Public Relations, Ethics And Corporate Social Responsibility Essay

Public Relations, Ethics And Corporate Social Responsibility Essay Public Relations, Ethics And Corporate Social Responsibility â€" Essay Example > g, marketing, promotion, publicity, and salesrefer to different but similar activities. In today’s business world, PR has emerged as important function that contribute to the success of organisationprofit organizations such as companies, the travel and tourism industry, trade and professional associations; or non profit organizations, such as governments, educational institutions, or labour unions. PR one of the fastest growing fields between 1998 and 2008[1]. According to the Bureau of Labour Statistics in 1998, public relations specialists held approximately 122,000 jobs[1]. here are several reasons why PR has become more important in recent time. Saffir[2] explains that one of the reasons is because public opinion is becoming more powerful, and therefore, those who are able to deal in public opinion will gain more support and power in achieving their objectives. n spite of the importance of its roles in many fields, PR suffers from an identity crisisntil now, the existence of a ubiquitous definition of the PR is uncertainhen we mention PR most people think about certain channels of communication: particularly editorial publicity, sponsorships, and 'launch events' for new products. PR practitioners suffer from serving as intermediary between the organizations represented and the organizations public. . Many researchers have wrestled with a definition that seems suitable and internationally acceptable. Moreover, PR has been defined as a role of an essential function of management. That role evaluates public attitudes, identifies the policies of an individual or organization and plans a program of action[4]. In 1982 the Public Relation Society of America (PRSA) defined PR as a management function that established and maintained mutually beneficial relationship between organizations and the municipal, which includes counselling at the highest level and the involvement of strategic planning for the organizations[4, 5]. Public relations help an organization and its public adapt mutually to each other. Reputation is not something that can be managed directly, but it is an omnipresent attribute and the global result of a firm’s or individual’s behaviour. PR identif through numerous activitiesIn public relations, planning strategy plays a critical role in determining how organisations respond and manage environmental relationships and demands. Ethics issue in Public RelationsEthics is related to a set of moral codes and values which are based on the ideas of right and wrong or basically “The right thing to do”. Those beliefs and standards provide assistance in decision making processes and hence will manage how a company ought to act. Ethics becomes a fundamental issue in the PR field as it is important to the company's success and is a critical element of competition in today’s business world. Elkington[12] can give a background of the growing importance of ethical practice todayFrom Elkington’s point of view, in today’s business, competition has driven companies increasingly, while in the past business firms were more submissive. For this reason, many companies practice their business without considering the impacts which may affect the society in order to win their competitions. For example, multinational companies such as Nike and Starbucks are claimed to have exploited local people in poor countries due to low wages standards and poor working conditions in order to reduce their production costs. As a result, ethics is becoming more crucial in providing guidance for their contribution toward building a better society, and subsequently PR should refer to ethics in their practice.