In this process, at first, the importance of public relation in a post-modern organization will be explained. Next, the impact of recent changes in public relation practice will be analyzed. The analysis of the future of mutual understandings and two-way communications are necessary for understanding the future trend of public relation. Next two sections will figure out major issues in public relation followed by a discussion on public relation strategies for reputation management. Finally, the overall discussions, analysis, and findings will be concluded. The growth of modern trade and business is a major area where public relation plays a very curial role.
Due to globalization and technological advancements business activities has undergone through multiple improvements. The process of communication and public relation has been enhanced with help of advanced technology. The post-modern organizations including non-profit and profit-making organizations have realized the necessity of proper public relation for their organizational reputation and success. It has become a very vital tool for achieving the short term and long term organizational goals and objectives. The public relation practices in a business organization are major tasks in marketing activities that help them in achieving a competitive advantage and in developing consumer loyalty.
Hiebing has provided a standard definition of public relation. According to him, “ public relation is the act of evaluating public opinion, and identify your organization’ s policies and practices with the interests of your audience, followed by development and execution of plans that earn public awareness, understanding, acceptance, support, and action” (Hiebing and Cooper, 2004, p. The above-stated definition of public relation distinctly identifies its major areas for implementing effective public relation within an organizational process.
Identification of target audiences is the foremost task in public relation.
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