Public Relations Management Essay: Alternative Response Analysis

This essay analyzes the Gloucester Resources Limited case, proposing an alternative public relations response to address the issues of poor planning and community engagement. The essay recommends the RACE model for strategic PR planning, emphasizing research, action planning, communication, and evaluation. It identifies the community members, leaders, and experts as key stakeholders and discusses the importance of their involvement to avoid conflicts and foster trust. The essay explores the impact of the proposed tactic on organizational relationships, specifically openness, and highlights ethical considerations such as informed consent and beneficence. The analysis integrates academic sources and practitioner resources to justify the recommendations, demonstrating a comprehensive understanding of public relations principles and their practical application in crisis management and community relations.

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Running head: PUBLIC RELATIONS
Public Relations: Alternative Response
Student Name:
Student Number:
Affiliate Institution:

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TABLE OF CONTENT
TABLE OF CONTENT...................................................................................................................2
Public Relations: Alternative Response.......................................................................................3
Introduction....................................................................................................................................3
Proposal for Public relation tactic that could have been employed..........................................4
Recommended Tactic....................................................................................................................4
Who the Response would be made to...........................................................................................6
Why this response will be made to them.....................................................................................7
Why this tactic may be appropriate.............................................................................................7
Impact of the tactic on the organization one dimension of the organizational relationships. 8
Ethical considerations...................................................................................................................8
APPENDIX...................................................................................................................................10
References.....................................................................................................................................12

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Public Relations: Alternative Response
Introduction
Public relations is essential both for the institutionalization and management of various
projects. PR, in essence, has its basis in ensuring a company or organization in question asserts
its authority over a wide field of individuals and makes sure its activities are known. PR should
ensure that healthy relationships are created between a company and individuals who will be
affected directly or indirectly by the projects institutionalized by the company. PR is also key to
ensuring that the reputation of the company is maintained within the business environment and
that it meets the needs of the people. PR not only helps a company to increase sales but also to
increase the number of customers within the company. The sharing of significant information
with individuals within the company and those who will likely face the direct or indirect
problems from the company’s activities is essential to ensure that success of a company or
project in question (Gregory, 2016; Ferguson, 2018).
The use of resources in ensuring that the information collected reaches the right audience
is also essential in ensuring that the goal of PR is met. The use of approaches that foster the
consumer's trust in the new project or projects is at the basis of any PR stunt. Even though
marketing was the previous method of increasing confidence among the people, currently the use
of PR approaches is the best approach to fostering understanding and development among the
people in terms of a project and its significance at the community level. Other than ensuring that
PR is beneficial to the people, it is of relevance to ensure that the media spreads PR approaches
to be used at different levels. The use of the press is essential in disseminating the importance of
the project in question (Hon, 2016; Kosenko, Mynko & Melnikov, 2018).

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The use of the best approach in managing public reactions in projects is essential in that it
will foster both waves of peace in the community and promote the functioning of the company.
Proper planning and dissemination of information related to the project are essential for the
success of the project in question. Gloucester Resources Limited on the Rocky Hill Coal Project
is an excellent example of the effects of poor planning in the development of projects that affect
the community. The need for a good plan is essential for the development of any project. For PR,
community involvement is a highly critical approach during the development phases of new
projects at the community level. Weak growth and planning ultimately lead to a situation such as
the one that was witnessed from the project in question. Notwithstanding, the lack of
involvement of both the community and other members of the development team lead to other
complications which could have been avoided, were the varied members added in the
development phases (Johnston, 2016).
Proposal for Public relation tactic that could have been employed
Recommended Tactic
Based on the case of Gloucester Resources Limited, the use of proper PR approaches
before the project was initiated would be useful in ensuring the project was successful at the end
of the day. Poor project planning is linked to poor project performance. It is proposed that even
before the project began, proper planning could have been implemented to avoid the existence of
the court case that presented itself. The development of a strategic PR plan would be useful as
one of the initiatives to use for the company (L'Etang, McKie, Snow, & Xifra, 2015).
The plan to be developed should be timely and inclusive of individuals, both internal and
external, who have a relationship with the company interactions and its activities. The planning

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process should have begun more than six months before the actual project is instituted. Early
planning ensures that the need for changes is identified to avoid the existence of conflicts with
the community members and individuals, related to the project in question. The use of the RACE
model for PR planning would significantly promote the completion of the project without any
conflicts with the community members (Nolte, 2016).
The RACE model is based on four essential concepts that are research, action planning,
communication, and lastly evaluation. This PR model would be useful in avoiding and dealing
with the disputes with the community members related to the coal project. It would thus be
appropriate for the PR strategists to ensure they perform thorough research about the community,
their likes and dislikes of the project, what they feel about the project and how the project would
affect the community members. Research is significant in promoting the project at the
community level and promoting it among the people. During the research stage, it is substantial
to identify the demographics of the people about the project, the communication strategies to
employ for the particular community and where the community members go to get the
information. This will provide a baseline to start from in the communication process (Pearson,
2016).
The action planning stage then follows. Under this, a strategic action plan is developed.
The strategic plan is designed to meet the problems of the people. The strategic plan should be
solely based on the information collected from the research stage. A method of action to
communicate with the people based on the problems identified and the channels of
communication that can be employed should be performed. The chain of transmission that can be
used should meet the needs of the people. The channels that the company should have used
include social media, print media, and communication through the community leaders. The

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information to be communicated should meet the goals and objectives of the company.
Additionally, the information should fit the values and the mission of Gloucester Resources
Limited.
Communication then follows. Gloucester Resources Limited should ensure that the
information collected is effectively communicated to the people to ensure that a crisis does not
result. Additionally, it is the company's responsibility to ensure that user feedback is collected
related to the project. The input should have been received at this stage and effectively applied
for the needs of the people. The complaints of the people should be collected at this level to
ensure that all the problems of the people are appropriately met and dealt with at this level. The
channel of communication to be used at this level should facilitate two-way communication
channel that fosters feedback.
The stage of communication should end with an appropriate evaluation. Evaluation
should be performed to meet the needs of the people. It is essential to ensure the effectiveness of
the PR program. The effectiveness of the PR program must be well analyzed to see if it is
achieving its goals and objectives. The company should move forward and monitor the activities
of the press and the feedback generated by the individuals associated with the company. The
news should have the right amount of information related to the project. The advantage of the
input should be weighed, and if it meets the needs of the people in question. This will
significantly promote the progress of the project. The RACE process should have been
appropriately applied to avoid the existence of such problems at the community level (Stacks,
2016; Theaker, 2016).

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Who the Response would be made to
This response to strategic planning will involve a large subset of the population. The
individuals who will be involved in the plan include the community members and leaders at the
community level. Additionally, experts will be included in the decision making process and
planning. The opinion of experts regarding the progress of the project will enable the individuals
to come up with a conclusion. The creation of relevant findings is only possible through input
from the different groups of individuals. The information and feedback regarding the best
location of the coal project from various individuals will be significant since all the individuals
will see that their data is respected. Respecting information of all the individuals during the
decision-making process will ensure the right solution is found and thus implemented.
Why this response will be made to them
This response will be applicable to the community members and the members of the
company involved in the project. This is because involving the various stakeholders in the
planning stages of the project helps in gaining relevant input from the different groups and
individuals associated with the company in general. Their involvement in the planning process is
significant as it aids in the avoidance of conflict. Conflict rises due to poor planning and
processes at the various stages of the projects.
Why this tactic may be appropriate
The tactic may be necessary based on the fact that proper planning will provide an
opportunity for the success of the organization. Proper planning provides for the identification of
problems. Additionally, the use of a plan ensures that risks associated with the project in
question are appropriately reduced. Planning also ensures the utilization and maximum
efficiency of resources and time as a public relation tactic. With the use of the RACE approach,

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it would be useful to avoid the occurrence of conflicts or deal with already rising conflicts. The
purpose of this approach would help ensure that the company is capable of maintaining its status.
Impact of the tactic on the organization one dimension of the organizational
relationships
The use of this approach is active in many of the organizational strategies. One of the
areas of the organization that would be affected by the dimension of corporate relationships
includes openness. Through communication and participation of individuals within the project, it
would be possible to understand the characteristics of the project. Openness is evident through
the sharing of information between the people and the company; this sharing of information
produces progress at the end of the day.
Ethical considerations
This approach would be practical in that it would consider the aspects of informed
consent. After reviewing the elements of the project, permission would be sought beforehand.
The approach would allow individuals to understand what the project would entail. By gaining
consent from the people, it would not be likely for a crisis to occur. This approach would save
the company’s reputation and keep it from undergoing unnecessary court cases that would be
avoided. Informed consent is also evident through receiving responses from the people related to
the project (Dyke et al., 2016; Grady, 2015; McKinney et al., 2015).
Additionally, the consideration of beneficence as one of the approaches to dealing with
the PR instance ethically also exists in the situation. Beneficence is applicable through the use of
the plan, stating that no harms should be done. Through this approach, it is essential to consider
the fact that the lives of people are significant. It is necessary to ensure that there exist no

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physical effects from the initiation of the program. The program should not affect the health of
the people but rather be effective in meeting the needs of the people. The coal program, through
the agreement with the people, can be located in a locale that is away from the people and thus
will not affect the health of the community. Other strategies to change the effects of the coal
program can be discussed with the people in question (Yip, Han, & Sng, 2016).
Since the approach will need research, the need to use effective research strategies is
stressed. During the collection of data, it will be critical to ensure that privacy is guaranteed.
Privacy is only possible by ensuring that the information collected is not exposed to other
individuals (Bennett & Raab, 2017). The collection of research information through the
interaction with various individuals should be stored in places where no one else can access it.
Proper storage of data ensures that privacy is maintained (Kokolakis, 2017).

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APPENDIX
Reflection
Heading Responses to questions asked
Reporting I recommended the use of strategic planning as an approach to
mitigate and avoid the occurrence of a similar situation from
occurring.
Relating In the development of this approach, I faced a tremendous
amount of stressors to arrive at a solution that proves worth
the situation. However, I was able to relate the effects of poor
planning to the condition that was experienced by the
company and its representatives. The situation warranted that
the solution developed identified appropriate for the problem
at the ground level. The answer should have been effective in
solving the communities problems from the ground level. The
prevention of the occurrence of displeasure among the people
regarding the project is only possible through their
involvement and participation in the project. Their
commitment and participation are only possible through
engaging them at all stages of the policy development; this is
possible through useful PR approaches such as the RACE
approach.
Reasoning I was able to deal with the challenges identified through the

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use of the approach. My reasoning behind this approach is that
it would ensure that the information collected is sufficient to
meet the needs of the people. By employing a planning
approach, it would be useful to ensure that the needs of all the
people to be affected by the project are met. An association
with the company and the people fortifies the PR progress and
ensures openness. Openness ensures that the development of
the company in the long-run since individuals can know what
is going on and thus take it to be their own. Taking the project
as their own ensure its success at the end of the day.
Reconstruction My experiences in reflecting on the decision about which
tactic will contribute immensely to my prospects within the
course. I will be able to apply the aspects of critical thinking
when dealing with varied types of situations. I also identified
one area of self-development to be my ability to ethically deal
with issues of public relations using an ethical approach.

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References
Bennett, C. J., & Raab, C. D. (2017). The governance of privacy: Policy instruments in global
perspective. Routledge.
Dyke, S. O., Philippakis, A. A., De Argila, J. R., Paltoo, D. N., Luetkemeier, E. S., Knoppers, B.
M. & Boycott, K. M. (2016). Consent codes: upholding standard data use
conditions. PLoS genetics, 12(1), e1005772.
Ferguson, M. A. (2018). Building theory in public relations: Interorganizational relationships as
a public relations paradigm. Journal of Public Relations Research, 30(4), 164-178.
Grady, C. (2015). Enduring and emerging challenges of informed consent. New England Journal
of Medicine, 372(9), 855-862.
Gregory, A. (2016). Public relations and management. In The public relations handbook (pp. 76-
100). Routledge.
Hon, L. (2016). 14 Digital Social Advocacy and Public Communication. The Moral Compass of
Public Relations, 194.
Johnston, J. (2016). Public relations and the public interest. Routledge.
Kokolakis, S. (2017). Privacy attitudes and privacy behaviour: A review of current research on
the privacy paradox phenomenon. Computers & security, 64, 122-134.
Kosenko, A. V., Mynko, P. E., & Melnikov, O. O. (2018). THE ROLE AND IMPORTANCE
OF PUBLIC RELATIONS IN SHAPING A POSITIVE IMAGE OF THE
ENTERPRISE. In Science and innovation (pp. 76-82).

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L'Etang, J., McKie, D., Snow, N., & Xifra, J. (Eds.). (2015). The Routledge handbook of critical
public relations. Routledge.
McKinney Jr, R. E., Beskow, L. M., Ford, D. E., Lantos, J. D., McCall, J., Patrick-Lake, B., &
Weinfurt, K. (2015). Use of altered informed consent in pragmatic clinical
research. Clinical Trials, 12(5), 494-502.
Nolte, L. W. (2016). Fundamentals of public relations: professional guidelines, concepts and
integrations. Elsevier.
Pearson, R. (2016). Beyond ethical relativism in public relations: Coorientation, rules, and the
idea of communication symmetry. In Public relations research annual (pp. 77-96).
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Stacks, D. W. (2016). Primer of public relations research. Guilford Publications.
Theaker, A. (2016). The public relations handbook. Routledge.
Yip, C., Han, N. L. R., & Sng, B. L. (2016). Legal and ethical issues in research. Indian journal
of anaesthesia, 60(9), 684.