“Public relations is a planned process to influence public opinion, through sounds character and proper performance, based on mutually satisfactory two-way communication.” Out of the first few chapters, this quote stood out the most. There is a strong relationship between the the public opinion and a successful organization. Public relations helps communicate the evolution of a company to the public so that they can mutually adapt to a situation. It is important that the message you are delivering is of sound ethics, in that you’re being honest and genuine. In todays society, everyone is “Plugged in” meaning that the world is connected by the internet. If you are being dishonest with your message, chances are someone will find out and once they do, they have access to tell the world about it.
When going creating your message, there must be an audience in mind and you must take into consideration how that audience communicates as a group. The language, tone, medium, it all plays a role and can ultimately effect how well your message is being received. You must use these elements to mold your communication strategy and deliver in a way that your audience will understand.
I found an article on the University of Maryland and how they are planning to put a positive spin on their decision to join the Big Ten conference. They had anticipated that their fan base would react in an emotional and negative way about the change so they took proactive steps that included planting positive comments in popular blogs in hopes that it would also influence their fans view on the change. They did a great job in isolating the group that their fans consist of and planned out steps to reach their audience.