Public Relations At Work. Please respond to the following: Communications profes

Question

Public Relations At Work. Please respond to the following: Communications professor John Marston proposed a four-step model of the process through which public relations can influence public opinion. These steps include research, action, communication, and evaluation. Explain in detail how Marston’s four-step approach can be used to shape public opinion on the story you researched for the first e-Activity. Businesses choose celebrities to endorse their products for a variety of reasons. Unfortunately, some of these celebrities act in ways that generate a lot of negative publicity for themselves and, by extension, for the sponsors who pay them. In the case of the celebrity you researched in the second e-Activity, explain in detail what actions you would take in this situation and why you would take them.

This is the discussion question for my public relations class

Explanation / Answer

Note: This response is in UK English, please paste the response to MS Word and you should be able to spot discrepancies easily. Also, please elaborate on your personal response or classwork if necessary. I have not answered the second part of the question because you haven’t mentioned the name of the celebrity you had picked in your second “e-activity.”

(Answer) Shaping public opinion is a process that takes time and implementation. Firstly, it is a larger audience that needs to be persuaded and not just a single person. This means that the approach needs to be inclusive of gullible and firm individuals. To effectively convince all types of individuals, it is best to execute each step in the plan with proper execution and perfection.

Research: When researching your audience, the key demograph needs to be understood. The time of day they are willing to engage, the time of day they are busy with work and other such factors need to be sharply defined. Their convictions, choices and even lifestyle, needs to be analysed. The communication style that a PR officer would choose should we well accepted by the audience.

Action: Once the PR team gets to know the audience better through analysis and experience, it is important to play on the likes and dislikes of an audience. There are consumers who prefer sticking to an organisation who owns up to their faults and makes dedicated efforts to repair the damage. Also, there are individuals who care about compensation more than anything. Either way, a PR team should calibrate their action better with time after better experience with a certain consumer group

Communication: The basic rule here is respect. A PR team and an organisation need to genuinely respect the consumer, viewer or the shareholder. When this is achieved, it shows in the communication and in the actions that the company undertakes. A PR team should not be offensive and disrespectful, but rather should be accommodating of the consumer’s needs and grievances. Good PR communication reflects in aspects like respect, relevance and reciprocation. When these aspects are achieved, marketing through PR becomes simpler.

Evaluation: This is the stage where the PR team evaluates how the audience has perceived the organisation after the above steps have been effectively carried out. Since maintaining a public image is an ongoing battle, it is essential to evaluate methods in PR. In this way, there can be room for improvement after a thorough evaluation of the actions conducted in the past steps. Evaluation is essential to determine the ways in which the above three steps will be executed the next time around.

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