Public Relations Management Essay 2022

Running head: PUBLIC RELATIONS MANAGEMENT
Public Relations Management
Name of the Student:
Name of the University:
Author note:

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PUBLIC RELATIONS MANAGEMENTExecutive summary
This essay describes the impact of a social decision by a governmental organization on the
stakeholders and illustrates the definition of issue, publics and prioritization of the stakeholders
in the context of the topic of the essay, that is, a decision of banning public smoking in the CBD
area of Sydney by the North Sydney Council. The stakeholders of the organization are identified
and the issue on the basis of the definition by Rawlins (2006) is explained, followed by the
prioritization of the stakeholders on the basis of three attributes, power, urgency and legitimacy.
It has been observed that the decision by the council creates issue among the public as that
affects the best interests of two groups of stakeholders, smokers and non-smokers, thereby
creating two strong opposite reactions. Hence, for effective public relations, the importance of
efficient communication by the council is suggested.

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PUBLIC RELATIONS MANAGEMENT
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Stakeholders of North Sydney Council.......................................................................................3
Public relations issue of North Sydney Council..........................................................................5
Publics of the issue......................................................................................................................6
Prioritization of stakeholders.......................................................................................................7
Conclusion.......................................................................................................................................8
References......................................................................................................................................10

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PUBLIC RELATIONS MANAGEMENT
Introduction
The North Sydney Council has taken the decision to ban smoking in the public places of
the Central Business District (Gorrey, 2019). This decision by the North Sydney Council makes
North Sydney one of the first business districts in Australia that is smoke free. Similar to any
other reformative decisions for the community, this decision also attracts support as well as
criticisms. The Council has introduced this new ban to bring about a positive social change for
the residents and for the CBD workers and the purpose is to establish an environment with
cleaner streets, cleaner harbour and cleaner air for all the people in the CBD. Thus, majority of
the stakeholders of the North Sydney Council are expected to be benefitted from this decision
and some of the stakeholders who are smokers will face challenges. This article presents a
discussion on the stakeholders of the Council and their importance, description and definition of
the issue from a public relations (PR) perspective, prioritization of the public or audience by
using Rawlins to describe the relationship with the organization and the impact of the decision
on the public.
Discussion
Stakeholders of North Sydney Council
Stakeholders are those people who are independent and have a concern or interest for the
goodwill and performance of a business or organization (Mitchell, Lee & Agle, 2017). There are
internal and external stakeholders for an organization and they can affect as well as be affected
by the organizational activities, objectives, policies and performances. The North Sydney
Council is local government body that controls the Lower North Shore of Sydney. Similar to any