Public Relations Networks

Optimal Public Relations in Networks

The excellence theory of public relations was proposed after scholars conducted a 15-year global public relations study to define what excellent public relations [Page 724]entails from a management and tactical perspective as well as what organizational characteristics were necessary to support public relations. The excellence theory remains the most significant advance in public relations theoretical development to date. The study found that excellent public relations consisted of balancing organizational goals with stakeholders' expectations, making proactive attempts at reconciling conflicts, and focusing on long-term relationship development rather than short-term campaign successes. Key findings regarding organizational characteristics that support excellent public relations include having practitioners report directly to senior management to help shape organizational decisions and movement away from one-sided messages to two-way conversations.

Multiple studies have shown that organizations benefit from the relationship management approach to organizational communication. Scholars have explored the similarities between interpersonal relationships and the organization-public relationship to further understand the role relationships play in public relations. Stewardship has been proposed as being the key to maintaining relationships. This concept has been defined as the recognition of a stakeholder's involvement with an organization, keeping the promises made to those stakeholders, and providing frequent updates on organizational programs and decisions.

Social Media's Role

As organizational communication continues to evolve, social media plays a huge role in relationship development with stakeholders. Popular press pieces and practitioner handbooks have warmly embraced the new communication avenues and often label their new practices as “public relations 2.0.” From this perspective, the traditional public relations programming centers on special events, trade shows, and community meetings; the production and distribution of news releases, annual reports, newsletters, and other organizational communication tactics; and the maintenance of a static Website that serves as a virtual brochure. Although some traditional public relations tactics provide for social networking through face-to-face conversations, the Internet and social media have ushered in a new era of instant connectivity between individuals and organizational representatives.

Whether through sending a private message over Twitter or posting a message on an organization's Facebook page, individuals are able to provide instant reactions to organizational decisions and behaviors. Although feedback provisions were available through e-mail and forms on most organizational Websites, participation in the blogosphere allowed organizations to demonstrate their accountability and transparency as questions were raised and answered in an unedited, open environment. However, as scandals involving ghostwriting surfaced from questionable behavior by public relations agencies, stakeholders began questioning the authenticity of organizational use of social media, which had largely been the domain of individuals. The creation of organizational YouTube channels and online social networking fan pages has expanded the number of tactics available to public relations practitioners, but they have also generated frustration and skepticism among industry critics.

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