelped to avoid such situation in United Airlines. Recommendations made at the end willprovide assistance to the managers of the firm to incorporate PR theories in their operationsthat can allow the company flow efficiently in growth path.2
PUBLIC RELATION THEORY AND PRACTICESTable of ContentsEXECUTIVE SUMMARY...............................................................................................................1INTRODUCTION..........................................................................................................................3MAIN REPORT.............................................................................................................................4CONCLUSIONS............................................................................................................................6RECOMMENDATIONS.................................................................................................................9REFERENCES.............................................................................................................................113
PUBLIC RELATION THEORY AND PRACTICESINTRODUCTIONPublic relation theories are one of the most important elements taken into considerationwhile managing firms. Company’s image in front of public is highly depended on theirperformances and the way they represent themselves in front of others. Managing issues,whether internal or external, is the major function of management and to maintainbalanced public relation is very significant[ CITATION Joe00 \l 1033 ]. In order to perform thisjob, professional skill as well as sound communication quality is necessary that can createhigh-quality atmosphere within organisation’s and with outside people. Customers,government, suppliers and employees demands operations that inculcates sound publicrelations and for that employers or managers needs to summarize their core objective fromPR perspective. Nowadays government of many countries are considering PR practices asmajor strength while forming communications with associations and common public,whether the company is dealing with abode nation or globally[ CITATION Car06 \l 1033 ].Anorganisation, whether small or big, has goals and objectives which can be fulfilled only bybuilding strong relationship with their customers. In order to form strategic and criticalmanagement system, PR practitioners of the firms needs to gain knowledge about variousPR theories that can be applied at the time of dilemmas. Normally the issues that happenduring the course of business are different from each other and needs to be handledtactfully by applying appropriate theories. Thus having knowledge about single theory isnever sufficient and good practitioners must have insight about many theories and modelsthat can be applied to enhance PR practise in organisation[ CITATION Cre121 \l 1033 ].Efficient PR practitioners will always make decisions that prove beneficial for the firm while4
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