Ethical Public Relations online Discussion
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Ethical public relations online discussion
1) Response to Paige
The issues raised by Paige are quite accurate. There are relevant issues that arise as to whether public relation incorporated into the Marketing and corporate management of an organization is able to function as a management discipline and thereby enhancing ethics and morality. The extent to which these tool can enable realization of transition from technical level to managerial level depends on the industry players incorporating the relevant standards of modern professional management (Grunig 2002) there is a growing emphasis on planning and measuring effectiveness of communications activity(Grunig 2002),)To set realistic, achievable objectives and deliver public relations advice and programmes that are effective ,public relation practitioners need to have at least a rudimentary understanding of the communication theory. Assumptions about what communication can achieve lead to misguide and overly optimistic claims in some public relations plans. The two-way symmetrical model is part of the Grunig four-model theory of public relations practice. Since its inception in 1984 (Grunig, 1992), the four-model theory of how PR has is supposed to work has become accepted with regard to the basis of practice, parameter and ethical considerations of current PR practice. It is a recognition of the strength of this model that social media fits right in. A poorly managed issue or crisis can damage an organizations attempt to develop and maintain mutually beneficial relationships with its publics (whose support and good will is needed) – for example from customers, employees, shareholders, financiers, or suppliers. Furthermore it can damage reputation and threaten the organizations very existence.
2) Response to Murvet
To some extent Murvet is right in that in the two way symmetrical model communication is balance and adjusts the relationship between the organization and the public through negotiation and compromise (Parker 1998)).Grunig (1992) asserts that organization is effective if it achieves the goals it sets for itself. Organization exists in an environment which consists of communities, consumers, investors, media, employees, government.(Grunig,1992).These publics can impact on the organization by either complying to or disregarding the organizations missions