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3 pages/β‰ˆ825 words
Sources:
5 Sources
Style:
Harvard
Subject:
Communications & Media
Type:
Essay
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
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Topic:

Concepts Of Public Relations And Advertising In International Contexts

Essay Instructions:

You are required to write an essay on the concepts of public relations and advertising in international contexts.
In the essay, you are required to 1) discuss the definition of public relations in contrast of the definition of advertising; and 2) discuss the four basic models of public relations taught in this unit.
+ Understand and explain the relationships between public relations and advertising, the media, international actors (state, NGOs and international enterprise) and the international public.
+ Appraise the role of mass communication as a continuation and/or tool of foreign policy.
+ Demonstrated knowledge and understanding of the definitions of public relations and advertising.
+ Demonstrated knowledge and understanding of the four basic models of public relations.
+ Evidence of research on the topic and referencing in accordance with Harvard reference system.
Clarity of expression in English.
=> Please login to Macquarie Library by this link " http://www(dot)mq(dot)edu(dot)au/about/campus-services-and-facilities/library " ( student id 44044038 , pass Roy12345) to get through this reading YOU MUST READ AND GET REFERENCES FROM THIS TWO READINGS FROM MACQUARIE LIBRARY :
1/ Chia, Joy and Synnott, Gae (2012) An Introduction to Public Relations and Communication Management Sydney: Oxford University Press, pp31-43.
2/ Wilcox, Dennis L., Glen T. Cameron, Philip H. Ault and Warren K. Agee (2003) Public Relations. Strategies and Tactics, seventh edition, Boston: Pearson, pp. 27-57.
3/Littlejohn, Stephen W. (1989) “System Theory”, in Theories of Human Communication. Belmont: Wadsworth
4/Heath, Robert L. (2001) ‘Defining the Discipline', In: Heath, Robert L. (ed) Handbook of Public Relations. Thousand Oaks: Sage, pp. 1-9
From these readings above please make sure that you will focus on :
+ Appraise the role of mass communication as a continuation and/or tool of foreign policy.
+ Demonstrated knowledge and understanding of the definitions of public relations and advertising.
+ Demonstrated knowledge and understanding of the four basic models of public relations.
if that is not enough you can find out more on internet.
=> Please login to Macquarie Library by this link " http://www(dot)mq(dot)edu(dot)au/about/campus-services-and-facilities/library " ( student id 44044038 , pass Roy12345) to find out academic sources ( at least 1 source ) to add on the essay ( references )

Essay Sample Content Preview:

Public Relation Concepts and Advertising in International Contexts
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Public Relation Concepts and Advertising in International Contexts
The success of an organization however large or small relies on a reputation for its survival. Therefore, reputation is an asset that differentiates an organization from others making it have a competitive edge. Besides, reputation through communication builds rapport and escalates performance of an entity. While advertising concentrates on the sales of products with the aim to pass the message to the consumers, Public Relation (PR) is a discipline that focuses on reputation with a goal of earning support and understanding as well as influencing the behaviors and opinion of the public (Chia & Synnott 2012, 43). Therefore, PR usually takes the continuous and sustained effort to develop and maintain goodwill, reputation and mutual understanding between an enterprise and the public. The present essay hence discusses the PR concepts and advertising in the international contexts.
Models of Public Relations
James E. Grunig, a public relation theorist, postulated three models namely press agentry, 2-way asymmetrical model, 2-way symmetrical model and public information model (Grunig 2013, 18).
Two-way Symmetrical Model
The two-way symmetrical model of PR is the best means of improving the reputation of an enterprise among the public or target audience. The PR experts who use the model rely on two-way communication to position the brands among the target customers. The model enhances the free flow of information between the enterprise, stakeholders, investors, employees and customers vice versa. The model enables the experts and stakeholders to resolve conflicts mutually through communications and discussions. Both parties have two-way communication with information flowing from the sender to the receiver with acceptance of feedback from the target audience (Heath 2001, 9).
Public Information Model
The public information model relies on the maintenance and enhancement of reputation and image of an organization through circulation of relevant information among the public. The PR experts use the press, video release, news release as well as recorded communication within the media to pass information regarding their brands within the public (Chia & Synnott 2012, 31). Besides, the PR experts distribute information through Newsletters, magazines, benefits of the products, success stories and testimonials among others at regular intervals to the target audience to enhance positioning of the brand. Organizations that embrace Public Information Model hire experts who are creative and are skillful in writing to influence the audience. Also, it focuses on a one-way communication technique where information flows down to the receiver from the sender (Grunig 2013, 18).
Press Agentry
Publicity focuses on a one-way communication where information flows from the sender to the receiver. In the model, the sender of information is not concerned about the feedback and reviews of the second party. PR under the publicity model ensures that experts of a particular organization build their reputations from the targeted audience, employees, partners, investors a...
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