The Public Relations Theory

The Public Relations TheoryAccording to Johnsten and Zawawi (2004) on the prevalent apprisals system, they defined globe dealing as the principle and a strategic management functions which provides and to primary(prenominal)(prenominal)tain mutu entirelyy beneficial tattleship of the alliance and the universe in order to create a develop conditions and policy. In regards of this, humans relations as a management functions in the participation in any case has a big government agency and responsibility to assist the keep compe precise in signifi stoolt to achieve companys main objectivity. On top of that, the role of the public relation practitioners can be also classify as the honest heart in both organization. They seek to be adequate to communicate with all of the significant publicans, not just in the inhering but also external, in the effort to handle the company problems and to obey the peremptory image of the company in public.When we talk about the code of ethics of public relations, Patricia J. Parsons on her book has defined ethic as The application of knowledge, understanding, and reasoning to questions of right and wrong behaviour in the skipper practice of public relations (2004). The c at oncept of ethics itself is fundamentally pregnant to be kept and practiced by all of the public relation practitioners in carry oning out its duties on paid lives. even up said so, at that place be s ever soal code of ethics are having in e genuinely public relation organization which every member are judge to abide and need to be understood when they carry out their transaction as a PR practitioners. Thus, the main objective of these codes of ethics is to discharge a guideline to educate their members, so that they can easily to demand and present themselves in a better way when they do their play in the professional lives. Based on Patricia A. Curtin and Lois A. Boynton (2001), they defined the honourable thoughts into ii concepts, teleological and deontological approaches. The teleological concept is sanctionedally more(prenominal) into doing actions and by two-bagger checking the outcomes, because in this concept it simply believes that the end justify the means. While the deontological approaches, is more into doing a good actions by following the proper rules. Thus, this can be conjecture that the concept is always reminds the public relations practitioners that they should provide the trump results for company and society by following up the proper ethics when it comes to solve the problem.In these past fewer categorys, the ethical concept is turn over even more crucial and essential to be followed by the organizations and the companies to script with the internal and external priorities. Basically, the code of ethics concept is always reminds by the nature of what should be valued and done by the public relation in their professional lives which includes a great deal(prenominal) as respects, public interest, openness, confidence and privacy, professional temperament, honesty, loyalty, credibility, and integrity towards the company and the society (Curtin and Boynton, 2001). In the professional lives, the public relation practitioners have a heavy task to share the truth and the tangible facts to the society, without forgetting their main priorities to protect the companys image. When it comes to the honesty, it would reminds us with the main ethical rule to be observed by public relations is that do not ever tell a lie to anyone. Basically, it comes very naturally to say that public relations in their professional practices have a tarnished historical reputation by using some of the unethical way, including manipulative, misleading, spin doctoring, and lying.It comes to everyones mind that either the concept of lying can be identify as an ethical or unethical, moreover some of them may think either public relation practitioners should used the type of white lie to inform great deal? Are they a part of the ethics which should be followed by PR practitioners? We can not doubt that sometimes population may say lie to cover up mistakes and to protect the images of the company. But, we could not forget that the basic way of communication has taught us that communication is irreversible, which by means once we say something to people then we would not be able to un-say it in the future. However, we understood that the role of the public relation as the main alkali is to always protect the company, but also not to giving any harm or negative effect to society. This become a main reason of why PR practitioners should be able to find a good tactical manoeuvres in solving problems, by always holding up the benefit conditions for both company and the society.One example of the ethical actions of public relations practices can be seen from one of the issues existed around the year of 2007 in Malaysia. During that time, it was reported that th e Malaysians Health of the Ministry incision has announced all of the prodigal food advertisements to be stopped and out(p) with the immediate effect including all of the print and electronic media advertisements from the multinational riotous food company much(prenominal) Mc Donalds, Burger King, and KFC. The main reason of why the Malaysians Government was intended to banned all of the unshakable food advertisement was only to protect children and citizens since the foods provided by the companies contains with the unhealthiest food, and it has caused the rising rates of the sicknesses in Malaysia, like obesity, diabetes, also hypertension among the people. Even though the issue was yet under investigation and consideration, thus, it makes one of a fast food company in Malaysia, Mc Donald, feels aggrieved and unfortunate caused by the situation.In the mean time, Mc Donald as one of the biggest multinational fast food company which also having a lot of branches in Malaysia, has apt(p) their comment in regarding of this problem. Based on the research provided about the geek study, it was reported that the Managing film director of Mc Donald Company in Malaysia deplored the thoughts of the Malaysians Government who wanted to ban all of the fast food advertisement in Malaysia. Moreover, the Managing Director also stated that instead of banning all of the advertisement, the Health of Ministry Department should provide more information about the caloric and the nutritional contentedness of the fast food to the Malaysians citizens. On top of that, Mc Donald also claimed that they are actively been promoting the powerful campaign by providing the clean set of meals, such Grilled Mc Chicken and Soya Bean to maintain the healthy nutrition of the consumer. Moreover, the Managing Director also stated that in these past few days they would like to promote the stark naked-brands of healthy food from Mc Donald, such as salad, fruit juices, and many more.In relation to the ethical concept, in this case, can be say that the PR of Mc Donald company is very professional as they did the right thing to handle the case. Based on Patricia J. Parson theory, she describes the five values of the public relations ethical theory that need to be recognize which are veracity (truth telling), non-maleficence (no harm doing), kind-heartedness (doing good), confidentiality (respecting privacy), and fairness (social responsibility). By looking out from the ethical perspective, they are seek to handle this case in a professional way as following the code ethics of PR practitioners. Actually, it is a fact that the fast food company is providing us with unhealthy and sell it mostly with the unctuous food which cause obesity and some other dangerous disease. In the meantime, Mc Donalds Managing Director as a PR did not demurral the facts. Instead of that, they are trying to cover up the whole main issue to keep the image of the company, by gathering up the new facts that the company now has promoting the new sets of healthy menu for consumer, such the new set of Grilled Mc Chicken and Soya Bean.Another render that can be considered as a PR ethics is that, they are trying to respond the issue with caution and give a positive feedback to the Government by way willingly to attend meetings that have been on schedule by the Health of Ministry to discuss the whole issue. These steps can be says as preventive steps done by the PR practitioners of the company to avoid large losses without having to harm the other party. As a result of using these tactics, Mc Donald did not get much losses and still exists in Malaysia, as well as the consumer still enjoy with the foods provides by the Mc Donald.When we talk about the longer call reachs of either ethical or unethical concept of public relations towards the stakeholder, society, and the public relations itself it can be say that having a authorized especially from society can be the stro ngest long term impact for either company or for the PR professions. Moloney Kevin (2006) on his theory has argued that, there is a mutual beneficial relationship between the boldnesss (the stakeholders) and the individuals (the society). He also stated that, The PR producer is involved with corporate ethics in another way as well. So basically, there is an indirect amour between the personal ethics to the moral and philosophical values when they carry out their job as a PR, to keep the professional labyrinthine sense between organisational and the society as well. In simply says, society indirectly provides a major influence on the corporate survival. When the company and PR practitioners gained the real trustworthy from the public, it would automatically help to give more dough to the company.Thus, we can not doubt that to get trustworthiness from the society, public relation practitioners are required to understand the real concept of the PR ethics. As already mentioned above , public relation practitioners during their professional lives are having a prominent historical reputation, such by always using spin doctoring. This tactic has caused a bad image of public relations because some people may assume that this profession is just a form to trick people. From here, it can be seen that ethical theory is very classical for PR to create a new standard of good image in front of the public.As for conclusion of the essay, public relation is fundamentally important to establish the mutual beneficial relationship between the company and the society. In regards of this, public relations have a big role in business industries, to build a strong connection between organisation and the public. By seeing it from this perspective, we can say the ethical concepts are very important and still need to be followed by all of the public relations practitioners in every company, in order to obtain trustworthiness from society.Words Count 1,769