Len-Rios: A Case Study

An understanding of the management of reputation or public status and the making of ethical judgment about strategic communication and communication planning are the hallmarks of public relations. Public relations (hereinafter PR) is concerned with the strategic planning and management of communication (AUT, 2016). Grunig and Hunt (1984) defined PR as the way of handling the spread or transfer of data or information between a person or an establishment - such as a charitable trust, corporate body, or a government organization - and the community. Because it is recognised as a complex process, it is defined in its widest sense as the communication management that occurs between an organization or individual and all of its “publics” or audiences (Len-Rios, 2011). In the words of Len-Rios (2011), using this broad definition allows for the inclusion of many relations beyond media relations; examples of these are “government public affairs, labour relations-mediation, crisis communication, conflict management, investor and financial relations, corporate communication, internal/employee communication, fund-raising and donor relations, special events, health care and public health communication, public affairs and lobbying, as well as image and reputation management.” …show more content…
According to Newlands (2014), PR works through intermediaries, therefore it is based on relationships; it is personal; it builds up credibility; it is precise; and it is opportunistic. According to American Physical Society (2016),