Strategic public relations

Ehsan Khodarahmi

17 citations0/0 files storedDisaster Prevention and Management An International Journal

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Public Relations and Crisis Communication Marketing and Advertising Strategies Corporate Identity and Reputation

Abstract

Purpose The purpose of this paper is to draw the line between public relations and strategic public relations in a simple and understandable language. Design/methodology/approach Various definitions of both public relations and strategic public relations were cited in the paper and the common terms used in all definitions were outlined. The main discussion was then based on such similarities in order to establish the differences between the two terms. This was done by studying others' research and discussing their findings in a simple language in order to present a reliable literature review to readers and facilitate future research by providing credible references. Findings There is a grey line between public relations and strategic public relations; however there are differences between the two. This paper clarifies the differences by referring to genuine definitions of the two terms by experts and their analysis of the terms when it comes to practice, which calls for integration. Research limitations/implications There is limited research conducted in the field of strategic public relations and still many have doubts about its effectiveness. This paper gathered relevant theory and examples from the real business world to suggest integration of public relations with marketing tools with strategic management coupled with generating trust. Practical implications Symmetrical communications and realising appropriate timing are important to achieve objectives of strategic pubic relations. There is no magic or formula for this but to think outside the box, allow effective stakeholders' engagement and proactive monitoring of the marketplace to increasingly enhance the chances of success. Originality/value Succinct study of strategic public relations and introducing the term SPR, as well as emphasising the integration of appropriate techniques and tools to achieve optimal result.

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References

2018MANAGING PUBLIC RELATIONS 1967Effective Public Relations 1998Relationship management in public relations: dimensions of an organization-public relationship 2000Postmodern Values in Public Relations 2005Privileging Identity, Difference, and Power: The Circuit of Culture As a Basis for Public Relations Theory 2000Liberating the Intellectual Domain From the Practice: Public Relations, Activism, and the Role of the Scholar 1999Influential Authors and Works of the Public Relations Scholarly Literature: A Network of Recent Research 1998Are the IABC's excellence principles generic? Comparing Slovenia and the United States, the United Kingdom and Canada

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