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Public relationships are more instrumental such as organizational colleagues, politicians, strangers, and other outside of one’s relatively narrow circle of intimacy. Public Relation is a management function that engages monitoring and evaluating public attitudes and maintaining mutual relations and understanding between an organization and its public. Public could include shareholders, government, consumers, employees and the media. It is the action of getting along with people we constantly come in touch with. Public relation officers guarantee internal unity in the company by maintaining a clear communications network between the management and personnel. Its major objective is to improve channels of communication and to establish new ways of setting up a two-way flow of information and understanding. Subject of Public relations is a management function that assists organization to successfully deal with challenges and compete effectually in the competitive and global age. To be competent and efficient, specialists must develop holistic skills and knowledge. It is well understood that human beings can never live in 'isolation. They need someone to talk, and share their views. In this way, they practice public relations from childhood. Basically Public Relations are the practice of doing the right thing of performing and communicating the substance of that very performance. The distinctive thing about public relations is that it is deliberate. Theoretically it can be said that public relations are the management function that evaluates public attitudes, identifies the policies and procedures of the organization, and executes a program of action to earn public understanding and recognition.
Public relation is often understood as an occupation that is always working behind the scenes, gliding in and out troubled situations. But Public relation is also often considered to be a corporate conscience which fits well with the business ethics of social responsibility. There are code of professional standards for the practice of public relation to meet goals. Such as 1. To provide behavioural guidelines to its members. 2. To educate management on public relations standards. 3. To distinguish public relations professionals from those individuals (Gower, 2003). Characteristics of public relationship 1. In public, there are people who are different from dealing person. 2. Public relationships are likely to be instrumental. 3. Engagements due to work or benefit. 4. Expectation for respect. 5. Particular kind of role to be played in public relationship therefore responsible for what person says. 6. Accountability vis a vis what person says and person does.
Ethical in public relationship are governed by power. They comprise contradictory values and influence ethical decisions in public relationships. It is well recognized that major fact of professional survival is personal integrity such as, follow the sincere and moral standard. Integrity is also important because it is necessary to build self-confidence. It is significant to follow ethical standard in public setting to sustain authority, develop confidence among people about the system, and to accomplish social wellbeing of society (Reddy, et, al., 2015). According to Dwight and Waldo, there are 12 areas of ethical claim on public officials. These are as under: 1. Constitution 2. Law 3. Nation 4. Country or people 5. Democracy 6. Organization-Bureaucratic norms 7. Profession and professionalism 8. Family and friends 9. Self, middle range, collectivises, such as class, race, union, interest group, and church. 10. Public interest and general welfare 11. Humanity 12. Religion or God It is important emphasize that ethic codes are not widespread, because it cannot be expected that everyone, regardless to the situation and culture, abides by the same moral standards. It can be difficult to balance the interests of all of these publics with the interests of the organization itself. Ethics need to have main role in communication because unprincipled communications are not as obvious as false advertising. Proper selection of words and good communicator can affect other, change their expectation and behaviour. Good strategies can create an influential message that tells people to take action. Skills and knowledge, as that are very powerful and easy to abuse (Rouse Michael and Sandra, 2005). Nolan’s Seven Principles of Public Life:
To summarize, ethics are vital for society to maintain harmony. In private relationships, ethics are confined to close relations such as family. Ethics in Public relations is the practice to manage the spread of information between an individual and an organization. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The main goal of public relations is to inform the public, prospective customers, investors, partners, personnel and other stakeholders and ultimately persuade them to maintain a certain view about the organization, its leadership, products, or political decisions. It includes planning communications campaigns, writing news releases and other content for news, working with the press, organizing interviews for company spokespeople, and website.
By: Mona Kaushal ProfileResourcesReport error
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