The Evolution of Public Relations to Communication Practices - Essay Example

Name Course Tutor Date Public Relations Introduction Public relation is the kind of communication that is mainly aimed at achieving the public understanding as well as recognition. It normally makes use of publicity which requires no compensation in various media and is presented in the form of news for issues that are in the interest of the public. Since the communication of the public relations’ issues is in the form news, such communication provide authentication that is not the case with advertising. Public relations practices are relevant in building relationships with diverse publics that includes stockholder communications. The study examines the dangers of the falling tree limbs and mouse plague as an epidemic that needs public attention. The evolution of public relations to communication practises of complex structures in modern socio-economies The development of public relations is in the form of communication practice, it is associated with the organization of complex current cultures and economies. In practising public relations, trust is very important since it satisfies the responsibilities of parties involved as being reliable messengers in organizations. Trust is also important in public relation’s main use in the establishment and keeping relationships. According to Rawlins (2007), activities of public relations stems from journalism with the application of public information that involves the distribution messages to specific audiences via mass media. The presentation of these messages is the basic end as well as the improved media relations. Therefore, the trustworthiness of the presenter is very relevant in the achievement of media credibility and audiences. Rawlins also argued that trust is attached to relationship developments, especially where communication as well as reliability is very important. Various organizations mainly depend on communication as the way to introduce, develop, keep and make improvements in public relationships that are communally productive (Rawlins 27-33). Public relation has been found to be a matter of dramatic change. Due to computer-aided communication and the ownership of media, severe threats have been posed to the entire information distribution and with limited freedom of Web speeches. The increase in online mass media within the public settings has worsened public relationships. It has been discovered that news is in the form a narrative with shift from its normal format to very detailed styles and the continuous abandonment of fact vs. Fiction, yet the two have great impact and more penetration compared to print media. Given the dynamic communication environment, the entire public settings have been examined as the advertising platforms. Due to technological revolution, new communication media have influenced the newly set up forms of communication to the stakeholders. This is simply because technology has introduced some other channels and the means of communication. Studies in network have helped in the comprehension of the public relationships as well as their effects to the current societies. The use of complex network principles in public relations’ discipline creates effective ways in attaining and meeting any organization’s public demands. Since the current societies are dominated with global network connections, the ability to comprehend the operation of the network is very important in individual’s lives. Several researchers have been influenced by the increased network applications such as; the internet and TV cables that are the means for communication which largely depend on the network principles for communication purpose. Majority of the network based systems are globally distributed, such as; the organizational systems, food webs, regional economies, internets, social networks and business related networks. The media relation activities that majority of the organizations involve in are viewed as vital communication platforms for reaching both the potential and original customers. Mass media that comprise of television, magazines, radio, newspapers and the internet are very vital in public relations as they assist in reaching vast audience. The ability to reach the targeted audiences through the use of mass media platforms that related to various publics with their respective information needs that can keep relationships, has really contributed to the evolution of the publication relations to becoming the communication practises that are associated with very complex structures in current societies and the economies. The situation is public relations since it concerns a message of mouse plaque as an epidemic to the entire public. This made the farmers to call for the government‘s intervention in order for them to cope with it. Due to high costs of controlling mouse plaque, farmers undergo high costs of thousands of money as examined by President Peter of the Federation. Given the severe and complicated conditions of the disease, the Federation of famers has called the attention of the public for the need of harmonized attack and this especially to the government. Core publics identified The disease of mouse plaque itself is a core public demands the attention and help from the government. With the negative effects caused by the mouse plague disease on the agricultural sector, both the farmers and the entire government are faced with reduction in food production and supply. This is a public issue that needs prompt intervention since the agricultural sector plays a major role in the economic development. The complications that result from the mouse plague disease make farmers to incur huge amount of dollars in controlling the disease. Such costs are too high for farmers who heavily rely on agriculture as their source of income for survival. The high densities in the outbreak of mice cause great losses in crop production especially cereals (Taylor 4). Majority of the farmers are not able to make decisions that are economic and realistic for the disease control implementation. This is simply because they know nothing about the pest occurrence density and consequently economic expenditures for pest control outweighs the significance for controlling the pest outbreak. However, the ability to comprehend the association between the density of the mouse and its related damage, is the basic attempt in the controlling the damages caused by the mouse outbreak. In addition, establishment of reliable methods in order to analyze the unbiased density for mouse is as well relevant in controlling the pest from spreading and causing damages. Why the media is interested in the message Given the epidemic nature of the mouse plague disease, public sensitization and intervention that is achieved through the media helps in reaching majority of the people and who later become informed of the severe conditions of the disease and alert the government for quick intervention. Since the mouse plague spreads very fast with subsequent damages to the agricultural sector especially on crops which causes the economic level of farmers and the nation to fall, it is through the media that adequate and clear interventions for prevention and control of pests can be educated for implementation. The government of southern Australia has embarked on the policy review that aims at dealing with the epidemics of mouse plagues that has greatly caused complaints from the affected farmers (Taylor 97). The key recommendations for the proposed public relations strategy for the council Given the setting of the council that has a large area with industrial zones across it and affordable housing areas, with part of its area covered with leafy suburb that consists of gum trees that is inhabited with birds as well as animals. The environment poses a big risk on the security of the nearby residents and the falling limbs that endanger the power lines as well as houses. This has made the council to be warned on its environmental hazards since it has been identified with the problem of increased power failures that is caused by the falling tree branches which destruct the power lines (Taylor 56-8). Due to the increased blames put on the council as reliable source of accidents and the continuous cause of power failures, the council has the plans to invite tree loppers’ experts to cut down the trees. As a lasting solution to the expected outcry from the residents, environmental and animal authorities, the council has embarked on the formulation of the communication strategies to deliver the ideal message to the public. The following considerations are very recommendable for the council’s message to the public; i. The council should make identification of the key messages that are concise, capture the attention of the audiences and create more issues that need the attention of the public for discussions. ii. The selection of targeted audiences should be done since there are various people at different locations that need the message, several reasons exists for establishing communication that calls for their attention a part from dangers of trees and given the distinctions in their understanding levels. This will ensure that message delivered gets the right audience for their attention. iii. There is need for identification of the methods and media to use for the delivery of the message. Considerations on whether to use the internet which is ideal for reaching a large population of people or rather the application of other related communication channels that are affordable. iv. The council should create a network that comprise of media contacts for instance; with the NGOs and other bodies to share and access information that concerns the dangers of trees and related environmental issues. This will enable the council to have diversified information and avenues for public relations discussions such as; tree conservation and management. v. The communication strategy should involve the creation of sensitization programmes, such educations track data for a database report for the implemented programmes on environmental and human protection. Conclusion In summary, public relation has been found to be a matter of dramatic change due to computer-aided communication and the ownership of media. Such changes have caused severe threats to the distribution of the information and with limited freedom of Web speeches. Trust is also important in public relations since it acts as the main attribute for the establishment and keeping relationships. Given the severe damages that occur as a result of the mouse plague, the social, economic and environmental issues pose a great challenge to the public that calls for the urgent need of sensitization Works Cited Rawlins, L. Brad. Trust and Public Relations Practice. June 27, 2010 Taylor, M. Exploring public relations in Croatia through relational communication and media richness theories. Public Relations journal. Vol. 30, 145-160. Read More