UNIVERSITATEA DANUBIUS GALAI

FACULTATEA DE COMUNICARE I RELAII INTERNAIONALE

SPECIALIZAREA AFACERI I ECONOMIE INTERNAIONAL

REFLECTION OF PUBLIC RELATIONS IN BUSINESS

COMMUNICATION

Masterand DIACONU(OAN)OANA CTLINA

Anul I

KEY WORDS: MEDIA, ONLINE RELATIONS, ATTRIBUTES,

ORGANIZATION, COMMUNICATE

2015
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Contents
INTRODUCTION...........................................................................................................................3
TO COMMUNICATE IN PUBLIC RELATIONS..........................................................................4
BECOMING A GOOD COMMUNICATOR..................................................................................6
MEDIA RELATIONS......................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION

In this essay, I wanted to present how important are the public relations in a business
communication, without thinking about the area of concern.
In the first chapter I presented the area of public relations, how the process of public
relations helps the business communication.
In the second chapter I presented how a good communicator must be, what his attributes
are, how he can improve.
In the third chapter I talked about the media relations, of how this area influences the
public relations and the business communication as well.
I think that the public relation have evolved very much in the last years, and if we stop ad
watch how fast the world is evolving, we can see that this sector of public relations will improve
in a bigger way in the future.

TO COMMUNICATE IN PUBLIC RELATIONS

To understand better the problem of public relation in business communication, we have
to understand first what it really means public relations. The first definition comes around the
early 20th century when the public relations were seen like an engagement1. Then in 2012 was
adopted a new definition, so Public relations is a strategic communication process that builds
mutually beneficial relationships between organizations and their publics. Even if the first
definition was elaborated in the early 20th century, that doesnt mean that before that public
relations werent used. Since the society exist so does the public relations, at first these were
used by those who had the power, and with the evolution of the society, the public relations
expanded their field worldwide.
Now we can say that society in which we live, has some big expectations, so to a client you cant
only present a product and aspect this to be over, now you must attract the client to the product,
you have to take care of the client, of their needs, and that is because on the market are different
products, the variety is very big, and so the client can choose for his best interest.
The most important purpose of the public relations is to create a bond between client and
product, client and a business, and so on, that means that public relations must consider.
Public relations are a management of the communication which contributes to the
establishment and maintenance of communication and, in this way the mutual acceptance and
cooperation, between an organization and its public.
It exist an excellence theory that is a theory of public relations based on studies in
communication management, and it explains how important the public relations are in the
society.
In business, the first effort to make is that of problem definition, and then identifies the
solution, which is never unique, as these issues are always unique. There is a process, technique
or universal valid method that could lead to the solution. In addition, another factor does he have
felt the full influence on the affairs in general.

1 http://www.prsa.org/aboutprsa/publicrelationsdefined/#.VLZk59KsUQk
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If we were to compare their business with mathematics, then we can say that the business
is as a system of equations, in which the unknown number always is greater than the number of
equations. There is no single solution. However, if there is such a solution, all competitors would
find it sooner or later and so any real advantage would disappear.
The main purpose of the communication remains to establish multilateral relationships or
to be used in defining and achieving the objectives of firms. By means of communication will
develop drawings and diagrams in such a way that the objectives to be achieved, human and
material resources will be organized for the attainment of the objectives, it will create a climate
favorable behavioral leadership, supporting and providing reasons for people
Communication is a means by which some people are united with others in an
organization to achieve a common goal. No group activity, common, it cannot be carried out
without notice. There is, however, a number of problems that occur at the time of the opening,
transmission and receipt of information through the communication process. The communication
shall determine employee involvement within the framework of the organization, increase
motivation and commitment to solving the problems.

BECOMING A GOOD COMMUNICATOR

For the business relationship to work, you have to be a very good communicator as well
as knowing the art of the public relations. There are some important attributes that a good
communicator has to have it such as2:

Keep an open mind to other ideas

Analyze the critics
Analyze even the non-verbal communication
Respect the others
Have a positive attitude the hole time
Look in the eyes and ask for information where you are in doubt
To know what question to ask so that the conversation suits you
Have a strong objective

Establish a relation between their interlocutors is an essential factor, this designating all
those measures taken to establish a polarization of good communication: correlation of
communication oral, nonverbal, and preverbal.
When creating a report sympathetically, his body language, and words seem to suit and
reflecting on each of their interlocutors. To enter this type of report, in which the interlocutors
must join the others, hitching his movements and reactions, as well as in a dance, with sensitivity
and respect for each other's feelings, without imitating openly against other gestures.
In this way it is possible, metaphorically speaking, to build a bridge to the other person,
at the end of its model discover life/model or mental.
It has been demonstrated by the various research that 70% of the success of
communication we were standing in the nonverbal and only 30% in the verbal (content
streamed). Other researchers estimate that 38% of our communication is nonverbal, while 55% is
non-verbal, harm and only 7% is given orally. No matter what would be the percentage real, we
can't deny influence of certain factors acting on level subconscious/unconscious obsession many
times over.
There are people who talk with his hands, they are people who laugh with the eyes; they
are people who draws his arms through the air; some leverage gestures words, gestures they
ruled out; some gestures are stand-alone.
2 http://www.dumblittleman.com/2010/08/10-keys-to-be-becoming-better.html
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Certain gestures made by hands (indication, a simple beat of the palms or clap their
fingers) give dynamism his speech. Accompany verbal message ample freedom of movement
and secure to hands increases its effectiveness. You should not; however, used too much, as will
induce a state of agitation, eventually he would wear her down the audience.
Are recommended: to avoid aggressive gestures (his hands held in balances, straightening
his finger by auditor), a nervous gestures (clapping his fingers, the knocking in his leg) or those
which denotes indecision, uncertainty (play with various objects, placing your hand through the
hair or hair arrangement, touching several times on the face) or an attitude closed (crossing arms,
tightening fist) give a positive result.
As a determinate, but not rigid speaker you must transmit the message with his exact
strengthens. The orientation to the audience is an essential element for capturing attention and
keeping it during his speech/presentation.
Also, it is recommended that speaker to be allowed to walk easily through public, or in a
room, to contain them with your eyes, and is not indicated staking it behind a desk
Someone who is very good at public relations must have different hats so he can choose
the best in every situation; he must have skills and knowledge.
Even if constrained must be in agreement with ideas expressed, the experience may use
certain tricks persuasive. For example, without saying in words that you are against a ideas set
out, you can say smiling ironically, suggesting your default unfavorable position compared to
what you say. The smile is a component that helps to attract goodwill speaker public, because
transmits friendship, empathy for and confidence. In the introduction it is well known that speech
speaker to smile. Even if the message is negative, will be more easily accepted if it is said while
you smile.
Even if a communicator is very good at his work, he must always try to improve his
skills, his knowledge, all is attributes to remain very good at his work, and so his work will be
the best.
We have talk all about haw to become a good communicator, what attributes you must
have, but we havent talk about how can a good communicator improve a business? I think that a
communicator, through his work and his abilities can improve or destruct an entire work.

MEDIA RELATIONS
In the last years, with the changes that were made in the hole informatics system, even the public
relations area had to evolve with the world, so they had to improve the way the information was
distribute, interact on the web, manage crises online etc.
New context communications workspace comes with remarkable and obvious advantages
in communication sciences and in public relations. There is one question itself: how will adapt
public relations new technologies, in particular internet, which provides endless opportunities
communication?
Now days, when you say media you think about newspapers, magazines, radio,
television, smartphone, brochures, letters, internet, all those things create a bond between people.
Online sometimes, people have bigger expectation, there for all the information have to
be good organized and presented. This new mode of communicating even in business is very
important now days, which is way the professionals that work in public relations must prevent
that the business isnt damaged by different hackers or viruses.
To help people and organization protect their files, their document, in all countries were
adopted laws that protect everyone who work, operate on the internet. Even if we dont always
think about it, our mail is very important and very sensitive, so we have to be careful what
documents or mails we open, because sometimes hackers can get into our personal computer or
phone throw our mail, sending viruses.
Media relations are very important, especially in large businesses; they are used by
employees, investors, potential clients. Thought media you can influence the market, because we
know that now days everybody watch first he image and then go for the product, or they first
search thought the internet opinions about that product.
With the new opportunities in the market, the public relations area can improve his area
of work, and so the clients are those who beneficiate.
Blogs and podcasts are some of the most recent and influential communication tools used
by professionals public relations and marketing to achieve audiences and influencing
consumers. Via the Internet, we have entered a real cyber-world, configuring realities seconds or
virtual.
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Public Relations is located in the face of unprecedented challenges bridging, as a result of

diversification technical means and of the technology in the field of communication in the public
space but also plenty of information and the means of multiplication of specific messages. In this
context, the specialists at public relations must adapt to the new channels of communication in
the public interest.
Now national public relations are to a large extent international public relations,
symbiosis in answering their new imperatives linked to the European, even the world, of
common interests of economic, social, political and speed of propagation of the information of
the public space.
And the new stage of production and self-organization technique is what literature called
"reality per second", interpose between us and primary reality. In French author's vision,
communication of earth shall draw up more and more visible a closed system, in which the data
are more than auto fabricate, in which shall be forfeited any bond and in such a context, the
subject, so the longest day by the transmitter and receiver, known a process of dissolution.
If time is money, she paraphrased words and the information is money, and the
information furnished in time means even more money. The Internet has accelerated speed of
movement of information to such an extent that today we can watch in real time, almost at the
same time, the events from anywhere in the world.
To succeed in media relations, you must understand the term; have the knowledge and the
requirements. Even if some people says that it is not important how you say but what you say, I
think that it is very important how you say it, what importance you give it and the time you say
it.

REFERENCES

1. James E.Grunig Excellence Theory in Public Relations University

of Maryland
2. Kirk Hallahan Protecting an organizations digital public relations
assets 2004, Public Relations Review 30
3. Judith Ridgway Practical Media Relations 1984
4. http://pr.shisu.edu.cn/picture/article/19/75/c0/073a214a4b0ba97d8
d325704e36e/4a8a6b40-fd45-4a4a-b7d6-152dd29c6d11.pdf
Accessed 18.01.2015
5. http://www.prsa.org/intelligence/prjournal/documents/2013_supaw
ilson.pdf accessed 18.01.2015
6. http://www.prconversations.com/wpcontent/uploads/2010/07/What-is-PR-final.pdf
7.

accessed 18.01.2015
http://www.ucdmc.ucdavis.edu/hr/hrdepts/asap/Documents/Comm
unication_Skills.pdf

accessed 18.01.2015

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