The PRINZ Definition Of Public Relations

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To be able to effectively understand and analyse the PRINZ definition of Public Relations, it is easiest to divide the definition to three separate sections. These sections can then be applied to different theories of Public Relations including systems theory, relationship management theory and excellence theory. The theories and therefore the definition can then be further analysed by using current New Zealand examples, of the theories being implemented into the real-world Public Relations industry.

“Deliberate, planned and sustained effort…”
This section of the PRINZ definition refers to the effort corporations have to keep their relationship with their audiences. This can best be seen by using the systems theory which focuses on the
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The relationship management theory can be applied to this section of the PRINZ definition as it focuses on the interests of both the organisation and their publics and the fact that these well-developed relationships often have successful outcomes (Broom, Casey & Ritchey, 2000). Grunig and Hunt, 1984, say that Public Relations initiatives should be mutually beneficial for both parties. This mutual understanding can be created through mutual decision-making, common interests and shared problem solving (Broom, Casey & Ritchey, 2000). There are patterns of interaction that lead to exchanging of information, again inline with the two-way symmetrical model. A successful use of the relationship management theory will show consideration that the actions of one party can affect the political, economic, social or technological well being of the other party (Leadingham & Bruning, 1998) and “is committed to the public interest and the betterment of society” (Smith, 2013). This falls under Grunig’s model of two-way symmetrical public relations – which focuses on gaining “mutual understanding between two groups” (Grunig & Hunt, 1984, p. 22). Noble and Watson (2014), say that these relationships can be termed as ‘communal’ as they both can retrieve something from a strong bound …show more content…
Grunig and Hunt (1984) described a public as “a group of people who face a problem, are divided on its solution, and organize to discuss it” (p. 145). Identifying a public can be difficult for companies as they often have many publics but to be successful the need to identify their key public to target (Smith, 2013). Target audiences can be specified by interest, race, age or gender – once the audience has been identified corporations have to then research to have relevant objectives for their cause (Smith, 2013). This section is interrelated with the Excellence theory of Public Relations, which Grunig (1992) coins as “organisational effectiveness.” This being the most encouraged style of Public Relations within the industry but also the least used. Grunig and Hunt’s (1984) Excellence theory began the idea of the four public relations models – press agentry, public information, two-way asymmetric and two-way symmetric communication. These four models can be incorporated within other theories but are most often identified within the Excellence theory. The two-way symmetric model is most often used in close relation with the Excellence theory. Users of this theory use communication and understanding rather than persuasion to create a successful initiative (Grunig & Hunt, 1984). The two-way symmetric model takes into account what publics

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