Public Relations Management

Running head: PUBLIC RELATIONS MANAGEMENT
PUBLIC RELATIONS MANAGEMENT
Name of the student
Name of the university
Author Note

1PUBLIC RELATIONS MANAGEMENT
Public Relations is an important factor of any institution or organization. Public relations
can be widely defined as the approach and practice of deliberately or intentionally managing the
spread of information among an individual or an organization with the public. In the arena of
management, public relation plays a vital role for the development of an organization. The public
relation professionals or experts are hired by the management teams of an organization because it
helps a business enterprise or an individual to derive and cultivate assumingly positive reputation
with the public through various paid, unpaid or earned communication. The communication
mediums which public relation professionals generally use are traditional media, social media,
digital media as well as person-to-person engagement portals or platforms. The respective paper
is introspection, analysis and interpretation of different approaches as well as perspectives of
public relations in human resource management as well as international human resource
management, which encompasses the approaches of “global convergence” and “international
diversity” for international as well as trans-national business. The respective paper explores the
important features of cross cultural communication in public relations, how internet can be used
in effective public relation management and also the strength and weaknesses of different media
of public relations. The essay explores its subject with the help of five dimensions of circuit of
culture.
Public relations can be defined as the approach and practice of deliberately or
intentionally managing the spread of information among an individual or an organization with
the public (Culbertson et al., 2012). Public relation is an important aspect as well as factor in the
management arena of an organization because it is due to proper, optimized and effective public
relation strategies that a company or an organization grows its business in a wide and broad
margin and cultivate a reputation (assumingly positive) in the business world and the external

2PUBLIC RELATIONS MANAGEMENT
environment. Creating and cultivating a positive reputation is indeed a very important factor,
rather, a necessity for a company in today’s ever evolving and changing global business scenario.
The media helps a company to make their presence felt in the world in order to survive and
thrive. The most important part of a public relation management is the media by which public
relation is to be propagated, preached and practiced. A dull and inefficient public relation
management of an organization affects the company obnoxiously which can lead to loss of
goodwill as well as business prospects of the organization (Storey, 2018).
A public relation professional is bestowed with the duties and responsibilities of
publicizing the respective organization where he/she is working, and at the same time, keeping
an amicable, cordial and talk able terms between the organization and the external environment
(Grunig, 2013). In order to make the business flow smooth and clear, an effective
communication with clarity is needed for the precision of carrying out business. In this case, the
public relation manager or officer plays a very important role. It is the duty of the public relation
manager to keep an eye on the relationship between the external environment and the
organization with a proper interpersonal as well as external communication techniques and
mechanisms.
Public relations can be classified into different categories and types in the context of
national, trans-national and international human resource management. However, before
understanding the significance and classification of public relations in the context of
international human resource management, the definition of public relations in international
human resource management needs to be understood first. Human resource management of an
organization works in the arena of human management and interaction, whereas, public relation
officers or professionals are hired in order to keep the respective business in public