The Element of Public Relations and Advertising – Term Paper Example

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The paper "The Element of Public Relations and Advertising" is a perfect example of a term paper on media. The public sphere is literally a social space where issues are openly discussed. In most cases, issues that are discussed in such forums are mainly of general public concern and this attracts many to participate in anticipation of arriving at probable solutions. In evaluating the elements of the public sphere, media comes in as a facilitating agent (Salmon & Murray, 2001, p. 135). Media is used to trigger if not to initiate a debate in the public sphere.

Quite often, people assemble in such forums and discuss issues that they have heard and watched in the local media. The Australian media seem to be performing pretty well in that arena. Every single day, there are issues coming up that in some way elicit some kind of discussion in the public sphere. The public communications experts having such an understanding can take advantage to shape the society towards a predetermined direction. Experts argue out the aspect of the public sphere different. There are those who cannot delineate the public sphere from deliberative democracy.

Many are convinced the public sphere is like a theatre for deliberative democracy. Even with this in mind, public communication experts have unique propositions that make them extraordinarily suited for shaping the perspective of society towards a given direction (Perloff 2003, p. 113). This is true regardless of nature or the form through which public communication is executed. They possess the power to sway masses towards a particular direction through debate and another forum. Any person that is keen on observing the current trends in Australian media will attest to this fact.

This cannot be better explained using the coverage of asylum-seekers in the country by the media. Public Communication Public communication is a powerful tool used by different people to influence others. It uses images, tactics, and strategies to influence the masses towards a particular direction relating an issue (Perloff 2003, p. 115). While public communication may seem to target the entire population, it targets a particular audience in real life. Public communication is meant to appeal to a wider mass of people.

“ The designing of the message by the public communicators is done to meet the needs of a specific segment” (Dan 2014, pers. Comm. , 1 October). Segmenting the general public is critical in ensuring efficiency in delivering the message. Public communication exploits media to communicate a particular message to the public audience. This is a tool that is used to enlighten the public and make people live a life of dignity. Through public communication, people are informed about various issues that are happening in society. In enlightening the public in this context, advertising plays a critical role.

Nick R says, “ advertising in real sense is used either to persuade or manipulate the target audience to the benefit of the advertiser” (Nick 2013, pers. Comm. , 1 October). The focus is to ensure that the message is passed across to the right audience in the best format possible. This is just one of the tools that public communication experts use to ensure their message is appropriately passed across (Coffman 2003, 15). In most cases, a lot of research is undertaken to have a clear understanding of what the general audience lack in terms of information flow.

This is based on how important such information can be to the general public.


Coffman, J. (2002, May). Public communication campaign evaluation: An environmental scan of challenges, criticisms, practice, and opportunities. Cambridge, MA: Harvard Family Research Project.

Rice, Ronald E. & Atkin, Charles K. 2001, Public Communication Campaigns, Sage Publications: Thousand Oaks, CA

Coffman, J 2003, Lessons in evaluating communications campaigns: Five case studies. Harvard Family Research Project. Retrieved 28 August 2008 from

Harris, E., Deschenes, S., & Wallace, 2002, Public Communication Campaigns & Evaluation, Australian Journal of Communication - Business Ethics, Vol. 8, no. 3. Winter 2002.

Jowett, G. K., (2010) ‘The functional approach to the study of attitudes’, Journal of Communication Research, Vol. 7, No. 2, pp. 88-95.

Kendrall, S. W., Kelman, H. C., (2010) ‘Managing public relations’, Journal of Public Relations Research, Vol.12, pp. 67-81.

Salmon, C., Murray, J 2001, Communication Campaign Effectiveness. In R.E. Rice & C.K. Atkin (Eds.), Public Commission Campaign (pp. 168-180), Thousand Oaks, CA: Sage, p. 130-138.

Perloff, RM 2003, The dynamics of persuasion: communication & attitude in the 21st century, Mahwah, NJ: Lawrence Erlbaum Associates, pp. 112-118.


Dan C 2014, Pers. Comm., 1 October.

Nick R 2014, Pers. Comm., 1 October.

Jane K 2014, Pers. Comm., 1 October.

Lucy C 2014, Pers. Comm., 1 October.

Renay R 2014, Pers. Comm., 1 October.

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