Public Relations Best Practices
Discuss about the Public Relations Best Practices.
Answer:
Introduction:
Public relations refers to a mechanism in which in any company or firm can inform or relate to media and public regarding the issues that arise within them. The Public Relations is the core organization’s informer about how its image can be shaped or will be affected. Any public relations officer speaks to the specific audience and makes all the attempts to build a good image and healthy relationship between the organization and its publics. Among the most used platforms for the public relations communication include brochures, newsletters, press releases, the Internet and social media. 80 percent of organizations have designed Corporate Communication affairs departments that ensure communication and social responsibilities are undertaken efficiently to enhance good understanding between the public and the companies (Center and Allen 2014, 18)
Roxy Jacenko is a business person in Australia with two kids. She is married to a former banker; Oliver Curtis was convicted of conspiracy of Insider trading. She is the owner of a Public Relations agency. The company she owns is called Sweaty Betty Agency. Sweaty Betty Agency. The company attempts to know who its publics are, what they need and who they are trying to reach. She is a Public Relations practitioner who contributed to the well-being of many companies. Among those that have been boosted include Oliver Peoples, Peugeot, Harris Scarf, and Coles Supermarkets. Taking the case of Roxy expertise as a publicizer and an outstanding Australian renown in her personal decent, there are many public relations best practices that the guru can be judged against. Some of the practices will be discussed below (Jacenko and Roxy 2014, 26)
Enhancing the Profession
As far as professionalism and career development are concerned, Roxy Jacenko has struggled to ensure ethical standards in the Public relations expertise are boosted. First Roxy has a public relation agency which handles the issues regarding public relations practices. The company can give many students a good experience. The body offers training to various students who apply for internship or attachment to ensure they all meet the requirements required in the public relations industry. Every year, the Public Relations Bureau receives several students who come for training. In that way, Roxy is helping those who belong the Public Relations expertise to gain more experience and ethical standards that are necessary for the experts’ operations. The Sweaty Betty Agency offers job opportunities to graduates who have pursued public relation accredited from various institutions in Australia and hence contributing to the national economy. In doing so, they will gain an experience which can enhance them to outstanding in the country and internationally (Stepinska and Agnieszka 2014, 19).
Serving as an Ethical Practitioner
Roxy as a Public Relations guru is serving as a measure to moral conscience. She raises the hand or gets concerned whenever the Public Relations ethical standards are violated in the industry. For instance, when the husband is jailed over conspiracy to insider trading. She visits him twice a week and I firmly believe she gives the husband a good piece of advice on how he should maintain his reputation and that of the company (Stacks and Don 2013, 28). So that, he is a role model to the community. She, however, in the process play a role of counseling which is a real virtue to community and organization building. More practitioners will reflect from her most of the practices she undertakes that are acceptable to the industry.
Being Accountable
As an ideal Public Relations specialist, one needs to be professionally and personally accountable for all the actions and decisions made by them. Roxy is one of them, and that is why she is a guru and a celebrity on the same. During her business journey, she did not use her airplane because of rain and had to opt for company aircraft which was more secure. When she hears the husband has been arrested, she does not panic; rather, she takes her snapshot and updates the public on Instagram about the arrest. However, she does not return before completing her economic purposes she had planned for before; Roxy comfortably accomplishes her deals then returns to visit the husband two weeks after the arrest (Watson and Tom 2014, 12).
Viewing the Publics as Similar Players
Ideal Public Relations professionals consider seeing the publics as equal players in relationships that are led by mutual concern and not for personal interests. In doing so, all the issues should be addressed as known problems and for self-purposes. Therefore, the publics should be informed about the affairs that affect them. For instance, when Roxy’s husband got arrested, she informed the publics through Instagram and expressed her feeling about it as revealed by her snapshot. It makes the other publics feel recognized as participants in the corporate and public affairs (Parsons and Patricia 2013, 33).
Giving Accurate Honest Information
The central role of public relations is to inform and build a good relationship between the publics and associated organizations. A Public Relations Officer is the mirror to the publics and therefore, he or she should be correct in everything they speak out or decide to do needs to be genuine. For instance, Roxy did it right as she tells the truth why she used a different airplane than hers. Roxy is also faithful to inform the public that she is away while the husband gets arrested and shows her very own mood at that moment. Considering how she speaks to the public and during events; she is accurate and gives precise information. A virtue every Public Relations expert requires (Muller-Ackerman and Barbara 2013, 32).
Creating a Positive Image
Taking note of the publics’ centered approach will allow a Public Relations practitioner to measure the impacts of the decisions and actions to be undertaken, as long as they affect particular publics (Seib and Kathy 2014, 9). All the publics should be considered before any decision or action is arrived at. Taking Roxy’s case, she informs the publics especially on Instagram what has happened because it affects them as a community (Ames and Spetner 2013, 28). First, the community where the husband (Oliver Curtis) comes from and Roxy has to worry about the situation since, they are part of them. It is a good choice she made. However, she is proud to have a family, and this gives her good reputation as the public eye. Visiting the husband demonstrates the social responsibility she bears to her family.
However, every Public Relations Specialist or agency faces numerous challenges, issues and problems. All the three aspects differ from organization to organization depending on its location, nature and operational systems. Roxy Jacenko as a Public Relations veteran and a celebrity encounters various issues, challenges or problems in her career. Among them include transparency in the Sweaty Betty PR, her reputation and that of the company as the husband is found guilty and sentenced, competition from other agencies, financial ability and the potential to serve the whole (Zerfass, Ruler and Krishnamurthy 2014, 40).
Bibliography
Center, Allen. 2014. Public Relations Practices: Managerial Case Studies And Problems.
Boston: Pearson.
Jacenko, Roxy. 2014. The Spotlight: A Jazzy Lou Novel.
Stepinska, Agnieszka. 2014. Media and Communication in Europe. Berlin: Logos Berlin.
Stacks, Don. 2013. Primer of Public Relations Research. New York: Guilford Press.
Watson, Tom. 2014. Evaluating Public Relations: A Best Practice Guide to Public
Relations Planning, Research & Evaluation. London: Kogan Page.
Parsons, Patricia. 2013. Ethics in Public Relations: A Guide to Best Practice. London: Kogan
Page. Accessed from: https://www.123library.org/book_details/?id=98828.
Muller-Ackerman, Barbara. 2013. Public Relations Toolbox: A Collection of Best Practices For
School Counselors. Chapin, SC: YouthLight.
Seib, Kathy. 2014. Public relations ethics. Fort Worth, TX: Harcourt Brace College Publishers.
Stacks, Michaelson. 2014. A Practitioner's Guide to Public Relations Research,
Measurement and Evaluation. New York, N.Y.: Business Expert Press.
Ames, Spetner. 2013. The Public Relations Writer's Handbook The Digital Age. San Francisco,
Calif:
Jossey-Bass. Accessed from: https://rbdigital.oneclickdigital.com.
Zerfass, Ruler, Krishnamurthy. 2014. Public Relation Research: European and International
Perspectives and Innovations. Wiesbaden: VS Verlag für Sozialwissenschaften / GWV Fachverlage, Wiesbaden. Accessed from:https://site.ebrary.com/id/11034797.
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