This study is the first of its kind in development studies, management, and public relations. Corollary to this, no study has ever been pursued on the subject. It was only in 1970 that a research study was initiated, but not on public relations firms and more importantly, not on their operations and life cycle. The fact is, there is a pressing need to compile empirical data on public relations, its firms and industry in the Philippines.
This descriptive study seeks to apprise practitioners of management concepts and theories applicable to the operations of legitimate or(“accordant with law or with established legal forms requirements”) or public relations firms. The quest for better performance (based on well-being clients and work coverage) and profitability dictate the pace to success. Achievement is realized and survival follows as a natural consequence. The organizational life is prolonged. The process of transformation into an institution ensues.
Public relations firms’ managements are not spared from the vagaries of organizational flows. In Mintzberg’s (1989) entrepreneurial configuration, public relations firms still show features described under the classical organization theory.
Their organizations are highly structured, endowed with a unitary and homogenous kind of authority; yet in dynamic situations, the application of the human relations theory which sanctions motivation becomes more relevant. According to Lawrence and Lorsch, “Its basic assumption is that organizational variables are in a complex
inter-relationship with one another and with conditions in the environment… If an organization’s internal states and processes are consistent with external demands…
it will be effective in dealing with its environment.”
Through this study, those in the local trade and industry will be able to understand, and appreciate more, the defined role of public relations” “as a management function and responsibility” in the growth and development of a society. Public relations firms operate as the “alter ego,” “strategy formulation arm,” “multi- faceted communication network,” and “early warning system” of people engaged in decision- making and policy formulation. They persevere to impart the public relations philosophy of “social responsibility, to accentuate the true meaning of social conscience and existence of a ‘corporate soul.’” (Seitel, 1998)
People in government hardly know the power and effectiveness of public relations as a change agent in society. Those in the government who are members of the Public Relations Organization of the Philippines (PROP) still believe that they have always been undermined and utilized as propaganda machineries and publicity apparatuses.
This study seeks to enable people in governance to comprehend, as practiced, the real nature, function, philosophy, and process of public relations as these relate and become integrated to development studies. They are essential factors public relations firms adhere and subscribe to, and operate on. Practitioners and their firms work to win their clients’ trust, confidence, and respect, on a higher
level, to national socio-economic-political growth and development. The study will provide educators greater insight into the organization, establishment, and operations of local public relations firms in the country and their role in nation- building. In a way, it will showcase standards in the true practice of public relations. These standards, fully matched with the equation on theory and practice should serve as gauge in the public’s choice as service companies.
Plight of Firms
The thrust of the study on the plight of public relations practitioners and their firms is attuned to the factors that make up for the organization, systems and structure, and competence which are essential within the realm of internal environment. These factors, in turn, necessitate management orientation and formulation of strategy within the purview of entrepreneurial orientation and approach to the concept of stewardship.
Such orientation and strategy formulation relate to market and other forces existent in the external environment from which the company management would have to adapt through a selective process. The result should spell the firms’
business performance, which subsequently dictates on its life cycle.
(see Figure 2)
Such a thrust can serve as a fitting example on how service companies like theirs may be able to avoid pitfalls and perform well. Those in the academe can initiate deeper studies on the subject. Public relations practitioners have for decades disregarded, if not ignored, the use of more systemic ways to probe into factors that
dictate the conduct of operations of public relations firms in the Philippines. This study could serve as an eye opener to them.
Renato S. Esguerra took to task what he termed as the “‘sickening’ and
‘unexplainable’ dearth in empirical data on public relations firms in the Philippines.” Researchers are still unaware of the number of active and inactive public relations firms in the country. It is a sad commentary of the times that no less than the practitioners in the conduct of operations of their firms, are turning out to be the harbingers of death for their profession. The counsellors have sadly remained at the mercy of researchers or organizations from other businesses and industries. There are no facts and figures, more so, simple analyses whereby references could be made to present in a cross-section, reliable data as convenient yardstick for the performances of these public relations firms.
Research: The Biblical Genesis
Practitioners know that research is the biblical genesis in their kind of work.
Without it, the theory and practice of public relations will be relegated back to the time when it was nothing more than “guesswork” or “speculation.” (Broom, 1990) Students and researchers who are in dire need of empirical data on local public relations firms may find this study to be a starter. The status of these firms has for sometime remained as a giant jigsaw puzzle. Whether the practitioners deliberately allowed this situation to prevail or not, the students of public relations and allied degree offerings have yet to know.
This study will be a big career challenge to them. The most daring will, of course, be expected to take the risks. But the most daring will also be expected to be the most qualified – that is, in skills, habits, communications, and attitudes.
They will also be those whose career horizons are beyond “the next generation” as survival or operating goals. Through this study, students and researchers could do further researches, open greater avenues, and ensure in a more stepped up process, the professionalization of public relations. (Cutlip, 1994) Such an approach should set the trend for more viable and well- nurtured public relations firms.