INTERPERSONAL AND COMMUNICATION SKILLS CHAPTER 7

1. Public relations andPublic relations and
communication technologycommunication technology
 Concept of public relationsConcept of public relations
Function of public relationsFunction of public relations

2. IntroductionIntroduction
 In today's corporate world, nearly all companies andIn today's corporate world, nearly all companies and
corporations have public relations departments. Thecorporations have public relations departments. The
existence of a public relations department is important inexistence of a public relations department is important in
ensuring the smooth operations of business in theensuring the smooth operations of business in the
globalized world. It functions as the mouthpiece of theglobalized world. It functions as the mouthpiece of the
organization and generally seems to be "telling theorganization and generally seems to be "telling the
organization's side of the story"organization's side of the story"
 What exactly is public relations and when actually theWhat exactly is public relations and when actually the
world of public relations emerged? These are the areasworld of public relations emerged? These are the areas
we are going to look at in this topic.we are going to look at in this topic.

3. Definition of Public relationsDefinition of Public relations
 Before World War I, public relations was definedBefore World War I, public relations was defined
as the act of "inducing the public to haveas the act of "inducing the public to have
understanding and good will" (Cutlip, Center andunderstanding and good will" (Cutlip, Center and
Broom).Broom).
 However, after the maturing of the publicHowever, after the maturing of the public
relations concept, that is, after World War I, therelations concept, that is, after World War I, the
definition of public relations included words suchdefinition of public relations included words such
asas reciprocalreciprocal, mutual and relationship between, mutual and relationship between
the organization and public.the organization and public.

4. Historical BackgroundHistorical Background
 Public relations is a concept that emerged fromPublic relations is a concept that emerged from
powerful businesses as early as the 1900s.powerful businesses as early as the 1900s.
During this time, companies used to employDuring this time, companies used to employ
public relation officers to defend themselves andpublic relation officers to defend themselves and
their monopolies against journalists andtheir monopolies against journalists and
government regulations. One of the majorgovernment regulations. One of the major
events that increased the role of public relationsevents that increased the role of public relations
was when the United States took part in Worldwas when the United States took part in World
War I. President Woodrow Wilson, the AmericanWar I. President Woodrow Wilson, the American
president then, formed the Committee on Publicpresident then, formed the Committee on Public
Information in order to persuade the AmericanInformation in order to persuade the American
public to join the military.public to join the military.

5.  If we analyze further, we can see that in the early years,If we analyze further, we can see that in the early years,
the role of public relations mainly focused on publicitythe role of public relations mainly focused on publicity
that was designed to persuade and influence the public.that was designed to persuade and influence the public.
It was basically the tool of the corporations to safeguardIt was basically the tool of the corporations to safeguard
their interests and maintain their image in the eyes of thetheir interests and maintain their image in the eyes of the
public. This was referred to as the one-way concept ofpublic. This was referred to as the one-way concept of
public relations.public relations.
 Several decades later, following World War II, theSeveral decades later, following World War II, the
domain of public relations expanded and evolved into adomain of public relations expanded and evolved into a
two-way communication focusing on the relationshiptwo-way communication focusing on the relationship
between the organization and the public. The two-waybetween the organization and the public. The two-way
concept emphasizes on communication exchange,concept emphasizes on communication exchange,
reciprocity and mutual understanding. It operates basedreciprocity and mutual understanding. It operates based
on concepts such as organizational adjustment,on concepts such as organizational adjustment,
counseling management and corrective action throughcounseling management and corrective action through
public relations.public relations.

6. Function of Public relationsFunction of Public relations
 PublicityPublicity
Most news and information in the media areMost news and information in the media are
disseminated by public relation sources. However, due todisseminated by public relation sources. However, due to
its non-paying nature, they have little or no control onits non-paying nature, they have little or no control on
how or when the information is used. What is consideredhow or when the information is used. What is considered
newsworthy to public relations officers will all depend onnewsworthy to public relations officers will all depend on
how the editor and reporters use the information. It couldhow the editor and reporters use the information. It could
be used as presented or changed according to thebe used as presented or changed according to the
reporters' bias without identifying the source.reporters' bias without identifying the source.
Nonetheless, in the eyes of the receiver whether reader,Nonetheless, in the eyes of the receiver whether reader,
listener or viewer, the medium carrying the information islistener or viewer, the medium carrying the information is
the source.the source.

7.  AdvertisingAdvertising
Advertising, on the other hand, gives the source controlAdvertising, on the other hand, gives the source control
over placement. Where publicity to a certain extent isover placement. Where publicity to a certain extent is
harder to control, advertising allows the source control ofharder to control, advertising allows the source control of
the content, placement and timing by paying mediathe content, placement and timing by paying media
advertising. By paying for the time and space in theadvertising. By paying for the time and space in the
media, it allows sources control in the messages that willmedia, it allows sources control in the messages that will
be placed to the public. Even though many associate thebe placed to the public. Even though many associate the
role of advertising with marketing, it is not only limited torole of advertising with marketing, it is not only limited to
that. Organizations may use this as a method to placethat. Organizations may use this as a method to place
messages for non-marketable purposes.messages for non-marketable purposes.

8.  Press AgencyPress Agency
The use of press agency is to create newsworthy storiesThe use of press agency is to create newsworthy stories
to gain media notice and attract the public's attention. Itto gain media notice and attract the public's attention. It
plays an enormous role especially in the promotion ofplays an enormous role especially in the promotion of
record companies, circuses, concerts or touristrecord companies, circuses, concerts or tourist
attractions. It even plays a crucial role in politicalattractions. It even plays a crucial role in political
campaigns and politically inclined conventions in order tocampaigns and politically inclined conventions in order to
build recognition and attract the public's attention.build recognition and attract the public's attention.
 Public AffairsPublic Affairs
To a certain extent, many government agencies andTo a certain extent, many government agencies and
some corporations use public affairs in place of publicsome corporations use public affairs in place of public
relations. In corporations, public affairs would act asrelations. In corporations, public affairs would act as
liaisons with government units. One observes activitiesliaisons with government units. One observes activities
such as the installation of community programs,such as the installation of community programs,
encouragement of political activism or offer of volunteerencouragement of political activism or offer of volunteer
services for charitable and community developmentservices for charitable and community development
organizations.organizations.

9.  Issue ManagementIssue Management
There are two main areas of Issue Management. First isThere are two main areas of Issue Management. First is
the early identification of issues with potential impact tothe early identification of issues with potential impact to
the organization. And the second is the strategicthe organization. And the second is the strategic
response designed to mitigate the consequences. Thus,response designed to mitigate the consequences. Thus,
one could say that this domain is the proactive processone could say that this domain is the proactive process
of anticipating, identifying, evaluating and responding toof anticipating, identifying, evaluating and responding to
public policy issues that may affect the relationshippublic policy issues that may affect the relationship
between the organization and public. Hence, we canbetween the organization and public. Hence, we can
gather issue management as a method the publicgather issue management as a method the public
relation officer use to identify and analyze certain issues.relation officer use to identify and analyze certain issues.
 LobbyingLobbying
Lobbying may be the more controversial, specialized andLobbying may be the more controversial, specialized and
highly criticized part of public affairs and most viewhighly criticized part of public affairs and most view
lobbying as part of manipulation especially inlobbying as part of manipulation especially in
government. However, within Public Relations, lobbyinggovernment. However, within Public Relations, lobbying
is seen as part of an effort to get the public to "take upis seen as part of an effort to get the public to "take up
the cause" usually referred as "grassroots lobbying".the cause" usually referred as "grassroots lobbying".
Public Relations primarily act as a credible advocate andPublic Relations primarily act as a credible advocate and
reliable source, also designed primarily to persuade.reliable source, also designed primarily to persuade.

10. - 5.6 -
Impact of communication
technology on
Public Relations

11.  Technological change has had major impactsTechnological change has had major impacts
upon the modes of transmission, processing andupon the modes of transmission, processing and
storage of information. It applies conceptsstorage of information. It applies concepts
relating to information policy and the socialrelating to information policy and the social
construction of technology to a range of issuesconstruction of technology to a range of issues
and practical problems, both in Malaysia andand practical problems, both in Malaysia and
internationally. Since we are dealing with ainternationally. Since we are dealing with a
diverse community, this requires a sophisticateddiverse community, this requires a sophisticated
communication process especially when we arecommunication process especially when we are
embarking on efficient and effective publicembarking on efficient and effective public
relations activities. Communication technologyrelations activities. Communication technology
will definitely provides a steady stream ofwill definitely provides a steady stream of
information to the masses.information to the masses.

12. ““CT” and public relationsCT” and public relations
 Communication technology using the definition given byCommunication technology using the definition given by
Rogers (1991) looks at it as "the equipment within theRogers (1991) looks at it as "the equipment within the
organization that will allow individuals to collect, processorganization that will allow individuals to collect, process
and exchange information with others". It further makesand exchange information with others". It further makes
communication more efficient by making communicationcommunication more efficient by making communication
activities faster through the factor of time and space.activities faster through the factor of time and space.
Starting from the initial development of print, technologyStarting from the initial development of print, technology
advancement in the era of telecommunication throughadvancement in the era of telecommunication through
radio, television even the internet has played a vital roleradio, television even the internet has played a vital role
in Public Relations.in Public Relations.

13.  Since Public Relations means finding ways andSince Public Relations means finding ways and
means to attract attention, communicationmeans to attract attention, communication
technology is a definite means. By using suchtechnology is a definite means. By using such
technology, the ability to incorporate thesetechnology, the ability to incorporate these
technologies as a tool within Public Relations willtechnologies as a tool within Public Relations will
mean higher and effective means ofmean higher and effective means of
communicating to a wider scope of listeners orcommunicating to a wider scope of listeners or
viewers.viewers.
 With such acclaims, today's practitioners ofWith such acclaims, today's practitioners of
Public Relations not only find themselves with aPublic Relations not only find themselves with a
large variety of tools to choose from, theselarge variety of tools to choose from, these
technologies also makes delivering andtechnologies also makes delivering and
monitoring the impact on their target audiencesmonitoring the impact on their target audiences
faster and easier.faster and easier.

14.  Nowadays, we can find many examples of newNowadays, we can find many examples of new
technology. Intranet and Internet has madetechnology. Intranet and Internet has made
communication even more effective then before.communication even more effective then before.
Their interconnectedness has been argued toTheir interconnectedness has been argued to
represent a paradigm shift within corporaterepresent a paradigm shift within corporate
communication. The e-mail, for instance, hascommunication. The e-mail, for instance, has
become a vital part of communicating withinbecome a vital part of communicating within
organizations. Also, teleconferencing hasorganizations. Also, teleconferencing has
advanced the possibilities of meetings andadvanced the possibilities of meetings and
speeches. Teleconferencing is able to reachspeeches. Teleconferencing is able to reach
people at many locations all at the same time.people at many locations all at the same time.
Key speakers that are not able to travel mayKey speakers that are not able to travel may
participate by teleconferencing. Another newparticipate by teleconferencing. Another new
technology, Close Circuit Television (CCTV),technology, Close Circuit Television (CCTV),
makes it possible to telecast live or by videotapemakes it possible to telecast live or by videotape
and film simultaneously.and film simultaneously.

15. CONCLUSIONCONCLUSION
 We have mentioned some of the many changesWe have mentioned some of the many changes
that have made an impact onto Public Relations.that have made an impact onto Public Relations.
One thing is certain, the future of technology andOne thing is certain, the future of technology and
Public Relations are closely tied to each other.Public Relations are closely tied to each other.
One could see that the basic structure ofOne could see that the basic structure of
business will not change, however, practitionersbusiness will not change, however, practitioners
of Public Relations will face challenges withof Public Relations will face challenges with
technological change. Due to developments intechnological change. Due to developments in
technology, Public Relations have given atechnology, Public Relations have given a
diverse and changing scope and also impact thediverse and changing scope and also impact the
way one practices public relations.way one practices public relations.

16. THE ENDTHE END