Week 2 Readings- Theoretical Contexts

One of the Public Relations Theory that is of significance in this reading is Relationship Management. Ferguson (1994) suggested that relationships should be at the heart of PR. This is very critical in undermining the success of PR. Building relationship is, in my opinion, an important step leading up to any PR campaigns. For PR practices to successfully bring the best out of both parties (PR agency and clients), a harmonious working relationship is vital. Although disagreement in views may occur, such differences can always be ironed out with a good working relationship.

Trust is a fundamental element is relationship management. As stated in the reading, the development and maintenance of relationships largely depends on the strength of the personal relationship between relational partners. Trust will determine the dynamics of the working relationship. As always, it takes two hands to clap. On the PR practitioners part, they must trust the clients enough to know that clients themselves have the best knowledge of the products and target audience, as well as the awareness of the market conditions. They must also recognise that clients interest is to gain profits and clients have the final authority over decision-making. Similarly, clients should acknowledge the professionalism PR practitioners have and try to avoid insisting on their ideas in a forceful manner.

All in all, I believe that it takes alot of personal responsibility on the PR practitioners to ensure that relationship management is emphasised and properly taken care of. This would ensure a quality and harmonious PR working relationship.

Andy