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A project is a unique set of operations which is designed to accomplish one or many goals within a given time frame at a set budget. Project Management then is the application of skills and tools used to achieve the project goals. Most often this requires a group of talented individuals or an organization, depending on the scale and intensity of the project.
Effective organizations thrive on effective team members and them working together. No matter what technical know-how and skills an individual hold, the ability to communicate are critical for professional success. A subset of communication includes soft skills, which is one of the most important and influencing factors for members of project management.
Hard skills can be easily defined and acquired through education, training jobs and certifications. However Soft skills are much harder to define as they are interpersonal skills or as what most call; people skills. Soft skills include personality traits, communication abilities, and innate social cues.
Project management amongst many other fields of business mainly involves communicating with other people very often. Therefore, effective communication is imperative in the successful execution of projects. Since soft skills are acquired over time and repeated practice, it helps for budding professionals to become aware, practice and masters these soft skills from an early age.
This paper explores some of the many soft skills that impact project management. The following pages will cover nonverbal communications, decision making, team building, public speaking, leadership emotional intelligence, and creativity.
Public relations is a unique administration work that causes associations to set up and look after correspondence, acknowledgment and collaboration with the public. It is engaged with managing different issues and occasions. It helps the administration to comprehend and react to public sentiment. It distinguishes and stresses the obligation of the organization to serve the public intrigue. It goes about as a guard of social patterns to help organizations remain in a state of harmony with society. It utilizes successful relational abilities and research techniques as a basis tool. Since public relations is a process of coordinating communication, establishing an organizational image, and establishing mutually beneficial relationships, this process includes both the process of transmitting information to the public, the process of influencing and changing public attitudes, and even organizational transformation, such as changing existing ones. The process of image and shaping a new image. All of this is not done overnight, and it takes a long and arduous effort. Therefore, in the work of public relations, public relations organizations and public relations personnel should not care about the gains and losses of a small thing, but focus on the long-term interests, as long as continuous efforts benefit the total return.
Stakeholders are one who is quicker in the benefits and conveys that according to their advantage. The advantage of conveying to a larger amount is likewise similarly significant. Making a correspondence channel is an execution of the public relation. The most fundamental advance in public relation is to continue publicizing the advantage of the project thus far, the accomplishment in the company to get the trust of stakeholders. In PR it is fundamental and ought to include highlights, focal points, and advantages of the task. As a public relation, it is likewise basic to opportune imparting and endeavored to maintain a strategic distance from separation from the top administration or stakeholders. The entire arrangement is to how to impart and who is the group of spectators for each time and what message needs to pass on is must be spread under the public relation.
According to Center, and Broom’s (1994) conceptual definition, in which they state that public relations are “the management function that establishes and maintains mutually beneficial relationships between an organization and the public on whom its success or failure depends”
Basic characteristics of public relations
It is the fundamental purpose of public relations activities to shape, establish and maintain a good image of the organization in the public, and this image is directly related to the overall organization and to the state and trends of the public. This requires the organization to have a reasonable business decision-making mechanism, the correct business philosophy and innovative spirit, and timely adjust and correct its behavior according to the needs of the public and society, and constantly improve products and services in order to be in the public. Establish a good image. It can be said that a good image is the organization's greatest wealth, the starting point and destination of the organization's survival and development. All the work of the company is for the customer to develop, losing the support and understanding of the public, and the organization does not exist. .
In modern society, social organizations deal with the public, which is actually achieved through two-way communication and communication. It is through this two-way communication and information sharing process that the common interests and interactions between the organization and the public are formed. This is where public relations differ from ideologies such as law, morality, and institutions. Here, the organization and the public can conduct equal and voluntary, full information exchange and feedback, without any coercive power, both sides can speak freely, thus minimizing adverse side effects.
For a social organization, of course, we should pursue the maximization of our own interests, but many organizations have lost in this process. Some have lost their profits for the sake of time, and some have even lost nothing. The root cause of this phenomenon is that the interests are always mutual and there is never a wishful interest. In interpersonal communication, people often say that it is convenient to be convenient with others; for social organizations, only in the case of mutual benefit, can we truly achieve the maximization of our own interests. The reason why the organization's public relations work is effective and necessary is precisely because it can coordinate the interests of both parties. Through public relations, the interests of both parties can be maximized. This is also the organization with public awareness and the organization without public awareness. The biggest difference.
Pursuit of truth is the basic principle of modern public relations work. Since Ivy Ledbetter Lee, the father of modern public relations, put forward the principle of telling the truth, telling the public that the truth has always been a public relations work. The creed of the creed. Especially in modern society, the information and media means are unprecedentedly developed, which makes it impossible for any organization to block news and control messages for a long time to conceal the truth and deceive the public. As President Lincoln said, you can deceive everyone at some point, or deceive someone at all times, but you must not deceive everyone at all times. The truth will always be known. Therefore, public relations emphasizes the principle of truth and requires public relations personnel to provide truthful information to the public in order to gain public trust and understanding.
Since public relations is a process of coordinating communication, establishing an organizational image, and establishing mutually beneficial relationships, this process includes both the process of transmitting information to the public, the process of influencing and changing public attitudes, and even organizational transformation, such as changing existing ones. The process of image and shaping a new image. All of this is not done overnight, and it takes a long and arduous effort. Therefore, in the work of public relations, public relations organizations and public relations personnel should not care about the gains and losses of a city, but focus on the long-term interests, as long as continuous efforts, the total return.
Public relations function
1. Establish corporate reputation and establish a good corporate image
The credibility of an enterprise refers to the prestige and influence of the company in the market, its status, image and popularity in the minds of consumers. Establishing a good reputation is the embarrassment of successful business operations. The old management concept that “the wine is not afraid of the deep alley” can no longer adapt to the increasingly fierce competition. To establish credibility, we must first create a famous brand enterprise. According to the perspective of public relations, the reputation of commodities is a lower level. It is only the degree of trust of producers and operators formed by some publics or consumers in the process of multiple commodity exchanges. It is only a comprehensive reflection of the quality of technological management of enterprises. . The reputation of a tree enterprise and the creation of a famous brand enterprise are not only the needs of the company's own development, but also the increasingly strong requirements of modern society for enterprises. Because enterprises, as a unit of society, may bring new material civilization to society, and may also bring public harm and threat to society.
Therefore, the public's evaluation criteria for corporate social values have changed. The scope of evaluation has expanded from product quality and service to all aspects of enterprise production and management and social activities, which has made public opinion more influential on enterprises. Striving for public opinion support and striving for public trust has become one of the important conditions for the survival and development of enterprises. A good corporate image and reputation is an invaluable treasure. The fundamental purpose of public relations is to establish a good image and credibility of the organization through in-depth and meticulous concrete work to gain public understanding, support and trust. This will help enterprises to launch new products, help create "consumer confidence", help enterprises to raise funds, help attract and stabilize talents, help to find collaborators, facilitate coordination and community relations, and benefit the government and management departments. Enterprises generate trust and ultimately promote the realization of organizational goals.
2. Collect information to provide scientific assurance for corporate decision-making
Simon, the American management scientist, said: "Management is decision-making, and the premise of decision-making is information." Enterprises will encounter a large number of problems every moment, the market needs information on product quality, product development, new technology direction, competitors' movements, potential dangers, corporate image, etc., and is continuously transmitted to business leaders, requiring leaders to make timely And make effective decisions. Therefore, modern enterprises have included the acquisition of public relations information into the planning and become an indispensable part of corporate activities. The public relations department is to use all kinds of channels and networks to collect all the information related to enterprise development, and to provide a strong guarantee for the scientific decision-making of enterprises. The collected information includes corporate strategic environmental information, product reputation information and corporate image information.
3. Coordinating disputes and resolving corporate trust crisis
As the degree of socialization of production continues to increase, any organization is in a complex network of relationships, and this relationship is in dynamic development. Because of the differences in specific interests between enterprises and the public, there will inevitably be various contradictions in public relations. In the process of production and operation, it is inevitable that enterprises will collide with consumers due to their own faults and mistakes. Once this happens, it will inevitably lead to consumer dissatisfaction with the enterprise, and the enterprise will face a public opinion environment full of hostility and indifference. If there is a lack of correct understanding of this situation and improper handling of the problem, public relations disputes will arise and even lead to a serious public trust crisis. It will bring great harm to enterprises, the public and society.
Facts have proved that many contradictions and frictions between enterprises and the public originate from misunderstanding and lack of understanding. The lack of information exchange is the root cause of incomprehension. By establishing a good public relations mechanism and increasing mutual understanding between enterprises and the public, it is possible for enterprises to avoid disputes with the public, and to minimize the organizational reputation and image loss caused by the already existing trust crisis through public relations. And then, because of the situation, the bad things become good things. This kind of function is not available in advertising, personnel sales, and business promotion.
The role of public relations
Public relations is a communication activity, a means of communication, and a code of conduct followed by modern social organizations or individuals for mutual understanding and mutual cooperation between themselves and the public. Public relations is advocated and developed by social organizations. The role of the organization is to:
Collect information and test the environment. To be properly functioning, social organizations must understand themselves and understand the realities in which they operate, especially in the real world. And access to a large amount of information through public relations is the most effective means of understanding yourself and the environment and its relationship. The organization's environmental information mainly includes government's legal information and decision-making information, public demand information, public information on product image evaluation, public information on the organization's image evaluation and other social information, which serves as the organization's "environmental monitor" effect.
Output information, famous and good. In modern society, although the social organization's daily standards are different, there is one point in the realization of the goal is that the public understands itself. The more the public knows about themselves, the easier it is to achieve. And the best way for the public to understand themselves is to output information and increase the visibility and reputation of the organization. If the organization wants to grow and develop, the first aspect is to ensure the quality of products or services. On the other hand, it must also promote publicity, that is, the products or services of the publicly recognized organizations. External public relations is an important part of shaping the image of the organization. Brand strategy and brand effect, celebrity relationship and celebrity effect are the best verification.
Coordinate relationships and enhance cooperation. Public relations is an art of “internal seeking and external development”. It’s important function is to coordinate the organization's activities with the environment by coordinating the activities of all departments in an organization. Coordination is the unification of 'coordination' and "tune". Coordination is negotiation, that is, it cannot be decided by one party. It is necessary for both parties to sit down and negotiate and find the same interests; tune, it is reconciliation, that is, insist on mutual benefit. Principles, seeking the unity of the interests of both parties.
Consult advice and participate in decision making. The operation of social organizations is carried out under the guidance of decision-making. The feasibility of decision-making and the degree of feasibility depend on the choice of decision-makers. The basis of choice lies in the degree of mastery of information. The public relations department is the middle part of the public feedback information to the organization. The information collected is from the real information related to the organization in all aspects of the society. The information is selectively selected and analyzed and transmitted to the decision makers of the organization. Choose to provide the service.
Crisis management, dealing with emergencies. The environment in which an organization is located can be divided into two parts, known and unknown, and the unknown part will inevitably bring about some uncertainty in the operation and development of the organization. When this uncertainty becomes a reality in a short time, there are events that the managers have not anticipated, the so-called “emergency”. Because such events are characterized by suddenness, rapid change, large impact, difficult processing, and residual wavelength, the managers of the organization must always have crisis management awareness. The role of public relations in crisis management is reflected in: prior forecasting, avoiding occurrence; preparing in advance, reducing losses; emergency, stabilizing people's hearts; doing good, recovering losses.
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