PUBLIC RELATION PLAN

Public Relation Plan for Regent College



Public Relation Plan for Regent College

Introduction

As Public Relations (PR) has developed rapidly and become a growth industry, it has received significant concerns. PR has emerged as an essential function for organizations of all sizes and in all sectors helping them to communicate with their stakeholders and to manage relationships and emerging issues on the public agenda. PR encompasses a range of professional roles such as corporate affairs, corporate communications, public affairs, communication management, reputation and issues management. It plays a role to ensure organization successful and able to retain and attract new clients. Customer loyalty will be higher if the organization considers establishing PR plans and fulfilling their commitments (Botan, 1993, pp. 107-110).

PR has recently been used as an important marketing communication tool by many businesses, including coffee firms in Vietnam. Accordingly, a number of PR strategies have been launched to gain attention from not only coffee buyers but also other publics, such as employees, the government, suppliers and contributors. If a PR strategy is done well, it may positively affect on customers' attitude and buying behavior, and hence enlarge a company's market share and profitability. PR is a very effective tool in order to create hype or spread of mouth about the organization.Public Relation Theories

Public relations scholars within the management paradigm have examined research within both domains of positive and normative research. They also share the view that public relations must belong to an open systems approach that seeks to operate in balance with the environment. The various public relation theories given by the managers and implemented within many organizations are as follows:Situational theory

40 years ago, James E. Grunig posed a theoretical model with the time, would become the public situational theory, which attempts to determine the communication behavior of individuals (Grunig, 1984, pp.23-36). its author explains Why and when people communicate more likely to do, is the most complex method for the identification and Public segmentation developed in this discipline and allows determine when it is more likely to produce various effects of the communication on such public Although situational theory for years has marked the course of the public relations research, many scholars today consider it is an obsolete model. For others, the theory remains valid, but believes that the existing research on it is already sufficiently wide to take it for completion.

Three major concepts in the theory categorize people into active or passive publics. As J. Grunig argued that the theory states that publics are more likely to be active when the people who make them up perceive that what an organization does involves them (level of involvement), that the consequences of what an organization does is a problem (problem recognition), and that they are not constrained from doing something about the problem (constraint recognition). The attributes that emerge to identify publics may be categorized sequentially in a process (Grunig, 1984, pp.23-36).

Briefly, these stages include a stakeholder stage, in which an organization has a relationship with stakeholders when the behavior of either the organization or the stakeholder results ...