The Concept of Internal and External Public

Question:

Public Relation Theory and Practice.
 

In the year 2010, BP’s deepwater explosion has faced a catastrophic consequence after engulfing eleven disastrous lives.  On the other hand, in between December 2010 to January 2011, Queensland had been affected with a disastrous flood. Due to this devastating consequence, thirty-five people have lost their life. As per the conception of public relation issue, the people who have been directly and indirectly associated with the issue have been considered as the part of public (Rice and Atkin 2012). As per this particular case study, the people who have been victimized by the devastating consequence of BP explosion and Queensland flood have been considered in the category of public. Public in a true sense has been categorized into two types that include internal public and external public. As already mentioned, victims have been considered as the internal public, on the other hand, the manager, CEO, employees of the association are also considered as the part of internal employees.

As already mentioned, public has been categorized in two different types that include internal public and external public. As per the case study of BP explosion, it has been observed that eleven innocent people had to face disastrous consequence due to devastating explosion. On the other hand, thirty-five lives had been lost due to the disastrous consequence of Queensland floods (Baldwin, Cave and Lodge 2012). As per the priority factors, the public who have been victimized by the entrance of fatal natural calamity has been provided special priority. In this situation, the internal publics have to play a major role in order to deal with the pressure of external public. As per the case study, it has been observed that one unethical statement on behalf of the CEO of BP in front of camera has rendered a negative reputation. After the fatal consequence, Tony Hayward stated in an occasion “ I want my life back”.  

Therefore, it is clear and evident that this particular individual is least concerned about the lives of many innocent people. The life of eleven workers has not remained a matter of concern to them (Bratton and Gold 2012). Therefore, this kind of unethical comment has created a major disturbance on the mind of other workers associated with BP. As per the reactions of the other employees, it has been observed that workers are not feeling safe and secured after hearing the statement made by the client. Therefore, as pre the segmentation and priority level, external public plays a serious role in order to provide a real decision on the organizations’ performance. Internal public such as employees, managers, CEO of the organization such as BP has to depend highly on the decision of external public. In order to run an organization successfully, the internal public has to follow the needs and demands of the external public. Therefore, as per the priority basis, the existence of internal public is highly dependent on external public.

In the two disasters, the external public has accepted two different approaches from the leaders. On one hand, people have strongly opposed the comment made by Tony Heyward. This particular person has showed reluctance for the people who have lost their lives due to the disastrous consequence (Ki, Kim and Ledingham 2015). Amidst the dwindling situation, Heyward is very much concerned about own life and reputation of the organization. Due to this kind of negative approach, this particular person had been highly criticized by the external public. However, this kind of approach is very much convenient to the people of American politicians. At the same time, it is undeniable that British Petroleum explosion has become a serious issue for universal people. For this reason, this kind of statement has drawn the attention of media as well as to the people in general.

Priority Factors and Leadership Styles in Crisis Situations

On the other hand, the leadership style of Anna Bligh at the time of Queensland flood has achieved a universal fame due to her excellent skill and competency.  As per the review of Age newspaper, it has been observed that Anna Bligh had played a major role in order to deal with the family members of those flood-affected victims. Her sympathetic approach towards the victim’s family members has drawn the attention of media (Britzman 2012). Therefore, this particular case study has highlighted two different approaches in order to make a difference.   

Corporate image is one of the major ways of gaining a recognition or reputation of a company by providing an effective service to the customers. In the competitive market of business climate, many organizations like to follow various aims and strategies in order to build the image of the organization. Due to several reasons, business organizations have to face image problem (Stufflebeam and Shinkfield 2012). These kinds of several reasons include employee termination without notice, reducing the quality of product, failing to maintain supply and demand, unavailable services and so many.

On the other hand, reputation is out an out public’s opinion as per the company’s corporate social responsibility and other images. Corporate image and corporate reputation is inseparably related to each other.  Several aspects of corporate reputation include the work culture, the infrastructure, the job profile, corporate policy and responsibility, creation of job and so many. Therefore, corporate reputation is out an out based on publics’ opinion regarding a particular organization (Moberg 2012). Therefore, in order to gain the reputation on the mind of people, organizations have to build the image first.

If I had been appointed in the position of CEO, I would definitely like to apply some different approaches and strategies at the crisis of my organization. In order to handle any kind of sudden natural calamities like flood, explosion and so on, I would like to stand beside the victims directly. I would think about the victims’ family members first instead of thinking about my profit and loss. Apart from that, I would like to follow participative leadership style at the workplace. With the help of participative leadership style, I would get the opportunity to make a collective decision along with my employees.

I would never like to impose my decision on my junior employees. As a result, the employees get opportunities to share their point of views. Apart from following participative leadership at the workplace, I would like to follow effective communication with the external public as well as media to keep a control over the entire situation (Grunig 2013). I would never make such an argumentative comment in front of media that will destroy my entire reputation. Rather I would like to utilize media as a major pathway based on which I can provide necessary messages to the family members of victim workers. Showing a sympathetic outlook towards the victims, I would like to stand beside them.

As mentioned already, corporate image is completely based on the organization’s service process, the way of maintaining effective strategy at the workplace and so on. Based on the service quality as well as on product quality, the organization likes to build image. On the other hand, reputation can be achieved as per the feedback of the people. Several factors play a major role in order to enhance the reputation of the organization (Holtzhausen 2013). Several factors include employees and employers relation at the workplace, managers’ interaction skill with the employees, way of recruiting an employee inside the organization and so many. Therefore, organizations’ reputation is highly dependent on the opinion of public.

Corporate Image and Corporate Reputation

As per the case study, it has been observed that British Petroleum is able to hold a predominant place among major gas companies throughout the world. Therefore, it is certain that this particular company is able to build the image in the international field. After the disastrous consequence held in the year 2010, the CEO made an objectionable comment in fort of media that has already stated earlier. As per this comment, the public in generally firmly liked to show their disappointment towards the organization. It highly affected on the reputation of the organization. It is undeniable that the two overarching term corporate image and corporate reputation are inseparable related to each other. After the unexpected statement made by the CEO of BP, the overall reputation has been highly affected. Once the reputation got affected with the overstatement thrown by the Tony Heywood, the entire image of the organization hampered severely. The workers showed their reluctance to continue their work in this environment.

Queensland has handled the demand of public at the crisis quite intellectually. Anna Bligh has showed her sympathetic outlook in order to encourage the workers as well as the family members of those victims. However, in case of British Petroleum, the vindictive outlook of the CEO has demolished the entire reputation of the company. Therefore, while delivering a speech in front of media, the CEO should think twice before making any comment. Therefore, CEO or the managers while falling in crisis due to some unexpected natural calamity, should have the proper skill and competency to tackle the entire situation intellectually (Ki, Kim and Ledingham 2015). The people who have become victimized due to some unexpected disaster at the workplace should get a hundred percent assistance on behalf of the employers. Otherwise, it highly affects the entire reputation of the organization.

Therefore, as per my point of view, the organizations like BP should utilize the popularity of media positively. By sending a sympathetic message towards the employees as well as on the family members, the employers have to deal with the situation systematically. In addition, by confessing the entire drawbacks on behalf of the organization, CEO should render some positive approaches in front of media so that media person can help to multiply those messages. 

8. Conclusion

The entire study has provided an in-depth understanding on different practices and theories of public relation. As per the case study of British Petroleum and Queensland, various public relation theories and approaches have been pointed out throughout the case study. Moreover, the study has made a clear difference between corporate image and corporate reputation.  

Reference List:

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Stufflebeam, D.L. and Shinkfield, A.J., 2012. Systematic evaluation: A self-instructional guide to theory and practice (Vol. 8). Springer Science & Business Media.