Actions speak louder than words: How a strategic management approach to public relations can shape a company’s brand and reputation through relationships

The strategic management within an organization refers to the formulation of the main goals as well as the initiatives that have been undertaken by the organizational management for dealing with the consideration of the various resources of the company. The strategic management also encompasses the factors that are related to the implementation of these goals and the initiatives that have been proposed by the management of the organization (Zerfass et al. 2018). The organizational management is observed to be taking the decision on behalf of the several stakeholders of the organization, especially the owners of the concerned business organization. The strategic management of the organization further involves an analysis of both the internal as well as the external environment of the organization. The following essay attempts at the summarization of five articles that discuss the relationship between public relations and strategic management of a certain business organization.

Grunig and Kim (2011) in the article entitled “Actions speak louder than words: How a strategic management approach to public relations can shape a company’s brand and reputation through relationships” attempts to deal with the various matters that pertain to the communication that is observed to be taking place within the given organization. The article tends to deal with the matters that pertain to the communication within the organizations that are operational within the given market. The authors tend to discuss the fact that the differences that are existent within the words, the promises on the behalf of the concerned management might end up in the discrepancies within the given company. The concerned communicational channels and the matters that are to be communicated tend to discuss the matters that pertain to the differences in the handling of the various areas that are included within the areas of marketing, the advertising of the products that are related to the company and the public relations that are maintained within the concerned company. The concerned organizations that have been operating in the various markets all over the world tend to deal with the matters that pertain to the repetitive actions within the concerned industry. This might relate to the reduction of the uncertainty within the organization. The public relations that are maintained within an organization tend to help in the matters that are related to the reputation of the concerned organization. The public relations within the company affects the goodwill of the business organization through the contribution to the governance within the organization as well as by maintaining the relations with the concerned stakeholders.

Furnishing the Edi?ce: Ongoing Research on Public Relations as a Strategic Management Function

Grunig (2013) in the article entitled “Furnishing the Edi?ce: Ongoing Research on Public Relations as a Strategic Management Function” tends to deal with the concept of the public relations as one of the matters that pertain to the various strategic management functions that are undertaken by the concerned organization. The concerned organizations that have been operating in the various markets all over the world tend to deal with the matters that pertain to the repetitive actions within the concerned industry. This might relate to the reduction of the uncertainty within the organization. The public relations that are maintained within an organization tend to help in the matters that are related to the goodwill of the business organization in discussion. The public relations within the company affect the reputation of the company through the contribution to the governance within the organization as well as by maintaining the relations with the concerned stakeholders. The public relation professionals within the organization might be encouraged to be involved in the matters that pertain to the strategic decisions that need to be undertaken by the concerned organization. The author of the article has based the research on the matters that pertained to the scanning of the various environmental issues. The article had also taken into consideration the other factors that pertain to the empowerment of the department of public relations that are maintained within the organization.

Hallahan et al. (2007) in the article “Defining strategic communication” tends to discuss the matters that pertain to the strategic communications that are undertaken by the concerned organization. The author suggests that the strategic communication within an organization tend to relate to the various communications that might help in the matters that pertain to the fulfillment of the mission in compliance with the vision of the company. The concerned communicational channels and the matters that are to be communicated tend to discuss the matters that pertain to the differences in the handling of the various areas that are included within the areas of marketing, the advertising of the products that are related to the company and the public relations that are maintained within the concerned company. The various disciplines that are taken into consideration by the concerned business organization tend to relate to the factors that are related to the management of the organization, the various activities that are related to the marketing of the various products and the services that are extended by the company, the advertising of the services and the products and the services that are extended by the concerned organization. The concerned author tends to discuss the matters that pertained to the communication with the various stakeholders of the organization, thereby involving them in the matters that pertain to the various strategic communications that have been undertaken by the organization.

Defining strategic communication

Kim and Grunig (2011) in the article entitled “Problem solving and communicative action: A situational theory of problem solving” attempts a discussion on the matters that pertain to the situational theory that is involved in the matters that are related to the solution of the various problems that might arise within the given organization. The authors tend to discuss that the situational theory that is involved in the matters that are related to the solution of the various problems that might arise is a part of the situational theory that is implemented within the dealing with the public. The authors tend to throw light on the matters that are related to the conditions wherein the people feel the necessity to communicate with each other. The situational theory of publics tends to discuss the matters that pertain to the communicational behavior and the decision-making ability within the concerned individual. The authors of the article tend to discuss the matters that pertain to the communication of the various decisions that are related to the changes in the company in regards to the various stakeholders of the company in discussion. The communication might thus affect the matters that pertain to the overall performance of the organization. The authors of the article tend to discuss the three different variables that deal with the explanation as well as the prediction of the matters that pertain to the various behavioral patterns that are depicted by the concerned company.

Plowman (2005) in the article entitled “Conflict, strategic management, and public relations” attempts a discussion on the contribution of the public relations within the field of the strategic management that is present within the organization. The public relations that are maintained within an organization tend to help in the matters that pertain to the goodwill of the concerned organization. The public relations within the company affect the goodwill of the company through the contribution to the governance within the organization as well as by maintaining the relations with the concerned stakeholders. The author tends to discuss the matters that are related to the discrepancies as well as the multiple factors that are related to the discipline of public relations that are maintained within the business organization. The concerned communicational channels and the matters that are to be communicated tend to discuss the matters that pertain to the differences in the handling of the various areas that are included within the areas of marketing, the advertising of the products that are related to the company and the public relations that are maintained within the concerned company. The various disciplines that are taken into consideration by the concerned business organization tend to relate to the factors that are related to the organizational management. The department of public relations of the organization further consider the various activities related to the marketing of the various products and the services that are extended by the company, the advertising of the services and the products and the services that are extended by the concerned organization.

Conclusion

Thus, from the above discussion, it might be concluded that there exists a deep and engaging relation between the strategic management of the business organization and the public relations that are maintained within the organization. The public relations that are maintained within an organization tend to help in the matters that pertain to the organizational goodwill. The public relations within the company affect the goodwill of the company through the contribution to the governance within the organization as well as by maintaining the relations with the concerned stakeholders. The strategic management within the organization takes into consideration the various factors that are related to the advertising of the products as well as the maintenance of the proper relationship with the stakeholders of the business organization for the improvement the overall performance of the business organization within the concerned industry as well as the global market at large.

References

Grunig, J.E. and Kim, J.N., 2011. Actions speak louder than words: How a strategic management approach to public relations can shape a company’s brand and reputation through relationships. Insight Train, 1(1), pp.36-51.

Grunig, J.E., 2013. Furnishing the Edi?ce: Ongoing Research on Public Relations as a Strategic Management Function. In Public Relations and Communication Management (pp. 41-66). Routledge.

Hallahan, K., Holtzhausen, D., Van Ruler, B., Ver?i?, D. and Sriramesh, K., 2007. Defining strategic communication. International journal of strategic communication, 1(1), pp.3-35.

Kim, J.N. and Grunig, J.E., 2011. Problem solving and communicative action: A situational theory of problem solving. Journal of Communication, 61(1), pp.120-149.

Plowman, K.D., 2005. Conflict, strategic management, and public relations. Public relations review, 31(1), pp.131-138.

Zerfass, A., Ver?i?, D., Nothhaft, H. and Werder, K.P., 2018. Strategic communication: Defining the field and its contribution to research and practice. International Journal of Strategic Communication, 12(4), pp.487-505.