AK21103 Principle of Public Relations (1-2020/2021)
Individual Assignment
How Public Relations Could Help in Developing Good Reputation For an Organization
Name : Winda Shabrina
Matric Number : BA20180793
Programme : Communication
Lecturer’s Name : Prof. Lai Che Ching
Submission Date : 10th December 2020
I. Introduction
1.1 Definition
Public relations has a function to build an organization to make a good reputation the meanings of
public relations can be stated as the art and social science of that link inside and outside the organization
together. Public relations draw purpose, and how to do with the programs will be done. Public relations
in organizations in terms of work quality means to assist organization management in achieving the
goals and can be the way to developing an organization. A good reputation can build by good public
relations.
According to (Boyd et al., 2009) explain enhancing reputation – as the cornerstone of an
organization’s differentiation strategy – requires carefully nurtured interdependent and complex
relationships. Belongs to (Fediuk et al., 2010; Coombs and Holladay, 2006) the reputation can
explain as a key construct in relationship management literature, can increase perceptions of
responsibility for any crisis event (stability of negative behavior) that may appear in organizations.
According to Dirk Gibson1 reputation fundamentally concerns public perceptions, to get a
professional reputation can be definitions might be considered. Reputation represents accumulated
organizational intangible, reputation depicts an evolving image resulting from the confluence of
corporate self-definition and occasional redefinition, and then corporate reputation signifies public
evaluation of the organizational activity. Reputation according to Sharon Beder2 includes elements of
trust, credibility, responsibility, and accountability that concerns public perceptions regarding image,
since most people outside of concepts, this statement though by (L’Etang 2012, p.51) has stated that
reputation “is dependent on trust and transparency and the interplay between the concepts of identity
and images”. Additionally, on its website, the Chartered Institute of Public Relations (CIPR, 2010) defines
public relations (PR) as being “about reputation – the result of what you do, what you say and what
others say about you”.
So the public relations is the discipline that looks after reputation with the aim of earning understanding
and support and influencing opinion and behavior. Many authors suggest that PR is the planned and
1 Dirk C. Gibson Communication & Journalism | [Link]
2 [Link]
sustained effort to establish and maintain goodwill and mutual understanding between an organization
and its publics belongs to the explanation from (Jain et al., 2014; Nicoli and Komodromos, 2013;
Zaharna, 2011). This present aim to the literature by examining how public relations (PR) could help
in developing good reputation for an organization that will contribute to an improvement of PR in the
field of organization.
II. Discussion
2.1 The Position of Public Relations in Organizations
The position of public relations in organizations in the term of work quality means to assist to organization
management in achieving organizational goals, believe to the transparency affairs and accountability, respect
citizens' rights, identify duties and responsibilities of government, the right control of people to the work
and the right people in criticize and evaluate programs and practices of the organization-specific strategies.
2.2 Organizations reputation elements and corporate identity – critical reasoning
To make a good reputation for an organization the organization must build a corporate identity includes
critical reasoning. for the example to explain that is Corporate identity consists of proactive (premeditated),
reactive, and unintentional (factors outside their control or volition) activities and messages of
organizations. Whether it is deliberated or not, just by their existence, every organization has an
organization's identity and transmits messages influencing the stakeholder’s image of them according
to (Tench and Yeomans, 2009). And then for the important elements for the result of an organization’s
actions can make the benefit of the organization. Reputation plays a key role in the effort to understand
why some organizations outperform others.
2.3 Lack of Communication and Internal Resources in the PR it concludes
1. Consistency
Effective communication inside and outside the organization, and strategic corporate
communication function as a powerful tool of PR for small firms.
2. Transparency
Building a good reputation demonstrably increases corporate worth and provides sustained
competitive advantage, via transparency and continuous communication of your company’s vision
and mission. The organizations can look likes besides their reputation that includes transparency.
3. Credibility
For answering the questions about Does my organization have a reputation for honesty or can be
trusted?”.To answer that the important point is can come from the most successful organizations
are those that build a solid and sustainable foundation and culture of trust and credibility from
their member in the organization. On the other hand, the important tools to build a good
reputation in organizations are training, why? Because participants can be creating identity and
building reputation may be the most important assets, and the easiest to lose, and the most
challenging to maintain and it can increase the knowledge about PR that one of the points to builds
organization is good. The last thing is the commitment that grown in the participant of
organizations.
III. Conclusion
The reason for public relations (PR) could help in developing a good reputation for an organization
because it can be stated as the art and social science of that link inside and outside the organization
together. Public relations draw purpose, and how to do with the programs will be done, following
the point of build reputation that will see about the importance of PR role in there. Public relations
in organizations in terms of work quality means to assist organization management in achieving
the goals and can be the way to developing an organization. A good reputation can build by good
public relations otherwise has positions among organizations achieving organization goals, in the
point about the reputation it includes the point about building public relation by doing elements
and corporates identity there are consists of proactive (premeditated), reactive, and unintentional
(factors outside their control or volition) activities and messages of organizations and public
relations help plays a role in lack of communication and internal resources are consistency,
transparency, and credibility. So, with this point can conclude that the role of public relation is the
things that can make organization especially can build their reputations.
IV. References
References
Gibson, D., Gonzales, J. L., & Castanon, J. (2006). The importance of reputation and the role of public
relations. Public relations quarterly, 51(3), 15.
Komodromos, M. (2017). Public relations and reputation in small organizations: creating identity and building
reputation for success. Global Business and Economics Review, 19(5), 536-552.
Gilaninia, S., Taleghani, M., & Mohammadi, M. E. (2013). The role of public relations in organization. Nigerian
Chapter of Arabian Journal of Business and Management Review, 62(1097), 1-5.
*nb : excluding title and references words 956