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Essay / Research Paper Abstract
A 5 page paper that begins with a general description of what public relations is. The writer discusses organizational functions and society functions of public relations. The essay also comments on the need for strong public relations in an era when different stakeholders are demanding more accountability. Some examples are included in the discussions. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: MM12_PGPR07.RTF
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Unformatted sample text from the term paper:
specific tactic is used, public relations intends to maintain or increase the reputation of the organization. The Council of Public Relations Firms (2003) explained that PR: "refers to a broad
array of functions and areas of responsibility that can vary dramatically among companies of different sizes and specialties" (p. 7). A study conducted for the Council by USC identified
the functions for which PR departments hold budgetary control over: corporate communications (other than advertising), crisis management, internal communications, and marketing public relations" (Council of Public Relations Firms, 2003
p. 7). Public relations departments measure their own degree of success based on specific outcomes, including, in order: "influence on corporate reputation; Influence on stakeholder awareness; Influence on stakeholder attitudes;
Influence on employee attitudes/moral" (Council of Public Relations Firms, 2003 p. 8). Functions of PR can be categorized into organizational functions and societal functions. Examples of organizational functions include
the media and publicity, consumer relations, industry relations, conflict mediation, investor relations and community relations (U.S. Bureau of Labor Statistics, 2006). Examples of societal functions include arranging speaking engagements at
schools or other events that address specific kinds of societal issues, such as health and welfare, and involvement in community projects (U.S. Bureau of Labor Statistics, 2006). We might say
that organizational functions have to do with what directly affects the organization and society functions are those things that connect the organization to the society. Many activities fit into both
categories, such as community relations, which is why it becomes difficult to make distinct categories. Freeman (2006) commented: "In this new era of accountability and sustainability, corporate reputation and corporate
responsibility are inseparable" (p. 12). Corporations face public relations challenges constantly and the pressure to do what is right continues to grow (Freeman, 2006). Stakeholders have become more diverse and
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