Administrative & Business Communication (Mgmt 312) PDF

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This document includes notes on administrative and business communication. It details types of communication, formal and informal communication, and various models of public relations.

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lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) Column A Column B 1. Give something extra, when desirable A. Correctness 2. Emphasize on the “you” attitude B. Completeness...

lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) Column A Column B 1. Give something extra, when desirable A. Correctness 2. Emphasize on the “you” attitude B. Completeness C. Concreteness 3. Getting a message across D. Consideration 4. Being specific, vivid and definite E. Clarity 5. Choose non- discriminatory expression 3.4. Answers for Check your progress Part I. Multiple choice Part II. Matching 1. B 2. B 1. B 3. C 2. D 4. D 3. E 5. D 4. C 5. A UNIT FOUR: TYPES OF COMMUNICATION IN ORGANIZATIONS Structure 4.0. Objectives 4.1. Introduction 4.2. Internal vs External Communication 4.2.1. Internal Communication 4.2.2. External Communication 4.3. Formal vs Informal Communication 4.3.1. Formal Communication 4.3.1.1. Down Ward Communication Unity University, College of Distance & Continuing Education 69 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) 4.3.1.2. Upward Communication 4.3.1.3. Horizontal Communication 4.3.1.4. Diagonal Communication 4.3.2. Informal Communication 4.3.2.1. Grapevine 4.3.2.2. Management by Walking Around(MBWA) 4.4. Let Us Sum Up 4.5. Check your progress 4.6. Answers to check your progress 4.0. Objectives Dear learner, after studying this unit, you should be able to:  Understand the types of communications in organizations  Explain the relevance of various communications in organizations 4.1. Introduction Communication is divided into external and internal communication. External communications are those communications which are occurring outside the organization like communication with other companies, with government, general public etc. Internal communications are those which are inside the organization. Internal communications are further divided into two parts, formal or official and informal. Formal: Formal communication flows along prescribed channels which all members desirous of communicating with one another are obliged to follow. Informal: Along with the formal channel of communication every organization has an equally effective channel of communication that is the informal channel often called grapevine, because it runs in all directions—Horizontal, Vertical, Diagonal. It flows around water cooler, down hallways, through lunch rooms and wherever people get together in groups. 4.2. Internal and External Communication Unity University, College of Distance & Continuing Education 70 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) 4.2.1. Internal Communication Internal communication involves transmission of information within the organization. Among various ways of communicating with companies are memos, reports, meetings, face-to-face discussions, teleconference, videoconference, notices, etc. Internal communication is a vital means of attending to matters of company concern. 4.2.2. External Communication External communication is communication with people outside an organization. It is the organization’s means of establishing contact with the outside world. External communication could include business letters, press releases, advertisements, leaflets, invitations, telegrams/tele messages, proposals, etc. Messages to persons outside the organization can have a far-reaching effect on its reputation & ultimate success. The right letter, proposal, or personal conversation can win back a disgruntled customer, crate a desire for a firm’s product or service, help negotiate a profitable sale, encourage collections, motivate performance, in general create goodwill. Activity 1: Internal vs External communication Time allowed: 10 minutes. Distinguish between internal vs external communication 4.3. Formal vs Informal Communication The formal communication is communication that flows along the organization’s lines of authority. Formal channels of communication are intentionally defined & designed by the organization. They represent the flow of communication within the formal organizational structure. Typically, communication flows in four separate directions: downward, upward, horizontal, & diagonal. 4.3.1. Formal Communication Unity University, College of Distance & Continuing Education 71 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) 4.3.1.1. Downward Communication Communication that involves a message exchange between two or more levels of the organizational hierarchy is called vertical communication. It can involve a manager & a subordinate or can involve several layers of the hierarchy. It can flow in a downward or an upward direction. Formal messages that flow from managers & supervisors to subordinates are called downward communication. Usually, this type of communication involves job directions, assignment of tasks & responsibilities, performance feedback, certain information concerning the organization’s strategies & goals. Speeches, policy & procedure manuals, employee handbooks, company leaflets, briefings on the organization’s mission & strategies, staff meetings, & job descriptions are all examples of downward communication. Most downward communication involves information in one of five categories: 1. Job instructions related to specific tasks: “Before pushing lever # 3, make sure that both levers 1 & 2 are securely locked into position”. 2. Job rationales explaining the relationship between a task & other organizational tasks: “if any of these panels are more than 1/1000 of an inch over or undersized, the assembly crews will not be able to get the perfect fit needed & will return the panels to us. And, as you know, once a panel has been formed, it cannot be resized, so any returned panel ends up as scrap.” 3. Policy & Procedures: practice of the organization or rules & regulations of the organization. “All unused sick leaves will be converted into cash bonuses at the end of every year.” 4. Feedback on employee performance appraisal/individual performance on assigned tasks: “You did great on the last project, Selam”. 5. Motivational appeals: efforts to encourage a sense of mission & dedication to the goals of the organization. “If everyone will put in a little extra effort, we can become the number one producer of X components.” Downward communication across several levels is prone to considerable distortion. As much as 80% of top management’s message may be lost by the time the message reaches five levels below. Unity University, College of Distance & Continuing Education 72 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) There are usually three main reasons for the distortion. One reason is that faulty message transmission may occur because of sender carelessness, poor communication skills, & the difficulty of encoding a message that will be clearly understood by individuals at multiple levels. Another is that managers tend to overuse one-way communication methods, such as, memos, manuals, & newsletters, leaving little possibility for immediate feedback regarding receiver understanding. Finally, some managers may intentionally or unintentionally filter communications by withholding, screening, or manipulating information. A major problem with managers & downward communication is their assumption that employees don’t need or want to know much about what is going on. Intentional filtering typically occurs when a manager seeks to enhance personal power over subordinates by tightly controlling organizational information. 4.3.1.2. Upward Communication Formal messages also flow upward from subordinates to supervisors and managers. Without upward communication, management would never know how their downward messages were received & interpreted by the employees & would miss out on valuable ideas; workers would not get the chance to be part of the company. To solve problems & make intelligent decisions, management must learn what’s going on in the organization. Because they can’t be everywhere at once, executive depend on lower-level employees to furnish them with accurate, timely reports on problems, emerging trends, opportunities or improvements, etc. The following types of messages are valuable when communicated upward. 1. What subordinates are doing: highlights of their work, achievements, progress, & future job plan. 2. Outlines of unsolved work problems on which subordinates now need aid or may require help in the future. 3. Suggestions or ideas for improvements within departments or in the organization as a whole. 4. How subordinates think & feel about their jobs, their associates, & their organization. Unity University, College of Distance & Continuing Education 73 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) Forms of upward communication include one-to-one meetings with one’s immediate supervisor, staff meetings with supervisors, suggestion systems, grievance procedures, employee attitude survey, progress reports, inquiries, etc. The distortion that characterizes downward communication also plagues upward communication. First, individuals are likely to be extremely selective about the information that they transmit upward. Information favorable to the sender is very likely to be sent upward. In contrast, information that is unfavorable to the sender will probably be blocked, even when it is important to the organization. Subordinates are more likely to filter information when they do not trust their superiors, perceive that their superiors have considerable influence over their careers, & have a strong desire to move up. Second, managers do not expend sufficient effort in encouraging upward communication. Managers often behave in manners that exacerbate the situation, usually through punishing the bearer of bad news or allowing themselves to be isolated from subordinates at lower levels. 4.3.1.3. Horizontal Communication Horizontal communication involves exchange of information among individuals on the same organizational level, such as across or within departments. Thus, it generally involves colleagues & peers. Horizontal information informs, supports, & coordinates activities both interdepartmentally & interdepartmentally. Considerable horizontal communication in organizations stems from staff specialists, in areas such as engineering, accounting, & human resources management, who provide advice to managers in various departments. Horizontal communication is especially important in an organization for the following purposes: 1. To coordinate task when several employees or departments are each working on part of an important project. 2. To solve problems such as how to reduce waste or how to increase the number of items assembled each hour. 3. To share information such as an easier way to perform a task or the results of a new survey. 4. To solve conflicts such as jealousy or disagreements between coworkers. 5. To build rapport: peer support. Unity University, College of Distance & Continuing Education 74 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) Three major factors tend to impede necessary, work-related horizontal communication. First, rivalry among individuals or work units can influence individuals to hide information that is potentially damaging to themselves or that may aid others. Second, specialization may cause individuals to be concerned mainly about the work of their own unit & to have little appreciation for the work & communication needs of others. For example, scientists in R&D unit that is focused on long-term projects may find it difficult to interrupt their work to help with current customer problems identified by the sales department. Third, motivation may be lacking when subordinate horizontal communication is not encouraged or rewarded. 4.3.1.4. Diagonal Communication Some organizational structures employ teams comprised of members from different functional areas, even different levels of the hierarchy. When these individuals from different units & organizational level communicate, it is diagonal communication. With more & more firms reducing the number of management layers & increasing the use of self-managed work teams, many workers are being required to communicate with others in different departments & on different levels to solve problems & coordinate work. For instance, a team might be formed from all functional areas (accounting, marketing, operations, & human resources) to work on a specific product project to ensure that all points of view are considered. Activity 2: Vertical communication Time allowed: 10 minutes. What do you think is the difference between upward and downward communications? 4.3.2. Informal Communication 4.3.2.1. Grapevine A middle manager of a medium-size manufacturing company was surprised when a fellow employee congratulated her on her promotion. She has received no formal announcement. Not all messages flow along the official paths prescribed by the organization’s chain of command. Many messages, as in the example above, flow along an informal network commonly called the Unity University, College of Distance & Continuing Education 75 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) ‘grapevine’. Informal communication, better known as grapevine, is communication that takes place without regard to hierarchical or task requirements. Informal communication channels are not deliberately designed &, therefore, do not abide by the formal organizational hierarchy or chain of command. One classical study investigated four possible configurations for grapevine chains. In the single- stand chain, communication moves serially from person A to B to C and so on (each tells one other). With the gossip chain, person A seeks out & tells others (one tells all). When following the probability chain, person A spreads the message randomly, as do individuals F & D (each randomly tells others). In the cluster chain, person A tells selected individuals &then one of these tells selected others (some tell selected others). The study found that the cluster chain was the most predominant form, which suggests that individuals who are part of grapevines are likely to be selective about the persons to whom they relay information & that only some of these persons will in turn pass the information further. Despite the fact that grapevines sometimes create difficulties when they carry gossip & false rumors, they are a fact of life in organizations, & it is unrealistic for managers to think that they can eliminate grapevine. The type of information the grapevine carries depend on the ‘health’ of the organization. If an organization’s managers are fairly open with employees & send all necessary information through formal channels, the grapevine usually caries only personal interest items. However, when the formal communication channels fail to do the job, the grapevine begins to carry information about the organization. In other words, the grapevine busies itself with official matters only when the formal channels of communication fail to deliver, are not understood, or are not accepted by the people for whom the messages are intended. Research has found that although some entirely false rumors are spread by the grapevine, information passed by this means is 75-95% accurate. Informal messages may be more accurate than the formal ones because status, power & rank differences are temporarily set aside. Overall, grapevines tend to be fast, & carry large amounts of information. Unity University, College of Distance & Continuing Education 76 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) Managers who listen carefully to the informal communication find it useful source of information about employees concerns & problems. Some managers actually leak new ideas or proposals to the grapevine to test worker response. If an idea is greeted with hostility, they drop it or reverse it; if the idea is received positively, they introduce it into official channels. The grapevine can also help to disseminate information about organizational traditions & history. Activity 3: Informal communication Time allowed: 10 minutes. What are the forms of grapevine? 4.3.2.2. Management by Walking/Wandering Around (MBWA) The term management by wandering around (MBWA), also management by walking around, refers to a style of business which involves managers wandering around, in an unstructured manner, through the workplace(s), at random, to check with employees, or equipment, about the status of ongoing work. The emphasis is on the word wandering as an impromptu movement within a workplace, rather than a plan where employees expect a visit from managers at more systematic, pre-approved or scheduled times. The expected benefit is that a manager, by of events or employee discussions, is more likely to facilitate improvements to the morale, sense of organizational purpose, productivity and of the organization, as compared to remaining in a specific office area and waiting for employees, or the delivery of to arrive there, as events warrant in the workplace. Guidelines for Managing By Walking Around (MBWA) Do it to everyone. You may remain in such close contact with your direct reports that MBWA is redundant with them. The real power of the technique lies in the time you spend with those in lower levels of Unity University, College of Distance & Continuing Education 77 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) your area of responsibility. Get around to see those who work for your direct reports and any others whose work is important to you. Do it as often as you can. MBWA sends positive messages to employees. It reveals your interest in them and in their work, and it says you don’t consider yourself "too good" to spend time with them. MBWA also enables you to stay in touch with what is going on in your department, section or unit. Put aside at least thirty minutes a week to spend with all employees. Aim for once a quarter to see those you must travel long distances to visit. Go by yourself. MBWA is more meaningful when you visit with employees alone, and one-on-one. It encourages more honest dialogue and speaks loudly of your personal commitment to the idea. Don’t circumvent subordinate managers. Some employees may take advantage of your presence to complain about a supervisor who is your subordinate. Counsel them to discuss the issue fully with their supervisor first. If you have cause to question the supervisor’s judgment, don’t indicate so to the employee, but follow up privately with the supervisor. Ask questions. MBWA is a great opportunity to observe those "moments of truth" when your employees interact with your clients. Ask them to tell you a little bit about the files, projects or duties they are working on. Take care to sound inquisitive rather than intrusive. Unity University, College of Distance & Continuing Education 78 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) Watch and listen. Take in everything. Listen to the words and tone of employees as they speak to you and to each other. You’ll learn a lot about their motivation and their levels of satisfaction. In the words of Yogi Berra, "You can observe a lot just by watching." Share your dreams with them. As a Yukon Dog Team handler used to say, "The view only changes for the lead dog." MBWA is a solid opportunity to make sure that when you lead the sled in a new direction, the employees behind you won’t trip over themselves trying to follow. Tell them about the organization’s vision for the future, and where your vision for the department / unit/ section fits in with the "big picture." Reveal the goals and objectives that you want them to help you fulfill together as a team. Ask them for their vision, and hold an open discussion. Try out their work. Plop down in front of the computer; get behind the wheel; pick up the telephone; review a project file. Experience what they endure. Sample their job just enough to show your interest in it, and to understand how it goes. Think of great ways to reconnect with your front line workers, and gain a current understanding of exactly what they are dealing with during a typical work day. Bring good news. Walk around armed with information about recent successes or positive initiatives. Give them the good news. Increase their confidence and brighten their outlook. So often employees are fed only gloom and doom. Neutralize pessimism with your own optimism, without being non-credible. Have fun. This is a chance to lighten up, joke around, and show your softer side without being disrespectful Unity University, College of Distance & Continuing Education 79 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) or clowning around. Show employees that work should be fun and that you enjoy it too. Catch them in the act of doing something right. Look for victories rather than failures. When you find one, applaud it. When you run into one of the many unsung heroes in your job site, thank them on the spot, being careful not to embarrass them in front of peers or to leave out other deserving employees. Don’t be critical. When you witness a performance gone wrong, don’t criticize the performer. Correct on the spot anything that must be redone, but wait to speak to the wrongdoer’s supervisor to bring about corrective action. Activity 4: MBWA Time allowed: 15 minutes. What do we mean by MBWA? Mention some of the guidelines to be used for MBWA. 4.4. Let Us Sum Up Communication is a very basic and fundamental process for human beings. However, when a brand wants to communicate with their customers, then the communication takes another form. Similarly, there is communication involved between teams as well. There are various types of communication between people as well as between teams. Communication can be classified as internal and external. Internal communication is the process of exchanging information among the people of different level or internal participants within the organization. On the other hand, external communication is an informal exchange of information and messages between an organization and other organizations, groups or individuals outside its formal structure. Unity University, College of Distance & Continuing Education 80 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) It is also possible to classify communication by considering the formality of the communication. One is the formal and official type of communication which can be emails, letterheads, memos, reports and other such kinds of written material. These are considered as documentary evidence and certain formality is associated with them. You cannot submit such formal documents and later deny them. Informal communication is one where there is nothing official about the communication that is happening. There is no specific channel of informal communication because there is Social media, Whatsapp, SMS which are all vehicles of informal communication which can be used by people. 4.5. Check your progress Part I. Choose the best answer for the following questions and write the letter of your choice. 1. Word-of-mouth (WoM) communications can be characterized as: A. Formal, planned and unsolicited conversations B. Informal, planned and unsolicited conversations C. Informal, unplanned and unsolicited conversations D. Formal, unplanned and unwanted conversations 2. Internal communication" refers to A. Letters from outsiders to people inside the organization. B. Exchange of information and ideas within an organization. C. E-mail communication. D. Letters from insiders to people outside the organization. 3. The informal network that is known as the "grapevine" A. Deals exclusively with personal matters. B. Rarely contains accurate information. C. Carries information along the organization's formal chain of chain of command. D. Is used by savvy managers to spread and receive informal messages. 4. Which of the following are examples of external communication? A. With competitors C. With journalists B. With customers D. All of the above Unity University, College of Distance & Continuing Education 81 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) 5. Down ward communication involves all of the following except one: A. Job instruction by a superior B. Employees request for opportunities C. Performance feedback D. Provision of explanations on policy Part II. Write “True” if the statement is correct or “False” if the statement is incorrect 1. Informal communication channels usually work in accordance with the organizational hierarchy. 2. The success of communication depends only on the sender of the message. 3. The type of informal communication in which a person with the information passes it to all other individuals in the channel is referred to as single strand chain. 4. In communication, meanings are in words, not in people. 5. Horizontal communication involves exchange of information among individuals on the same organizational level 4.6. Answers to check your progress Part I. Multiple choice 1. C 2. B 3. D 4. D 5. B Part II. True or False 1. False 2. False 3. False 4. False 5. True UNIT FIVE: PUBLIC RELATION Structure Unity University, College of Distance & Continuing Education 82 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) 5.0. Objectives 5.1. Introduction 5.2. Meaning of public relations 5.3. Public relations skills 5.4. Models of public relations 5.5. Media relations 5.6. Let Us Sum Up 5.7. Check your progress 5.8. Answers to check your progress 5.1. Objectives Dear learner, after studying this unit, you should be able to:  Explain the meaning of the term public relations and various concepts of it  Describe the skillsof public relations  Explain the models of public relations 5.1. Introduction PR or public relations is nothing but the practice of protecting as well as enhancing the reputation of any particular organization/firm or for that matter any individual. In today’s world of fierce competition, where every organization strives hard to work toward its brand image, public relations has become the need of the hour. It is essential for every organization to communicate well with its public/target audience. The correct flow of information is essential. Here comes the importance of public relations. 5.2. Meaning of Public Relations The practice of maintaining a healthy relationship between organization and its public/employees/stakeholders/investors/partners is called public relations. Public relation activities ensure the correct flow of information between the organization and its public also called its target Unity University, College of Distance & Continuing Education 83 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) audience. Public relations go a long way in maintaining the brand image of an organization in the eyes of its audience, stake holders, investors and all others who are associated with it. For schools, the target audience would be students and their parents/guardians, for retailers the target audience would be customers and so on. In the above examples, Public Relations ensures a smooth two-way communication between the school authorities and its target audiences (students and their parents). Retailers must address their customers well for a positive word of mouth and a strong brand positioning. It is really important to create a positive image of any particular brand in the minds of consumers for it do well. Public relations experts not only help in the flow of information from the organization to its public but also from the public to the organization. (Two-way communication). The flow of information from the public to the organization is generally in the form of reviews, feedback (positive/negative), and appreciation and so on. Public relations strengthen the relationship between the organization and its target audience, employees, stakeholders, investors etc. 5.3. Public Relation Skills Public Relations experts ought to possess the following skills for a highly successful and rewarding career.  Excellent Writing Skills A Public Relations expert needs to write well. He ought to be creative and should master the art of putting thoughts into meaningful words. Your words need to create the desired impact and influence the customers. Make sure whatever you write is relevant and puts your organization in the best light.  Creative A public relations expert needs to be extremely creative and should be able to think out of the box. She/he should be able to come out with innovative ideas to promote the organization and its products among the target audience. In today’s world of fierce competition, it is really essential for marketers and public relations experts to experiment with new ideas /concepts and develop something which would benefit the end-users.  Good Communication Skills Unity University, College of Distance & Continuing Education 84 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) Public Relations experts must master the art of effective communication skills. It is really essential to speak well. Don’t just speak for the sake of it. Public relations experts must ensure the recipients have understood what they intend to communicate. Two way communication is the essence of effective public relations. Whatever you communicate ought to make sense and well understood by target customers.  Focused Stay focused and take care of even the minutest details. Do not ignore even the slightest doubt. Even a single detail left unattended can become a major cause of concern in the future. Crosscheck every single detail and observation before jumping to the final conclusion.  Study a lot Public relations experts ought to study a lot and do extensive research before designing public relations activities.  Proactive A public relation professional ought to be proactive and on his toes always. He needs to have a strong grasping power with an eagerness to learn. Lazy individuals generally do not make good public relations professionals.  Competitors research Keep your eyes and ears open. Find out what your competitors are upto.It is really important to keep a close watch on competitor’s activities and initiatives. You may draw inspiration from them but following them blindly would do no benefit and in turn tarnish your organization’s image.  Be Friendly A Public relations expert needs to have strong networking skills. As a Public relations representative one needs to have a strong association with people from media industry (TV, Radio, Print - Newspapers/Magazines), employees, investors, shareholders, partners etc. Sometimes it really becomes essential to flash your smile and get your work done. Never ever spoil your relationship with anyone. Don’t fight with anyone. If you do not like someone, the best way is to ignore. You never know when you might need the other person.  Loyal towards your Job Unity University, College of Distance & Continuing Education 85 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) Be loyal towards your job. Remember a public relations job is not only a nine to six job. You need to stay back sometimes even at odd hours and you can’t just complain. At times you need to meet lots of people in a single day but one can’t crib. One needs to be a little flexible. Make that little extra effort to satisfy your clients.  Pleasing Personality Public Relations Professionals need to have a pleasing personality. Make sure you dress smartly. Public relations experts need to be extroverts.  Tech savvy Be a little techsavvy.Depend on social networking sites such as Facebook, Orkut, Twitter to spread awareness and promote your organization. Activity 1:Skills of PR Time allowed: 10 minutes. List out some the public relations skills. 5.4. Models of Public Relations Models of public relations were proposed by James E. Grunig, a noted public relations theorist who has to his credit several books, articles, chapters and awards in the field of public relations. According to James E.Grunig, there are four models of public Relations:  Press Agentry/Publicity Press Agentry Publicity model is also called P.T Barnum model. Press Agentry Publicity model follows one-way communication where the flow of information is only from the sender to the receiver. The sender is not much concerned about the second party’s feedback, reviews and so on. In Press Agentry publicity model, public relations experts enhance the reputation of the organization among the target audiences, stakeholders, employees, partners, investors and all Unity University, College of Distance & Continuing Education 86 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) others associated with it through manipulation. According to this model, organizations hire public relations experts who create a positive image of their brand in the minds of target audiences through arguments and reasoning. They influence their potential customers by simply imposing their ideas, thoughts, creative stories of their brand, USPs of the products and so on. Flow of information takes place only from the public relations experts to the target audiences. (One way communication)  Public Information Model As the names suggests public information model, emphasizes on maintaining and enhancing the image of an organization simply by circulating relevant and meaningful information among the target audience/public. Public relations experts depend on press release, news release, video release or any other recorded communication often directed at the media to circulate information about their brand among the public. Newsletters, brochures, magazines with information about the organization, its key people, products, benefits of the products, testimonials, success stories are distributed at regular intervals among target audiences for brand positioning. In such a model, public relations experts need to be creative and ought to have a flair for writing. They should be really good at putting their thoughts into meaningful words which influence the customers and end-users. Public information model also revolves around one way communication where information primarily flows from sender (organization and public relations experts) to the receiver (target audience, employees, stake holders, employees, investors and so on).  Two Way Asymmetrical Model Two-way asymmetrical model of public relations revolves around two-way communication between both the parties but the communication is somewhat not balanced. In this type of model, public relations experts position their organization and brand on the whole in the minds of their target audiences through manipulation and force the public to behave the same way they would want them to do. In two-way asymmetrical model of public relations, organizations do not utilize much of their manpower and resources to find out the reaction of the stakeholders, investors or for that matter public. Unity University, College of Distance & Continuing Education 87 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312)  Two-way Symmetrical Model Two-way symmetrical model of public relations is an ideal way of enhancing an organization’s reputation among the target audience. According to two-way symmetrical model, public relations experts depend on two-way communication to position their brand among end-users. Free flow of information takes place between the organization and its stake holders, employees, investors and vice-a-versa. Conflicts and misunderstandings are resolved through mutual discussions and communication. A two-way communication takes place between both the parties and information flows in its desired form. The feedback from stakeholders and target audiences are also taken into consideration. Activity 2:PR models Time allowed: 10 minutes. What is the main theme of “two way symmetrical” model of public relations? 5.5. Media Relations Public relations experts create awareness and market their organization and its products/services to various media sources which include TV, Radio, internet, newspapers, and magazines and so on. Public relations experts develop and design various interesting and creative stories about their organization and products and pitch it to various media people. Organizations bank on their relations with media channels to enhance the reputation of their brand. Following are the tools used in media relations:  Press Kits Press kits include written material about the organization and its top people.  Audio Releases Audio releases or video releases are prerecorded messages distributed to various media channels. Unity University, College of Distance & Continuing Education 88 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312)  Matte Releases Small local newspapers accept articles written by organizations when they do not have sufficient articles or stories to publish. Such releases are called as matte releases.  Website Press Room Public relations experts promote their organization and its products/services through online press rooms.  Media Tour Public relations experts publicize their organization and its products through media tour where key people of the organization travel to important places and locations and promote their products through various interviews to media people. They interact and share the benefits and USPs of their products/services with people from various news channels, radio channels and even print media. Organizations also hire celebrities or other people popular among the masses to promote and publicize their organization.  Newsletters Newsletters are nothing but publications which are distributed on a regular basis (monthly, quarterly) among target audiences. Public relations experts collect complete information (name, address, agegroup) of their target customers and distribute newsletters to create awareness about their products. Newsletters should include information about the organization, interview from key people, product information, and testimonials from clients and so on.  Events/Functions Public relations experts organize special events, gatherings, parties, to target their customers and promote their organization and its products among them. People from media are also invited for coverage.  Speaking Engagements One of indirect ways of publicizing an organization and its products is through interacting with potential customers and target audience. Company officials address the target audience and do not only discuss about their products and services. They generally prefer any topic which would interest the target audiences.  Employee interactions on a regular basis Unity University, College of Distance & Continuing Education 89 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) It is really essential for employers to stay in constant touch with employees and keep them abreast with the latest developments and happenings within the organization. Management or public relations experts should circulate latest events, new product launches among employees through emails, circulars, notices or simply communicating with them.  Charity/Corporate social responsibility Public relations experts engage in various social and charitable activities to publicize their organization and its products. Organizations distribute products among target audiences to create a goodwill of their organization. Activity 3:Media relations Time allowed: 10 minutes. What do we mean by media relations? Mention the tools of media relations. 5.6. Let Us Sum Up Public relations refer to the practice of enhancing an organization’s reputation in the eyes of public, stakeholders, employees, investors and all others associated with it. Public relations experts are specially hired by organizations who work hard towards maintaining brand image of organization. Communication plays an essential role in effective public relations. Two-way communication between both the parties is essential and information must flow in its desired form between the organization and public. The receiver must understand what the sender intends to communicate for an effective public relation. The receivers (public, target audience, stakeholders, employees, investors) must clearly understand the sender’s message. (Organization in this case). The message/information needs to create an impact in the minds of customers for an effective brand positioning. Communication needs to have a strong influence on the target audience for them to remain loyal towards the organization. Unity University, College of Distance & Continuing Education 90 Downloaded by Robak Tube ([email protected]) lOMoARcPSD|32589088 Administrative & Business Communication (Mgmt 312) In public relations, the receivers play a crucial role than the sender. The sender (organization) must ensure that the receivers interpret the information correctly and also give necessary feedbacks and reviews. It is really essential for the sender to understand its target audience. Public relations experts must do extensive research and gather as much information as they can before be planning any public relation activity. Public relation activities would go unnoticed if receivers to not understand it well. Public relation activities must be designed keeping in mind the benefits of the target audience for a better brand positioning. In cases of hospitals, public relation activities would ensure a smooth flow of information between the hospital authorities or management and the patients and their immediate family members or relatives. Public relations experts from a hospital in a rural area must plan and design their activities in the local language for receivers to interpret and respond well. If the hospital authorities interact in a language not understood by the patients, no real communication takes place and eventually the effect of public relation activities get nullified. Further the needs of the target audience must be understood well. Remember public relation activities are designed to position an organization in the best light. This happens only when the target audiences are fully satisfied with its services/products. Understand what your target audiences expect from you to design public relations activities for the maximum and desired impact. Make sure your target audiences understand what you intend to communicate. 5.7. Check your progress Part I. True or False item Instruction: Write’ True’ for correct statements or ‘False’ for the incorrect ones. 1. Public relations refer to the practice of enhancing an organization’s reputation in the eyes of public, stakeholders, employees, investors and all others associated with it. 2. Two-waysymmetrical model of public relations revolves around two-way communication between both the parties but the communication is somewhat not balanced. 3. Public relation activities ensure the correct flow of information between the organization and its public also called its target audience. Unity University, College of Distance & Continuing Education 91 Downloaded by Robak Tube ([email protected])

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