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If successful, this public relations can be translated into healthier bottom lines for the firm. Public relations can be considered as part of an overall comprehensive corporate communications plan, which includes advertising activities, sales promotions, merchandising, corporate social responsibility (CSR) and direct sales. The big idea behind a good public relations campaign is to project a positive image to all stakeholders. A good example is how a firm responds to a crisis, in a responsible, ethical and calm manner. This is the societal function of public relations in connection with the general external public. On the other hand, public relations has a second function. This is towards its employees. The people in any organization are its greatest and most valuable resources, repeated quite often to emphasize how treating people well translates into a well-run and highly-motivated group. In this regard, how a firm or organization treats its own employees is a reflection of its reputation, image, sense of responsibility, and the value it places on its human resources. A good public relations policy towards employees can affect the products and services it provides to the buying public. This is because a highly-motivated and loyal workforce always endeavors to provide an excellent product or satisfactory service, that in turn promotes repeat customers and ensures consumer loyalty. Good internal public relations creates a cycle of positive image and feelings. To recap everything briefly,

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of society and organization on the other. Public relations, according to Harlow, aims to ascertain and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics, and hence involves the management of problems or issues by helping the management to keep informed on and responsive to public opinion (Palaniappan & Ramachandraiah 2008).
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public relations serves two primary functions. The first is a societal function in which the organization communicates to the general public and community at large all about its activities. This is intended to build up goodwill, understanding, awareness, and educating the different publics in order to influence public opinion. The organization does it by sending out appropriate messages on whatever issues it considers will build public rapport. In the same vein, the second function of public relations is internal; this is to inform its employees about what the company is doing, what is happening within the said firm, and on other issues like employee benefits, promoting loyalty, enhance their morale, encourage ethical behavior, to bridge management and workforce, and promote unity, cooperation, and camaraderie. The generally-accepted and more widely-used definition of public relations is a strategic use of communications to build mutually beneficial relationships between a firm and its various publics (both internal and external). The early definition of public relations as press agentry and publicity had been enhanced today to now include the concepts of engagement and relationship building (Public Relations Society of America, 2013, para. 1) in order to bring together closer all the various publics involved, to emphasize the public nature or function of public relations. The organization chosen for this paper discussion is General Motors. In particular, this paper talks on the advances in technology in the auto industry, and also the drive of an American automaker to recapture its lost market share in global markets. The United States auto industry had suffered badly during the Great Recession which started with the collapse of the sub-prime housing mortgage back in 2007. American automakers had made big strides back to profitability. General Motors had once been in
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Summary

PUBLIC RELATIONS IN ACTION (Marketing) Name of Student (author) Name of University PUBLIC RELATIONS IN ACTION The role of public relations in a traditional marketing plan or campaign is to enhance an organization's standing in the eyes of the general public…
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