Week 4 reading Chapter 11 "Public Relations Theory and Practice"

I was unable to get a hold of the suggested readings so i used the textbook instead.

Key points from the reading:

• Trust, honesty and community are becoming increasingly important in public relations. Two of the most highly valued areas of public relations today are internal public relations and community relations.
• Having positive internal public relations keeps employees happy and maintains a positive image for the company. If employees feel negatively about the company reputation can be damaged.
• Employers must genuinely care for their employees and community stakeholders. Studies have shown that companies that engage in the 2 way symmetric model, caring about active publics interests and employees practice excellent public relations.
• Internal publics are comprised of employees and association members.
• Employers must be honest with employees to prevent the spread of rumour and to promote trust. This prevents the likelihood of disillusioned workers.
• Good ways of communicating with employees include face to face, newsletters, noticeboards, memos, awards, events, intrenets and interpersonal communication.
• Community relations is important in PR and encompasses consultation, scanning the environment (to gain knowledge of what stakeholders are thinking and feeling), Filling the gaps (knowledge gaps to ensure nasty rumours don't emerge), collaboration with community groups and negotiation.
• A company must ensure it has a social conscience and genuine care for communities in order for long term profitability.