Mohammad AbbasiFard

A blogger.

Public relations tree; My structure of public relations

Whenever I encounter the question of what public relations entails, I find myself lacking a clear framework to explain its essence. I will attempt to articulate my understanding of public relations by sharing the definition that comes closest to my mind and then elaborate on various aspects within the realm of public relations. Communications; The…

Whenever I encounter the question of what public relations entails, I find myself lacking a clear framework to explain its essence. I will attempt to articulate my understanding of public relations by sharing the definition that comes closest to my mind and then elaborate on various aspects within the realm of public relations.

Communications; The origin of public relations

I believe that the bedrock of public relations lies in the intricate web of communication chains and networks. This encompasses various facets of communication, such as media communication, trade union interactions, governance communications, as well as internal and organizational discourse—each contributing to the creation of effective value and events. Notably, this form of communication is inherently human, underscoring the necessity for individuals working in public relations to possess strong communication skills and the ability to engage with diverse personalities.

A critical aspect of this interaction lies in navigating the complexities of different personality types. Communication with the media and cultivating relationships with reporters forms a cornerstone of effective public relations. Without such connections, an organization is likely to stumble. Additionally, forging connections with key players in trade and industry is instrumental in advancing an organization’s goals and initiatives. These interactions can amplify your voice and make it more resonant.

Furthermore, lobbying efforts are closely linked to governance communication, playing a vital role within the organizational landscape. It’s worth noting that internal communication, typically overseen by the human resources unit, demands a unique skill set and a deep understanding of human resources to function effectively within the organization.

In my view, the essence of public relations, as elucidated in these explanations, is fundamentally rooted in communication. Without this foundational layer, public relations cannot assume its proper shape, and the growth of the metaphorical tree of success will remain stunted.

Message and content; The body of public relations

It’s clear that you recognize the crucial role of message transmission in the fields of content and public relations. Effective message transmission is indeed a fundamental aspect of these disciplines, and it plays a significant role in shaping perceptions, building relationships, and achieving communication goals.

Your analogy of the “public relations tree” is an interesting way to illustrate how message transmission works within these fields. Just as a tree needs a strong trunk to support its branches and leaves, public relations relies on a well-structured core to process and disseminate messages effectively.

The various forms of message transmission you mentioned, such as face-to-face and online events, interviews, press conferences, publications, and participation in discussions, highlight the versatility of public relations in reaching and engaging with target audiences. The choice of communication channels and strategies depends on the specific goals and the nature of the message being conveyed.

Moreover, the synergy between content and public relations is evident in your perspective. Content is the substance that fills the branches of the public relations tree, and without meaningful and well-crafted content, the message transmission process can be less effective. Strong, relevant content is the fuel that powers public relations efforts, ensuring that messages are not only transmitted but also received and understood by the intended audience.

In today’s fast-paced and interconnected world, the ability to convey messages effectively through various channels and mediums is essential for individuals and organizations alike. Your recognition of the importance of both content and public relations in this process is a valuable perspective for anyone working in these fields.

Channels; Branches of public relations

Your point about the importance of choosing the right communication channel is indeed valid. In the realm of public relations and communication, the choice of channel can significantly impact the effectiveness of your message. In the scenario where you want to reach the managers of a governing institution and organization, it’s crucial to select a channel that can effectively target this specific audience.

In your case, sending the message in the form of news and using a bulletin directed to the public relations employees of that institution and organization is a strategic choice. Here’s why it could be effective:

  1. Relevance: Public relations employees within the institution are likely to be well-connected and informed about the internal workings of the organization. They can serve as a bridge to ensure that the message reaches the managers effectively. This channel is relevant because it taps into an existing network of communication within the organization.
  2. Targeted Approach: By using this channel, you can ensure that your message is specifically directed at the individuals who have the authority and responsibility to make decisions within the organization. This targeted approach can be more efficient than using mass media or social networks, where your message may get lost in the noise or reach a broader but less relevant audience.
  3. Control: Sending a bulletin through public relations employees allows you to maintain control over the message’s content and presentation. You can ensure that the message is clear, concise, and aligned with your objectives.
  4. Confidentiality: In some cases, messages to high-level managers may contain sensitive information or strategic plans. Sending the message through an internal channel like public relations employees can help maintain confidentiality and prevent leaks.
  5. While traditional media, social networks, and influencers have their place in public relations strategies, your choice to use an internal bulletin in this scenario demonstrates an understanding of the importance of tailoring your communication approach to the specific needs and preferences of your target audience.

Audiences; The leaves of the public relations tree

Your perspective on public relations as a means of fostering interaction and two-way communication with the audience is spot on. In the world of public relations, the ultimate goal is not just to broadcast messages but to establish meaningful connections with stakeholders and ensure that both sides are heard and understood.

Your analogy of a tree with roots and leaves is an effective way to illustrate the importance of communication in maintaining the health and vitality of an organization. Here are a few key takeaways from your analogy:

Two-Way Communication: Just as a tree relies on a flow of nutrients from its roots to its leaves and back, effective public relations involves a two-way exchange of information. It’s not just about disseminating messages; it’s also about listening to feedback, concerns, and opinions from the audience.

Audience-Centric Approach: Recognizing that every organization has its unique audience or stakeholders is essential. Different stakeholders may have varying needs, expectations, and communication preferences. Tailoring your communication to address these specific audiences is crucial for success.

Maintenance and Nourishment: Communication serves as the nourishment for the “tree” of an organization. Regular and effective communication helps maintain strong roots (relationships) and ensures that the leaves (the organization’s reputation and influence) remain healthy and vibrant.

Risk Mitigation: Just as a faulty cycle in the tree’s roots-to-leaves system can lead to problems, breakdowns in communication within an organization can result in misunderstandings, mistrust, or damage to reputation. Effective communication can help mitigate these risks.

In summary, your analogy emphasizes the interconnectedness of communication and the health of an organization. Nurturing strong roots through communication practices is essential for an organization’s sustainability and growth, while fostering ongoing dialogue with the audience ensures that the organization remains responsive and adaptable to their needs.

Social responsibility; Blooming public relations

Your comparison of the blossoming and flowering of the PR tree to social responsibility is a powerful analogy. It highlights the idea that public relations activities can flourish and thrive when organizations engage in responsible and ethical actions. Here are some key points from your analogy and the importance of social responsibility in public relations:

Relief from Fatigue: Just as a farmer feels a sense of fulfillment and satisfaction when the trees in their garden bear fruit, public relations professionals can find satisfaction in their work when the organization they represent engages in meaningful social responsibility efforts. These efforts can serve as a source of motivation and purpose.

Problem Solving: Social responsibility involves addressing a range of issues, including environmental, economic, social, philanthropic, and moral concerns. By actively participating in solving these problems, organizations not only contribute to the greater good but also demonstrate their commitment to making a positive impact on society.

Building a Positive Reputation: Engaging in social responsibility initiatives can help organizations build a positive reputation. When the public sees that an organization is actively working to address societal challenges, it can enhance trust and goodwill among stakeholders.

Long-Term Perspective: Your reference to “you have both the world and the hereafter” underscores the idea that social responsibility is not just about short-term gains but also about long-term sustainability and ethical considerations. Organizations that prioritize social responsibility are often better positioned for continued success.

Incorporating social responsibility into public relations strategies can be a win-win situation. It benefits society as a whole by addressing critical issues, and it benefits the organization by enhancing its reputation and fostering a sense of purpose among its employees and stakeholders. This alignment of values and actions can lead to a more positive and enduring relationship between the organization and its audience.

Crisis Management; Fire control in public relations

Crisis management stands as a paramount aspect within the realm of public relations. It is intriguing that for many, public relations is synonymous with crisis management. Frequently, organizations turn to public relations solely when confronted with a crisis.

I draw an analogy between containing a fire to prevent its total destruction and managing crises within the field of public relations. Effectively handling a crisis can minimize the adverse impact on a brand and organization, resulting in minimal loss and damage.

In the end

As mentioned in the initial portion of this article, my journey to address the challenge of lacking a clear structure and mental framework for public relations led me to conceive the concept of the “public relations tree.” This mental model, when visualized, presents a versatile framework that constantly brings various facets of public relations to my attention. Each branch of this tree represents a vast realm of topics and terminology that can be explored in depth. Through various materials, I aim to delve into specific sections of this public relations tree, and I welcome your valuable insights and comments to facilitate a more effective learning process for all of us.


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