Public relations can be defined as the way companies and organizations respond to needs in the society through enhancing their reputation. Public relation is usually done on the mass media where an organization communicates it goals and objectives as a means to create good will with the people or the community at large. Public relation is geared towards creating a good image for the organization where the community views its operations as a corporate social responsibility concern. Public relation is all about informing the masses of the current undertaking of a particular idea than an organization has. Most public relations are done on the mass media where a lot of people have access to the information which in turn helps remove any ambiguity whatsoever. Any misunderstanding is readily clarified by the organization heads. Over the years many organization have incorporated the act of public relation that will help portray a clear good image to the public for peaceful co-existence with community around. Many organizations have gone to a point of establishing a public relations department known to many people as PR. These departments act as customer oriented stores that assist he customers in case of any problem that may arise during delivery of service. The PR departments are geared towards creating a good image for the organization. Public relation message involves how an institution is able to pass clear information of its products and services that it wishes to pass to the community under which it operates. Through public relation an organization is able to manage the kind of information it wishes to pass to the different individuals exposed to its services.
Organizations have been able to incorporate different tools that are meant to improving their image in the surrounding community. The mostly used tools by organizations in the recent times include news releases and more so announcement on the mass media. Most organizations issue newsletter of their various corporate responsibility activity and create public forums where the management team are able to interact with their customers. Public relation has risen over the years as an answer to some problems that may arise during the course of the organization doing business which may hurt the general public. Thus as a means to creating a positive image of the operations of the organization the management creates a socially motivated policy in the organization to deal with any legal issue that might rise. As far as organizations are in operation will most of the time be liable for actions that may harm their employees or even their customers. Thus public relation is used to shed some truth and show compassion of the organization to the community and the environment at large. Employees of organization must also act in an ethical manner to safeguard themselves from harming themselves or causing great losses to the organization. Organization management must ensure their employees have protective gear when at work or are not over exploited by their supervisors (Johnston & Zawawi, 2009).
Public relation has proved to be a very important tool to create a good image for the organization and shows how an organization will be ready to respond to environmental needs. Over the last few years the retail giant Wal-Mart has hit the headlines with some issues touching on its public relations. The organization was accused by a woman by the name Duke who had sued the organization of sex discrimination together with over a million other female employees. The organization case was that its top management neglected women in the organization by failure to appoint them in the various management roles. The Supreme Court ruled in favor of the retail shop by declaring that the plaintiff did not have sufficient evidence to base her case of sexual discrimination. This case set a precedent for the organization together with other organization by giving a wake up call of how the employees would raise a charge against such a huge organization. Gender issues nowadays have become eminent in various organizations where the right s of workers has been discussed even on the national television to sensitize the rights of the female employees in any organization. Although the case of Belly Dukes verses Wal-Mart did not end up as it had been presumed the case set a precedent to organizations to involve the female employees in their management position (Bernays, 1952).
Wal-Mart may have won that case put against its management but it was again in 2012 involved in another scandal where the Federal government accuses the management of fraud and corruption by bribing the Mexican officials so as to gain access to the Mexican market with little resistance. The retail store is being accused of bribery where it’s been able to open up over 2000 stores through out the country. According to the American law a legally incorporated organization in the US is not to be involved in any bribery or corruption case in the country or on the foreign market. So the allegation by economy watch of the ,massive bribery of close to $24 million is put on notice as questions are being raised of how the store has been able to dominate the Mexican market in a period of less than a decade. The case is being investigated to determine the role of the management and the employees in the bribery allegation where the paper trail of the allegation is underway. No one knows the outcome of the investigation but the case will raise some other vices that organizations may be involved in as they continue to undertake business operations. The firm top management is being accused of orchestrating bribery with the Mexican official so as to obtain construction permits for its more than 2000 stores in a very short period. The US justice department is involved in the investigation to find out if the organization has abused the Foreign Corrupt Practices act (Johnston & Zawawi, 2009).
Public relation as a tool used by many organizations and institution to create and portray a good image in the corporate world has been very effective in safeguarding the operations of the firm. Organizations are heading to pressure from the community and environment in which they operate to answer to needs of the society by being more socially responsible of their operations. The public relation tool is used to safeguard the operations of the institution and focus more on the good co-existence with the surrounding environment which may include the employees, customers, management and the natural environment. The operations of an institution must be morally upright so as to avoid legal actions being taken against them like what happened to Wal-Mart where it could face a fine for violating the Foreign corrupts Practices Act of the US. Public relation is used to persuade the public plus other stakeholders like investors and customers of how the organization wishes to make better decisions.
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