Pr Communication Process Analysis

PR Communication Process Analysis

Public relations are the most cost-effective marketing tool that builds creditability with an organization. Merriam-Webster's dictionary online defines Public Relations as the business of inducing the public to have understanding for and goodwill toward a person, firm, or institution (Merriam-Webster, 2006). Communication is a key tool organizations need to be successful; rather if it is communicating to an organizations intern or external public. An effective external communication process has the ability to set an organization apart from competitors in a similar market.

Sun Microsystems Inc. CEO, Jonathan Schwartz, is changing the way global organizations perform external communications. He started to publish a journal outlining the status of Sun Microsystems Inc. online. Jonathan Schwartz has started publishing is "Weblog" so all of his employees and customers will have the chance to get to know him and his views on where he stands within the company. The "Weblog" is now being translated in more than 10 languages, Schwartz believes by doing this it will introduce more business in their foreign markets. The journal currently attracts more than 50,000 viewers each month (CEO, 2006). Schwartz says going international will generate new customers attract prospective employees in Europe, China and elsewhere. That puts the 40-year-old chief executive at the vanguard of a trend in corporate communications, one who tears down barriers between executives and consumers (CEO, 2006).

Executive coach John Agno said blogs can also cure the dreaded "CEO disease" -- the isolation that envelops a leader when subordinates become reluctant to disclose bad news or worst-case scenarios that might trigger a shoot-the-messenger response. "Blogs are personal -- they humanize the Web and keep CEOs in touch with what's going on out there in America," said Agno, head of Ann Arbor, Michigan-based consulting company Signature Inc. "People feel they can really have a conversation with someone who has a blog" (CEO, 2006)

With Schwartz posting his thoughts for everyone to read it has allowed not only his employees but also anyone who reads his journals to feel though he or she can communicate with him on any aspect of his business.

Jonathan Schwartz use of the web blog illustrates the unique and technological advancements he feels will further advance the success of Sun Microsystems Inc. During a recent interview Schwartz stated "The blog has become for me the single most effective vehicle to communicate to all of our constituencies -- developers, media, analysts and shareholders. When I go out and have dinner with a key analyst on Wall Street or a key investor from Europe and ask them if they've read my blog, they almost universally say yes" (CEO, 2006). [This is a repeated error. Please check the rest of your paper for similar errors.] Yet Schwartz is one of only a handful of Fortune