Thesis (M.B.A.) - Asian Institute of Technology, 2002

A thesis submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management

Public Relations plays an important role in conununications today. It is getting a message. tlU'ough different press channels, directly to the public in a way that is deemed more subtle than publicity that is paid for. To do this, Public Relations must be in constant contact with the media in order to develop a stable working relationship that could lead them to have, in some cases, an influential hold on journalists, editors and other decision makers in the field. This study tries to better understand the role Public Relations plays in today's business environment and to analyze up to what extend this communications method can be protected from deviant practices. To do this, we will try to define the tools, the strategies and the areas of influence that currently exist in the profession. Then, by comparing Public Relations and advertising, we will see that their relationships with the powerful media are very different mainly due to the fact that for one, there is a financial aspect involved, while for the other, no monetary compensation should be expected. While advertisers pay to get their messages published or broadcast, Public Relations are not supposed to have financial relations with the media. Moreover, the fact that the ties between Public Relations and media are rarely publicized makes it very difficult to control. Thus, in an enviromnent overwhelmed by high interests, "king-money" could easily become a source of corruption and a motivation for deviant behavior. What barriers exist today to prevent such destructive attitudes in the industry? On the side of Public Relations, some measures do exist, but unfortunately, they are not tangible enough to be considered sufficient. It is necessary to have equivalent measures on the side of the media. An overview of the constraints faced by local journalists and a glimpse into their relationship with Public Relations will help understand the need for one to work harmoniously with the other. The existing bargaining power that one has over the other, along with their mutual need to create an equilibrium, can constructively be used to protect their relationship from turning morally unacceptable. Because a failure to maintain this balance could really damage both activities, we will try to find ways to strengthen the relationship, and put forward suggestions to ensure that the relationship between the two professions remains healthy.