Discussion of The Dimensions of Public Relations in Modern World

Under globalization, views of consumers and public changed their perspectives. From original relations involved into a more complex relationship. Public Relations involved more and more under this pressure. It includes crisis management, customer relationship management and the management of the goodwill.

According to the Journal, there are multiple responsibilities for the Public Relations. Each will benefit the corporation from ongoing development under the storm of Globalization. For the crisis management, since crisis is raised from a mishandled issue, therefore both issue and crisis management is important. It is used for preventing the upraise of a event and to decrease the affection towards the company all rounded. Public relations can help detecting the threat and opportunity, strength and weakness. Not only, from the early stage to solve the problem, but also to consolidate potential customer relationship.

For the customer relationships management, customer relationship management is treated as a more and more important factor in a corporation nowadays. Since not only it can enhance the loyalty of the customers but also the competitors in the business world are also doing as much as we do. Customer Relationships management mainly focus on the customer himself and ensure the satisfaction of the customer within the purchasing process and even the after sales services.

For the reputation management, it refers to the core of the corporation along with the core value and the mission statement. It provides the employee and customers a framework about everything the corporation aim to do. Every company’s reputation is their unique mark. Creating clear mission statement and brand image can benefit not only the daily operation, but also attract potential customers and consolidate employee morale.

There are four dimensions of Public Relations. Managerial, Operational, Reflective and Educational. Managerial function means that when working on public relations, certain managerial skill is also required. For example, as all layers of the company (frontline, middle and top management) need the skills of public relations. It derived the need of managerial skills in order to perform public relation. For example, frontline staff can actively help out the customers for building long term sustainable relationship and gain loyalty from them while top management can set up program or plans that research about consumers’ preference and build up the relationship. For the operational dimension, it refers to the daily rundown of operating the company needed the exist of public relations. Since the inflow of stock, pricing and selling include the skill of sustaining the relationship to the third parties. It is needed for operation uses. For the reflective dimension, it refers to that the corporation has the ability to review how well they do and suit themselves to the society expectation and fulfill the public responsibility. For the educational dimension, it refers to that as a corporation both top, middle and lower tier employee can learn during all the campaign was hold. So, to also drive the customers to learn about the new program the corporation is promoting. Not only it increases the consistency of all employees but also it is easier to promote and let the customers learn about the new campaign when the employees are familiarizing with the campaign.

For example, the campaign Star Wars: Passing the Box-Office Baton to The Avengers. It shows the lover of avengers or Star Wars and educate them and also to promote both films mutually. In terms of reflective, it shows the society that it can be a playful advertisement even both film is not related. And in terms of operational, each film takes a lot of crew members to produce. It gives a lot of material and resources to prepare for pre and post film making stages.

In conclusion, for such a large production, it involves a lot of promotion campaign like TV advertising, interview and social media promotion. Therefore, it also includes the managerial dimensions. That makes a successful Public Relations Campaign.