Public Relations as Relationships Management Essay

Public Relations as Relationships Management - Essay Example It is evidently clear from the discussion that the public relations domain is associated with the processes of communicating and exchanging of ideas related to change in order to handle the argument and facilitate policy-making initiatives. As a result, the public relations personnel look for entering into relationship with the public with the objective of motivating them to work in collaboration with their organization for the mutual interests of society and organization. Although the discipline of PR appears to be newer one in theory, yet it has been in vogue practically in all social sectors since the establishment of first state on the face of the earth. Theories have been articulated and researches have been conducted in order to determine the nature, scope and principles for the discipline. US Public Relations Society defines several components of PR, which include counseling, research, media relations, publicity, employees & community relations, public affairs, financial issue s, communication and much more. Thus, PR contains vastness in its nature and scope, and encompasses all social, political, financial and religious institutions in its wide scope. It is therefore the PR personnel contain heavy responsibilities to perform while rendering their services to the public at large. Public relations function using various types of technology and media, which makes it extremely critical from ethics and image perspective. Public relations, according to Wilcox & Cameron, are involved in providing information to the media and have the responsibility of accurate dissemination of information as well as the ability to convince the audience of the messages. Public relations are expected to function in an ethical and professional manner. b. Ethics and Professionalism: Like all other professions, PR sector has also determined specific set of ethics for the appropriate functioning of the people associated with it. Persuasion as a function of public relations is highly debated from ethical standpoint. As a consequence, ‘ethics’ in public relations are classified into three types, absolute, existential and situational. In public relations, any communication that is formal and professional is believed to be legal, ethical and in good taste; however, it must be inadequate manner and for the public interest only. As developing personal contacts come under the definition of personal relationship, which could be against public interest due to the very reality that it may cause the promotion and projection of favoritism and nepotism in the wake of it. A multi-perspective view of professionalism by various researchers and scholars only proves that professionalism actually helps communication-oriented profession to conduct its work in a logical and systematic fashion that will be unquestioned, at large.