Internal Pr

In the market economy, goods and services are widely diversified and abundant, which makes customers experience some difficulties in distinguishing and evaluating them. Therefore, organizations always exert more efforts to create new style and new images for their products to be more exclusive in the market so that customers can recognize them easily. This process is called Public Relation (PR). PR will improve the organizational effectiveness by building strategic relationships, maintaining a favorable reputation, minimizing damage from crisis and generating revenue (Hagan, 2011). It is strongly suggested that PR is one of efficient tools which plays a crucial role in promoting brand name of any goods or services for any organization (Kean, 1971).

According to Grunig & Hunt (1984), Public Relation is “the management of communication between an organization and its publics”. Furthermore, they also stated that PR has been widely applied by many trading organizations, government departments as well as non – profit organizations. Indeed, public relation is a sufficient tool for enterprises to enhance their reputation and relationship with external stakeholders when organizations exert to transfer their images to public.

Moreover, organizations with superior PR strategy can overcome some particular obstacles not only in bad time, but in good time as well. For example, Apple Inc, a high – tech U.S Company, performed extremely well throughout the financial crisis in 2008 by the magnificent leading of Steve Jobs – an expert in public relation. Another factor can prove the importance and strength of PR in society is the appearance of many PR books. For instance, Henslowe (1999) wrote a book to illustrate some basic tricks to success in PR field. Simultaneously, the boom of dotcom era and social networking has opened a new and direct approach for public relation. In addition, Ries and Ries (2002) reaffirmed that advertising has lost strength in promoting brand of...